7 Best Practices for SMS Marketing in 2021
Posted: Sun Aug 10, 2025 9:12 am
In the fast-paced world of digital marketing, where attention spans are shorter than ever, SMS marketing has emerged as a powerful tool for connecting with customers. With open rates as high as 98% and a high conversion rate, it's a channel that simply can't be ignored. As we move through 2021, here are the seven best practices to ensure your SMS campaigns are not just seen, but also effective.
Prioritize Consent and Compliance
The foundation of any successful SMS marketing strategy is obtaining proper consent. This is not only a best practice but also a legal requirement under regulations like the Telephone Consumer Grow your business with verified email leads. Head over now! website: phone number list Protection Act (TCPA) in the United States. You must have "prior express written consent" from your customers before sending them promotional texts. This means they need to explicitly agree to receive messages from your business. Be sure to use clear and concise language in your opt-in forms, whether they're on your website, at checkout, or through a keyword-based sign-up. Furthermore, every single message you send must include an easy and obvious way for subscribers to opt out, such as "Text STOP to unsubscribe."
Personalize Your Messages
Generic, one-size-fits-all messages are a surefire way to get a high opt-out rate. Customers are much more likely to engage with messages that are relevant to them. Leverage the data you have to segment your audience and personalize your texts. Go beyond just using a customer's first name. Segment your list based on purchase history, location, or engagement level. For example, send a flash sale alert to customers who recently browsed a specific product, or offer a birthday discount to celebrate a special day. This level of personalization makes your customers feel valued and understood, leading to better engagement and higher conversion rates.
Keep It Concise and Action-Oriented
With a 160-character limit, every word in an SMS message counts. Get to the point quickly and make it clear what you want your customers to do. Start with your brand name, state the offer, and include a strong, clear call-to-action (CTA). Use a shortened link to direct customers to your website, a specific product page, or a landing page. Phrases like "Shop now," "Use code SAVE20," or "Tap to book" are powerful because they are simple and direct. The goal is to make it as easy as possible for the customer to take the next step.
Time Your Messages Strategically
Timing can make or break an SMS campaign. Sending a promotional text at 3 a.m. is not only intrusive but can also lead to a high unsubscribe rate. Generally, the best times to send marketing texts are during business hours, when people are most likely to be checking their phones during breaks. Avoid early mornings, late nights, and holidays. However, the best timing ultimately depends on your specific audience and the nature of your message. A/B testing different send times is a great way to figure out what works best for your customers.
Offer Exclusive Value
SMS is a high-impact channel, and your customers expect to be rewarded for giving you access to their phones. Use your SMS campaigns to deliver exclusive value that they can't get anywhere else. This could be a special discount code, early access to a new product launch, a sneak peek at an upcoming sale, or a flash sale available only to text subscribers. This approach not only drives immediate sales but also reinforces the value of being on your list, which helps with customer loyalty and retention.
Integrate with Other Marketing Channels
SMS marketing shouldn't be a siloed effort. It performs best when integrated with your overall marketing strategy. Use your other channels, such as email newsletters, social media, and your website, to drive opt-ins to your SMS program. Conversely, use SMS to amplify the reach of your other campaigns. For instance, send a text to announce that a new blog post is live or to remind customers about a sale that you've been promoting via email. This creates a cohesive and multi-channel experience for your customers.
Track, Analyze, and Optimize
Finally, you can't improve what you don't measure. Use analytics to track the performance of your SMS campaigns. Key metrics to monitor include delivery rates, click-through rates (CTR), conversion rates, and, most importantly, opt-out rates. A high opt-out rate is a clear signal that something isn't working—perhaps your frequency is too high or your content isn't relevant. By consistently tracking these metrics and testing different messages, offers, and send times, you can continuously optimize your strategy to drive better results and build a strong, engaged customer base.
Prioritize Consent and Compliance
The foundation of any successful SMS marketing strategy is obtaining proper consent. This is not only a best practice but also a legal requirement under regulations like the Telephone Consumer Grow your business with verified email leads. Head over now! website: phone number list Protection Act (TCPA) in the United States. You must have "prior express written consent" from your customers before sending them promotional texts. This means they need to explicitly agree to receive messages from your business. Be sure to use clear and concise language in your opt-in forms, whether they're on your website, at checkout, or through a keyword-based sign-up. Furthermore, every single message you send must include an easy and obvious way for subscribers to opt out, such as "Text STOP to unsubscribe."
Personalize Your Messages
Generic, one-size-fits-all messages are a surefire way to get a high opt-out rate. Customers are much more likely to engage with messages that are relevant to them. Leverage the data you have to segment your audience and personalize your texts. Go beyond just using a customer's first name. Segment your list based on purchase history, location, or engagement level. For example, send a flash sale alert to customers who recently browsed a specific product, or offer a birthday discount to celebrate a special day. This level of personalization makes your customers feel valued and understood, leading to better engagement and higher conversion rates.
Keep It Concise and Action-Oriented
With a 160-character limit, every word in an SMS message counts. Get to the point quickly and make it clear what you want your customers to do. Start with your brand name, state the offer, and include a strong, clear call-to-action (CTA). Use a shortened link to direct customers to your website, a specific product page, or a landing page. Phrases like "Shop now," "Use code SAVE20," or "Tap to book" are powerful because they are simple and direct. The goal is to make it as easy as possible for the customer to take the next step.
Time Your Messages Strategically
Timing can make or break an SMS campaign. Sending a promotional text at 3 a.m. is not only intrusive but can also lead to a high unsubscribe rate. Generally, the best times to send marketing texts are during business hours, when people are most likely to be checking their phones during breaks. Avoid early mornings, late nights, and holidays. However, the best timing ultimately depends on your specific audience and the nature of your message. A/B testing different send times is a great way to figure out what works best for your customers.
Offer Exclusive Value
SMS is a high-impact channel, and your customers expect to be rewarded for giving you access to their phones. Use your SMS campaigns to deliver exclusive value that they can't get anywhere else. This could be a special discount code, early access to a new product launch, a sneak peek at an upcoming sale, or a flash sale available only to text subscribers. This approach not only drives immediate sales but also reinforces the value of being on your list, which helps with customer loyalty and retention.
Integrate with Other Marketing Channels
SMS marketing shouldn't be a siloed effort. It performs best when integrated with your overall marketing strategy. Use your other channels, such as email newsletters, social media, and your website, to drive opt-ins to your SMS program. Conversely, use SMS to amplify the reach of your other campaigns. For instance, send a text to announce that a new blog post is live or to remind customers about a sale that you've been promoting via email. This creates a cohesive and multi-channel experience for your customers.
Track, Analyze, and Optimize
Finally, you can't improve what you don't measure. Use analytics to track the performance of your SMS campaigns. Key metrics to monitor include delivery rates, click-through rates (CTR), conversion rates, and, most importantly, opt-out rates. A high opt-out rate is a clear signal that something isn't working—perhaps your frequency is too high or your content isn't relevant. By consistently tracking these metrics and testing different messages, offers, and send times, you can continuously optimize your strategy to drive better results and build a strong, engaged customer base.