Top SMS Marketing Best Practices to Boost Engagement in 2025

Unlocking the Power of SMS: Essential Best Practices for 2025

Want higher open rates and more conversions? This listicle provides seven SMS marketing best practices to boost your 2025 campaigns. Learn how to gain consent, write compelling messages, send them at the optimal time, segment your audience, and stay compliant with regulations. We’ll also cover integrating SMS with your broader marketing strategy. Following these SMS marketing best practices will help you maximize your marketing spend and improve customer retention. Let’s get started.

1. Obtaining Explicit Consent

Obtaining explicit consent is the cornerstone of any successful and legal SMS marketing strategy. Before sending any promotional text messages, businesses must secure clear and unambiguous permission from recipients. This isn’t just a best practice; it’s a legal requirement in many regions, including the US (under the Telephone Consumer Protection Act or TCPA) and Europe (under the General Data Protection Regulation or GDPR). Beyond legal compliance, obtaining explicit consent fosters trust and transparency with your audience, laying the foundation for a positive and receptive relationship. Consent must be actively given, not implied, and should be clearly documented, including records of when, where, and how permission was granted. This ensures you can demonstrate compliance and protect yourself against potential legal issues.

Several opt-in mechanisms can be used effectively, including keyword texting (e.g., texting “JOIN” to a shortcode), web forms with dedicated SMS signup checkboxes, and in-person signup options at physical stores or events. Crucially, you must clearly disclose the expected message frequency and the type of content subscribers will receive. Implementing double opt-in confirmation, where users receive a text message requiring them to reply with a keyword like “YES” to confirm their subscription, adds an extra layer of security and verification, further solidifying consent. Maintaining detailed records of these confirmations is vital.

E-commerce businesses, marketing professionals, and online retailers, particularly those dealing with high cart abandonment rates, benefit immensely from incorporating SMS marketing into their strategies. However, the foundation of a successful SMS campaign lies in obtaining explicit consent, making it the number one best practice. For Shopify and WooCommerce store owners, especially those focused on customer retention and optimizing marketing spend, adhering to these consent practices is crucial for long-term success and avoiding legal pitfalls.

Here are some real-world examples of brands successfully implementing consent practices: Starbucks requiring customers to text a keyword to their shortcode and reply “YES” to confirm their subscription, Nike incorporating clear SMS marketing consent checkboxes during online account creation, and Target implementing a text-to-join program with complete terms and conditions displayed at the point of signup.

Pros:

• Builds trust with customers and enhances brand reputation.
• Ensures legal compliance, avoiding hefty fines and legal battles.
• Results in higher engagement rates as messages are sent to willing participants.
• Reduces spam complaints and unsubscribes.

Cons:

• May result in a smaller initial subscriber list compared to less stringent methods.
• Requires ongoing management and documentation of consent.
• The extra steps in the signup process may deter some users.

Tips for Effective Consent Management:

• Always include clear and concise terms and conditions at signup, outlining the type of messages, frequency, and data usage.
• Make unsubscribe information readily visible during the opt-in process and in every subsequent message.
• Store consent data securely and maintain complete records for future reference and compliance audits.
• Regularly audit your consent processes to ensure they remain up-to-date with evolving regulations.

Learn more about Obtaining Explicit Consent

By adhering to these best practices, businesses of all sizes, from small e-commerce stores to large brands operating in multiple languages and managed by agencies, can leverage the power of SMS marketing effectively and ethically while building strong customer relationships and driving conversions.

2. Providing Clear Opt-Out Instructions

Respecting customer preferences is paramount in successful SMS marketing. Providing clear opt-out instructions is not just a best practice; it’s a legal requirement and a cornerstone of building trust with your audience. This crucial element of any SMS marketing strategy empowers recipients to control their messaging experience, contributing to a more positive brand perception and a healthier subscriber list. Every SMS message you send, whether transactional or promotional, should include concise and easy-to-understand instructions on how to unsubscribe. This transparency fosters a respectful relationship with your customers and contributes to a more engaged and receptive audience.

