Messaging Best Practices

Phone & Messaging

Messaging Best Practices

Overview

Successful SMS marketing goes beyond compliance. It's about sending the right message at the right time to the right person. These best practices help you maximize engagement, avoid unsubscribes, and build lasting customer relationships through text messaging.

Timing and Frequency

When to Send Messages

Timing dramatically impacts open rates and customer satisfaction. SMS is most effective when it arrives when the recipient is likely to read and act on it.

• Business Hours: Send transactional and time-sensitive messages during business hours (9am-6pm)
• Lunch Hour: Customer service messages often perform well around lunch (11am-1pm)
• Evening Promotions: For consumer products, evening messages (6pm-9pm) can drive conversions
• Weekend Timing: Weekend messages should align with when customers are shopping or planning
• Respect Time Zones: Always send at the recipient's local time, not your business time
• Avoid Early Morning and Late Night: Don't send before 8am or after 9pm to prevent annoying your customers

Message Frequency

The more frequently you message, the higher your unsubscribe rate. Find the sweet spot where you maintain engagement without overwhelming your audience.

• High-engagement segments: Up to 2-3 messages per week
• Standard marketing: 1 message per week or less
• Low-engagement segments: 1-2 messages per month
• Seasonal campaigns: Increase frequency only during specific periods
• Transactional messages: No frequency limits (confirmations, alerts, passwords)
• Monitor unsubscribe rates; increase above 3-5% means frequency is too high

Message Content and Formatting

Keep It Short and Clear

SMS has a 160-character limit per message. While you can send longer multi-part messages, customers are more likely to engage with concise, single-message texts.

• Write messages under 160 characters when possible
• Lead with the most important information
• Use simple, conversational language
• Avoid jargon or technical terms
• Test message length on multiple devices
• If you need more space, use a link to a landing page
• Include line breaks for readability (use them wisely)

Include a Clear Call-to-Action

Every message should direct the recipient toward a specific action. Whether it's replying, clicking a link, or visiting a store, make the next step obvious.

• "Reply YES to confirm" - Clear opt-in or confirmation
• "Click here to shop" - Direct to a specific offer or product
• "Call us at [number]" - Prompt a phone call
• "Reply HELP for support" - Offer customer service
• "Reply STOP to unsubscribe" - Required legal language
• Use short URLs for links (bit.ly, Lead Fuel's link shortener)
• Test links to ensure they work on mobile devices

Personalization

Personalized messages see significantly higher engagement rates. Use Lead Fuel CRM's merge tags to insert customer names, past purchase history, or other relevant details.

• Include first names: "Hi {{FirstName}}, your appointment is tomorrow"
• Reference past interactions: "Ready for more {{LastProductPurchased}}?"
• Use their preferences: "Your weekly {{PreferredCategory}} deals are here"
• Segment by customer type: Different messages for VIP vs. standard customers
• Celebrate their milestones: "Happy birthday! Here's 20% off"

Message Types and Templates

Transactional Messages

Order confirmations, shipping updates, appointment reminders, and password resets. These should be straightforward and focused on a single transaction.

Promotional Messages

Sales announcements, discount codes, and flash deals. Include expiration dates and create urgency with language like "limited time" or "while supplies last."

Customer Service Messages

Support responses, status updates, and follow-ups. These should address the customer's concern directly and offer clear next steps.

Re-engagement Messages

Messages to inactive customers offering incentives to return. "We miss you! Come back for 15% off your next purchase."

Opt-Out Handling

Respecting opt-out requests immediately and professionally is crucial for customer relationships and legal compliance.

Processing Opt-Outs

Important: Never ignore or delay processing an opt-out request. Continuing to message someone who has replied STOP is a serious TCPA violation that can result in significant fines.

Measuring Success

Track key metrics to understand what's working and continuously improve your messaging.

• Delivery Rate: Percentage of messages successfully delivered (goal: 99%+)
• Open/Read Rate: Percentage of messages recipients interact with
• Click-Through Rate: Percentage who click links in your messages
• Conversion Rate: Percentage who complete the desired action
• Unsubscribe Rate: Percentage who opt out (keep below 3-5%)
• Response Rate: Percentage who reply to your message
• ROI: Revenue generated divided by SMS program costs

Tip: A/B test your messages. Send two variations to small segments and measure which performs better. Use winning variations as templates for future campaigns.

Need more help? Contact Lead Fuel CRM support for personalized assistance.