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SMS Marketing Best Practices Guide 2024

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SMS marketing is a form of mobile marketing that allows businesses to send text messages to customers and prospects. It involves using a short message service (SMS) to send messages like promotional offers, discounts, appointment reminders, and shipping notifications. SMS marketing has many advantages over other marketing strategies, such as email marketing. One advantage to SMS marketing is a 98% average open rate, which is 5x that of email (20%), meaning there’s a higher chance your audience will see your text message than your email. SMS marketing also boasts a 9.18% click-through rate compared to email’s 2.5%.

Here are some best practices to follow when implementing SMS marketing

Get express written consent before sending texts

Before sending any text messages, learn the basics of the SMS Marketing Best Practices Guides. It’s important to obtain the recipient’s consent. This can be achieved by having them opt-in to your SMS marketing program. Opt-in can be done through various methods, such as filling out a form, texting a keyword to a short code, or scanning a QR code. Once the recipient has opted in, you can start sending them text messages. It’s important to be mindful of how often you send messages and to keep your messages concise and clear. By following these best practices, you can create effective SMS marketing campaigns that drive engagement and conversions.”

Here are some examples of opt-in methods:

  1. Web form: You can create a web form on your website where customers can enter their phone numbers and opt-in to your SMS marketing program.
  2. Text-to-join: You can ask customers to text a keyword to a short code to opt-in to your SMS marketing program. For example, you can ask them to text “JOIN” to 12345.
  3. QR code: You can create a QR code that customers can scan to opt-in to your SMS marketing program. This is a great option for in-store promotions or events.

Remember, it’s important to obtain the recipient’s consent before sending any text messages. By using opt-in methods, you can ensure that your communication is both welcome and legally compliant.

Run Sequence Campaigns Automatically

Be consistent with your SMS send frequency

Sending too many text messages can be overwhelming for your customers and lead to unsubscribes. It’s important to find the right balance between staying top-of-mind and not being too intrusive. A good rule of thumb is to send no more than one message per week to your entire list. However, this frequency can vary depending on your business and the type of message you’re sending. For example, if you’re sending appointment reminders, you may want to send them more frequently. On the other hand, if you’re sending promotional offers, you may want to send them less frequently. It’s important to test different frequencies and see what works best for your audience.”

Here are some additional examples of how to find the right frequency for your SMS marketing campaigns:

  1. Segment your audience: Segmenting your audience based on their interests, behavior, or location can help you send more targeted messages that are relevant to them. This can lead to higher engagement and fewer unsubscribes.
  2. Ask for feedback: Ask your customers how often they want to receive text messages from you. You can do this through a survey or by including a feedback link in your messages. This can help you understand their preferences and adjust your frequency accordingly.
  3. Monitor your metrics: Keep an eye on your open rates, click-through rates, and unsubscribe rates to see how your audience is responding to your messages. If you notice a high unsubscribe rate, it may be a sign that you’re sending too many messages.

Remember, finding the right frequency for your SMS marketing campaigns is key to driving engagement and conversions. By following these best practices, you can create effective SMS marketing campaigns that resonate with your audience.

Customer Experience Concept. Happy Client Using Smartphone to Submit Ratings for Online Satisfaction Surveys. Positive Review Feedback on Mobile Phone

Customer Using Smartphone for SMS marketing

Be mindful of your language

When crafting text messages for your SMS marketing campaigns, it’s important to keep your messages concise and clear. Avoid using slang or abbreviations that may be confusing to your audience. Instead, use simple and straightforward language that is easy to understand. You can also use emojis to add a touch of personality to your messages and make them more engaging. However, be mindful of the context and tone of your message when using emojis. By following these best practices, you can create effective SMS marketing campaigns that resonate with your audience.”

Here are some additional tips for creating clear and engaging SMS messages:

  1. Use a clear and attention-grabbing subject line: Your subject line is the first thing your audience will see, so make sure it’s clear and attention-grabbing. Use action-oriented language and highlight the value of your message.
  2. Include a clear call-to-action (CTA): Make sure your messages include a clear CTA that tells the recipient what action to take next. This can be anything from “Shop now” to “Learn more.”
  3. Personalize your messages: Use the recipient’s name in your messages to make them feel valued and appreciated. You can also use their past purchase history or behavior to personalize your messages even further.

Remember, your SMS messages should be clear, concise, and engaging. By following these best practices, you can create effective SMS marketing campaigns that drive engagement and conversions.

SMS Marketing Strategy for the Holiday Shopping Season

Avoid spam words in your SMS campaigns

Here are some possible ways to rewrite and give more examples for the sentence: Avoid spam words in your SMS campaigns.

  • To prevent your SMS campaigns from being marked as spam, avoid words that trigger spam filters.
  • Spam words can ruin your SMS campaigns by lowering your deliverability rate. Ensure you don’t use words that might flag your messages as spam.
  • Don’t let spam words sabotage your SMS campaigns. Choose your words carefully and avoid any terms that make your messages look like spam.
Avoid spam words in your SMS campaigns

Personalize your messages:

  • Make your text messages more relevant and engaging by using customer data to tailor your messages.

Example: Hi, John! Thanks for joining our loyalty program. As a welcome gift, enjoy 10% off your next purchase at our New York store.

  • Use customer data to create specific, targeted messaging that resonates with your audience and builds trust.

Example: Hello, Sarah! We noticed you love our vegan products. Here’s a special offer just for you: buy one, get one free on any vegan item this week.

  • Create a better customer experience by adding personal touches to your text messages based on customer data.

Example: Hi, Mike! Happy birthday! 🎂 To celebrate, we’re giving you a free dessert with any order today. Just show this text at the checkout.

Thanks for joining our SMS loyalty program

Include a clear call-to-action (CTA):

  • Ensure your SMS marketing messages have a clear and compelling CTA that tells your audience what to do next.

Example: Want to save big on your next order? Reply YES to get your exclusive coupon code.

  • A clear CTA is essential for SMS marketing, as it guides your audience to take the desired action and increases your conversion rate.

Example: You’ve been selected for a special offer! Click here to claim your free gift before it’s gone.

  • Don’t forget to add a clear CTA to your SMS marketing messages, as it helps your audience understand what you want them to do and how they can do it.

Example: You’re invited to our VIP sale! Text SHOP to get access to the best deals.

SMS Marketing Best Practices Guide

Regarding the SMS Marketing Best Practices, it’s important to remember that less is more. Keep your messages short and sweet, and make sure they provide value to your audience. Following these best practices can create effective SMS marketing campaigns that drive engagement and conversions.

I hope this helps! Let us know if you have any other questions. Or, if you are ready to start your text messaging campaigns, contact us here.

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Kalin Kassabov

Kalin Kassabov

Kalin Kassabov is the ProTexting co-Founder and CEO. Kalin shares insights, tips, and case studies to help businesses and marketers effectively leverage SMS and MMS to reach and engage their target audience and drive results. ProTexting offers professional SMS and MMS Marketing Services for over 16 years.