Kaitlyn Orred
In the US, nearly 97% of adults own a cell phone. That fact alone is great news for SMS marketers — but what’s even more interesting? 15% of those people don’t have an internet connection with that cell phone.
In other words, that’s 52.5 million people who can only be reached on their phones through SMS.
It’s easy to understand why. Texting is fast, simple, and it’s proven to be one of the most effective communication channels available.
In this guide, we’ll explore eight SMS marketing tips to maximize the effectiveness of your messages, ensuring they resonate with recipients while following the latest best practices.
1. Know (and Comply With) the Legal Requirements
If you’re just starting an SMS campaign for the first time, it’s crucial to understand the legal landscape around it.
For example, SMS marketing in the US is regulated under the Telephone Consumer Protection Act (TCPA). These regulations establish several restrictions, requiring you to:
- Obtain express consent – Always secure clear permission from recipients before you send marketing messages. Permission might be obtained through an opt-in form or a checkbox on your online store’s checkout page agreeing to receive text messages.
- Provide an opt-out option – Ensure there's a straightforward way for recipients to unsubscribe from your messages, such as replying, “STOP.”
- Identify yourself – Clearly state your organization’s name in your opening message. Since most people likely won’t add your number to their contact list, it is helpful to include identification in future messages as well.
- Respect timely messaging – Send texts during reasonable hours (between 8:00 a.m. and 9:00 p.m.). Not only is that a legal requirement, but it’s also good business texting etiquette.
These requirements can differ by country and sometimes even by state. So, take some time to investigate local privacy and data laws to ensure you’re starting on the right foot.
2. Understand Your Audience
Imagine signing up for updates from your favorite shoe store only to receive promotions exclusively for children's sizes. Such a mismatch is disappointing at best, and a reason to unsubscribe at worst.
To avoid that scenario with your audience, consider using “segmentation” strategies—dividing them into groups based on previous interactions and data. Segmentation lets you send messages that align more closely with their interests.
For instance, a beauty brand might segment customers based on product preferences and purchasing history. Based on that, the brand can send skincare and makeup suggestions or promotions to those customers most interested in buying.
3. Craft Clear, Compelling Messages
Texts have some of the highest open rates out there — about 98%, in fact. The real challenge is to make your content worth reading, and hopefully, inspire action.
To do that, simplicity is the key ingredient. Consider a few SMS marketing tips for crafting compelling text messages:
- Keep your message short. Especially if your audience is unfamiliar with you, aim to hit the highlights: who you are, what you’re offering, and why it matters to them.
- Present a clear call-to-action (CTA). Want them to visit your website? Shop a limited-time offer? Participate in an event? Whatever it is, give your audience a clear way to act on it, such as a link to a relevant webpage.
- Stay on-brand. Even in a brief message, it’s crucial to echo your brand’s tone. This consistency helps reinforce your brand identity across all channels.
When text messages are short, sweet, and easy to act upon, they’re more likely to drive the results you’re looking for.
4. Time Your Messages
Even the most compelling message could get overlooked if the timing is inconvenient. Here are a few best practices to boost your chances of catching your audience at the right time:
- Avoid sending messages too early in the morning or late at night. This is doubly true during weekdays when audiences are busier with work and less likely to engage.
- Be mindful of time zones if your audience is spread out across different regions or countries.
- Timing can also depend on the day of the week. For example, sending promotional messages on Thursdays and Fridays might encourage more retail activity on the weekend.
Experiment with different sending times and analyze the results to find the best timing for your industry and audience.
5. Be Ready for Replies
Texting is inherently a two-way communication channel, and recipients prefer to respond as if they're conversing directly with a person.
How can you prepare for that? There are two main ways:
- Set up auto-responses – Implement automatic replies that are friendly yet clear, gently guiding users back to your intended communication path. For example, your auto-response could say something like, "Thanks for your message! For immediate assistance, please call our support team at [phone number] or visit our website."
- Respond directly – Some mass-texting platforms, like Text-Em-All, let you jump in and continue the conversation live. You can clarify any questions and engage directly with your customers, making the conversation feel completely organic.
Both approaches are viable. The important thing is to have something in place to catch those replies, upping customer satisfaction and preventing any possible confusion.
6. Diversify Your Content
The dynamic nature of text messaging is one of its biggest draws. It’s fresh and exciting. You can tap into those same feelings with your SMS marketing by alternating the content you send.
Your SMS content schedule might include:
- Regular updates on new products, developments, or other changes
- Promotional content, like special deals and discounts
- Informational alerts on important events or announcements
- Personalized messages to celebrate birthdays, anniversaries, or other milestones
Rotating your content in this way keeps things vibrant and compelling for your customers, building a sense of anticipation for each new message.
7. Provide Value
Following up on the previous point, remember that the content you send doesn’t always need to be for the sole purpose of selling.
In fact, many businesses garner even more attention when they simply provide value to their customers — without asking for anything in return. For example, a home improvement store might send DIY tips or how-to guides for common household projects.
By offering this type of free value, you build trust and goodwill. This can naturally lead to increased customer loyalty and, ultimately, more sales.
8. Track, Analyze, and Refine
Whether you’re launching a new campaign or simply refining your SMS marketing strategy, it’s crucial to make these optimizations based on your audience. And the best way to know your audience? Dig into the data.
Key metrics can provide insights into how your strategy is working. Pay special attention to metrics like:
- Open rates – How many recipients are opening your messages? This helps you assess the initial impact of your content and the interest level of your contact list.
- Response rates – Are recipients engaging with your messages? High response rates indicate that your content is compelling enough to start a dialogue.
- Conversions – Are the messages driving the desired actions? Conversion rate can help you measure the effectiveness of your calls to action and your efforts at large.
Continuous refinement based on these insights will help enhance the effectiveness of your campaigns.
Of course, to gather these data points, you’ll need the right SMS texting platform.
Do All of These and More With Text-Em-All
Whether you're promoting products, sending updates, or providing customer service, the immediacy and directness of texting can enhance any marketing strategy.
Text-Em-All provides the tools to implement these strategies effectively — from mass texting to detailed analytics — so you can make the most of each text message.
By following these SMS marketing tips and focusing on delivering genuine value, you can craft campaigns that not only engage but truly resonate with your soon-to-be lifelong fans.
