Best Practices for SMS and MMS Marketing
SMS and MMS marketing are among the most effective ways to engage with customers, boasting open rates of over 90% and conversion rates higher than email marketing. However, to truly harness the power of text marketing, businesses need to follow best practices to maximize results while maintaining compliance and customer trust.
Understanding the Difference: SMS vs. MMS Marketing
SMS (Short Message Service) – Standard text messaging that supports up to 160 characters, primarily used for concise promotions, alerts, and reminders.
MMS (Multimedia Messaging Service) – Allows businesses to include images, videos, GIFs, and longer text messages, making campaigns more visually engaging and compelling.
1. Obtain Consent Before Sending Messages
One of the most important legal and ethical requirements for SMS and MMS marketing is explicit consent. Businesses must obtain opt-ins before sending messages, as required by TCPA (Telephone Consumer Protection Act) and other regulations.
How to Obtain Consent:
Use website sign-up forms
Add a text-to-join option (e.g., “Text JOIN to 12345 for exclusive deals!”)
Collect consent during checkout or service sign-ups
Offer an incentive such as a discount or freebie for opting in
2. Keep Messages Clear, Concise, and Valuable
Text marketing is all about brevity and impact. Your message should be direct and provide immediate value to the recipient.
Effective SMS Copywriting Tips:
Be brief: Get to the point within 160 characters.
Use action-oriented language: Phrases like “Shop Now,” “Claim Your Discount,” and “Limited Time Offer” encourage action.
Personalize messages: Using the recipient’s name or past purchase behavior increases engagement.
Include a clear CTA (Call-to-Action): Direct users to take a specific action, such as visiting a website or redeeming a coupon.
3. Use MMS for More Engaging Campaigns
Adding visuals can significantly boost engagement rates. MMS messages have a 15-20% higher engagement rate than standard SMS, making them ideal for promotions.
Effective MMS Use Cases:
Product promotions with high-quality images
Event invites featuring a flyer or GIF
Video testimonials to build trust
Coupons and QR codes to drive in-store traffic
4. Timing Matters: Send Messages at the Right Time
Sending messages at the wrong time can result in opt-outs or low engagement. Ideal SMS timing varies by industry, but generally follows these guidelines:
Retail & E-commerce: 10 AM - 12 PM or 5 PM - 7 PM (before/after work hours)
Restaurants: 11 AM - 1 PM (lunchtime) or 4 PM - 6 PM (dinner promotions)
Healthcare: 8 AM - 10 AM for appointment reminders
General promotions: Avoid late-night or early-morning messages
5. Segment Your Audience for Better Results
Not all customers are the same, so avoid blasting generic messages to everyone. Instead, segment your audience based on their behavior, demographics, and preferences.
Effective Segmentation Strategies:
New customers: Send welcome offers and introductory discounts.
Loyal customers: Offer exclusive deals or VIP access.
Location-based targeting: Send store-specific promotions.
Purchase history: Recommend products based on past purchases.
6. Avoid Spammy or Overwhelming Messages
Sending too many messages can lead to high opt-out rates. Instead, stick to an optimal frequency to keep customers engaged without annoying them.
Ideal frequency: 4-8 messages per month
Avoid sending back-to-back messages unless necessary
Allow users to opt-out easily with a message like “Reply STOP to unsubscribe.”
7. Track Performance and Optimize
Every campaign should be measured and optimized based on performance. Key metrics to track include:
Open rate: Typically high for SMS but still worth monitoring
Click-through rate (CTR): Measures engagement with links
Conversion rate: Tracks how many recipients take action
Opt-out rate: Indicates if your messaging frequency or content needs adjustment
8. Use Automation for Efficiency
Automation tools allow businesses to schedule messages, send follow-ups, and personalize responses without manual effort.
Effective SMS Automation Examples:
Welcome series: Automated texts for new subscribers
Abandoned cart reminders: Prompt users to complete purchases
Birthday/anniversary texts: Special offers for loyal customers
Drip campaigns: Scheduled texts to nurture leads over time
9. Ensure Compliance with Regulations
To maintain compliance and avoid hefty fines, businesses must follow key SMS marketing laws:
TCPA & CAN-SPAM Act: Requires clear consent and opt-out options
CTIA Guidelines: Best practices for content and message delivery
Carrier rules: Avoid using prohibited content like SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco)
10. Combine SMS and MMS for Maximum Impact
Using both SMS and MMS in your strategy ensures you can reach different customer segments effectively.
Example Strategy:
SMS: “Flash Sale! Get 20% off today only. Click here to shop: [link]”
MMS: Same promotion, but with an engaging image of the product or sale banner
Conclusion
When done correctly, SMS and MMS marketing can be one of the most powerful tools in a business’s marketing arsenal. By following best practices such as obtaining consent, personalizing messages, using MMS effectively, and optimizing timing and frequency, businesses can significantly boost engagement and conversions.
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