This best practice involves utilizing standard opt-out keywords such as STOP, CANCEL, or UNSUBSCRIBE. The language accompanying these keywords should be clear and unambiguous, explaining the action that will result from using them. For instance, a simple “Reply STOP to unsubscribe” is often sufficient. Furthermore, your systems should be set up to process these opt-out requests immediately. Any delay can lead to customer frustration and potential legal issues. Finally, sending a confirmation message upon unsubscribing reassures the customer that their request has been processed and reinforces your commitment to respecting their choices.

Companies like Amazon consistently include “Reply STOP to cancel” at the end of their SMS messages, demonstrating best practice in action. Sephora further enhances the customer experience by implementing automated confirmation responses to all STOP requests. Similarly, Domino’s Pizza maintains opt-out instructions at consistent positions in their promotional texts, making it easy for customers to find and utilize them. These examples highlight the importance of clear and consistent opt-out procedures in building a successful SMS marketing strategy.

Tips for Implementing Clear Opt-Out Instructions:

• Include opt-out instructions in every message: Consistency is key. Don’t make subscribers hunt for how to unsubscribe.
• Honor opt-outs immediately: Delays can lead to frustration and damage your brand’s reputation.
• Use simple, recognizable keywords: Stick to standard keywords like STOP or UNSUBSCRIBE for easy recognition.
• Consider a preference center: Allowing customers to opt-down from specific message types (e.g., promotional messages) instead of completely unsubscribing can help retain subscribers.
• Send a brief confirmation message: Confirming the opt-out reassures the customer and reinforces your commitment to their preferences.

Pros:

• Maintains legal compliance with regulations like those from the Mobile Marketing Association (MMA) and Cellular Telecommunications Industry Association (CTIA).
• Demonstrates respect for customer preferences, fostering trust and positive brand perception.
• Improves overall brand perception by showing you value customer choice.
• Helps maintain a clean, engaged subscriber list by removing uninterested individuals.

Cons:

• May lead to subscriber loss if your messages aren’t providing value.
• Requires technical systems capable of immediately honoring opt-out requests.

This aspect of SMS marketing deserves its place in the best practices list because it is fundamental to ethical and effective communication. By prioritizing clear opt-out instructions, you are not just complying with regulations, you are demonstrating respect for your customers and cultivating a healthier, more engaged subscriber base, ultimately benefiting your overall SMS marketing efforts. This is particularly relevant for e-commerce businesses, marketing professionals, and online retailers aiming to build long-term customer relationships and maximize the ROI of their SMS marketing campaigns.

3. Optimal Timing and Frequency

Among the most crucial SMS marketing best practices is mastering optimal timing and frequency. Sending messages at the right time, and just the right amount, is the key to maintaining subscriber satisfaction and driving engagement. Strategic timing involves considering factors like time zones, typical business hours, and consumer behaviors. Responsible frequency, on the other hand, prevents message fatigue, which is a major contributor to unsubscribes and a decrease in overall campaign effectiveness. This approach is particularly important for e-commerce businesses, marketing professionals, and online retailers who want to maximize their marketing ROI and build strong customer relationships.

The infographic above visualizes key data related to SMS marketing timing and frequency. It highlights that SMS messages have a staggering 98% open rate compared to email’s 20%, and that 45% of SMS marketing campaigns generate a positive ROI. Furthermore, it emphasizes the importance of timing, showing that click-through rates are highest on Tuesdays and Wednesdays, and that sending messages between 10 am and 6 pm yields the best results. These statistics clearly demonstrate the power of well-timed SMS messages and the potential for a significantly higher return on investment compared to other marketing channels. Choosing the right timing can be the difference between a successful campaign and one that falls flat.

Features that contribute to optimal timing and frequency include time zone targeting and segmentation, scheduled messaging within business hours (typically 8 am to 9 pm), frequency caps (usually 4-10 messages per month), and, critically, preference options that empower consumers to select their desired message frequency. Implementing these features requires more sophisticated SMS marketing platforms but the benefits far outweigh the costs.

This approach carries several significant advantages. It leads to dramatically higher open and response rates, contributing to a better customer experience and an improved campaign ROI. Moreover, by respecting customer preferences, it reduces unsubscribe rates. However, there are a few potential drawbacks. It may limit the opportunity for immediate promotions, particularly flash sales, and necessitates ongoing testing and optimization to fine-tune your strategy.

