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Text messaging is among the most sacred and effective communication channels today, which is why we created a list of SMS dos and don’ts to guide brands to create the best possible SMS experience for their customers.
When you send a marketing text message to customers, it shows up next to conversations with friends and loved ones. SMS is an intimate marketing channel, which means amazing open rates and opportunities to build a community. On the flip side, brands need to be thoughtful in their outreach when using such a personal marketing channel.
At Voyage, we understand that text messaging is amongst the most sacred and effective communication channels today. We seek to help brands foster thoughtful, authentic interactions with their customers. This focus is why we created a list of SMS dos and don’ts to guide brands to create the best possible SMS experience for their customers.
Let’s dive in.
Regular cadence is important! When you’re just getting started, it’s crucial to build brand awareness by creating multiple touchpoints to interact with your consumers. Curate a defined, consistent rhythm of texts, and your customers will begin to anticipate your offers, which drives excitement and engagement.
During busy times of the year, sending 4-8 SMS messages per month is the optimal range. Fewer than four means you’re not giving the consumer the engagement and attention they signed up for.
More than eight texts a month risks getting the dreaded label of a “spammer.”
Sending a “good morning” offer at 9 a.m. EST might be fine for your East Coast audience, but it could be viewed as a disturbance for your still-slumbering West Coast subscribers.
Be mindful of regulation quiet hours: The TCPA stipulates that text messages may only be sent between 8 a.m. and 9 p.m. in the time zone your recipient is in. And as a general courtesy, avoid texts very early or very late at night. Just as you do with work colleagues, keep it within normal working hours.
🔎 Check out our full Compliance Checkup here
You probably wouldn’t send the same text messages to your grandma as you would to your best friend group chat. “No Grandma, LOL does not mean lots of love.”
When you segment your list with customer attributes and event history, you can create a more personalized experience for your customers, which translates into more conversions and better cost management.
Some segmentation examples include:
Always ensure you get express written consent, clearly communicate what the customer is opting into, and offer easy opt-out options. Guidance from organizations like CTIA change frequently, so keep up to date with the latest.
Once you’ve gotten into an SMS rhythm, it’s crucial to continuously measure what you’re doing. When things work, keep it up! If conversions are lagging, evaluate the possible factors and try to address them on the fly.
First-time shoppers become repeat customers when they connect with the brand they’re buying from. From your Modal designs to your Keywords, make sure your SMS marketing reflects what your brand is all about.
SMS dos and don’ts are just one of the topics we cover in our new guide—The Definitive SMS Marketing Guide. In the guide, we cover everything about SMS, from the optimal candidate for managing your program to setting up a successful acquisition channel, all the way through benchmarks, best practices, and stellar campaign examples.
To learn more about SMS best practices and more, download the Definitive SMS Marketing Guide today!
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