5 Best Practices for Building an SMS Marketing Campaign

5 Best Practices for Building an SMS Marketing Campaign

12 Dec 2022

SMS marketing has effectively become a critical channel for organisations throughout the years. This is primarily due to the reality that SMS messaging is now an essential part of almost everyone’s life.

SMS marketing was developed to leverage the increasing prominence of this mode of communication. Because most people feel obligated to read their text messages, SMS marketing has become one of the most effective ways to connect with customers.

However, despite the seeming effectiveness of SMS marketing, not every campaign ends up successful. The success of your mass SMS marketing campaign will depend on several factors, such as your approach and SMS content. To help you, we listed below some of the best practices you should adopt to build a successful SMS marketing campaign.

1. Pay attention to your send frequency

Send frequency is one of the most important factors to consider when building your SMS marketing campaign. You should not send SMS too often, as it will certainly annoy your target audience. The best frequency for most SMS campaigns is one weekly message. Begin there, and then experiment with varying your SMS frequency once you have an extensive contact list to collect meaningful data.

You might start out with a higher text frequency if you believe you already have a solid understanding of your target audience. Just be careful not to overdo it. You should also consider the best times to send an SMS campaign. Generally, the time between 8 AM to 9 PM is a good standard. Given that engagement is typically lowest on weekends, you might want to avoid sending messages on Sundays.

2. Be clear and concise

Clarity and conciseness are crucial elements of every SMS campaign. Nobody wants to receive a text message with incomprehensible word shortcuts and obnoxious emoticons. Not only are they unclear, but they are also unprofessional. Avoid abbreviations as much as possible, as they make texts harder to read. If you must use them, limit yourself to common abbreviations.

Besides typing in clear texts, you should also craft messages that are concise. Only type or ask for what is essential to the success of your campaign. Avoid including lots of unnecessary sentences or phrases, as they can discourage your target audience from reading your message. The longer your message is, the less likely it is to be read by your target audience. Thus, it is necessary to be concise.

3. Use a more conversational tone

The primary objective of SMS texting is a conversation, and your marketing efforts should reflect this. This means that your readers should feel that you are communicating with them. You can accomplish this by employing segmentation and personalisation to send messages that reflect the customer’s past behaviours and interests. Then, instead of a subject line, write a text message. In other words, your messages should sound like they are intended for a single person rather than your entire marketing list.

4. Include a click-to-learn-more call to action

A call to action (CTA) is a phrase that prompts people to take a certain desired action. It is utilised across all areas of business, especially in marketing. Using CTAs in SMS marketing is a great way to encourage your readers to engage with you and your brand. The click-to-learn-more CTA, which directs customers to a brand’s website, is one of the most widely utilised CTAs in SMS marketing. This CTA can be used to entice your target audience to learn more about your offers.

5. Perform tests

Like any marketing channel, conducting tests is the key to a successful SMS marketing campaign. As much as marketers would like to think that they already know what will perform best, they are often just guessing. The only effective way to find out more about your target audience and the stuff they respond to is to do tests. This usually includes trying out various types of offers, text lengths, and send times.


Effective marketing requires planning and a process. The same is true for SMS marketing. If you want your SMS marketing campaign to succeed, you must plan ahead of time how you will conduct your campaign and what strategies you will adopt to increase audience engagement. Ultimately, you need to know and employ proven-and-tested practices to ensure your campaign does not end up failing.

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