Several brands successfully implement this best practice. Nordstrom, for example, sends promotional texts mid-afternoon when shopping engagement is highest. OpenTable wisely limits reservation reminders to 24 hours before the booked time. Ulta Beauty leverages a ‘VIP texting’ program with customizable frequency options upon signup. These examples showcase how businesses can tailor their SMS strategies for maximum impact while respecting customer preferences.

To achieve similar success, consider these actionable tips:

• Test different send times to identify optimal engagement windows for your specific audience.
• Respect weekends and holidays by reducing or eliminating messages during these periods.
• Set clear expectations upfront about message frequency during the signup process.
• Segment your audience for time zone-appropriate delivery, ensuring messages arrive at a suitable local time.
• Consider ‘urgency’ for time-sensitive offers like limited-time promotions. A sense of urgency can drive immediate action.
• Monitor unsubscribe rates closely after each campaign to identify any negative trends and adjust your frequency accordingly.

Learn more about Optimal Timing and Frequency

Optimal timing and frequency deserve a prominent place in any list of SMS marketing best practices. By strategically planning your message delivery and respecting subscriber preferences, you can significantly boost engagement, improve customer satisfaction, and ultimately maximize the return on your SMS marketing investments. This is especially important for e-commerce businesses, Shopify and WooCommerce store owners, and agencies managing multiple e-commerce clients, where personalized communication is paramount.

4. Personalization and Segmentation

Personalization and segmentation are crucial sms marketing best practices for maximizing the effectiveness of your campaigns. This approach moves away from the outdated “one-size-fits-all” messaging and focuses on delivering highly relevant content to individual customers. By leveraging customer data like purchase history, browsing behavior, demographics, and even location, businesses can craft SMS messages that resonate deeply with each recipient. This targeted approach leads to significantly higher engagement and conversion rates compared to generic mass texts.

This method works by dividing your customer base into distinct segments based on shared characteristics. You can then tailor your SMS messages to each segment’s specific needs and interests. Features that enable this level of personalization include dynamic content insertion (like using a customer’s name or referencing a past purchase), behavioral segmentation, geographic targeting, and demographic/psychographic segmentation capabilities. For example, imagine sending a text message promoting a new line of winter coats to customers who live in warmer climates. This irrelevant message would likely be ignored, or worse, lead to unsubscribes. However, using geographic segmentation, you can target only those customers in colder regions, increasing the message’s relevance and potential impact.

Successful implementation of personalization and segmentation can be seen across various industries. Sephora segments its SMS audience by purchase history to recommend relevant products, increasing the likelihood of a repeat purchase. Chipotle uses location-specific offers, sending deals for the customer’s nearest restaurant. American Eagle personalizes texts with the customer’s name and style preferences, creating a more personal connection. These brands understand the power of speaking directly to the individual. They’ve moved beyond simply broadcasting a message and are now engaging in one-on-one conversations with their customers via SMS.

Why Personalization and Segmentation Deserve a Spot in SMS Marketing Best Practices:

This strategy significantly increases conversion rates (20-30% on average), improves customer experience and satisfaction, and generates greater ROI from marketing spend, making it a core component of any successful SMS marketing strategy. Furthermore, it reduces unsubscribe rates, keeping your audience engaged and receptive to future campaigns. While implementing personalized SMS campaigns can be more complex than basic mass texts and requires robust data management, the benefits far outweigh the challenges. Privacy concerns can also arise if personalization feels intrusive, so finding the right balance is key.

Tips for Effective Personalization and Segmentation:

• Start with basic personalization (like using the customer’s first name) and gradually increase complexity as you gather more data.
• Create audience segments based on purchase behavior, browsing history, website engagement, and other relevant factors.
• Test different personalization elements to determine what resonates best with your audience and drives the highest conversions.
• Combine your SMS data with data from other channels (email, CRM, etc.) for a unified view of the customer.
• Use conversational, natural language that doesn’t feel automated or robotic.
• Implement triggered messages based on specific customer actions, such as abandoned carts or browsing specific product categories.

Learn more about Personalization and Segmentation for further insights into tailoring your campaigns for cart recovery success. By focusing on personalization and segmentation, you can elevate your sms marketing best practices and achieve significantly better results.

