Last modified May 17, 2021 by Shelly Wolfe

SMS best practices

Learn how to optimize your SMS and MMS campaigns with our SMS/MMS campaign best practices.

SMS marketing can be an incredibly powerful way to connect with your customers in a natural and intuitive manner that is non-disruptive to the recipient. The open rate for SMS is almost 98%, which is incredibly high. Given that text messaging is everywhere, it’s only natural that brands would venture to use the channel for their customers. It’s also useful for a variety of use cases including promotions, need-to-know updates, and product updates.

This article covers best practices for optimizing your SMS and MMS campaigns in the following areas:

  • Creative
  • Targeting
  • Timing


  • Always get permission – Permission-based marketing is vital to making text marketing campaigns successful. It’s also imperative for compliance that protects consumers from unwanted solicitation.
  • Use a unique, brand-friendly short code – To prevent carriers from blocking your messages, make sure your short code is tailored to mass communication and optimized for marketing.
  • Establish keyword associations with your brand – When you ask a customer to text your short code, ensure the keyword is relevant.
  • Keep it personal – Just like other marketing channels, personalization is key to driving engagement with your customer.
  • Have a value proposition – Value propositions help keep people’s attention for much longer, according to Nielsen research.
  • Be concise and clever – If done correctly, you may receive the same amount of attention your customer gets from a friend. Don’t over text or abuse the privilege of being able to connect with your customer—be concise, to the point, and clever.


  • To encourage users to receive text messages containing special offers, new product updates, and other valuable information, you should request they opt-in to SMS messaging via an online form, contest entries, or by asking them to text a particular keyword to a mobile number or short code during promotions.
  • Set expectations accordingly – Let your customers know what to expect from opting into communications from your brand and be clear about the benefits of receiving texts from them.


  • Send the right message at the right time – You don’t want to disrupt your customer’s day and standard routine, so depending on your business, send the message at the appropriate time.
    • If your message is best received during work hours, schedule delivery between 11:00 am – 2:00 pm.
    • If your message is best received outside of work, schedule delivery between 7:00 pm – 9:00 pm.

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