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Monday 17 April 2023

The Dos and Don'ts of SMS Marketing for Small Businesses

SMS marketing can be a game-changer for small businesses, providing an effective way to engage with customers and drive sales. However, like any marketing strategy, SMS marketing requires careful planning and execution to be successful. In this blog post, we will explore the dos and don'ts of SMS marketing for small businesses, helping them avoid common pitfalls and maximize the impact of their campaigns.


  1. Do Obtain Consent: Always obtain explicit consent from customers before sending them SMS messages. Implement a clear opt-in process, and respect customers' preferences regarding message frequency and content. Building a permission-based list ensures that recipients are receptive to your messages and helps maintain compliance with regulations. 
  2. Do Keep Messages Concise: SMS messages have a limited character count, so keep your messages concise and to the point. Clearly convey the value of your offer or information and include a clear call-to-action (CTA). A well-crafted SMS captures attention quickly and encourages immediate action. 
  3. Do Segment Your Audience: Segment your customer database to send targeted and relevant messages. Tailor your SMS campaigns based on customer preferences, location, or past interactions with your business. Segmentation enhances the effectiveness of your messages and fosters a personalized experience for customers. 
  4. Do Time Your Messages Wisely: Timing is crucial in SMS marketing. Send messages at appropriate times, avoiding early mornings, late evenings, or weekends when recipients might be less receptive. Consider the time zones of your audience to ensure messages arrive at a convenient time for them. 
  5. Do Offer Value: Provide value in your SMS messages to incentivize customer engagement. Offer exclusive promotions, discounts, or early access to sales. Valuable content encourages customers to stay subscribed to your SMS list and strengthens their loyalty to your brand.


  1. Don't Spam Your Audience: Avoid bombarding your customers with frequent SMS messages. Over-sending can lead to annoyance and opt-outs from your SMS list. Respect your customers' time and provide meaningful content that aligns with their interests. 
  2. Don't Use Abbreviations Excessively: While some abbreviations are acceptable in SMS marketing to save characters, excessive use can make your messages difficult to understand. Keep your messages clear and avoid abbreviating important information that could lead to confusion. 
  3. Don't Neglect Compliance: Compliance with SMS marketing regulations is essential. Always include an option to opt-out in your messages and promptly honor opt-out requests. Stay informed about relevant laws and regulations to avoid potential legal issues. 
  4. Don't Forget to Test: Before launching a large-scale SMS campaign, test your messages with a small group of recipients. Testing allows you to identify any formatting issues, check message delivery, and gauge customer response. Use the feedback from testing to refine your campaign before reaching a wider audience. 
  5. Don't Ignore Analytics: Monitor and analyze the performance of your SMS campaigns regularly. Pay attention to metrics like open rates, click-through rates, and conversion rates. Analyzing data helps you understand the effectiveness of your messages and make data-driven improvements to your future campaigns.


SMS marketing can be a powerful tool for small businesses to engage with customers and drive business growth. By following the dos of obtaining consent, keeping messages concise, segmenting the audience, timing messages wisely, and offering value, small businesses can create successful SMS marketing campaigns. Avoiding the don'ts of spamming, excessive abbreviation, neglecting compliance, forgetting to test, and ignoring analytics ensures that your SMS marketing efforts are effective, compliant, and deliver meaningful results.


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