Timing is everything when it comes to successful SMS campaigns. You want to be sure that you’re sending SMS reminders or messages at times when customers are most likely to look at them and respond.
SMS scheduling is a critical priority for brands looking to optimize the results of their marketing campaigns. It will set you up for success if you use your SMS gateway to deliver messages when customers can and will respond.
The Importance of SMS Scheduling
SMS scheduling is the practice of prearranging mass text messages to be sent at a future date and time. It’s an automated function that lets you set and forget different types of texts, including standard content or SMS reminders, autoresponders that send messages after viewers opt-in, and templates that can be personalized and used for multiple recipients.
Best Practices for Timing Your SMS Campaign
There are many different theories and studies with varying recommendations regarding the best times for sending your messages. There are also numerous providers of SMS API solutions that integrate your messaging with other business technologies.
One of the leading providers, Mitto, recommends sending texts between 9 AM and 6 PM on weekdays. If your content targets working professionals, sending SMS messages between noon and 2 p.m. is better. For younger people, evenings and weekends should be considered.
Here are some considerations to keep in mind when making this important decision.
Collecting data on your customers is critical. Knowing where they live can have a major impact on the optimal timing of your campaigns.
You should separate your lists by time zone whenever possible, using customers’ home addresses. Sure, there may be a few people who are traveling in different time zones and won’t be in sync, but the vast majority will receive your messages at suitable times.
Think About Routines
Whenever possible, consider what your audience might be doing at the time when they receive your SMS messages. If you understand where your audience is and what they are likely to be doing, you’ll have a better chance of reaching them at a convenient time. Will they be on a lunch break at work? That’s a good time to send. Will they be commuting or preparing dinner? This is probably not a good time.
You should think about the frequency of messaging from all corners of your brand. Ideally, each customer should only receive one SMS message per week. You could gradually assess the value of sending messages more frequently, but be cautious. Excessive messaging can prompt readers to opt-out.
Test Your Timing
You can use various tools to determine the optimal times to send SMS messages. A/B testing, for example, can quantify open rates, click-throughs, and conversions for separate groups of subscribers who receive the same message at different times.
Times to Avoid
You can choose the times that work best for your brand. However, certain times are universally considered to be poor choices, no matter what the message contains. Late-night and early-morning hours are usually avoided. Texts sent at 2 AM may be seen as particularly intrusive, especially if users have audible alerts associated with new messages. Monday mornings are also considered a poor choice as people are just settling into the new week.
Benefits of Timing Your SMS Campaigns
There are many benefits of scheduling your SMS messages, including:
- Global Reach: When you carefully time your campaigns for different time zones, you can reach millions of people around the world. This reach enables you to connect with customers and expand your brand to a global audience.
- Gain Feedback: The automation and scheduling of messages can provide you with valuable insights. For example, the practice of scheduling messages to be sent after purchases can give you insights about the buying experience or the products and services being purchased.
- Better ROI: Customers respond to SMS campaigns far better than email. Studies show that the average open rate is 98 percent for SMS compared to 20 percent for email, and engagement rates are six to eight times higher.
- Connections with Customers: SMS campaigns provide a powerful way to engage your customers with clear, concise messaging that adds value to the relationship with your brand.
Well-timed SMS campaigns are a strategic way to deliver high-impact messages when readers are apt to act.