SMS Marketing Best Practices to Follow in 2023

sms marketing best practices to follow in 2023

SMS marketing has been around for quite some time now, but the best practices have evolved with the change in consumer behavior and preferences. With a phone being an integral part of one's life, it is no surprise that SMS marketing still remains a powerful tool for businesses to connect with their audience. However, sending unsolicited messages or failing to personalize them can lead to disastrous consequences. In this blog post, we will discuss the SMS marketing best practices that you should follow in 2023 to ensure your messages are well-received by your customers and drive desired conversions. So let's dive right into it!

The Dos of SMS Marketing

The success of your SMS marketing campaigns depends on how well you follow the dos and don'ts. Here are some best practices that businesses should follow while sending text messages to their customers.

Follow these tips while creating your next SMS marketing campaign and watch as it positively impacts business growth!

Get consent

One of the most important best practices in SMS marketing is to obtain consent from your potential customers before sending them any text messages. This means that you need to ask for their permission first and make sure they agree to receive promotional content from you.

There are several ways to get consent, such as through opt-in forms on your website or by asking customers to text a specific keyword to a shortcode. Whichever method you choose, it's vital that you provide clear information about what type of messages you'll be sending and how often.

It's also important to note that obtaining consent isn't just a legal requirement; it's also necessary for building trust with your audience. When people feel like they've given permission for something, they're more likely to engage with it positively.

Furthermore, failing to get proper consent can result in negative consequences such as complaints, unsubscriptions, and even legal troubles. Always make sure that the opt-in process is easy-to-use and transparent so there are no misunderstandings between both parties.

Getting explicit permission from your target market should always be the starting point of any successful SMS marketing campaign. It not only protects businesses but also helps build strong relationships with consumers who have shown interest in engaging with their brand via mobile channels.

Offer some added value

SMS marketing is a great way to connect with your customers and promote your business. However, in order for it to be effective, you need to offer some added value. This means providing something of worth that will make people want to engage with your messages.

One way you can do this is by offering exclusive discounts or promotions that are only available through SMS. This not only provides value for the customer but also creates a sense of urgency and exclusivity which can help drive sales.

Another way to offer added value is by providing helpful tips or information related to your products or industry. For example, if you own a fitness apparel company, sending out workout tips or healthy eating advice can be well-received by customers who are interested in health and wellness.

It's important to remember that the added value should align with your brand and audience. If you're targeting busy professionals, offering time-saving tips could be valuable whereas if you're targeting parents, family-friendly activities might resonate more.

By providing something extra beyond just promotional content, you'll build trust and loyalty with your customers leading them towards becoming repeat buyers.

Have a conversation and respond in real-time

One of the most important best practices when it comes to SMS marketing is having a conversation with your customers and responding in real-time. This means that you should be available to answer any questions or concerns they may have, as well as provide them with timely updates on their orders or any promotions you may be running.

By engaging in real-time conversations, you create a personal connection with your audience that can lead to increased loyalty and brand awareness. It also shows your customers that you value their time and are committed to providing excellent customer service.

To ensure that you respond quickly, consider setting up an automated response system or assigning dedicated staff members to manage incoming messages. This will help ensure that no message goes unanswered and allows for a speedy resolution of any issues.

Always strive to keep the conversation going by asking open-ended questions and actively listening to feedback from your customers. By doing so, you demonstrate that their opinions matter and can use this information to improve future campaigns.


Personalize your SMS marketing campaigns to make them more effective. Customers are more likely to engage with messages that feel tailored specifically to them. Start by addressing customers by their name, and use customer data such as past purchases or browsing history to send targeted messages.

Personalization can also extend beyond just the content of the message. Try sending texts at times when customers are most likely to be free and receptive, based on their time zone or previous response patterns. You can even segment your audience based on demographics or interests for a more personalized experience.

Don't forget about using emojis and multimedia elements in your SMS campaigns, as long as they align with your brand voice and messaging goals. Adding visuals and other creative elements can help grab customers' attention and make them feel like they're receiving a personalized message from a friend rather than an automated service.

Personalizing your SMS marketing efforts will lead to higher engagement rates, increased conversions, and ultimately happier customers who feel valued by your brand.

Find the right frequency of text messages

When it comes to SMS marketing, finding the right frequency of text messages is crucial. You don't want to bombard your audience with too many messages and risk annoying them, but you also don't want to send so few messages that you're not effectively reaching them.

One way to determine the right frequency is by asking for feedback from your subscribers. Include a survey in one of your texts or ask them directly through customer service channels. This can give you an idea of how often they would like to receive updates and promotions.

Another factor to consider is the type of content you're sending. If it's time-sensitive information or a limited-time offer, then more frequent messaging may be necessary. On the other hand, if it's general updates or informative content, then less frequent messaging may suffice.

It's important to note that finding the right frequency can take some trial and error. Monitor your engagement rates and adjust accordingly based on subscriber feedback and response rates.

Finding the sweet spot between too many and too few text messages takes time but is well worth it when it comes to building strong relationships with your audience through effective SMS marketing campaigns.

