SMS marketing is a powerful tool that allows businesses to communicate directly with their customers in a quick and efficient manner. With an open rate of 98%, text messages can significantly enhance engagement and drive conversions. However, to ensure your SMS marketing campaign is successful, it’s crucial to follow best practices. Here’s a guide on the dos and don’ts of SMS marketing.

Dos of SMS Marketing

1. Obtain Consent

The first and most important step is to obtain explicit consent from your recipients. This is not only a legal requirement under regulations such as the TCPA and GDPR but also helps build trust with your audience. Implement an opt-in process where customers willingly provide their phone numbers and agree to receive text messages from your business.

2. Personalize Your Messages

Personalization can significantly boost the effectiveness of your SMS marketing campaigns. Use the recipient’s name, tailor the content based on their preferences, and segment your audience to send more targeted messages. Personalized messages make customers feel valued and are more likely to result in positive responses.

3. Provide Value

Every message you send should offer value to your recipients. This could be in the form of exclusive offers, important updates, or helpful information. Avoid sending generic or irrelevant messages that could lead to recipients opting out of your SMS list.

4. Keep It Short and Clear

SMS messages have a character limit of 160 characters, so it’s important to be concise and to the point. Make sure your message is clear and easy to understand. Include a clear call to action (CTA) so recipients know exactly what you want them to do.

5. Time Your Messages Appropriately

Timing is crucial in SMS marketing. Send messages at times when they are most likely to be read and acted upon. Avoid sending texts too early in the morning or late at night. Typically, mid-morning and early afternoon are optimal times for sending marketing messages.

6. Include an Opt-Out Option

Always provide recipients with an easy way to opt out of receiving future messages. This is not only a legal requirement but also shows respect for your customers’ preferences. Make the opt-out process simple and straightforward.

Don’ts of SMS Marketing

1. Don’t Spam

Avoid sending too many messages or bombarding your recipients with frequent texts. This can lead to annoyance and high opt-out rates. Stick to a reasonable frequency and ensure each message has a purpose.

2. Don’t Use Abbreviations and Slang

While SMS messages are short, using too many abbreviations or slang can make your message difficult to understand and appear unprofessional. Maintain a professional tone and use clear, plain language.

3. Don’t Neglect Data Security

Protecting your customers’ data is paramount. Ensure that your SMS marketing platform complies with all relevant data protection laws and that you have measures in place to secure customer information.

4. Don’t Ignore Analytics

Track and analyze the performance of your SMS marketing campaigns. Use metrics such as delivery rates, open rates, and conversion rates to understand what works and what doesn’t. Use this data to refine and improve your future campaigns.

5. Don’t Overlook Compliance

Ensure that your SMS marketing practices comply with all relevant laws and regulations. This includes obtaining proper consent, providing opt-out options, and respecting do-not-disturb requests. Non-compliance can result in hefty fines and damage to your brand reputation.


Implementing these best practices can help you create effective SMS marketing campaigns that engage your audience and drive results. By obtaining consent, personalizing messages, providing value, and respecting customer preferences, you can build a successful SMS marketing strategy. Remember to avoid spamming, use professional language, protect data, and comply with regulations to maintain trust and credibility. And, if you’re looking to expand your reach further, consider integrating toll free text messaging into your strategy to offer an additional layer of convenience and accessibility for your customers.