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But just because it’s easy to send a message doesn’t mean it’s easy to get it right. With great access comes great responsibility, and that’s where SMS marketing best practices come in.
Today, you will read about the top SMS best practices, from opt-in to follow-through. As a full-service email and SMS agency, InboxArmy partners with brands to create campaigns that are not only engaging but also built to last.
Let’s explore how to make every text message count.
What is SMS Marketing, and Why Should You Care?
Think about the last time you ignored a text message. Not often, right? That’s exactly why SMS marketing is such a powerful tool for businesses. It’s a direct line to your audience.
At its core, SMS marketing is sending short, timely messages to your customers’ mobile phones. These texts can be promotional (like discounts or flash sales), transactional (order confirmations, shipping updates), or even helpful reminders and alerts. It’s similar to email marketing on purpose, but where emails might sit unread in an overflowing inbox, texts are typically read within minutes.
And the numbers back this up. According to the latest statistics, SMS messages have a 45% response rate, which is far higher than most other marketing channels.
So why should marketers care about getting it right? Because the opportunity is huge, but so is the risk of misusing it. Following SMS marketing best practices makes sure you’re making the most of this high-engagement channel while also respecting customer boundaries.
What are SMS Marketing Best Practices to Boost Sales?
Before you start crafting clever copy or scheduling your next flash sale, let’s cover the SMS marketing best practices. These are the essential rules that help your messages land well and legally.
Here are three of the most important text message marketing best practices to keep in mind:
1. Get permission first
SMS is like a VIP channel. It’s not meant for cold outreach or random blasts. Texting someone without their consent isn’t just poor etiquette; it can land you in legal hot water, too.
One of the golden rules of SMS messages is to always get clear, informed permission before sending messages. This is known as an “opt-in.” You can do this in a few ways:
- Through a sign-up form on your website or checkout page
- By inviting users to text a keyword like “JOIN” or “SUBSCRIBE” to your number or short code. Once someone signs up, send a follow-up confirmation text to double-check that they meant to subscribe. This “double opt-in” helps you build a clean, engaged list.
Also, don’t forget compliance. Regulations like the TCPA (Telephone Consumer Protection Act) in the US require businesses to obtain consent before sending marketing texts. So if you’re building a strategy around best practices for SMS marketing, getting consent is the first (and most crucial) step.
2. Introduce your brand
You know who you are, but your new subscriber might not. That’s why one of the easiest and most effective SMS marketing practices is to introduce your brand right from the first message.
Skip the vague “Thanks for subscribing” and go for something more helpful and specific, like:
“Thanks for joining [Brand Name] SMS! Expect weekly offers and product updates. Txt STOP to opt out.”
This sets expectations and reminds people what they signed up for, and reduces confusion and potential opt-outs. A clear intro also builds trust, especially if you’re texting from a number they don’t recognise.
3. Provide an opt-out – always
This one’s non-negotiable. Every message you send must include a simple and obvious way for subscribers to unsubscribe. Otherwise, you risk being flagged as spam or even blocked.
A line like “Text STOP to unsubscribe” is all it takes. It’s short, clear, and keeps your messages compliant. If users don’t see an easy way out, they might block your number altogether, and if too many people do that, mobile carriers might stop delivering your texts.
Handling opt-out requests is also required under most data privacy laws. So make sure your systems are set up to process these requests automatically and immediately.
4. Talk like an actual human being
One of the most overlooked SMS marketing campaign practices is simply sounding human.
The best text messages don’t feel like marketing at all. They feel like quick updates from a friend. That means it’s perfectly okay to use contractions (like “you’re” instead of “you are”), skip the jargon, and drop the formalities. In fact, it’s encouraged.
So instead of writing,
“Our store-wide promotion commences at 12:00 PM today,” try something like, “Hey! Our sale starts at noon! Grab your faves while they last.”
It’s lighter, more fun, and way more relatable. That’s what following SMS marketing campaign best practices is all about: making your messages feel less like a brand announcement and more like a helpful nudge.
5. Incorporate Emojis and Images where they naturally fit in your SMS marketing efforts
If you’re texting like a human, it’s okay to look like one, too. That’s where emojis and visuals come in.
Used wisely, emojis add tone and personality to your texts. They help convey emotion, context, and urgency without taking up much space. For example:
- 📣 for product announcements
- 🎉 for a celebration or promo
- 🔧 for new tools or features
They’re fun and effective, as long as they feel natural to your brand voice.
But here’s the catch – don’t go overboard. One of the text message marketing best practices is knowing when less is more. Visuals should enhance the message, not distract from it.
6. Craft short, clear, and action-oriented SMS marketing messages
If there’s one thing all SMS marketers agree on, it’s this: keep it short and make it count.
