Are you looking to boost your business’s reach and engagement through mobile marketing? SMS marketing might be exactly what you need.
Let’s dive into everything you need to know about sending promotional texts that convert.
What is SMS Marketing?
SMS marketing is a powerful promotional strategy that involves sending text messages to customers who have opted in to receive communications from your business.
It’s a direct way to reach your audience right in their pocket with promotional offers, updates, and important information.
Unlike email or social media, SMS messages have an impressive 98% open rate, making them one of the most effective marketing channels available today.
Why SMS Marketing Matters
In today’s mobile-first world, SMS marketing has become more crucial than ever for businesses of all sizes. With over 5 billion people using mobile phones globally, text messaging provides an unparalleled opportunity to connect with your customers instantly and personally.
Text message marketing allows you to reach customers wherever they are, whenever you want. Unlike emails that might sit unopened in an inbox, or social media posts that get lost in crowded feeds, SMS messages are typically read within minutes of receipt.
- 90% of SMS messages are read within 3 minutes
- SMS marketing has a response rate 7.5x higher than email
- Text messages have a 45% conversion rate
- The average person checks their phone 160 times per day
This direct line of communication with your customers can significantly impact your bottom line, driving sales, increasing customer loyalty, and boosting engagement with your brand.
20 Best Practices for Successful SMS Marketing
Let’s explore the essential practices that will help you master SMS marketing and achieve better results with your promotional texts.
1. Get Proper Consent
Obtaining proper consent is the foundation of any successful SMS marketing campaign. You must have explicit permission from customers before sending them promotional texts, as required by law in most countries.
Getting proper consent isn’t just a legal requirement – it’s crucial for building trust with your customers and maintaining a positive brand reputation.
When customers willingly opt in to receive your messages, they’re more likely to engage with your content and take desired actions.
How to Obtain Proper SMS Marketing Consent
- Use clear opt-in language on your signup forms
- Include terms and conditions that explain message frequency
- Provide an easy way to opt out
- Keep records of all consent obtained
- Send a confirmation message when someone subscribes
Here are some examples of proper consent collection:
- “Text SUBSCRIBE to 12345 to receive weekly deals and updates”
- “Check this box to receive promotional texts (4 msgs/month). Msg & data rates apply. Reply STOP to cancel.”
- “Join our VIP text club! Enter your phone number to receive exclusive offers.”
2. Timing Your Messages
Message timing can make or break your SMS marketing campaign. The right timing ensures your messages are read and acted upon, while poor timing can lead to opt-outs and frustrated customers.
Sending messages at optimal times shows respect for your customers’ schedules and increases the likelihood they’ll engage with your content. Studies show that SMS marketing messages sent during business hours typically perform better than those sent early in the morning or late at night.
How to Time Your SMS Marketing Messages
- Research your target audience’s typical daily schedule
- Test different sending times and track response rates
- Consider time zones if messaging across regions
- Avoid sending messages during unsociable hours
- Plan message frequency to avoid overwhelming recipients
Examples of good message timing:
- Lunch break promotions sent at 11:30 AM.
- Weekend sale announcements sent Friday afternoon.
- Appointment reminders sent 24 hours in advance.
3. Keep Messages Brief
Brevity is essential in SMS marketing. Each text message should be clear, focused, and deliver value in the smallest number of characters possible while maintaining clarity and impact.
The 160-character limit of standard SMS messages isn’t just a technical constraint – it’s an opportunity to practice clarity and precision in your marketing communications.
Studies show that shorter messages typically generate higher engagement rates.
How to Create Concise SMS Marketing Messages
- Start with your main point or offer
- Remove unnecessary words and phrases
- Use clear calls-to-action
- Avoid industry jargon
- Test message readability before sending
Examples of concise messages:
- “FLASH SALE: 50% off all shoes today only. Use code SHOES50 at checkout. Shop now: [link]”
- “Your appointment is tomorrow at 2 PM. Reply Y to confirm, N to reschedule.”
- “Last chance! Free shipping ends midnight. Shop: [link]”
4. Personalize Your Messages
Personalization transforms generic broadcasts into meaningful one-to-one communications with your customers. It shows that you value each customer as an individual rather than just another number in your database.
