We’ve outlined eight best practices for SMS marketing that every marketer should know. If you're interested in learning more about the various laws and compliance requirements for SMS and mass texting, check out our SMS Compliance Guide.
You must receive permission from the intended recipient before sending any text messages. If you’re unable to gain consent, you’ll lose credibility as a brand and expose your business to possible litigation.
The good news is that getting permission is easy. Subscribers can give permission through a variety of opt-in methods including texting a keyword to your number or filling out a web or paper form granting you permission to send texts to their phone number Receiving proper SMS consent is the highest on the list of best practices for any SMS marketing program.
Our SMS marketing platform includes compliance-friendly tools to help you get permission and grow your list compliantly. If you have questions about compliance, reach out to our team. We're happy to help.
People should know exactly what to expect before subscribing to your SMS marketing list. This doesn’t need to be complex. Simply write a sentence or two describing what you will be texting them about and post it wherever you advertise your SMS program. For example, an online retailer might say, “Join our VIP text list to get notified about new product drops and valuable promotions.”
You’ll also want to include information in an auto-response that sends once someone joins your SMS list. In this message, welcome them, thank them for joining, and clearly identify your business. In addition to this, let them know how many messages they can expect to receive from you. For example, your auto-response may include the phrase, “Receive up to 4 msgs/month.”
The SlickText platform includes fully customizable auto-response messaging.
SMS is a personal communication channel that should be respected. We recommend sending two to four SMS campaigns per month to keep customers engaged without exhausting your relationship.
There are exceptions to this rule, like seasonal promotions, product drops, or transaction updates, in which you may increase your sending frequency for a brief period of time. For advice on campaign cadences, reach out to our team.
The CTIA is an international nonprofit trade association that represents the wireless communications industry. They're the source of many SMS marketing best practices and also govern most short code texting.
The CTIA and other regulating bodies require you to include certain compliance language in your initial opt-in response message. You will want to tell subscribers that joining your SMS program and receiving future messages will count towards the text/data allotments defined in their cellular plan and explain to them how to opt-out. For example, “Reply STOP to opt-out.” Failure to comply with regulations and uphold the CTIA guidelines could get your messaging program shut down.
SlickText includes compliant messaging in auto-replies by default.
People should be able to opt out of your SMS program at any time. All mass texting services process special “opt-out keywords” that should immediately unsubscribe people who text them. These words include UNSUBSCRIBE, STOP, END, and CANCEL.
It’s critical that these opt out instructions are included in every auto-response to new subscribers. While you’re not required to send the instructions with every text blast, it’s a good idea to do so on occasion. Since most texting services charge based on messaging credit, you’re better off with uninterested parties unsubscribed anyway.
SlickText includes these instructions in all auto-replies by default—and takes opt-out functionality a step farther. We offer all users the option of turning on AI-powered Opt-out Intelligence. Opt-out Intelligence determines if a subscriber intends to unsubscribe, even if they fail to send the proper opt-out text.
You should only send text messages during standard daytime hours. Be courteous to your subscribers. They won't enjoy waking up to your texts in the middle of the night and will be far less likely to engage with your message.
One of the many benefits of SMS marketing is inspiring immediate action from your subscribers, but that won’t happen if you send texts outside of typical awake hours.
Our platform is set up with auto-alerts to let you know when a campaign is scheduled with non-optimal timing.
Use SMS shorthand sparingly. While many text abbreviations are widely known, not everyone will understand, and depending on your target audience, using abbreviations and acronyms may appear unprofessional.
If you must save characters by shortening words, start with the most common text abbreviations and try to keep them to a minimum.
A standard SMS message is limited to 160 character segments, but most carriers and devices will combine the segments into a single message for the subscriber.
Make sure every text provides value to your audience. Since texting is typically a personal channel, it’s important to show that your texts are worth receiving.
If your text program is used for marketing, keep your messages fresh and engaging. Provide timely and valuable information. Offer discounts. Include images from time to time. Encourage replies and click-throughs, and make every subscriber feel like a VIP.
SlickText users get access to seasonal SMS guides, engagement tools, and a shared inbox so they can easily provide the highest value to every subscriber.
Get Started for Free