SMS Text Marketing Best Practices

SMS Text Marketing Best Practices

Creating the right SMS text marketing strategy can be challenging. Mainly because customer’s from various industries react differently to receiving promotional messages via SMS text. And that’s where Text Global come in. With over 10+ years experience, we provide our clients with impartial advice and ideas. That we know works well in a specific industry sector. Such things like written SMS message content, when is the best time to send, the best call to action to use etc. We can help work closely with you and ensure your strategy is on point. But for those who decide to go it alone, here are a few SMS text marketing best practices.



Before we get into all the tips and tricks of sending SMS text messages, we must first comply with the ICO and GDPR. Always make sure you obtain marketing consent during sign processes or online checkout. In addition, it’s a good idea to update your Privacy Policy with instructions on how to unsubscribe from SMS marketing. And of course, you must also provide the recipient of the message with the option to unsubscribe from SMS in every text message sent. Now that we have all this down, let’s get to the actual SMS text market best practices!


SMS text marketing best practices

Keep it short and sweet

Remember, you only have 160 characters to grab attention, get your message across, and keep the reader interested. Therefore, you must make your message short, concise, and to the point. They may have shown interest in receiving promotional text messages, but they may just as quickly opt-out if they think reading your message is a waste of time. But this doesn’t mean you must send the same generic text to all your customers. You must make space for personalization in those few characters. Short and impactful always wins the race! 


Be consistent and frequent

Everyone loves consistency, and this applies to your customers as well. Regularly send engaging SMS text messages that always have something to offer. But don’t go overboard and send too frequently, leading high unsubscribe rates. Our team recommends sending around 1 or 2 text messages a month, which means about one every 2-4 weeks. Of course the frequency of send will vary dependant on the industry sector, product/service and age of the recipient. Keep an eye on engagement rates to understand what the optimal frequency for your target audience is.


Make sure you send at the right time

The times SMS messages are sent are just as important as the frequency. Logically, you should know that sending SMS texts in the middle of the night or very early in the morning is inefficient. The optimal sending times for you depends on the nature of your business. If you operate a restaurant, sending menu deals around 11:30am when everyone is preparing to go out for lunch is perfect. Or if you’re an online retailer and know your peak sales time is 20:00pm in the evening. Schedule the SMS text campaign for 19:00pm and stagger the SMS traffic over one hour to ease visitor traffic coming back onto the website. You can test out a few different hours and then choose the optimal one according to the resulting metrics. 


Place a sense of urgency

Adding a sense of urgency to your text messages can help greatly increase sales. Sending an SMS about a flash deal or a time-sensitive sale can push your customers to visit your website and make an unplanned purchase even if they weren’t planning to. A few examples of trigger phrases are;

● Hurry before it’s over!
● Selling out fast!
● Limited edition/stock
● Only for a few hours!
● Exclusive for you!

When reading these phrases, people will feel “FOMO” or fear of missing out on a good deal if they don’t click, gaining you more traffic and increased sales.


Wrapping up

SMS for text marketing has been around for a long time, and it isn’t going away anytime soon. It’s the most efficient and quick way to get the word out to your customers. So, what are you waiting for? Start writing up your messages and get to sending!

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