Getting SMS Campaign Timing Right
TL;DR:
- Mid-morning (9-11 AM) and early evening (5-7 PM) get the best engagement
- Never send late at night – it damages how people see your brand
- Weekend campaigns usually underperform unless your data proves otherwise
- Context matters more than perfect timing – lunch offers work at 11:30 AM, not 4 PM
- Check your own campaign data to find what works for your audience
When you send your SMS campaigns matters just as much as what you write. Get the timing wrong and even brilliant messages get ignored or, worse, deleted before anyone reads them.
When People Actually Read Messages
Your audience checks their phone at predictable times during the day. Understanding these patterns helps you land in their inbox when they're actually paying attention.
Mid-morning hits the sweet spot. Between 9 AM and 11 AM, people are settling into their day. They've dealt with the morning rush but aren't yet deep in work mode. This is when they catch up on notifications and actually read messages properly.
Early evening works well too. The 5 PM to 7 PM window catches people as they finish work or commute home. They're switching from work mode to personal time and naturally check their phones more often.
Times That Kill Your Campaigns
Late night messages are campaign killers. Anything after 9 PM feels intrusive. People associate late messages with emergencies or spam. Send a promotional text at 11 PM and watch your unsubscribe rate spike.
Weekends need proof they work. Most businesses see lower engagement on Saturday and Sunday. People are with family, doing activities, or deliberately avoiding business messages. Only use weekends if your own data shows they work for your audience.
Context Beats Perfect Timing
The best time to send depends entirely on what you're offering. A lunch deal sent at 11:30 AM creates urgency. The same message at 4 PM just looks irrelevant.
Think about when your offer makes sense in someone's day. Fitness class reminders work early morning. Happy hour promotions hit different at 3 PM versus 11 AM.
Your Data Trumps General Rules
These timing guidelines give you a starting point, but your audience might be different. Check your campaign reports regularly. Look for patterns in open rates and click-through rates across different send times.
If your Tuesday 2 PM campaigns consistently outperform Friday mornings, trust that data over generic advice. Your audience's behaviour matters more than industry averages.
Testing Your Way to Better Results
Start with the mid-morning and early evening slots, then branch out based on what you learn. Try sending the same message to different segments at different times. Track which version performs better.
Keep notes on what works. Retail businesses often see different patterns to B2B companies. Local services might find weekends work better than expected.
FAQs
What happens if I send SMS campaigns too late at night?
Your unsubscribe rates will jump. People find late messages intrusive and it damages how they see your brand. Stick to business hours unless it's genuinely urgent.
Do SMS campaigns work on public holidays?
Generally no. People are focused on family time and holiday activities. Save your messages for regular business days unless the holiday is directly relevant to your offer.
How do I know if my timing is working?
Check your campaign reports for open rates and click-through rates. Compare different send times over several campaigns. Look for patterns in when people engage most.
Should I adjust timing for different time zones?
Yes, if you're sending to multiple regions. Most SMS platforms let you schedule based on the recipient's local time zone. Use this feature to maintain consistent timing across locations.
Jargon Buster
Open Rate – The percentage of people who actually read your SMS message after receiving it
Click-through Rate – How many people click on links in your message, showing they're genuinely interested
Unsubscribe Rate – The percentage of people who opt out of future messages, often triggered by poor timing or irrelevant content
Segmentation – Dividing your audience into groups based on behaviour, location, or preferences to send more targeted messages
Wrap-up
Good timing turns average SMS campaigns into effective ones. Start with mid-morning and early evening sends, avoid late nights completely, and let your own data guide future decisions. Remember that context often matters more than hitting the theoretically perfect time. A relevant message sent at a decent hour will always outperform perfect timing with irrelevant content.
Learn about QuickSMS https://www.quicksms.com/