Consider a unique, brand-friendly shortcode

When it comes to SMS marketing, using a unique, brand-friendly shortcode can make a huge difference in how your audience perceives and engages with your messages. A shortcode is essentially a shortened phone number that people can use to opt-in or respond to your messages.

Using an easy-to-remember and relevant shortcode can help increase the likelihood of people opting in to receive your messages. It also helps ensure that they remember who the message is coming from when they receive it. This is especially important if you're sending out promotions, updates or other important information.

When creating a shortcode for your SMS campaign, consider using something that's memorable and easy to type on a mobile device. Keep it short but relevant to what you want to convey about your brand or campaign.

Additionally, don't forget about compliance regulations when choosing and promoting your shortcode. Make sure it complies with local laws and regulations governing text messaging campaigns.

Taking the time to think through options for creating a unique, brand-friendly shortcode will pay off in terms of increased engagement with your target audience.

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Monitor performance

Monitoring the performance of your SMS marketing campaign is crucial to ensure its success. It allows you to evaluate whether your strategies are effective or not, and if there's room for improvement. Here are some ways to monitor your campaign's performance:

Firstly, track the number of subscribers who sign-up and opt-out after receiving text messages from you. This will help you determine which campaigns are resonating with customers and which ones aren't.

Secondly, keep an eye on the response rate of each message sent out. Are people engaging with it? Or is it falling flat? Knowing this information can help you tweak future campaigns so that they're more successful.

Thirdly, analyze open rates and click-through rates (CTR) as well. These metrics indicate how many recipients opened your message and clicked on any links included in them respectively - both significant indicators of engagement levels.

Assess conversion rates – how many users took action based on a specific call-to-action within a given SMS blast?

By monitoring these metrics regularly throughout your campaign period, you'll be able to make informed decisions about what works best for reaching customers via text messaging; thus enabling better optimization efforts moving forward!

Automate workflow where possible

Automating your SMS marketing workflow can save you time and increase efficiency. There are some tasks that can be automated, such as sending welcome messages or birthday offers to customers. By automating these tasks, you ensure that they are done consistently and accurately without the need for manual effort.

Automation also allows for personalization at scale. With the right tools and data, you can send targeted messages based on customer behavior or preferences. For example, if a customer has previously purchased shoes from your online store, you could automate a message with an offer for similar products.

Another benefit of automation is that it enables real-time responses to customer interactions. By setting up triggers based on specific keywords or actions, you can send automatic replies to inquiries or provide relevant information when needed.

However, it's important not to overdo automation in your SMS marketing campaigns. Customers still want a human touch and too much automation can come across as impersonal or robotic. Find the right balance between automated workflows and personalized communication to create an effective SMS marketing strategy that resonates with your audience.

Always include the opt-out

SMS marketing is a powerful tool to reach out to potential customers and engage with existing ones. However, it's essential that businesses are responsible when using this channel. One crucial aspect of SMS marketing campaigns is including an opt-out option.

Including an opt-out option means giving your subscribers the choice to stop receiving messages from you at any time. This not only ensures compliance with anti-spam regulations but also shows that you respect your audience's choices and preferences.

Failing to include an opt-out can lead to negative consequences for your brand reputation, such as being reported as spam or even facing legal action in some countries.

It's important to make sure the opt-out process is easy and straightforward for users. Provide clear instructions on how they can unsubscribe, whether it be by replying 'STOP' or another keyword, clicking a link or contacting customer support directly.

By including an opt-out option in every message sent through SMS marketing campaigns, businesses can demonstrate transparency and build trust with their audience while avoiding potential legal issues.

The Don'ts of SMS Marketing Campaigns

When it comes to SMS marketing campaigns, there are certain things that you should avoid doing. These "don'ts" can help you steer clear of making mistakes and ensure that your campaign is successful.

Firstly, don't send too many messages too often. This can quickly become annoying to your customers and cause them to opt-out or unsubscribe from your list. Instead, find a frequency that works for both you and your audience.

Secondly, never send irrelevant or generic messages. Your texts should always be relevant to the recipient's interests and needs. This requires segmentation of the target audience so that each person receives personalized offers based on their preferences.

Thirdly, avoid sending messages at inappropriate times such as early in the morning or late at night when people are sleeping or busy with other activities.

Fourthly, do not forget about compliance with legal regulations such as GDPR for Europe-based users or TCPA for United States-based users among others depending on location - this includes obtaining consent before sending any SMS campaigns!

Don’t neglect tracking performance metrics like click through rates (CTR), conversion rates (CR) and overall ROI over time since they provide valuable insights into what’s working well versus poorly within an SMS campaign strategy!


By following the best practices we have outlined in this article, you can make SMS marketing a powerful tool for your business in 2023. Remember to always get consent from your audience and offer added value in every message. Engage with them by personalizing messages and responding in real-time.

Finding the right frequency of text messages is key, as well as using a unique, brand-friendly shortcode to make it easier for customers to remember you. Monitor performance regularly and automate workflow wherever possible for maximum efficiency.

Always include an opt-out option and avoid making common mistakes such as sending messages at inappropriate times or failing to personalize content. With these tips, your SMS marketing campaigns will be more effective than ever before!

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