SMS marketing is a powerful channel with high engagement rates, but the frequency of messaging plays a crucial role in its success. Sending too few messages can limit opportunities for customer engagement and sales, while sending too many can annoy recipients, increase opt-outs, and harm brand reputation. Finding the right balance is key. Here’s an overview of best practices and factors businesses should consider when determining SMS message frequency:
1. Understand Your Audience and Purpose
The ideal frequency depends largely on your audience’s preferences and the type of content you send:
Promotional offers: If your messages are mostly about discounts, sales, or flash deals, sending 1-2 messages per week is common to avoid overwhelming customers.
Transactional messages: Notifications about orders, shipping, or appointments should be sent as needed—immediately when triggered, without delay or batching.
Engagement and loyalty: For messages like tips, updates, or loyalty rewards, 1 message per week or biweekly often works well.
Knowing what your audience expects and what adds value to them will guide how frequently you should reach out.
2. Industry Norms and Benchmarks
Some industries have established norms for SMS frequency. For example:
Retail and e-commerce: Often send 1-3 messages weekly around promotions and product launches.
Healthcare: Mostly transactional and appointment reminders, so messages are sent sparingly.
Events and hospitality: May send multiple messages before, during, and after events, but spaced carefully.
Financial services: Primarily transactional alerts, with occasional marketing messages limited to avoid annoyance.
Reviewing industry benchmarks can help set realistic expectations.
3. Avoid Over-Messaging to Prevent Opt-Outs
Excessive messaging is the fastest way to alienate your audience. According to studies, sending more than 3 SMS messages per week can lead to higher unsubscribe rates. To minimize opt-outs:
Respect the customer’s communication preferences.
Allow users to set their preferred message frequency if possible.
Monitor opt-out rates and reduce frequency if opt-outs spike.
Remember, quality and relevance of messages often matter more than quantity.
4. Test and Adjust Frequency Based on Data
Use A/B testing and analytics to find the sweet spot:
Try different frequencies (e.g., once a week vs. twice a week) on different segments.
Measure open rates, click-through rates, conversions, and opt-outs.
Adjust messaging schedules based on recent mobile phone number data performance data.
Regular testing helps optimize frequency and content to maximize engagement.
5. Consider Timing and Context
Frequency is not just about the number of messages but also timing:
Avoid sending messages late at night or early morning.
Space messages evenly rather than clustering them on the same day.
Increase frequency during special occasions like holidays or product launches, but clearly communicate this change to customers.
Respecting timing improves user experience and receptiveness.
6. Segment Your Audience
Not all customers want the same frequency:
Segment your list based on engagement, demographics, or purchase behavior.
Send more frequent messages to highly engaged customers or those in active sales cycles.
Limit messages for less engaged or new contacts until they express more interest.
Segmentation allows you to tailor frequency and content for better results.
Summary
There is no one-size-fits-all answer to how often businesses should send SMS messages, but generally:
1-3 messages per week is a safe range for most industries.
Transactional messages should be sent immediately when needed.
Avoid overwhelming your list to prevent opt-outs.