So you've started sending out SMS messages for your marketing campaign. But maybe you're not getting the engagement you're looking for, or even getting some people unsubscribing from your list. You have a winning text message, so what could be the problem?
Did you know that the time of day can have a huge impact on how successful your SMS marketing campaign is? That's right! It's not just the words that matter. Your messages are more likely to be read and acted upon if they are sent at the right time.
In this article, we will go over some of the best times for sending your text messages to increase your subscribers' happiness.
Yes, SMS marketing has some of the highest open and read rates in the industry. But the reason for that is how your customers look at messages received this way. Text messages are usually important, urgent messages that need to be acted on immediately. They can also come from close friends or family.
Because of this, SMS is a very intimate channel for your customers. They don't want anything they see as "spam" coming in, because it's a waste of their valuable time. It just adds to the noise they have to deal with.
However, this doesn't mean your business shouldn't send them promotions and text messages over SMS! You definitely should, but it's important to not break that trust they've given you by signing up. Don't waste their time.
If you send your marketing message at the right time, they'll be more likely to be interested in what you have to say. You won't be disturbing them from important tasks. You might even catch them at a time when they might be thinking of something you can offer them.
It's more likely they'll find your message at just the right time, perfect for them to enjoy your offering.
Before we get to what the best times are, you should know about when you shouldn't be sending marketing text messages to your subscribers.
According to the National Telecommunications Commission of the Philippines, you shouldn't broadcast messages from 9pm to 7am. Aside from being against the guidelines, your subscribers are more likely to be annoyed by being woken up or disturbed by your campaign during these times.
While other tips and guidelines might be broken on a case to case basis, this is one rule you shouldn't break.
With that out of the way, what are the best times for your brand to send marketing text messages?
Check out our timeline below and see where your business or purpose falls under:
While it's best not to send your campaign text message during rush hour when they're busy rushing to work, the morning can be a great time depending on your purpose.
Take a look at what you want to send, and check if your subscribers will benefit from it in the morning until the early afternoon.
If you're a restaurant in the CBD, perhaps they're looking for a place to have lunch, or hosting a lunch meeting and need a location.
Perhaps your product helps people get more organized during the day. A morning marketing message might be interesting if they see how your offer can help them organize their day better.
Service and appointment reminders for the next day can take advantage of the mid- to late-morning time slot. Reminding them of their next-day appointment the morning before will ensure that they have ample time to rearrange their schedule in case they have forgotten the appointment.
Lunchtime to early afternoon is usually not the best idea to send out marketing messages. Even though people are on a break from work, they're likely to be busy socializing or getting lunch. Closer to mid-afternoon is a safer bet as people go on a work break.
If you're in the food industry, you might catch some wins for last-minute lunch-goers or those who can't decide, but the best time to do that is before customers go out for lunch. After all, most will already have an idea of what they'd like to eat before they head out of the office.
If you're in retail, however, Saturdays 10am to 1pm can actually be a good time to send messages. Customers are likely to be at leisure and may even be in the area to enjoy your offer. Plus, they are more likely to spend more money than they would during weekdays.
If you think your subscribers are more likely to appreciate or use your offer when they're winding down for the day, send your message after 5pm. You should continue to avoid rush hour, but lifestyle and leisure-related offers may be more interesting to them in this timeframe.
You can also take advantage of dinnertime as a restaurant or food establishment. While it's usually a good idea to send earlier in the afternoon, there is an exception. If there are scheduled evening shows or events, you can send a message even as the show starts and still get some people ordering for delivery.
3pm to 7pm on Sundays are also good times for retail establishments to send out messages. Customers are more at leisure during these hours, and are winding down from the weekend.
A good tip for sending out text messages is to schedule them outside of the typical hour and minute increments such as :00, :15, :30, and :45. Most businesses will likely use these increments when sending out broadcast messages, and your message may get lost in the flood.
You should also consider the right days when to send your messages. People are busier on weekdays, and likely more open to spending money on leisure items on the weekends. But take into consideration that you may also have more competition on the weekends.
The days around payday are also prime days for marketing messages, whether or not there are big sales around. People will more likely have more money to spend, and more open to purchasing from you if you are a retail establishment.
Holidays can actually be a bit of a mixed bag. While people are at leisure during the holidays, many have a preoccupied mindset rather than a normal weekend. Others may even be out of town, which means less opportunities for a sale. While this is not a hard and fast rule, make sure you consider what you're sending around holidays carefully.
Lastly, it’s important to consider that when people sign up for your subscriber list, or they set an appointment, it’s a good idea to send them a message to confirm. This gives them ease of mind that their transaction has pushed through.
Timing is an important aspect to take into account when it comes to your SMS campaigns. From the time of day, to the day of the week or month: all these matter when it comes to maximizing your SMS marketing campaign's potential.
Remember that you should time your campaigns according to the content of your message. You don't need to stick to a certain schedule. Mix it up, but always after considering what your offer to your subscriber is. Using something like TextBuddy can help you manage these messages and stay on top of your campaigns.
Keep these points in mind while you are sending out text message reminders and deals for customers!
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