With open rates exceeding 90%, SMS marketing remains one of the most effective ways to reach and engage customers. It’s personal, immediate, and results-driven.Still, success doesn’t come from sending more texts—it comes from sending the right ones.This guide covers 10 essential SMS marketing do’s and don’ts to help your business stay compliant, sound authentic, and create campaigns that convert.
What Is SMS Marketing?
SMS marketing is the art (and science) of using text messages to prompt action. That action could be anything from clicking a promo link to confirming an appointment or leaving a review.
At its core, it’s about starting conversations with customers through the device they check more than 50 times a day: their phone.
Should Your Business Use SMS Marketing?
Absolutely. Here’s why.
When someone joins your text list, they’re not just tolerating your messages — they want them. Fewer than 5% of SMS subscribers ever opt out. Compare that to email, where unsubscribes can hit 20% or higher in a single year.
People want to hear from businesses via text — when it’s relevant, timely, and valuable.
So the question isn’t you should use SMS marketing? It’s how to use it well.
That’s where this guide comes in.
Are There Rules to SMS Marketing?
Yes, and they’re not optional. You can only send SMS marketing messages to people who’ve explicitly opted in to receive them.
What counts as a valid opt-in?
- They texted you first
- They gave verbal or written permission
- They filled out a form (online or in person) and provided their number
- They made a purchase or requested a service (implied business relationship)
Without clear consent, you're not allowed to text them: full stop. It’s not just bad etiquette; it violates 10DLC regulations and the Telephone Consumer Protection Act (TCPA), which can lead to blocked messages or even legal consequences.
If you’re using a platform like TMMN, the system is built to help you stay compliant — from opt-in management to opt-out automation.
👉 Learn more in our guide to SMS Compliance and TCPA Rules
Consent is the foundation of every successful text campaign. Without it, nothing else matters — your delivery rates will tank, carriers might flag your number, and you’ll burn trust fast.
As you read on, we’ll walk through more best practices to not only stay compliant but also build a high-performing list that gets better engagement over time.
SMS Marketing Do’s
Texting your customers shouldn’t feel like filling out a government form. It should feel like… well, texting. These SMS marketing best practices will help you sound more human, stay organized, and connect better with your audience.
1. Talk Like a Real Human Being
Nobody wants to read robotic texts filled with formal jargon or lifeless templates. Your messages should sound like they came from an actual person—not a policy manual.
So skip the corporate speak. Write the way you talk.
- Instead of: “Our store is offering 20% off select merchandise. Please review the details at your earliest convenience.”
- Try: “Hey! 👋 Grab 20% off your favorites this week only. Here’s the link: [shortened link]”
A little personality goes a long way. Warm, casual language builds trust and increases engagement. It also makes people far more likely to actually respond.
Pro Tip: Use personalization tags (like first name) to make it feel like a one-on-one conversation—especially if you’re using TMMN’s automation tools.
2. Use Emojis and Images (But Only Where They Make Sense)
Visuals help you stand out—especially in a sea of plain-text messages. But like hot sauce, a little goes a long way.
Sprinkle in emojis to add clarity or tone, like:
- 📦 for shipping updates
- 🎉 for promotions
- 🔥 for limited-time offers
- 🛑 when you want to stop someone in their scroll
Images, GIFs, and PDFs are perfect for showcasing:
- Product photos
- Appointment confirmations
- Event invites
- Before-and-after results
Just make sure the visuals add value—not noise. Every image should enhance your message, not distract from it.
TMMN supports multi media messaging (MMS), so you can easily attach images, flyers, or branded media to boost impact.
3. Schedule Your Campaigns Ahead of Time
Winging it might work for brunch plans—not for SMS marketing.
If you want to keep customers engaged (without annoying them), planning is non-negotiable. Map out your weekly or monthly SMS campaigns in advance. This helps you:
- Avoid message fatigue (sending too often)
- Time your promotions around holidays or events
- Keep messaging consistent and on-brand
Use a content calendar to space out campaigns—one solid text per week is usually the sweet spot. TMMN lets you schedule messages ahead of time, so you don’t need to log in every time you want to send one.
Avoid last-minute blasts that feel rushed or off-topic. Instead, treat your SMS channel with the same strategic care as your email or social media marketing.
4. Send What You Promised—Nothing Less, Nothing Random
If someone signed up for weekly tips, don’t just blast them with product promos. If they opted in for appointment reminders, don’t sneak in a flash sale out of nowhere.
Respecting expectations builds trust. Breaking them? That’s how you lose subscribers fast.
Here’s the thing: SMS works best when you treat it like a mutual agreement. People gave you access to their most personal inbox—their phone. Stick to what you said you’d send, and they’ll keep opening your texts.
Pro Tip: Use TMMN’s contact tags and templates to stay organized. Whether you’re running a weekly newsletter, reminders, or VIP flash alerts, keep each flow clean and consistent.
5. Always End with a Clear Call-to-Action (CTA)
Every message should lead somewhere. Whether it’s a link, a reply, or a next step, make it obvious what the recipient should do.
Good CTAs:
- “Tap to book your spot: [link]”
- “Show this code at checkout: TMMN20”
- “Reply YES to confirm your appointment”
- “See full schedule [link]”
- “Tell us what you think: [survey link]”
Weak CTAs or no CTA at all = wasted opportunity.
