Connecting with your audience instantly is crucial for any business to sustain itself. SMS marketing best practices offer a direct and highly effective way to do just that.
Many businesses face low engagement and conversion rates when their messages get lost in overflowing inboxes.
This guide provides 17 actionable SMS marketing best practices to transform your SMS campaigns.
Let’s dive in.
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17 SMS marketing best practices to increase engagement
Here are the 17 proven SMS marketing best practices to improve your SMS campaigns:
- Get permission: The foundation of SMS marketing
- Offer genuine value
- Keep it short and human
- Personalize and segment your audience
- Include a clear Call-to-Action (CTA)
- Master timing and frequency
- Make opt-out effortless
- Brand your messages
- Be compliant with regulations
- Build trust with consistency
- Utilize SMS for timely alerts
- Integrate with other marketing channels
- Leverage A/B testing
- Monitor and analyze performance
- Craft engaging welcome messages
- Use MMS for richer content
- Ask for feedback
1. Get permission: The foundation of SMS marketing
Before sending any message, explicit consent is non-negotiable. This means subscribers must actively opt-in to receive communications from your business.
Clearly state what kind of messages they will receive. This builds trust from the outset. Without consent, your messages are unsolicited. This can lead to unsubscribes and legal issues.
Related reading: 7 Best Double Opt-in Email Examples + Best Practices
2. Offer genuine value
Why should someone opt into your SMS list? Provide exclusive deals, early access to sales, or useful back-in-stock alerts.
Think beyond just promotions. This could include stock updates or appointment reminders. When subscribers feel they are gaining something unique, they stay engaged.
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3. Keep it short and human
Text messages are inherently concise. Adhere to the 160-character limit for standard SMS.
Use a conversational, human tone. Avoid jargon or overly formal language. Be authentic to your brand voice. This makes messages more relatable.
4. Personalize and segment your audience
Generic messages rarely resonate. Tailor your SMS content based on user behavior.
Consider their demographics and preferences. Segment your audience into relevant groups. This allows for highly targeted and effective communication.
Use dynamic content to tailor and personalize your message.
Related reading: What is Targeted Email Marketing? Beginner’s Guide & Examples
5. Include a clear Call-to-Action (CTA)
Every SMS should have a single, clear next step. Examples include “Shop Now” or “View Link.”
Make it easy for recipients to understand what you want them to do. A strong CTA drives immediate action.
6. Master timing and frequency
Sending messages at the right time is key. Stick to reasonable hours, generally 10 am to 8 pm.
Avoid overwhelming subscribers with too many texts. A consistent, but not excessive, frequency keeps them interested.
Related reading: 10 Email Frequency Best Practices For 2025
7. Make opt-out effortless
Subscribers should always have an easy way to unsubscribe. Include “Text STOP to opt-out” in your messages.
This shows respect for their choices. A simple opt-out process maintains a positive brand image.
8. Brand your messages
Always identify your business in every text. This reinforces brand recognition. Use MMS or emojis strategically.
They can enhance your message and convey brand personality. Ensure they are relevant and add value.
9. Be compliant with regulations
Adhere to all relevant laws, such as the TCPA in the US. This includes getting explicit consent. Always identify your business clearly.
Provide an easy opt-out option in every message. Compliance protects your business.
10. Build trust with consistency
Maintain a consistent tone and style in your messages. Deliver on promises made during opt-in.
This fosters a sense of reliability. Subscribers are more likely to stay when trust is established.
11. Utilize SMS for timely alerts
SMS is perfect for urgent or time-sensitive information. Think flash sales or delivery notifications.
Avoid using it for every type of communication. This keeps SMS valuable and impactful.
12. Integrate with other marketing channels
SMS marketing works best when part of a larger strategy. Connect it with email marketing, social media, and your website.
This creates a cohesive customer journey. It enhances overall campaign effectiveness.
13. Leverage A/B testing
Optimize your strategy by experimenting. Test different CTAs to see what performs best.
Try various send times or message formats. A/B testing provides valuable insights for improvement.
14. Monitor and analyze performance
Track your key metrics closely. Look at open rates, click-through rates, and conversions. Understand what’s working and what isn’t. Data-driven decisions lead to better results.
15. Craft engaging welcome messages
Your first message sets the tone. Make it warm and informative. Reiterate what subscribers can expect. A strong welcome can significantly boost initial engagement.
Related reading: 10 Best Welcome Email Examples + Steps to Write
16. Use MMS for richer content
MMS (Multimedia Messaging Service) allows images and GIFs. This can make your messages more visually appealing.
Use it for product showcases or special announcements. Ensure the content is still concise.
17. Ask for feedback
Occasionally, ask subscribers for their opinions. This shows you value their input.
It can also provide valuable insights. Feedback helps refine your SMS strategy.
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Wrap up!
Mastering SMS marketing best practices is essential for any business aiming for higher engagement and conversions.
By focusing on explicit consent, delivering genuine value, and personalizing your approach, you can build a highly effective communication channel.
Remember to keep messages concise, respect subscribers’ time, and always provide easy opt-out options.
Integrating SMS with your broader marketing efforts and continuously analyzing performance will further refine your strategy.
Also read:
- 11 Best SMS Marketing Strategies for 2025
- How to get SMS leads in 2025 ( 5 SMS apps + templates)
- Marketer’s Guide to Improve SMS Deliverability by 95%
Frequently asked questions
Yes, it remains one of the most direct ways to reach customers. High open rates make it a powerhouse.
Use website pop-ups or checkout checkboxes. Offer a small discount in exchange for their phone number.
Typically, mid-morning or early afternoon works best. Always avoid sending messages late at night or very early.
Yes, using MMS allows you to include photos or GIFs. This often increases engagement for retail brands.
Consistency is key, but avoid over-messaging. Start with once a week and monitor your unsubscribe rates.
