SMS Timing That Actually Works
TL;DR:
- There's no magic hour for SMS, but patterns show what typically works
- Mid-morning (9-11 AM) and late afternoon (2-4 PM) get better responses
- Skip early mornings and late nights unless your audience expects it
- Your own data beats general rules every time
- Test different times and track what works for your specific audience
SMS timing isn't rocket science, but getting it wrong can tank your engagement rates. The good news is that most businesses follow predictable patterns, so you can use these as your starting point.
When People Actually Read Messages
Mid-morning works well because people have settled into their day. They've handled the morning rush and are more likely to engage with non-urgent messages. Think 9 AM to 11 AM as your sweet spot.
Late afternoon catches the post-lunch crowd. Between 2 PM and 4 PM, people often check their phones more frequently as the workday winds down. Energy levels pick up again after the afternoon slump.
Lunch hours can be hit or miss. Some audiences love getting messages when they're taking a break. Others are too busy eating or running errands to engage properly.
Times That Usually Backfire
Before 8 AM feels pushy unless you're a gym sending workout reminders or a coffee shop targeting early commuters. Most people don't appreciate business messages while they're still getting ready for the day.
After 9 PM crosses into personal time. Yes, people are on their phones, but they're winding down. Your promotional message might get lumped in with spam in their minds.
Weekend mornings need careful handling. Saturday at 7 AM works for football clubs sending match updates. It doesn't work for estate agents promoting house viewings.
Know Your Audience's Reality
General rules only get you so far. A restaurant targeting office workers follows different timing than one serving shift workers or families.
Parents on school runs might engage well around 9:30 AM, just after drop-off when they're checking their phones in the car.
Retail workers often have afternoon breaks around 3 PM when they can actually look at messages properly.
Freelancers and remote workers might respond better during traditional lunch hours when they're taking a proper break from their screens.
The key is thinking about when your specific audience has both their phone handy and mental space to engage with your message.
Testing Beats Guessing
Send the same message to different segments at different times. Track open rates, click-throughs, and responses. After a few weeks, patterns emerge.
Most SMS platforms let you schedule messages, so you can easily test 10 AM versus 3 PM sends with similar audience segments. The data will tell you what works better than any general advice.
Start with conventional wisdom, then let your results guide your decisions. What works for other businesses might not work for yours.
Day of the Week Matters Too
Tuesdays through Thursdays typically perform better than Mondays or Fridays. People are settled into their week but not yet thinking about the weekend.
Mondays can work for motivational content or weekly updates, but avoid promotional messages when people are dealing with Monday morning chaos.
Fridays are tricky. Lunchtime messages about weekend events can work well. Late afternoon promotions often get ignored as people mentally check out for the week.
Weekends need purpose. Event reminders, time-sensitive offers, or service updates work. General promotional content usually doesn't.
FAQs
What if my audience is global?
Segment by time zone and send at appropriate local times. Most SMS platforms handle this automatically once you set it up properly.
Should I send at exactly the same time each week?
Consistency helps with expectations, but don't be rigid. A Tuesday 10 AM slot that works in January might not work in July when people's routines change.
How long should I test different times?
Give each time slot at least 3-4 sends before making decisions. One-off results can be misleading due to external factors like weather or news events.
What about urgent messages?
Genuine urgent messages (service outages, safety alerts, appointment changes) can be sent anytime. Just don't cry wolf by marking promotional content as urgent.
Jargon Buster
Open Rate: Percentage of people who actually read your SMS (though this is harder to track than email opens)
Engagement Rate: Percentage of recipients who take action after reading your message
Send Time Optimization: Testing different sending times to find what works best for your audience
Segmentation: Dividing your audience into groups based on behaviour, location, or preferences
Wrap-up
Good SMS timing comes down to understanding your audience's daily routine and respecting their boundaries. Start with the common patterns, then use your own data to refine your approach. The businesses that get this right see significantly better engagement rates than those sending messages whenever they remember to.
Learn about QuickSMS https://www.quicksms.com/