SMS Marketing Blog

SMS Marketing Best Practices


SMS marketing is growing popular as one of the most efficient ways of promoting companies. Short text messages show the highest open and reaction rates. Basically, they are a smart way of building customer relationship between the company and client. But while SMS marketing is a great channel of mobile marketing, utilizing it in reality is not as simple as it may seem. There are dozens of details to carefully consider and it is still important to understand the Dos and Don’ts in SMS marketing. There is a whole lot of rules to follow for SMS marketing best practices. Here are eight of them.

User Permission

Text message is very private for most people, so there is an absolute necessity to take the user’s permission before sending them text messages. It is the number one legal convention for text message marketing best practices.

It is crucial that the customer opts in, whether the permission is via an SMS code or SMS reply. This will not only save you from legal liabilities but will also create an image of a responsible company.


First, the text needs to be up to 160 characters. Nobody will bother to read more. You have to make sure you don’t waste the customer’s time. For the same reason, the content needs to be catchy, clever and valuable.

It is effective to use strong words like “FOR FREE, RIGHT NOW, ONLY YOU, IMMEDIATELY.” At the end, the message needs to be ultimately clear to the customer. Leaving a website or a URL is also practical. The more information the customer gets, the better for you and for them.


One of the keys of attracting customers is making them feel how unique they are. Everyone likes to feel special. Personalized messages boost most of the customers’ personal satisfaction level.

Make your customers believe that they are the chosen ones, which will certainly increase their loyalty. This needs to be in the checklist on how to achieve the best practices for SMS marketing.

Show the Way Out

As much as it is not in your interest, you have to provide the customer with an easy opt-out option. Otherwise the customer will do anything to get rid of you.

In the best-case scenario, the customer will block the number–thus preventing messages from being received–and you will just be wasting your money. Even if one out of the thousand customers eventually uses your services, you still develop an image of an annoying brand.


Getting feedback from customers does nothing but making you understand your company’s flows. It can help you to make both the marketing messages and overall company’s services better. It is useful to provide with this option by a URL or just a reply space.

These were the best practices for SMS marketing. It is a very powerful tool of mobile marketing, but its implementation needs a thorough analysis. The abovementioned steps can guide to better and more successful campaigns.


If customers receive your text messages too often, chances are high that they will end up unsubscribing from your notifications. Careful consideration of how often to send messages is essential here.

You have to make sure that the customers receive your messages neither too often, nor once a year. A more practical way to go is just to send messages whenever there are new services, special offers or anything on that matter.

Brand Name

The message must clearly state where it comes from. It is best to have a short contact name, but one that the customer will immediately recognize.

It makes raises your brand awareness and gives the customer a familiarity feeling. Next time passing near your company, they may recognize it, without even knowing from where.

When and Where

If you want the most engagement, you need to carefully examine the right time to send messages. On the one hand, sending text messages during a busy working hour is probably not the best practice for text message marketing. On the other hand, off work times are for rest and fun, so people would be more likely to spend that time with families. It is up to you to decide what times are best for your campaigns, but usually on the workdays early hours are more preferable.

People tend to check their emails and prepare for work earlier. Therefore, they are more likely to pay attention to what your campaign has to say. If you still choose to send messages on weekends, you need to make sure that you send earlier than 1-2 pm. Later than that people spend time having rest. As much as they might be cellphone addicted, they still would prefer their spare time over your shop’s discounts.