SMS marketing platforms that enable personalization can help you achieve significantly higher engagement rates – up to 25% higher click-through rates according to recent studies. When customers feel personally acknowledged, they’re more likely to take action.
How to Personalize SMS Marketing Messages
- Include the customer’s name when appropriate
- Segment your audience based on behavior
- Reference past purchases or interactions
- Use location-based personalization
- Send targeted offers based on customer preferences
Examples of personalized messages:
- “Hi Sarah! Your favorite shampoo is back in stock at Main St. Store. Stop by today!”
- “James, thanks for your last visit! Enjoy 20% off your next haircut this month.”
- “Happy Birthday Maria! Claim your free dessert at Joe’s Diner today. Show this text to redeem.”
5. Include Clear Calls-to-Action
A call-to-action (CTA) is the driving force behind your SMS marketing message. It tells recipients exactly what you want them to do and how to do it, turning interest into action.
Without a clear CTA, even the most compelling message can fail to generate results.
Your call-to-action should create urgency while being specific and easy to follow, making the next step obvious for your audience.
How to Create Effective CTAs in SMS Marketing
- Use action-oriented verbs
- Create a sense of urgency
- Keep instructions simple
- Make links easy to tap
- Include one CTA per message
Examples of strong CTAs:
- “Shop now with code SUMMER25 for 25% off: [link]”
- “Reply YES to confirm your appointment”
- “Tap to claim your reward: [link]”
6. Segment Your Audience
Audience segmentation allows you to send more relevant messages to different groups within your customer base, increasing engagement and reducing opt-outs.
When you segment your audience, you can create more targeted and effective campaigns that speak directly to specific customer needs and interests. This targeted approach typically results in higher conversion rates and ROI.
How to Segment Your SMS Marketing List
- Create segments based on demographics
- Group customers by purchase history
- Separate by engagement level
- Consider geographic location
- Use customer preferences and interests
Examples of segmentation strategies:
- “VIP customers get early access to our holiday sale”
- “Hey local customers! Visit our downtown store today for exclusive deals”
- “Missing you! Here’s 15% off for our inactive customers”
7. Track and Analyze Results
Measuring the performance of your SMS marketing campaigns is crucial for continuous improvement and maximizing ROI. Without proper tracking, you’re essentially marketing in the dark.
Analysis helps you understand what works and what doesn’t, allowing you to refine your strategy and achieve better results over time. Regular monitoring of key metrics ensures you’re making data-driven decisions.
How to Track SMS Marketing Performance
- Set up proper tracking mechanisms
- Monitor key performance indicators
- Compare results across campaigns
- Test different message variables
- Review opt-out reasons
Examples of tracking methods:
- “Use unique coupon codes for each campaign to track redemptions”
- “Implement UTM parameters in links to track click sources”
- “Monitor delivery rates and engagement patterns by time of day”
8. Provide Value in Every Message
Every text message you send should deliver clear value to your recipients. This builds trust and ensures customers continue to welcome your messages rather than seeing them as spam.
Value-driven messages have higher engagement rates and lower opt-out rates. When customers consistently receive beneficial content, they’re more likely to remain subscribed and engage with your brand.
How to Ensure Value in SMS Marketing
- Offer exclusive deals or information
- Share timely updates
- Provide useful reminders
- Include insider access
- Give practical tips or advice
Examples of value-driven messages:
- “Early access alert! Shop the sale 24hrs before anyone else: [link]”
- “Your order has shipped! Track it here: [link]”
- “Weather alert: We’re open late today to serve you better”
9. Maintain Consistent Branding
Brand consistency across all marketing channels, including SMS, helps build recognition and trust with your audience.
Your text messages should reflect your brand voice and personality.
Consistent branding makes your messages instantly recognizable and helps reinforce your brand identity. This familiarity builds trust and increases engagement over time.
How to Maintain Brand Consistency in SMS Marketing
- Use consistent brand voice
- Include brand name in messages
- Match other marketing channel tones
- Keep formatting consistent
- Use branded links when possible
Examples of branded messages:
- “FashionCo: Your style update is here! New arrivals just dropped”
- “GreenGrocer: Fresh picks of the day! 🥑 Save 20% on organic produce”
- “BookWorm Café: Your daily reading recommendation is ready”
10. Respect Privacy and Data Protection
Protecting customer privacy and data is not just a legal requirement – it’s essential for maintaining trust and credibility with your audience.
