SMS Marketing Best Practices

Simple, yet overlooked tips from SMS marketing best practices. Check our page below to see how you can improve your SMS marketing strategy.


SMS marketing is growing popular as one of the most efficient ways of promoting products and services. Short text messages show the highest open and reaction rates. Basically, they are a smart way of building relationship between the company and the 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 lot of rules to follow. 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 SMS. 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”. In the end, the message needs to be ultimately clear to the customer. Placing a URL in a text message is also practical. The more information customer gets, the better for you and for them.


One of the keys to 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.

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 this option by a URL or just a reply space.


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.

Trigger With Call-to-Action

A well-thought-out call-to-action is the most fundamental component of any successful SMS marketing campaign. It is the ultimate way to get your campaign to serve its main purpose. Carefully consider the call-to-action part of your SMS campaign so that it is more in line with your target objectives.

Keep it Simple

Keeping text messages short is one of the best ways to get your message across. At the same time, you need to make sure they don’t misunderstand you. That will look unprofessional, not to mention leave a sense of disappointment in customers. You need to keep the language of your message simple and professional. Avoid using overly complicated language.

Customer Care Contact Information

Including customer care contact information in your messages will get you one step closer to your customer. Giving them straightforward ways to contact you when they have questions regarding your services shows customers that you are ready to assist them whenever they need your help.

Think Over Your Keyword

You need a keyword to help your audience opt into your messages, receive particular information about your offers, get back to you, and so on. Choose a keyword that relates to your company or its activities. Keep it short, memorable, and easy to spell.

Be Clear About Your Ideas

When subscribing to your SMS campaign, people want to know what they are signing up for. Your vision, ideas, and actions have to be clear to everyone so that they know what to expect in the future. However, there is no need for excessively long and complicated texts to convey that.

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.