SMS Preflight Checks for Better Campaign Results
TL;DR:
- Check your audience targeting before hitting send
- Make sure your message is clear with a strong call to action
- Test all links and reply options work properly
- Use preview tools to catch mistakes early
- Send test messages to yourself first
Getting your SMS campaign right comes down to checking the basics before you launch. Most campaign problems happen because someone skipped these simple checks.
Your audience targeting matters more than you think. Sending the right message to the wrong people wastes money and annoys recipients. Segment your list based on what people have bought before, how they've engaged with your brand, or basic demographics like location and age.
Your message clarity makes or breaks the campaign. Keep it short and tell people exactly what to do next. If you're asking them to click a link, say so. If they need to reply with a keyword, make that obvious. Skip the fancy language and stick to plain English.
Testing your links and reply options sounds boring, but broken links kill campaigns. Click every link in your message. If you're using reply keywords, test those too. Nothing frustrates people more than following instructions that don't work.
Most SMS platforms include preview tools that show how your message looks on different phones. Use them. What looks fine on your computer screen might get cut off on a mobile device.
The best check is sending the message to yourself first. You'll spot problems you missed when reading it on screen. Send it to a colleague too if you can. Fresh eyes catch different mistakes.
Watch your character count. SMS messages over 160 characters get split into multiple messages, which costs more and reads awkwardly. If your message is too long, cut the fluff rather than paying extra.
Check your sender ID is correct. People are more likely to engage when they know who's messaging them. Generic numbers get ignored or marked as spam.
Time your send carefully. Messaging people at 6am or 11pm gets poor results and damages your reputation. Stick to business hours unless you have a good reason not to.
FAQs
How do I know if my audience targeting is right?
Look at your past campaign data to see which segments respond best. If you're new to SMS marketing, start with your most engaged customers and expand from there.
What makes a good SMS call to action?
Keep it simple and specific. "Click here for 20% off" works better than "Discover amazing savings." Use action words and make the benefit clear.
Should I test every single link?
Yes, especially if your campaign includes different links for different audience segments. Broken links waste your marketing spend and frustrate customers.
How long should my SMS messages be?
Stick to 160 characters when possible. If you need more space, aim for under 320 characters so it only splits into two messages.
Jargon Buster
SMS Campaign – Text messages sent to multiple recipients for marketing or communication purposes
Audience Segmentation – Dividing your contact list into smaller groups based on shared characteristics or behaviors
Call to Action (CTA) – The instruction telling recipients what you want them to do next
Character Count – The number of letters, spaces, and symbols in your message
Sender ID – The name or number that appears as the sender of your SMS
Wrap-up
These preflight checks take five minutes but save hours of fixing problems later. The most successful SMS campaigns happen when everything works smoothly from the recipient's perspective. They get a relevant message, understand what to do, and can actually do it without problems.
Run through this checklist every time and your campaigns will perform better. Your audience will appreciate getting messages that work properly, and you'll see better engagement rates.
Learn about QuickSMS: https://www.quicksms.com/