5. Concise, Actionable Content: The Heart of Effective SMS Marketing

Concise, actionable content is paramount to successful SMS marketing best practices. Given the 160-character limit of standard text messages, every word counts. This approach focuses on delivering maximum value within this limited space by crafting brief, impactful messages with a clear value proposition and a strong, single call-to-action. It’s about grabbing attention, conveying essential information quickly, and prompting an immediate response. This is crucial for e-commerce businesses, marketing professionals, and online retailers, especially those with high cart abandonment rates, as it provides a direct and efficient way to re-engage customers. This method is particularly beneficial for small to medium-sized e-commerce stores, Shopify and WooCommerce store owners, and agencies managing multiple e-commerce clients, as it allows for highly targeted and personalized campaigns within a reasonable budget.

Here’s how it works: You lead with clear brand identification so the recipient instantly recognizes the sender. Then, you present a concise, compelling offer or important announcement, followed by a clear call-to-action using strong action verbs. Finally, you incorporate a trackable link to measure the effectiveness of your campaign.

Examples of Successful Implementation:

• JCPenney: “JCP: Flash Sale! 40% off all shoes online & in-store today only. Use code SHOES40. Shop now: [link] Reply STOP to end”
• Uber Eats: “Hungry? Get 50% off your next order (max $15). Valid today only. Order now: [link]”
• Kohl’s: “Kohl’s: Your $10 Kohl’s Cash expires tomorrow! Shop now before it’s gone: [link]”

These examples are effective because they are brief, identify the brand upfront, present a clear offer, and include a compelling call-to-action. The Kohl’s example effectively leverages urgency to drive immediate action.

Actionable Tips for Concise SMS Marketing:

• Lead with your brand name: Recipients should immediately know who’s messaging.
• Focus on one clear offer or announcement per message: Avoid overwhelming customers with multiple offers.
• Use action verbs in your CTA: “Shop,” “Get,” “Claim,” “Try” encourage immediate action.
• Test different message lengths: Find the sweet spot for your audience.
• Include a sense of urgency when appropriate: “Limited time,” “Ending soon” can drive conversions.
• Use URL shorteners: Save character space and maintain a clean look, but ensure they are branded for trust and recognition.
• A/B test different messages: Optimize conversion rates through experimentation.
• Use UTM parameters in your links: Track campaign performance and attribute conversions accurately. This is invaluable for data-driven optimization and demonstrating ROI for online stores seeking to optimize their marketing spend.
• Always include an opt-out option: Respect customer preferences and maintain compliance.

Pros:

• Higher conversion rates: Simplicity and clarity drive action.
• Better message comprehension: Short, focused messages are easily understood.
• Improved analytics through focused metrics: Trackable links provide valuable data.
• Cost efficiency: Fewer multi-part messages reduce costs.

Cons:

• Limited space for detailed information: Complex messages may require supplementary channels.
• Requires disciplined editing and copywriting: Crafting impactful messages within character limits requires skill.
• May need supplementary channels for complex messages: Use SMS to drive traffic to landing pages for more details if needed.

Concise, actionable content deserves its place in the SMS marketing best practices list because it directly addresses the core challenge of communicating effectively within the limited space of a text message. By focusing on clarity, value, and a clear call-to-action, this approach maximizes the impact of each message, leading to higher engagement and conversion rates, particularly for time-sensitive offers and promotions. For brands operating in multiple languages, concise messaging simplifies translation and ensures clarity across different markets. Furthermore, focusing on customer retention becomes simpler and more effective with targeted and personalized SMS messages that provide genuine value and encourage repeat purchases.

6. Compliance with Regulations and Industry Standards

Navigating the world of SMS marketing requires more than just crafting compelling messages. A crucial aspect of any successful SMS strategy is strict adherence to a complex web of legal regulations, industry standards, and carrier requirements. This aspect of SMS marketing best practices is not just a suggestion—it’s a necessity. Ignoring compliance can lead to hefty fines, blocked messages, and irreparable damage to your brand’s reputation. This section explores why compliance is a non-negotiable element of effective SMS marketing.