Want results? Be clear, be direct, and don’t make customers guess what to do next.
With TMMN, you can shorten long links and track click rates right from your dashboard—so you know exactly what’s working and what isn’t.
6. Timing Is Everything
It’s not just what you say—it’s when you say it.
Texting your customers at 6 AM on a Sunday? That’s a fast track to the opt-out list. Instead, aim for windows when people are awake, alert, and not swamped—typically mid-morning or early afternoon.
Also consider:
- Time zones — Are you texting nationwide? Don’t assume everyone’s on your clock.
- Context — Avoid holidays, major news days, or sensitive times when engagement might drop.
- Behavior patterns — Are your customers browsing after work? During lunch breaks? Use data to guide your timing.
TMMN lets you schedule messages by time and date—so you hit the right audience at the right time, every time.
9. Use a Business Texting Platform (Not Your Personal Phone)
Sending one-off messages from your phone isn’t scalable—and it’s definitely not compliant. If you’re texting more than a handful of contacts, you need a proper SMS marketing platform.
With Text My Main Number, you can:
- Send one message to hundreds (without exposing numbers)
- Manage replies from one unified inbox
- Automate key messages based on triggers or schedules
It’s like BCC for texting, but smarter—built for business, not just blasting.
10. Personalize, Don’t Spam
Here’s the thing—people don’t want “mass texts.” They want relevant, personal updates. That starts with basics like using their name, but also includes:
- Matching messages to past purchases or services
- Offering something genuinely useful (not just a promo)
- Respecting frequency and timing
Blasting irrelevant texts? That’s the fastest path to opt-outs and carrier filtering.
On the flip side, personalized, well-timed texts drive real results—especially when paired with features like smart templates, scheduled sends, and behavior-based automations in TMMN.
Read: Business Texting Etiquettes
SMS Marketing Don’ts
1. Sounding Like a Robot or a Long-Winded Email
SMS isn’t email. It’s not a company memo either. It’s quick, casual, and human.
Bad: “Our new [feature] is available in the bottom right-hand corner of your menu…”
Good: “Need help with [feature]? This guide covers it all: [link]”
Rule of thumb? Stay under 160 characters. Keep it sharp and skimmable.
2. Triggering Carrier Spam Filters
If your message looks sketchy, it won’t get delivered—simple as that. Avoid:
- Free or unbranded links
- Links at the end of the message
- ALL CAPS
- Special characters
- Misspellings, grammar issues
- Robotic or identical bulk messages
3. Texting Unsubscribed Contacts
Texting someone who opted out = fast track to being blocked or blacklisted.
That means your number could get banned by carriers. Don’t risk it. TMMN handles opt-outs for you—automatically.
4. Sending Texts Without a Goal
Every message should have a job to do. New sales, appointment confirmations, reviews—whatever it is, define success before you text. Then measure it. Tracking performance is non-negotiable if you want to improve your SMS campaigns over time. Here are the five essential metrics to watch:
- Time Saved
The speed at which tasks are completed compared to phone calls and emails. - Responses
The rate at which people take an action after you message them. - Revenue Earned
The amount of sales or services that can be directly attributed to text messaging. - Appointments Kept
The number of appointments booked and successfully completed through SMS. - Stress Reduced
A measure of how your internal team feels about day-to-day workflows—SMS can simplify communication and lighten the load.
5. Messaging People at 2 AM
Unless it’s urgent (and we mean really urgent), don’t text after hours.
Stick to business hours unless your audience prefers otherwise—like in real estate, nightlife, or recruiting.
6. Replacing All Other Channels
Texting is powerful, but it works best when combined with email, calls, and other tools.
For example, use email to grow your SMS list. Or send texts to nudge people who ignored your emails.
TMMN integrates with tools via api so you can do exactly that.
7. Overpromising and Underdelivering
Said you’d give a discount or freebie? Follow through.
If not, expect unsubscribes. SMS is high-trust, high-impact—don’t waste it.
8. Trying Too Hard to Be “Cool”
Text like a real person, not a meme account.
Bad: “WHAT’S GOOD BOI? HELLUR for 15% off.”
Good: “Use code ‘Cheers’ for 15% off your next order.”
Stay true to your brand. Skip the forced slang.
9. Ignoring Replies
SMS is a two-way channel. If you’re not responding, you’re not building relationships.
With TMMN’s unified inbox, you can reply fast, assign messages to teammates, and never leave a customer hanging.
10. Using Your Personal Phone to Text Customers
Using your phone might seem easy—until you need to:
- Manage opt-outs
- Track who replied
- Schedule follow-ups
- Stay compliant
- Prove what was said and when
TMMN handles all of that and more. Business texting starts with the right platform.
Ready to Launch Better SMS Marketing Campaigns?
Following the above SMS marketing do’s and don’ts isn’t just best practice, it’s how smart businesses turn text messages into real results. Whether you’re focused on driving more sales, saving time, or keeping customers engaged, the right platform makes all the difference.
With Text my main number, you get a user-friendly dashboard, real-time analytics, two-way texting, autoreply, scheduling, and everything else you need to run effective SMS campaigns, without the headaches.
Want to see what it can do for your business?
Start your 14-day free trial today and experience just how easy and powerful SMS marketing can be.
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