SMS Marketing Success The Importance Of Timing & Frequency

SMS Marketing Success: The Importance Of Timing & Frequency

17 Mar 2023

SMS marketing has always been a popular strategy for businesses to connect with customers and promote products or services. However, simply sending out messages does not ensure success; it is equally crucial to consider the timing and frequency of the messages being sent.

In this article, we will discuss the importance of timing and frequency in SMS marketing, as well as share tips and best practices for optimising your SMS marketing campaigns.

Timing: When to Send Your Messages

Timing is critical in bulk SMS marketing as it can make or break the success of your campaign. The ideal time to send your messages is when your audience is most likely to read and respond to them. Consider the following ideas to help you determine the optimal time to send SMS messages:

  • Consider the Time of Day

    Sending SMS messages during business hours is generally more effective than doing so at night or on weekends. This is because people tend to have more leisure activities during those times, such as spending time with family or pursuing hobbies, which may make them less likely to check their phones for promotional messages.

    On the other hand, sending messages during business hours, when people are at work or engaged with their phones, is more likely to capture their immediate attention and prompt them to take action.
  • Know Your Audience

    For an SMS marketing campaign to be successful, it’s essential to consider your target audience’s lifestyle and work schedule. This is especially crucial when targeting a particular demographic. For instance, if your target audience is college students, sending messages during exam season might not be the best strategy as they may be too busy studying to engage with your messages.

    By understanding the unique work schedules and lifestyles of your target audience, you can choose the optimal time to send your messages, which can improve the likelihood of engagement and response.
  • Use Analytics

    Data analysis from your previous SMS campaigns can provide valuable insights into when your messages were most effective. By evaluating the patterns and trends in engagement and response rates, you can identify the optimal time to send your messages for maximum impact. This information can help you refine your SMS marketing strategy and improve the effectiveness of future campaigns.
  • Take Holidays and Events into Account

    To increase the effectiveness of your SMS marketing campaigns, it’s crucial to consider holidays and events when planning your promotions. For instance, sending promotional messages on major holidays may result in poor engagement rates, as customers are busy with other activities.

    However, sending holiday or event-related messages can also increase engagement and conversion rates, whether it’s a Valentine’s Day discount offer or other promotions. These messages can be sent well in advance of the actual occasion, weeks or even months ahead, to build anticipation and maximise exposure. Alternatively, sending messages closer to the holiday or event can also be effective in generating interest and driving sales.

Frequency: How Often to Send Your Messages

Finding the right balance for the frequency of your SMS messages is crucial for their effectiveness. Sending too many messages can lead to irritation and unsubscribes, while sending messages too infrequently can cause your audience to forget about your brand or miss important updates. To help you strike the right balance, here are some guidelines to follow:

  • Consider Your Content

    When sending messages, the frequency and content of your communication can significantly impact your audience’s engagement and response. If your messages are promotional in nature, it’s generally best to limit the frequency to once or twice a week to avoid overwhelming your audience and risking opt-outs or unsubscribes.

    On the other hand, if your messages are more general updates, such as company news or industry insights, you may be able to send them more frequently without negatively affecting your audience’s engagement. Ultimately, it’s essential to strike a balance between providing valuable content and respecting your audience’s time and attention.
  • Be Consistent

    Establishing a regular schedule for sending SMS messages is recommended to ensure their effectiveness. This helps your audience know when to expect your messages, increasing engagement. You can also help your audience develop a routine of checking and responding to your messages by sending them at predictable times, increasing the likelihood of action on your promotions or updates.
  • Monitor Your Analytics

    Monitoring the number of unsubscribes and responses to your messages can provide valuable insights into the effectiveness of your SMS messaging frequency. Tracking these metrics enables you to better understand how frequently your audience wants to hear from you and adjust your messaging accordingly.

    If you notice a high number of unsubscribes, it may be a sign that you are sending too many messages or that your messaging is not resonating with your audience. On the other hand, a high response rate may indicate that your messaging is well-received and that your audience is engaged.
  • Be Mindful of Time Zones

    It is critical to be mindful of time zones when sending SMS messages to a global audience to maximise the impact of your messages. If you deliver messages at an inconvenient time for your audience, they may not read or respond to them.

    To avoid this, consider using a tool that can send messages based on the recipient’s time zone. This way, your messages will be sent at an appropriate and convenient time for your audience, thereby increasing engagement and response rates.


When it comes to SMS marketing, timing and frequency are critical factors in determining the success of your campaigns. By being strategic about when and how often you send your messages, you can maximise their impact and engagement with your audience.

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By choosing Moobicast as your go-to SMS or WhatsApp API service provider, you’re partnering with a dedicated ally committed to your success. Sign up with Moobicast today and discover how our SMS and WhatsApp marketing solutions can help you connect with your customers and drive business growth.