SMS Marketing Strategy: Best Practices

Matt Grofsky, Ytel |  
SMS campaigns aren't exactly the new frontier, but there is certainly a myriad of opportunity for businesses to adopt this strategy and really make it their own. The gray area with SMS lies in the compliance guidelines and best strategies for both communicating with leads and not over-doing it. This post shares the sweet spot!

The gray area with SMS lies in the compliance guidelines and best strategies for both communicating with leads while not over-doing it. This post shares that sweet spot!

So you’ve decided to implement an SMS campaign into your marketing strategy. Great! You must have read our post on SMS marketing and the powerful punch it can give to your existing and future SMS marketing campaigns. Let’s think through a SMS strategy that your business should consider when communicating with prospects and leads.

Best practices for your SMS campaign

  • Optimize Website for Mobile
  • Permissions
  • Clear Expectations
  • Message Frequency
  • Disclaimers
  • Delivery Timing

Imagine getting a text from a business with a URL included in the message. You click, it takes you to their website, but doesn’t load properly because the site isn't optimized for your device. What do you do? More than likely, you exit the page and forget about the offer. Don't lose business because your site isn't mobile optimized!

Make sure to gain permission to contact customers via text -- not only is that legally required, your brand reputation can suffer if you’re sending texts without permission.

When users opt in, be clear about what your program entails -- you can decrease opt out rates by giving people a heads up.

Manage message frequency -- if you send more than 4-6 texts per month, you run the risk of annoying your audience and causing more opt outs.


  • On your first text message, add disclaimers -- “Message and data rates may apply.”
  • Make the exit option obvious -- “Text STOP to cancel.”

Delivery Timing
Optimize delivery times -- being courteous to subscribers is key and is best achieved during business hours.

These best practices not only legitimize your messaging, it can enhance your brand perception. People like to know and trust the brands they interact with, and delivering a professional SMS campaign can be an important introduction to your brand for prospects.

General SMS messaging tips

Identify your audience: Like any sound marketing strategy, your buyer personas should influence all your messaging.

Create a sense of urgency: Your message is a value-add in some capacity, and you must convince them of this without wasting too much time.

Personalize the message: Use their first name or other information you may have already obtained about them. Over 70% of consumers prefer personalized messaging.

Keep the content short and sweet: With only 160 characters to use (even less if you incorporate Unicode), you need to be clear and concise.

Include a Call-to-Action: This is a standard inbound strategy that can be implemented as a response via text or a URL included in the message.

With a 98% open rate for SMS, you can be sure that your message reaches your audience. It's up to you to encourage them to act.

Don't miss our post on why SMS marketing is much more powerful than just branding buzz! New Call-to-action

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About The Author

Matt Grofsky, Ytel

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Matt provides Ytel with avenues to do things different. As a software developer with close to 20 years experience, Matt is aggressive on deliverables and is able to get projects done. Matt is a successful inventor and has been founding companies with Nick for the past 15 years.

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