Sending PRO SMS is an extremely effective marketing strategy to inform, retain, and convert your customers. However, the frequency of these messages is a key factor not to be overlooked. Sending too many SMS can irritate your recipients. Sending too few, and you lose engagement. So, what is the right frequency for your SMS marketing campaigns? Discover the best practices to optimize your sends without overwhelming your customers. Alors, quelle est la bonne fréquence pour vos campagnes de SMS marketing ? Discover the best practices to optimize your sends without overwhelming your customers.
Why SMS sending frequency is crucial?
Unlike emails, SMS has an average open rate of 95% and is typically read within three minutes of receipt. This direct channel offers a valuable opportunity—but also a risk: excessive sending can quickly be perceived as spam.
Poorly managed frequency can lead to:
✔️ Lower engagement rates
✔️ Increased unsubscribes
✔️ Damage to brand image
✔️ Total rejection of your SMS campaigns
To get the most out of your PRO SMS campaigns, it is essential to adopt a balanced approach to sending frequency.
What is the ideal frequency for SMS marketing?
There is no universal rule, as frequency depends on several factors, including the industry, the nature of the message, and your audience’s behavior. Here are some guidelines:
1. Promotional SMS: 1 to 4 times per month maximum
If you send special offers or discounts, limit yourself to no more than one SMS per week. Excessive promotional messages can frustrate customers and reduce campaign effectiveness.
Example:
- An online fashion store can send a promotional SMS every two weeks to announce exclusive offers.
- A retail chain may increase sending during sales or special events.
2. Transactional SMS: at every important event
Transactional SMS are expected and well-received. These include order confirmations, shipping notifications, or appointment reminders. Here, frequency depends on customer interactions. Here, the frequency depends on your interactions with customers.
Example:
- An e-commerce company sends an SMS after each purchase to confirm the order and another for delivery tracking.
- A hair salon sends an appointment reminder 24 hours in advance.
3. Loyalty SMS: 1 to 2 times per month
Loyalty SMS (birthday messages, VIP programs, exclusive invitations) should be sent occasionally to maintain a personalized touch.
Example:
- A restaurant can send a monthly SMS inviting a customer to a special offer.
- A sports retailer can offer an exclusive promo code to reward a loyal customer after several purchases.
How to prevent customer fatigue
1. Segment your audience
Do not bombard your entire database with the same message! Personalize sends based on customer preferences and behavior.
✔️ Send targeted promotions based on past purchases
✔️ Adjust sending frequency according to customer engagement
✔️ Offer an option to choose SMS receiving frequency
2. Be relevant and provide value
An SMS should always be useful, concise, and impactful. Only communicate when you have a relevant message to share.
✔️ Limit SMS to attractive offers and essential information
✔️ Avoid generic messages and favor personalization
✔️ Test and analyze responses to optimize campaigns
3. Respect sending times
The timing of your SMS plays a crucial role in customer acceptance. Avoid very early or late messages and favor time slots between 10 a.m. and 7 p.m.
To avoid:
❌ Sending a promotional SMS at 7 a.m. or 11 p.m.
Preferred:
✔️ Sending an appointment reminder SMS the day before at 6 p.m.
Of course, it is essential to comply with the local regulations and recommended sending times for PRO SMS in your region. Example for France here
4. Analyze results and adjust your strategy
Use statistics to adapt your sending frequency. Measure open rates, unsubscribe rates, and conversion rates to identify the optimal frequency
✔️ Test different frequencies on a sample of your audience
✔️ Avoid sending too close together if unsubscribe rates increase
✔️ Use reporting tools to monitor SMS performanc
Sending PRO SMS is a powerful tool to retain and convert your customers. However, inappropriate sending frequency can quickly harm your brand image and reduce campaign effectiveness. By adopting an approach based on segmentation, relevance, and performance analysis, you can optimize your SMS strategy and boost customer engagement.
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