Compliance with regulations and industry standards essentially means operating your SMS campaigns within the established legal and ethical boundaries. These regulations, often varying by country and region, dictate everything from message content and sending times to obtaining proper consent and managing opt-outs. Key features of a robust compliance strategy include restrictions on message content (prohibiting certain categories like illegal substances or hate speech), measures to prevent carrier filtering, stringent documentation and record-keeping requirements, and regular compliance audits to ensure ongoing adherence to evolving rules.

The benefits of prioritizing compliance are numerous. First and foremost, it helps you avoid potentially crippling legal penalties. Cases like Papa John’s $16.8M settlement for TCPA violations in 2013 underscore the severe financial consequences of non-compliance. Maintaining compliance also ensures continued access to carrier networks, preventing your messages from being blocked or filtered. Furthermore, a commitment to ethical SMS practices builds consumer trust and strengthens brand reputation. By respecting consumer privacy and preferences, you foster positive relationships and encourage engagement. Conversely, ignoring these principles can lead to consumer distrust and ultimately damage your brand. A well-defined compliance framework provides the structure for ethical marketing practices, ensuring your campaigns are both effective and responsible.

However, maintaining compliance isn’t without its challenges. The regulatory landscape is complex and varies significantly by jurisdiction. This requires ongoing monitoring of changing regulations and adapting your strategies accordingly. Compliance may also limit certain marketing tactics or content types, requiring creativity within established boundaries. For instance, while flash sales might be tempting, sending messages outside of allowed hours can lead to penalties.

Jiffy Lube’s experience after facing compliance issues led them to implement comprehensive consent management, demonstrating how addressing shortcomings strengthens a brand’s long-term SMS strategy. Similarly, Bed Bath & Beyond’s documented double opt-in process highlights best practices in obtaining and recording consumer consent. These examples showcase how prioritizing compliance can not only mitigate risk but also enhance a brand’s reputation for responsible marketing.

To ensure your SMS marketing campaigns remain compliant, consider these actionable tips:

• Consult with legal experts specialized in telecommunications law: Navigating the intricacies of SMS regulations requires expert guidance.
• Implement automated compliance checks before message deployment: Automate the process of verifying message content and recipient consent to prevent violations.
• Maintain comprehensive records of all consent, messages, and opt-outs: Detailed record-keeping is essential for demonstrating compliance in case of audits or disputes.
• Stay updated on regulatory changes through industry associations like the Cellular Telecommunications Industry Association (CTIA), Mobile Marketing Association (MMA), and of course, the Federal Communications Commission (FCC): The regulatory landscape is constantly evolving, so staying informed is crucial.
• Train marketing teams on compliance requirements: Equip your team with the knowledge and tools they need to execute compliant campaigns.
• Develop a compliance checklist for every campaign: A standardized checklist ensures all necessary steps are taken before, during, and after each campaign.

Learn more about Compliance with Regulations and Industry Standards for a detailed checklist to guide your compliance efforts.

For e-commerce businesses, marketing professionals, online retailers, and agencies managing multiple clients, especially those operating on platforms like Shopify and WooCommerce or across multiple languages, understanding and implementing these compliance measures is not just a best practice—it’s a business imperative. By prioritizing compliance, you protect your business from legal risks, maintain access to crucial communication channels, and build a foundation of trust with your customers. This ultimately contributes to a more sustainable and successful SMS marketing strategy.

7. Integration with Multi-Channel Marketing Strategy

One of the most impactful SMS marketing best practices is integrating it seamlessly with your broader multi-channel marketing strategy. Effective SMS marketing doesn’t operate in a vacuum. Instead, it thrives as a crucial component of a well-coordinated approach that leverages the strengths of various channels like email, social media, app notifications, and more. This creates a cohesive and personalized customer journey, delivering the right message at the right time through the preferred channel.

How it Works:

Integrating SMS within a multi-channel strategy involves strategically coordinating messages across different platforms. This goes beyond simply replicating the same message; it’s about tailoring the content and format to suit each channel’s unique characteristics while maintaining a consistent brand voice and overall campaign objective. For example, SMS might be used for time-sensitive promotions and urgent updates, while email delivers more detailed product information or newsletters.

