Best Practices

The Do’s and Don'ts of SMS Marketing

This guide acts as a refresher for SMS marketing best practices including reinforcing audience relationships, boosting engagement, and sparking brand loyalty.

Mathew Gorka

By Mathew Gorka

August 1, 2023

7 min read

The Do’s and Don'ts of SMS Marketing


In the tapestry of digital marketing channels, SMS stands out as a uniquely personal thread. With its potential for immediate connection, it's like a digital handshake, bridging the gap between businesses and their valued customers. Engaging via SMS offers brands an opportunity to converse directly, building relationships rooted in trust and mutual understanding. SMS marketing is an art when done well. Often that path to success starts with appreciating the do's and don'ts of SMS. Think of it like the backbone of best practices, which makes the do’s and dont’s a great guidepost.

Do's of SMS Marketing:

  1. Get Permission: It is crucial to have the consent of your customers before sending automated text messages to them. Make sure you have a proper opt-in process in place, and always provide the option to opt-out of future messages.
  2. Keep It Short and Sweet: We live in an age of instant gratification and relentless marketing. Your audience wants to understand your message, and quickly. Make sure your messages are concise and to the point. Use clear and straightforward language to communicate your text message effectively.
  3. Personalize Messages: Personalization can make a big difference in the effectiveness of your messages. Address customers by name and use data to tailor messages based on their interests or previous interactions with your business.
  4. Offer Exclusive Promotions: Send exclusive promotions and discounts to your SMS subscribers to encourage them to visit your studio.
  5. Send Reminders: Use automated text messaging to remind customers about upcoming classes or appointments.
  6. Include a Call-to-Action: Make sure your messages have a clear call-to-action (CTA) that encourages customers to take action. This could be anything from visiting your website to making a purchase.
  7. Test and Optimize: Like any marketing campaign, it's essential to test and optimize your SMS messages to maximize their effectiveness. Experiment with different messaging strategies and CTAs to see what resonates best with your customers.

Don'ts of SMS Marketing:

  1. Send Too Many Messages: Bombarding customers with too many messages can lead to annoyance and even opt-outs. Make sure you're sending messages only when it's necessary and relevant.
  2. Spam Customers: Avoid sending too many messages or irrelevant messages that could annoy your customers.
  3. Ignore Customer Feedback: Listen to customer feedback and use it to improve your SMS marketing strategy.
  4. Use Slang or Jargon: Text messages need to be easy to understand, so avoid using slang or jargon that could confuse customers.
  5. Forget About Timing: The timing of your messages can make a big difference in their effectiveness. Avoid sending messages at inconvenient times, such as early in the morning or late at night.
  6. Neglect Compliance: SMS marketing is subject to various regulations, so it's essential to comply with them. Make sure you're following all applicable laws and regulations, such as the Telephone Consumer Protection Act (TCPA).
  7. Overlook Analytics: Analytics are critical for understanding the effectiveness of your SMS campaigns. Make sure you're tracking important metrics, such as open rates and click-through rates, and using them to inform future campaigns.

Key Themes in Successful SMS Marketing

Ensuring Success with Respectful Messaging

One of the paramount considerations when diving into SMS marketing is respecting the customer's boundaries. Every 'do' and 'don't' revolves around this principle. When you prioritize getting explicit permission or craft personalized content, you are respecting your customer's preferences and individuality. On the flip side, bombarding customers with excessive messages or using slang that may be misinterpreted is not just ineffective; it can be perceived as disrespectful. The balance lies in being informative and valuable without being intrusive. For businesses, it's a tightrope walk: ensuring that each SMS sent is purposeful and adds value to the recipient's day.

Mastering The Subtleties of SMS Etiquette

SMS marketing, while powerful, is also intimate. It's a direct line into the personal space of a consumer. This makes the tone, timing, and transparency of your messages vital. A well-timed offer can be seen as a boon, while an ill-timed one may be deemed disruptive. Similarly, while personalization is encouraged, over-personalization can be unsettling. Understanding and mastering this etiquette isn't just a 'nice-to-have' – it's essential. In an age where brand loyalty is hard-fought, companies cannot afford missteps in SMS communications. Each message should be crafted considering the sensitivities and preferences of the modern consumer.

Refining Strategy with Continuous Learning

The landscape of SMS marketing, like all digital channels, is ever-evolving. What works today may not be as effective tomorrow. This emphasizes the importance of continuous learning. As businesses send messages and gather feedback, it's imperative to iteratively refine strategies. Each 'don't' in your strategy, be it regarding the frequency of messages or the avoidance of jargon, offers an opportunity to learn and adapt. By staying attuned to these lessons, companies can sidestep potential pitfalls and ensure their SMS marketing remains a potent tool in their arsenal.


The key to sustained success in SMS marketing is an unwavering adherence to best practices. Regularly reviewing and aligning strategies with these guidelines ensures that each message sent out reinforces the brand's relationship with its audience. This commitment not only enhances immediate customer engagement but also builds a foundation for enduring brand loyalty. By placing a premium on best practices, businesses can anticipate improved receptiveness from their audience, fostering a mutual respect that benefits both the brand and its customers.

Text message marketing that converts.

Turn your leads into customers. Helios provides all the tools to help you craft perfect SMS campaigns and automate the rest.

Text to join