Best Practices for SMS Marketing Campaigns

SMS marketing is one of the most effective ways to connect with your audience. With open rates as high as 98%, text messages are a direct and reliable way to reach current and potential customers. However, running a successful SMS marketing campaign requires careful planning and execution. Done right, SMS marketing can increase customer engagement, boost sales, and drive brand loyalty. Below, we outline 10 best practices to ensure your campaign delivers results.

1. Ensure Compliance with Regulations

Start by understanding and adhering to SMS marketing laws, such as the Telephone Consumer Protection Act (TCPA) in the U.S. Obtain proper consent from recipients before sending messages. Always include clear instructions for opting out—this builds trust and ensures compliance.

2. Build a Quality SMS Subscriber List

Focus on building an organic list of users genuinely interested in your brand. Collect phone numbers through sign-up forms, promotions, or social media, ensuring customers voluntarily subscribe. Avoid buying contact lists—it’s ineffective and could harm your brand reputation.

3. Make Your Messages Concise and Clear

With a limit of 160 characters per message, clarity is critical. Deliver your message quickly and directly while ensuring the key information stands out. Use a conversational but professional tone, and avoid sending overly complicated or wordy texts.

Example:

Instead of sending:

"We are offering a discount on our products starting next Thursday. All customers can receive 25% off in-store and online! Shop with us during this sale period!"

Try this:

"25% OFF starts Thurs! Shop in-store & online. Don’t miss it! Details here [short link]."

4. Personalize Your Messages

Customers respond positively to personalization. Use customer data to tailor your messages. Include their first name or reference their past purchases when appropriate. A personalized message feels more human and less like a mass marketing effort.

Example:

"Hi Sarah, we’ve got a special 20% off just for you! Shop your favorites before the weekend. [short link]"

5. Timing Is Everything

The success of your campaign hinges on when your message is delivered. Avoid early-morning or late-night texts, as they can irritate customers. Typically, sending messages between mid-morning and early evening works best. Furthermore, match your timing to the context—send promotional messages at the start of a sale, reminders on its last day, or limited-time offers in peak shopping hours.

6. Add a Strong Call to Action (CTA)

Every SMS you send should have a clear purpose and a strong call to action. Whether it’s encouraging customers to visit your store, shop online, or RSVP to an event, your CTA should clearly tell recipients what to do next.

Examples of CTAs:

• "Click to claim your 15% discount!"

• "Book your appointment today!"

• "Text JOIN to get exclusive offers."

7. Segment Your Audience

Send the right message to the right audience by segmenting your subscriber list. Use data such as location, purchase history, or behavior to create groups and craft messages tailored to their specific preferences. For instance, send different promotions to first-time buyers versus loyal customers.

Example:

• For repeat shoppers: "Thanks for being a loyal customer! Here’s a VIP 30% discount just for you. [short link]"

• For first-time subscribers: "Welcome to [Brand]! Use code WELCOME20 to enjoy 20% off your first order. [short link]"

8. Avoid Overloading with Messages

Consistency matters, but don’t overdo it. Too many texts too often can feel intrusive and lead to higher opt-out rates. Determine a reasonable frequency for your audience—typically no more than 4-6 messages per month—and focus on delivering value in every message.

9. Track and Analyze Campaign Performance

Invest in a robust SMS marketing platform that provides analytics. Track key metrics like open rates, click-through rates, and opt-out rates to measure the effectiveness of your campaigns. Use this data to identify what works and make improvements for future efforts.

Metrics to Monitor:

• Delivery Rate – Ensure that messages are successfully reaching recipients.

• CTR (Click-Through Rate) – Measure how many users are engaging with your links.

• Unsubscribe Rate – Monitor how often users opt out to avoid negative impressions.

10. Leverage Multimedia Messaging (MMS) When Appropriate

MMS allows you to include images, GIFs, and videos in your messages. While slightly more expensive, MMS can capture attention and deliver high-impact visuals, making your promotions more memorable. Use MMS sparingly, and ensure the media enhances your message rather than distracting from it.

Example:

A seasonal promotion:

"Our summer sale is here! 🌞 Shop swimsuits, sunglasses & more—up to 50% off. Ends Sunday. [Short link]"

Include an image of your top summer items to showcase the offer visually.

Final Thoughts

SMS marketing is an excellent tool for small business owners and marketing professionals looking to boost customer engagement and drive revenue. By following these best practices, you can create campaigns that are not only compliant but also highly effective and appreciated by your audience.

Start small, learn from campaign results, and stay customer-centric in your messaging. Done right, SMS marketing offers a competitive edge and unparalleled connection to your audience.

Looking to streamline your SMS campaigns? MarketSurge provides tools to help you personalize, automate, and analyze your marketing efforts. Get started today at marketsurge.io/texting!