This becomes even more critical in SMS marketing due to the personal nature of mobile phones.
Privacy breaches can severely damage your brand reputation and lead to legal consequences. Following best practices for data protection helps ensure long-term success in your SMS marketing efforts.
How to Protect Customer Privacy in SMS Marketing
- Implement secure data storage
- Follow data protection regulations
- Limit data collection to essentials
- Provide clear privacy policies
- Train staff on data handling
Examples of privacy-conscious practices:
- “Your data is encrypted and never shared. View our privacy policy: [link]”
- “Reply STOP to opt out at any time. Msg&Data rates apply”
- “Update your preferences anytime at [link]”
11. Optimize Message Frequency
Finding the right balance in how often you send SMS marketing messages is crucial for maintaining engagement without overwhelming your subscribers.
Message frequency directly impacts both engagement rates and opt-out rates. Too many messages can lead to subscriber fatigue, while too few might make your brand forgettable.
How to Optimize Your SMS Marketing Frequency
- Start with a conservative sending schedule
- Monitor engagement rates at different frequencies
- Ask subscribers for preferences
- Track opt-out reasons related to frequency
- Adjust based on campaign types and goals
Examples of frequency optimization:
- “Choose your update preference: Daily, Weekly, or Monthly deals”
- “VIP members receive 2 exclusive offers per week”
- “Breaking news and flash sales only – about 3 msgs/month”
12. Use Short Links
Long URLs waste precious character space in SMS messages and can look unprofessional. Short links are essential for effective SMS marketing campaigns.
Short links not only save space but also look cleaner and are more trackable. They help you maintain the concise nature of text messages while still directing customers to detailed content.
How to Implement Short Links in SMS Marketing
- Use a reliable link shortening service
- Create branded short domains
- Test links before sending
- Track click-through rates
- Ensure mobile compatibility
Examples of effective link usage:
- “Spring collection is here! Shop now: bit.ly/spring24”
- “View your rewards: tny.cc/rewards”
- “Track order status: goo.gl/track123”
13. Schedule Messages Strategically
Strategic message scheduling involves more than just picking the right time of day – it’s about understanding your customers’ behaviors and preferences.
Proper scheduling ensures your messages arrive when customers are most likely to engage with them. This timing strategy can significantly impact your campaign’s success rate.
How to Schedule SMS Marketing Messages
- Analyze customer behavior patterns
- Consider industry-specific timing
- Plan around major events
- Account for different time zones
- Test different sending schedules
Examples of strategic scheduling:
- “Morning coffee deal – sent at 7 AM”
- “Lunch special announcement – sent at 11 AM”
- “Weekend event reminder – sent Friday afternoon”
14. A/B Test Your Messages
A/B testing helps you understand what resonates best with your audience by comparing different versions of your SMS marketing messages.
Testing different elements of your messages provides concrete data about what works and what doesn’t, allowing you to optimize future campaigns for better results.
How to Conduct SMS Marketing A/B Tests
- Test one variable at a time
- Use significant sample sizes
- Track relevant metrics
- Document test results
- Apply learnings to future campaigns
Examples of A/B testing:
- “Save 50% today!” vs “50% off – ends midnight!”
- “Click here” vs “Tap now”
- “Limited time offer” vs “24 hours only”
15. Include Compliance Elements
Every SMS marketing message must include certain elements to comply with regulations and maintain transparency with your customers.
Compliance isn’t just about following rules – it’s about building trust and protecting your business from potential legal issues.
How to Ensure SMS Marketing Compliance
- Include opt-out instructions
- State message frequency
- Add business identification
- Mention data rates
- Keep consent records
Examples of compliant messages:
- “FashionCo: 20% off shoes! Reply STOP to end. Msg&data rates apply”
- “Daily deals (4 msgs/week). Text HELP for help, STOP to cancel”
- “Your consent is required. Reply YES to join our text club”
16. Create Urgency and Exclusivity
Creating a sense of urgency and exclusivity in your SMS marketing messages can drive immediate action and make customers feel special.
