• By Charlie Davies
• SMS Marketing

SMS Marketing Best Practices for 2025: Your Complete Guide

SMS marketing continues to deliver exceptional results, but success requires following proven best practices. With average open rates of 97% and response rates up to 45%, SMS outperforms most digital channels—when done correctly. This comprehensive guide covers everything you need to know to run successful SMS campaigns in 2025.

1. Always Get Explicit Consent First

Never purchase SMS lists or send unsolicited messages. Customers must opt-in through clear checkbox forms, keyword subscriptions, or web forms. Include language like "By subscribing, you agree to receive marketing texts" and always provide opt-out instructions. This isn't just best practice—it's the law under GDPR, TCPA, and other regulations.

2. Keep Messages Short and Valuable

SMS is limited to 160 characters, so every word counts. Get straight to the point: state your offer, include a clear call-to-action, and add a link if needed. Avoid unnecessary filler words. Recipients should understand your message within seconds of reading it.

3. Personalize Your Messages

Use customer names, purchase history, location, or behavior data to make messages feel relevant. Personalized SMS campaigns generate up to 6x higher transaction rates than generic broadcasts. Modern SMS platforms make this easy with dynamic field insertion.

4. Time Your Messages Carefully

Send messages during business hours (9 AM - 8 PM) in your customer's timezone. Avoid early mornings, late nights, and weekends unless you're in hospitality or entertainment. Most SMS platforms allow timezone-based scheduling to ensure optimal delivery times.

5. Include a Clear Call-to-Action

Every SMS should have one clear action you want recipients to take. Whether it's "Shop Now," "Book Today," or "Reply YES," make it obvious and easy to act on. Include shortened links that are mobile-optimized and track clicks for campaign analysis.

6. Segment Your Audience for Better Results

Don't send the same message to everyone. Segment by demographics, purchase behavior, engagement level, or location. Send relevant offers to each group. For example, VIP customers might receive early access, while inactive users get re-engagement offers.

7. Maintain the Right Message Frequency

Quality over quantity. Most businesses send 2-4 promotional texts per month. Test different frequencies and monitor opt-out rates. If you're seeing high unsubscribe rates, you're likely messaging too often. Set expectations during opt-in about how often you'll text.

8. Make Opting Out Easy

Include "Reply STOP to unsubscribe" in every promotional message. Make the process instant and hassle-free. This builds trust and keeps you compliant with regulations. A clean, engaged list is far more valuable than a large list with frustrated subscribers.

9. Track and Optimize Campaign Performance

Measure delivery rates, click-through rates, conversion rates, and ROI for every campaign. Use A/B testing to optimize message copy, timing, and offers. Analyze what works and double down on winning strategies while eliminating underperformers.

10. Integrate SMS with Other Channels

SMS works best as part of an omnichannel strategy. Use it alongside email, social media, and push notifications. For example, send an email announcement, then follow up with an SMS reminder for those who didn't open. This coordinated approach maximizes reach and engagement.

Common SMS Marketing Use Cases

• • Flash sales and promotional offers
• • Appointment reminders and confirmations
• • Order status and shipping updates
• • Cart abandonment recovery
• • Customer feedback and surveys
• • Event announcements and reminders

Frequently Asked Questions About SMS Marketing Best Practices

How long should an SMS marketing message be?
Aim for 120-160 characters. This ensures your entire message displays without being split into multiple texts, which can cost more and reduce clarity.

What's a good SMS marketing response rate?
Industry average is 20-35% for promotional SMS, but well-targeted campaigns can achieve 45% or higher. Response rates depend on message relevance, timing, and audience quality.

Should I send SMS on weekends?
It depends on your industry. Restaurants, entertainment, and retail often see good weekend engagement. B2B companies should stick to weekdays. Always test and measure results for your specific audience.

Conclusion

Following SMS marketing best practices ensures your campaigns deliver results while maintaining customer trust and regulatory compliance. Focus on permission, personalization, timing, and value delivery. When executed properly, SMS becomes one of your most powerful marketing channels.

Ready to implement these best practices? Start optimizing your SMS campaigns today and watch your engagement and conversion rates soar.