Features of Multi-Channel Integration:

• Cross-channel message coordination: Planning campaigns that span multiple channels, ensuring each message complements the others.
• Unified customer data across platforms: A centralized view of customer interactions across all channels, enabling personalized messaging and targeted campaigns.
• Channel-specific optimizations of content: Adapting the message format and length for optimal delivery and engagement on each platform.
• Consistent branding and voice: Maintaining a uniform brand identity and tone across all channels to reinforce brand recognition.
• Sequential messaging across channels: Creating automated message sequences that transition smoothly between channels based on customer behavior and preferences.

Pros:

• Creates more effective customer journeys: Guides customers through the sales funnel with targeted messages delivered via their preferred channel.
• Higher overall conversion rates (average 287% increase): Leveraging the immediacy of SMS and the richness of other channels creates a powerful conversion engine.
• More efficient use of marketing budget: Optimizing channel usage maximizes ROI by reaching customers through the most cost-effective means.
• Better customer experience through channel choice: Respecting customer preferences fosters stronger relationships and improves brand loyalty.
• Improved data collection and insights: Analyzing cross-channel data provides a deeper understanding of customer behavior and campaign effectiveness.

Cons:

• Requires sophisticated marketing technology stack: Integrating multiple channels effectively requires robust software solutions capable of managing complex campaigns.
• More complex to coordinate and manage: Multi-channel strategies demand careful planning, execution, and ongoing monitoring.
• Needs clear attribution models to measure success: Accurately assigning credit to each channel in a multi-touch attribution model can be challenging but crucial for optimization.

Examples of Successful Implementation:

• Sephora: Uses SMS for time-sensitive promotions and flash sales, email for detailed product information and personalized recommendations, and app notifications for in-store experiences and exclusive offers.
• Starbucks: Coordinates rewards announcements across SMS, email, and their mobile app with consistent messaging but tailored formats for each channel.
• Target: Implements ‘cart abandonment’ sequences that begin with app notifications, transition to SMS for urgent reminders, and follow up with email for detailed recovery offers and incentives.

Actionable Tips for E-commerce Businesses:

• Map customer journeys: Identify key touchpoints and determine the optimal channel for each interaction.
• Maintain consistent messaging while adapting format: Ensure a unified brand voice while tailoring the message length and style for each platform.
• Use SMS for time-sensitive, high-priority communications: Leverage the immediacy of SMS for flash sales, order updates, and important reminders.
• Implement cross-channel attribution: Track customer interactions across channels to understand the full journey and optimize campaign performance.
• Allow customers to set channel preferences: Empower customers to choose how and when they want to be contacted.
• Coordinate timing between channels: Avoid overwhelming customers by strategically spacing out messages across different platforms.
• Use SMS to drive app downloads or email signups: Offer incentives to encourage customers to opt-in to other channels for a richer experience.

Learn more about Integration with Multi-Channel Marketing Strategy

This integrated approach is essential for modern e-commerce businesses and deserves its place in the list of SMS marketing best practices because it allows for a truly connected and personalized customer experience. By understanding the unique strengths of each channel and orchestrating them effectively, you can maximize your marketing ROI and build stronger customer relationships. By implementing these SMS marketing best practices, businesses can unlock the full potential of SMS and drive significant growth.

7 Best Practices Comparison Guide

Elevate Your SMS Marketing Game

Mastering SMS marketing best practices is no longer a luxury, but a necessity for e-commerce businesses, marketing professionals, and online retailers seeking to thrive in today’s competitive landscape. From obtaining explicit consent and segmenting your audience to crafting concise, actionable content and adhering to industry standards, the insights covered in this article provide a roadmap to effective SMS marketing. By prioritizing personalization, timing, and compliance, you can transform simple text messages into powerful tools for customer engagement, retention, and ultimately, increased sales. Remember, delivering the right message to the right person at the right time is the cornerstone of any successful SMS campaign. These sms marketing best practices will not only improve your customer relationships but also optimize your marketing spend and drive a higher ROI. Whether you’re managing a Shopify store, a WooCommerce site, or multiple e-commerce clients, understanding and implementing these best practices is key to unlocking the full potential of SMS marketing.

Ready to automate your SMS marketing and elevate your cart recovery efforts? CartBoss helps you implement these sms marketing best practices with ease, driving sales and maximizing your ROI through automated, targeted SMS campaigns. Explore how CartBoss can transform your SMS strategy by visiting CartBoss today.