The Dos and Don’ts of SMS Marketing Frequency

Do segment your audience

One of the most important things you can do to optimize your SMS marketing frequency is to segment your audience. Not all customers will have the same preferences when it comes to receiving messages, so it’s important to tailor your frequency to each group. You might send more frequent messages to customers who have recently made a purchase, and fewer messages to those who haven’t engaged with your brand in a while. By segmenting your audience and customizing your frequency, you can improve engagement and reduce opt-outs.

Don't send too many messages in a short period of time

One of the biggest mistakes you can make in SMS marketing is sending too many messages in a short period of time. This can quickly lead to customer fatigue and annoyance, causing them to opt-out of your messages altogether. Find the right balance between staying top-of-mind and overwhelming your audience. A good rule of thumb is to limit your messages to no more than one per day and to spread them out throughout the week. This will help ensure that your messages are well-received and effective.

While it may be tempting to send multiple messages in a day or even in an hour, it’s important to remember that your customers have busy lives and don’t want to be bombarded with constant notifications. Focus on sending targeted and relevant messages that provide value to your audience. This could include exclusive discounts, important updates, or personalized recommendations based on their past purchases. By taking a thoughtful approach to your SMS marketing frequency, you can build a loyal customer base that looks forward to hearing from you.

Do consider the timing of your messages

Timing is everything in SMS marketing. You want to make sure that your messages are being sent at a time when your audience is most likely to be receptive and engaged. This could mean sending messages during business hours when people are more likely to be checking their phones, or during off-hours, when they may have more time to engage with your content. It’s also important to consider the time zone of your audience so that you’re not sending messages at inconvenient times. By taking the time to consider the timing of your messages, you can increase the effectiveness of your SMS marketing strategy and avoid annoying your audience.

Don't send irrelevant messages

One of the biggest mistakes you can make in SMS marketing is sending irrelevant messages to your audience. This can quickly lead to frustration and annoyance, causing higher opt-out. Make sure that your messages are targeted and relevant to your audience’s interests and needs. Use segmentation and personalization to tailor your messages to specific groups within your audience. By focusing on relevance, you can increase engagement and build stronger relationships with your audience.

Another important factor to consider when it comes to SMS marketing frequency is the timing of your messages. While it’s important to stay top-of-mind with your audience, bombarding them with too many messages can be overwhelming and counterproductive. It’s important to find the right balance between staying in touch and not overwhelming your audience. Consider factors such as the time of day, day of the week, and frequency of your messages to ensure that you’re not sending too many messages at once. By finding the right balance, you can keep your audience engaged and interested in your messaging without overwhelming them with too many irrelevant messages.

Do track and analyze your results to adjust your frequency

It’s important to track and analyze your SMS marketing results to determine the optimal frequency for your audience. Look at metrics such as open rates, click-through rates, and opt-out rates to see how your audience is responding to your messages. If you notice a high opt-out rate, it may be a sign that you’re sending too many messages. On the other hand, if you’re not seeing much engagement, you may need to increase your frequency. Use this data to adjust your frequency and find the sweet spot that works best for your audience.