SMS Campaign Best Practices for Better Results
TL;DR:
- Work within the 160-character limit and make every word count
- Lead with clear benefits and include direct calls to action
- Time your messages for maximum visibility and response
- Test messages on yourself before sending to check gut reactions
- Track performance data to improve future campaigns
- A/B test different approaches to find what works for your audience
SMS campaigns work when they're sharp, well-timed, and focused on what the recipient gets out of it. Here's how to build campaigns that actually drive results.
Getting Your Message Right
Your 160-character limit isn't a restriction – it's a forcing function that makes your messaging better. Every word needs to earn its place.
Start with the benefit to your recipient. Don't bury the value proposition halfway through. If someone's getting a discount, lead with that. If you're sharing important information, make it clear why they need to know.
Your call to action should be specific and immediate. "Buy now," "Reply YES," or "Visit today" work better than vague suggestions like "check it out" or "learn more."
Timing Matters More Than You Think
Mid-morning (around 10-11am) and early evening (6-8pm) typically see the highest response rates. People check their phones during commutes and breaks, not during focused work time or late at night.
Consider your audience's schedule. B2B messages often work better during weekdays, while consumer offers might perform well on weekends. Test different timing to see what works for your specific audience.
The Self-Test Method
Before you send anything, ask yourself: "Would this message make me take action?" If you wouldn't click, reply, or visit based on your own message, your audience probably won't either.
Read it out loud. Does it sound natural? Would you say this to someone face-to-face? If it feels forced or overly promotional, dial it back.
Using Data to Improve Performance
Track your open rates, click-through rates, and conversion rates. These numbers tell you what's working and what isn't.
Set up A/B tests for different message variations. Test one element at a time – maybe the opening line in one test, the call to action in another. Small changes can make big differences in response rates.
Look for patterns in your best-performing messages. What tone worked? Which benefits resonated most? Use these insights to guide future campaigns.
Common Pitfalls to Avoid
Don't send messages during obvious downtime – early morning, late evening, or during major holidays unless it's directly relevant.
Avoid cramming too much information into one message. If you need to explain something complex, SMS might not be the right channel.
Skip the marketing speak. People can spot promotional fluff immediately in a text message. Be direct and honest about what you're offering.
FAQs
How often should I send SMS campaigns?
There's no universal answer, but start conservatively. Most businesses find success with 1-2 messages per week maximum. Monitor unsubscribe rates – if they spike, you're probably sending too frequently.
What's the best way to grow my SMS subscriber list?
Offer clear value for signing up. Exclusive discounts, early access to sales, or useful updates work well. Make the subscription process simple and always explain what people will receive.
Should I personalize SMS messages?
Yes, when it makes sense. Using someone's first name can improve response rates, but don't force it if it makes the message awkward within the character limit.
How do I handle replies to my SMS campaigns?
Set up an automated response acknowledging their message, and have a process for handling questions or requests. If you can't monitor replies, make that clear in your messages.
Jargon Buster
Open Rate: The percentage of recipients who opened your message. For SMS, this is typically very high (95%+) since most people read text messages immediately.
Click-Through Rate (CTR): The percentage of recipients who clicked on a link in your message. SMS CTRs are usually higher than email.
Conversion Rate: The percentage of recipients who completed your desired action, like making a purchase or signing up for something.
A/B Testing: Sending two different versions of a message to different groups to see which performs better.
Wrap-up
Good SMS campaigns respect your audience's time and attention. Keep messages focused, time them well, and always lead with clear value. Test your messages on yourself first, then use performance data to refine your approach. The 160-character limit forces clarity, which usually leads to better results across all your marketing.
Learn about QuickSMS: https://www.quicksms.com/