When done right, urgency and exclusivity can significantly boost conversion rates by tapping into customers’ fear of missing out (FOMO).
How to Add Urgency and Exclusivity to Messages
- Use time-limited offers
- Create VIP-only deals
- Highlight limited quantities
- Offer early access
- Use countdown timers
Examples of urgent/exclusive messages:
- “VIP members only: Early access ends in 1 hour!”
- “Only 50 spots left! Book now: [link]”
- “Flash sale – Next 30 minutes only!”
17. Integrate with Other Marketing Channels
SMS marketing works best when it’s part of a broader, integrated marketing strategy that includes email, social media, and other channels.
Integration helps create a cohesive customer experience and reinforces your marketing messages across multiple touchpoints.
How to Integrate SMS with Other Marketing Channels
- Coordinate messaging across platforms
- Cross-promote SMS subscription
- Use consistent branding
- Share unique content per channel
- Track cross-channel engagement
Examples of channel integration:
- “Follow us on Instagram for extra deals: [link]”
- “Check your email for order details”
- “Get text alerts for our Facebook Live sales”
18. Automate When Possible
Automation in SMS marketing helps you send timely, relevant messages without manual intervention, improving efficiency and customer experience.
Automated messages can help you maintain consistent communication while saving time and reducing human error.
How to Implement SMS Marketing Automation
- Set up triggered messages
- Create automated workflows
- Use dynamic content
- Schedule recurring messages
- Monitor automation performance
Examples of automated messages:
- “Welcome! Thanks for joining our text club”
- “Happy Birthday! Here’s your special offer”
- “Your order has shipped! Track it here: [link]”
19. Use MMS When Appropriate
Multimedia Messaging Service (MMS) can enhance your SMS marketing by including images, videos, or longer text content.
While MMS messages cost more to send, they can provide higher engagement rates and better convey certain types of information.
How to Effectively Use MMS Marketing
- Choose relevant visuals
- Optimize media size
- Test across devices
- Include alt text
- Balance SMS and MMS use
Examples of MMS usage:
- “New menu items! [photo attached]”
- “See how it works [GIF attached]”
- “Spring lookbook [carousel attached]”
20. Monitor and Manage Replies
Being prepared to handle customer replies to your SMS marketing messages is crucial for maintaining good customer relationships.
Quick and appropriate responses to customer replies can improve engagement and satisfaction while reducing opt-outs.
How to Handle SMS Marketing Replies
- Set up auto-responses
- Train staff on reply handling
- Monitor response times
- Track common replies
- Document response procedures
Examples of reply management:
- “Thanks for your message! We’ll respond within 1 hour”
- “Got it! Your preference has been updated”
- “Your feedback has been received. We’ll review it shortly”
Frequently Asked Questions About SMS Marketing
Q: How often should I send promotional texts? A: The ideal frequency depends on your audience and content, but most successful campaigns send between 2-4 messages per month. Always clearly communicate the expected frequency during opt-in.
Q: What’s the best time to send SMS marketing messages? A: Generally, business hours between 10 AM and 8 PM on weekdays work best. Avoid early mornings, late nights, and major holidays.
Q: How long should my SMS marketing messages be? A: Keep messages under 160 characters to ensure they’re delivered as a single text. Include your call to action within the first 90 characters.
Q: Do I need special software for SMS marketing? A: While you can send texts manually, SMS marketing software makes it easier to manage campaigns, track results, and comply with regulations.
Q: How do I measure SMS marketing success? A: Key metrics include delivery rates, open rates, click-through rates, conversion rates, and opt-out rates.
Conclusion
SMS marketing is a powerful tool that can transform how you connect with customers and drive business results. From getting proper consent to crafting compelling messages and timing them perfectly, each element plays a crucial role in your success.
Always put your customers first, provide value with every message, and stay compliant with regulations. By following the best practices outlined in this guide, you’ll be well on your way to creating effective SMS marketing campaigns that engage and convert.
Need help getting started with SMS marketing? I’m here to help! Contact me for personalized guidance on creating an SMS marketing strategy that works for your business. Together, we can develop campaigns that drive results and keep your customers coming back for more.
