SMS broadcasts are a powerful marketing channel, offering high open rates and immediate visibility. However, success requires more than just sending messages—it requires strategic planning, proper execution, and ongoing optimization. This guide covers best practices for SMS broadcasts that maximize engagement and deliverability.
Building Your Subscriber List
Quality subscribers are the foundation of successful SMS broadcasts:
- Obtain explicit opt-in consent (required by law)
- Use double opt-in for better engagement and compliance
- Set clear expectations about message frequency
- Provide value in exchange for opt-in (discounts, exclusive content, etc.)
- Clean your list regularly (remove inactive numbers)
Crafting Effective SMS Messages
1. Keep Messages Concise
SMS messages are limited to 160 characters per message (or 153 if using concatenation). Keep messages:
- Clear and direct
- Focused on a single call-to-action
- Easy to read and understand
2. Personalize When Possible
Personalization increases engagement:
- Use recipient names (sparingly—not every message)
- Reference past purchases or behaviors
- Segment messages based on preferences
- Use location-based personalization when relevant
3. Clear Call-to-Action
Every broadcast should have a clear, actionable goal:
- Specific action (Shop now, Claim offer, Book appointment)
- Short, trackable links
- Urgency when appropriate (limited time offers)
- Easy to complete on mobile
4. Include Opt-Out Instructions
Always include opt-out instructions (required by law):
- Use standard keywords (STOP, UNSUBSCRIBE, END)
- Make it clear and easy
- Process opt-outs immediately
Timing Your Broadcasts
Timing significantly impacts engagement:
- Best Days: Tuesday through Thursday
- Best Times: 10 AM to 2 PM (local time)
- Avoid: Early morning (before 8 AM), late evening (after 9 PM), weekends
- Consider time zones for multi-region campaigns
- Test different times with your specific audience
Frequency Management
Finding the right frequency balance:
- Start with lower frequency (1-2 per week)
- Monitor unsubscribe and complaint rates
- Increase frequency only if engagement remains high
- Allow subscribers to choose frequency preferences
- Vary message types (promotional, informational, transactional)
Segmentation Strategies
Segmenting your audience improves relevance and engagement:
- Demographics (age, location, gender)
- Purchase history and behavior
- Engagement levels (active, inactive, new)
- Preferences and interests
- Purchase lifecycle stage
Deliverability Best Practices
1. Maintain List Quality
High-quality lists improve deliverability:
- Remove invalid numbers regularly
- Process opt-outs immediately
- Avoid purchased lists
- Monitor bounce and error rates
2. Warm Up New Numbers
New phone numbers need gradual volume increase:
- Start with 50-100 messages per day
- Gradually increase over 2-4 weeks
- Monitor delivery rates closely
- Use for two-way conversations first
3. Monitor Stop Ratios
Track and manage stop/unsubscribe rates:
- Target stop ratio under 1%
- Investigate spikes in stop rates
- Adjust frequency or content if rates increase
- Use multiple numbers to distribute volume
4. Use Messaging Services
Twilio Messaging Services provide:
- Load balancing across numbers
- Automatic failover
- Better deliverability tracking
- Geographic preferences
Compliance Considerations
Legal compliance is essential:
- Obtain prior express written consent (TCPA in US)
- Include clear opt-out instructions
- Honor opt-outs immediately
- Maintain consent records
- Follow GDPR requirements for EU recipients
- Respect do-not-call lists
Testing and Optimization
Continuous improvement through testing:
- A/B test message copy and CTAs
- Test different send times
- Experiment with message formats
- Track key metrics (open rates, click rates, conversions)
- Analyze what works for your audience
- Iterate based on data
Key Metrics to Track
Monitor these metrics to measure success:
- Delivery Rate: Percentage of messages delivered
- Open Rate: Messages read (if trackable)
- Click-Through Rate: Percentage clicking links
- Conversion Rate: Percentage completing desired action
- Stop Rate: Percentage opting out
- Complaint Rate: Percentage reporting as spam
- Response Rate: Percentage replying (for two-way)
Common Mistakes to Avoid
- Sending too frequently
- Poor timing (early morning, late night)
- Lack of personalization
- Unclear calls-to-action
- Ignoring opt-outs
- Not segmenting audiences
- Sending irrelevant messages
- Poor list quality
- Not testing and optimizing
- Non-compliance with regulations
Using ConnectAgent for SMS Broadcasts
ConnectAgent simplifies SMS broadcasts with:
- Templates and personalization
- Scheduling by timezone
- Segmentation tools
- Automated opt-out handling
- Delivery tracking and analytics
- Compliance features
- Multi-number management
Conclusion
Successful SMS broadcasts require careful planning, strategic execution, and ongoing optimization. By following these best practices—focusing on quality subscribers, crafting effective messages, timing broadcasts appropriately, maintaining deliverability, and staying compliant—you can build SMS campaigns that drive engagement and achieve your marketing goals.
Remember that SMS is a permission-based channel. Respect your subscribers, provide value, and they'll continue to engage with your messages. ConnectAgent provides the tools you need to execute effective SMS broadcasts while maintaining compliance and maximizing deliverability.