You’ve only got about 160 characters to grab attention and drive action. So front-load the important stuff like what’s happening, why it matters, and what the customer should do next.
Here’s a quick checklist to guide you:
- Is the message under 160 characters?
- Is the key info at the top?
- Is there a single, clear call to action?
For example:
“Final hours! Get 20% off all skincare today only. Shop now: [link]”
Avoid cramming too much in one message or using vague CTAs like “Learn more.” Be specific. “Book your spot,” “Use code SAVE20,” or “Tap to shop” are stronger, clearer, and drive results.
7. Personalisation and segmentation
Let’s say you’re running a limited-time offer. Wouldn’t it make more sense to send a reminder to customers who’ve shopped with you recently or browsed similar products? Exactly.
One of the most powerful text message marketing best practices is customising your messages based on what you know about your customers. Segment your list using:
- Location – to send time-sensitive or local promotions.
- Purchase behaviour – like repeat buyers vs. first-timers.
- Engagement level – reward loyal customers or re-engage silent ones.
Go a step further by using personalisation tokens like [First Name] or [Order Number] to make the message feel more one-to-one than one-to-many.
You can also use behaviour-triggered texts, like following up after cart abandonment or sending a “We miss you” message after a lull in activity. These are small touches that make a big impact on both engagement and ROI, especially when delivered through well-written, attractive emails.
8. Time your SMS messages wisely
One of the simplest but most overlooked SMS campaign best practices is knowing when to send your messages.
Generally, midday or early evening works best. People are more likely to check and act on messages when they’re not rushing out the door or winding down for the night. Avoid sending texts too early in the morning, too late at night, or during holidays unless it’s truly relevant.
And if you’re marketing across multiple regions, respect time zones. A lunch-hour offer in New York shouldn’t wake up your customers in California at 6 AM.
If you are not sure what time works best, test it. Run a few variations to see when your audience is most responsive and adjust from there.
9. Choose the right text message frequency
Even your most loyal subscribers don’t want to hear from you every other day. One of the key methods for SMS marketing campaigns is finding the right balance in how often you send messages.
With too many texts, you risk annoying people and increasing your unsubscribe rate. Too few? You could miss out on sales opportunities and customer engagement.
A sweet spot for most brands is around 2 – 4 texts per month, unless customers expect more frequent updates (like daily deals or service alerts). Whatever you choose, set expectations up front and let subscribers know how often they’ll hear from you during the opt-in process.
Also, keep an eye on your unsubscribe rate. If it starts to climb, it could be a sign that you’re texting too much or not delivering enough value. Use that data to guide your strategy going forward.
10. Integrate SMS marketing strategy with other marketing channels
SMS marketing works best when it plays nicely with others. If you’re already running email campaigns, launching social media contests, or running ads, SMS marketing strategy can help boost visibility and drive quicker actions.
Here are some smart ways to bring it all together:
- Tease SMS-exclusive offers in your email newsletters or on Instagram to drive opt-ins and build excitement.
- Use SMS for time-sensitive messages, like flash sales or last-minute reminders, that follow up on your promotional email campaigns.
- Sync your SMS and email flows so they complement each other, like sending a follow-up text if someone hasn’t opened your promo email within 24 hours.
When you combine these channels, it creates an engaging journey for your customers. At InboxArmy, we help brands build omnichannel strategies that connect the dots and deliver real results, and combine both email marketing services and text message marketing best practices.
11. Text marketing success starts here: track performance and test often
Great campaigns always evolve. One of the most important best practices for SMS marketing messages is keeping a close eye on what’s working (and what’s not). SMS marketing software helps you track performance in real time for smarter decisions.
Here are the key SMS marketing metrics to track:
- Delivery rate – Are your messages reaching people?
- Click-through rate – Are they engaging with your links?
- Conversion rate – Are they taking action, like buying or booking?
- Opt-out rate – Are you messaging too often or missing the mark?
However, open rates aren’t always trackable with SMS like they are with email, but response rates can often give you a good sense of engagement.
And don’t be afraid to test! Use A/B testing to try different:
- Send times
- Message tones
- Call-to-action wording
Even small tweaks can lead to major gains.
Just like anything in marketing, SMS marketing is never “set it and forget it.” The brands that see the best results are constantly refining their approach based on data.
Closing Thoughts
There’s no doubt that SMS marketing is one of the most powerful tools in your digital playbook. But like any tool, it only works if you use it right.
And when done right, SMS messages drive revenue, builds loyalty, and keeps your brand top of mind in a noisy world. Not sure where to start or how to level up your existing SMS game?
That’s where InboxArmy comes in. We specialise in performance-focused, data-driven SMS marketing campaigns that feel personal and get real results.
Get in touch with InboxArmy today and let’s build a smart, scalable strategy that works for your brand.
