SMS marketing is a powerful tool for businesses looking to engage directly with their customers. With open rates exceeding 90%, SMS marketing offers a fast and effective way for businesses to get their messages across.
However, like all marketing channels, its success depends on implementing the right strategies.
In this blog you will learn about 10 of the best practices you should know before you hit ‘Send‘ on an SMS marketing message.
Here are the 10 SMS marketing best practices:
1. Obtain Consent
Before sending SMS messages, you must ensure you have the recipient’s explicit consent. Opt-in methods such as website forms and in-store signups can help you build a compliant contact list. This not only builds trust, but also ensures your campaigns are legally sound.
2. Keep Messages Short and Clear
SMS messages are limited to 160 characters, so ensure you are concise. Clear communication is highly valued with SMS messages. Messages can also include a strong call-to-action (CTA) such as “Reply YES to Subscribe,” or “Shop Now.”
3. Personalise SMS Content
With SMS messaging, you have the ability to personalise messages with the recipient’s name and tailor them to their preferences or past interactions. Personalisation increases engagement and makes your audience feel valued.
Example: “Hi CUSTOMER NAME, it’s BRAND NAME! We noticed you recently purchased from us and wanted to let you know we’re offering 10% off your next purchase. Use code THANKYOU10 at checkout. Don’t miss out-this offer expires in 48 hours!”
With personalised messages, SMS can drive consumers to purchase products they may not even think about buying. According to research from 2024, 13% of Europeans made an impulse purchase after they received an SMS marketing text when they weren’t thinking about purchasing the product at all.
4. Master SMS Timing
Ensure you send your messages at appropriate times to maximise impact. Depending on your business, you may need to avoid early mornings or late nights and consider your audience’s time zone and behaviour patterns.
Some countries enforce laws around the times in which SMS marketing messages can be sent. This is governed by consumer protection and privacy laws to prevent SPAM and ensure customers are not disturbed at inappropriate times.
5. Add Value
You can provide meaningful content such as exclusive discounts, event reminders, or personalised updates. Ensure your message benefit the recipient and avoid spamming irrelevant promotions.
Example: “It’s time to treat yourself! Enjoy 20% OFF your next order at BRAND NAME! Use code SAVE20 at checkout. Hurry, this offer ends at midnight tonight!”
6. Include an Opt-Out Option
For best-practice, always give recipients the option to unsubscribe. A simple “Reply STOP To Opt-Out” not only complies with regulations but also demonstrates respect for customer preferences.
7. Segment Your Audience
Your audience can be divided into groups based on demographics, behaviour, or purchase history. Targeted messages are more likely to resonate with recipients and drive results.
8. Test & Optimise
Experiment with different message formats, CTA’s, and sending times to identify what works best for your business. It is important you regularly review campaign performance metrics and adjust your strategy accordingly.
9. Stay Compliant
It is essential you familiarise yourself with local regulations for SMS marketing, such as GDPR, TCPA, or CASL, to ensure your SMS marketing practices adhere to legal standards. Depending on where your business is based, local regulations may vary.
10. Integrate with Other Marketing Channels
SMS marketing can be used as part of a larger multi-channel marketing strategy. You can combine it with email campaigns, social media, or app notifications for an impactful customer experience.
Conclusion
By following these best practices, businesses can leverage SMS marketing to foster customer relationships, boost engagement, and drive conversions effectively.
At Text Management, we are experts in implementing SMS marketing strategies that are tailored to your business needs. Whether you wanting an expert team to handle your SMS marketing messages for you, or you would like to proactively handle your own SMS marketing in-house, we can help you every step of the way.
If you are interested in knowing how you can apply SMS marketing to your business needs, contact our expert team today by enquiring here. Our team will be happy to help!
