Characteristics of a good SMS campaign

A good SMS campaign is expected, concise, timely and easy to act on. It respects permission and gives the recipient control.

• Use a clearly consented audience and identify the sender where appropriate.
• Keep the message focused on one useful action or update.
• Use timing that fits the audience and the importance of the message.
• Personalise only where the data is accurate and the use is appropriate.
• Include a clear next step and an accessible opt-out route.
• Measure delivery, clicks, replies, conversions, complaints and unsubscribes.

SMS works best when it supports a wider customer journey rather than acting as disconnected bulk promotion.