Prioritize Permission and Compliance
This is, without a doubt, the most critical best practice. SMS is an intimate channel, and sending unsolicited messages is not only bad for your brand reputation, but it can also land you in legal trouble. The Supercharge your email campaigns with premium leads from website: country email list Telephone Consumer Protection Act (TCPA) in the U.S. and similar regulations worldwide require businesses to get "prior express written consent" before sending automated marketing texts. This means a clear and conspicuous opt-in process, where the user takes an affirmative action to agree. A "double opt-in" system, where a user must confirm their subscription via a follow-up text, is a great way to ensure compliance and a high-quality list.
Unlike email, SMS has a limited character count, so every word counts. The goal is to be concise without sacrificing clarity. Avoid jargon and text-speak that might confuse your audience. Lead with the most valuable information, whether it's a special offer, a product update, or a shipping notification. The purpose of your message should be immediately obvious, and the benefit to the recipient should be clear from the first few words. Statistics show that consumers are 4.5% more likely to respond to a brand's SMS than an email, so make that first impression count.
Personalize and Segment Your Audience
Generic, one-size-fits-all messages are a quick way to lose subscribers. In 2022, personalization is no longer a luxury; it’s a consumer expectation. Use the data you've collected to segment your audience based on demographics, purchase history, and behavior. This allows you to send targeted messages that feel personal and relevant. Simple personalization, like including a customer's first name, can significantly increase engagement. More advanced tactics might involve sending a coupon for a product a customer has previously shown interest in or a birthday discount.
Time Your Messages Strategically
Timing is everything in SMS marketing. Sending a promotional text at 3 a.m. is a surefire way to annoy your customers and get them to opt-out. Be respectful of your audience's time zones and aim to send messages during regular business hours, typically between 9 a.m. and 8 p.m. in the recipient's local time. Consider the context of your message. A flash sale announcement might be effective in the afternoon, while a shipping update can be sent at any reasonable time.
Include a Clear Call to Action (CTA) and a Shortened Link
Every marketing SMS needs a clear and compelling call to action. What do you want the recipient to do next? "Shop Now," "Redeem Offer," or "Reply YES" are all strong, actionable CTAs. To make it easy for your customers to follow through, always include a shortened, trackable URL. This not only saves precious character space but also allows you to measure the effectiveness of your campaign and optimize your strategy. The average click-through rate for SMS is around 10.66%, significantly higher than email, so make sure you're capitalizing on that engagement.
Always Provide an Easy Opt-Out
As a matter of compliance and courtesy, every marketing SMS you send must include a clear and easy way for recipients to unsubscribe. A simple "Reply STOP to unsubscribe" is the industry standard and a legal requirement. When a user opts out, honor their request promptly. This builds trust and ensures you are only communicating with people who genuinely want to hear from you, which ultimately leads to a higher-quality and more engaged subscriber list.
Leverage SMS and Email Together
While SMS is incredibly effective, it shouldn't exist in a vacuum. The most successful marketing strategies in 2022 are omnichannel. Use SMS to complement your email campaigns, not replace them. For example, you can send a time-sensitive flash sale offer via text and follow up with a more detailed email explaining the promotion. The high open and response rates of SMS can be used to re-engage customers who might have missed a recent email, creating a powerful, cohesive customer journey.