Keep Your SMS List Clean for Better Results
TL;DR:
- A smaller, engaged SMS list beats a large inactive one every time
- Remove bounced numbers regularly to keep your list healthy
- Let subscribers update their preferences to stay engaged
- Use tools like QuickSMS to spot inactive contacts automatically
- Focus on engagement rates, not just list size
A bloated SMS list full of dead numbers and unengaged subscribers will tank your campaign performance. The goal is quality over quantity – you want people who actually read and respond to your messages.
Why List Size Doesn't Matter
Your SMS list isn't a vanity metric. A list of 500 engaged subscribers will outperform 5,000 inactive ones every single time. Dead numbers drag down your delivery rates, skew your analytics, and waste your budget.
Clean lists mean better engagement rates, more accurate data, and higher ROI. Plus, you're not paying to send messages to phones that don't exist anymore.
How to Clean Up Your SMS List
Spot the Inactive Subscribers
Look at your engagement data over the past 3-6 months. Anyone who hasn't opened, clicked, or responded in that time is probably not interested anymore.
QuickSMS can flag these inactive contacts automatically, which saves you digging through spreadsheets. Set up regular reviews – monthly works well for most businesses.
Deal with Bounced Messages
Bounced messages happen when numbers are disconnected, switched carriers, or can't receive your message format. These should come off your list immediately.
Most SMS platforms will flag bounces for you. Make it a habit to remove them weekly rather than letting them pile up.
Let People Choose What They Want
Give subscribers control over their preferences. Let them pick:
- How often they hear from you
- What type of content they receive
- Whether they want promotional messages or just updates
This stops people from opting out completely when they might just want fewer messages.
Use Your Data
Look at which messages get the best response rates. Use that insight to remove people who never engage with any content type – they're probably not coming back.
Track patterns too. If someone used to engage but hasn't for months, they might have changed their mind about your brand.
Set Up Regular Maintenance
Don't wait for your list to become a problem. Set up a monthly review process:
- Export your engagement data
- Identify subscribers with zero activity for 90+ days
- Remove confirmed bounces and disconnected numbers
- Send a re-engagement campaign to borderline inactive subscribers
- Remove anyone who doesn't respond to the re-engagement attempt
This keeps your list healthy without losing people who might just need a nudge.
FAQs
How often should I clean my SMS list?
Monthly is ideal for most businesses. Weekly for high-volume senders, quarterly at minimum for everyone else.
What counts as an inactive subscriber?
No opens, clicks, or responses for 90+ days. Adjust this timeframe based on how often you send messages.
Should I send a 'last chance' message before removing someone?
Yes, a re-engagement campaign can win back subscribers who just need a reminder. Give them one final chance to engage.
Can I remove people who opted in recently but don't engage?
Wait at least 60 days before removing new subscribers. They might need time to warm up to your messaging.
Jargon Buster
- Bounce rate: Percentage of messages that couldn't be delivered to the intended recipient
- Engagement rate: How many people interact with your messages through opens, clicks, or replies
- List hygiene: Regular maintenance to remove inactive or invalid contacts from your database
- Re-engagement campaign: A targeted message designed to win back inactive subscribers
Wrap-up
Clean SMS lists aren't about having fewer contacts – they're about having the right contacts. Focus on people who actually want to hear from you, and your campaigns will perform better across the board.
Regular maintenance takes a bit of time upfront but saves money and improves results long-term. Your engaged subscribers will appreciate more relevant messaging, and your analytics will finally show you what's actually working.
Learn about QuickSMS https://www.quicksms.com/