5 Best Practices for Effective SMS Marketing

According to insights from GSMA, there are now over 5.15 billion people with mobile devices worldwide. That’s a staggering growth of 230 million more users compared to last year. Smart marketers know the sheer potential mobile marketing has to offer, and are quick to capitalize on this trend. One of the most effective ways to market on the mobile platform is through SMS marketing. Here are 5 best practices for effective SMS marketing.

1. Create Value

One of the fundamentals of good marketing is to create value for your audience. If your marketed text doesn’t resonate with the viewer, there is a high chance they will simply ignore it, or worse… blacklist your number! To create value, you must understand your targeted audience, their needs, interests, and demographics. Once you have arrived at a good mental image of your viewer’s persona, you can then tailor your text content accordingly. If you are marketing to a very diverse audience, it is best to segment them in smaller groups

2. KISS (Keep It Simple, Silly)

The attention span of an average mobile user is only 8 seconds. If you’re sending a long-winded confusing SMS text, you won’t be turning your leads to customers anytime soon.
Effective mobile marketing requires you to keep your message clear and concise. This is especially true when it comes to broadcasting your message through SMS. On some phones, the character limit for a single SMS message is just 160 characters. To maximize conversions from SMS marketing efforts, keep it short, and keep it simple. You can also make use of a URL shortening service to limit the text space your website URL uses up.

3. Get Creative with Your CTA (Call to Action)

Remember, effective marketing implies catching the attention of your audience. Instead of simply requesting that they visit your website or avail your program, get creative and include promotions, one-time offers, or even humor to entice the viewer.

4. Timing is Important

An effective marketer knows the value of time. A poorly timed SMS text, such as one being sent late at night or early morning, isn’t going to prompt any response. If you are marketing to a professional audience, the period between 10 am to 2 pm is ideal. Otherwise, the best time is usually late in the evening, between 7 pm to 9 pm.

5. Be Ethical

It is never considered good practice to send unsolicited text messages to strangers. Only send text messages to people who have already subscribed to your SMS newsletter. Make sure that your SMS marketing campaigns comply with the Telephone Consumer Protection Act (TCPA) regulations. You can create SMS leads by enticing users to opt-in using an online form, conducting contests, or by promoting your short code through your existing channels.


SMS marketing has emerged as one of the most lucrative forms of marketing. Brands that use SMS marketing typically reach 95% of users successfully. You too can see similar results for your campaign by following these best practices for effective SMS marketing.