Text message marketing has become one of the most powerful channels for engaging with customers. However, to make the most out of SMS marketing, it’s crucial to follow best practices and avoid common mistakes. In this post, we’ll cover the top 8 dos and don’ts of text message marketing in 2025 to ensure your campaigns are effective, compliant, and well-received by your audience.

1. Do Obtain Explicit Consent

Before sending any SMS messages, it’s essential to obtain explicit consent from your customers. Always ensure that they opt in to receive marketing messages by using a double opt-in process. This not only ensures compliance with regulations like GDPR and TCPA but also helps maintain a good relationship with your audience. “By signing up, you agree to receive SMS marketing from [Your Company].”

2. Don’t Send Too Many Messages

While SMS is an effective way to engage customers, sending too many messages can quickly become annoying. It’s important to find the right frequency for your campaigns. Avoid bombarding your audience with texts daily or multiple times a day. Instead, focus on sending high-quality, relevant messages that your subscribers will appreciate. Keep it to a manageable frequency—one to two messages a week is usually ideal.

3. Do Personalize Your Messages

Personalization increases the effectiveness of your SMS marketing campaigns. By addressing customers by their first name and tailoring the content to their preferences or past behavior, you make the message feel more relevant and engaging. For example, “Hi [Name], don’t miss out! Enjoy 20% off your favorite items this week only.” This helps build a stronger connection and encourages conversions.

4. Don’t Use Overly Promotional Language

While SMS marketing is meant to drive sales, using overly promotional language can turn your audience off. Avoid sounding like a sales pitch. Instead, focus on providing value, such as offering helpful tips, exclusive discounts, or event invitations. Overly sales-driven language can also result in opt-outs, so make sure your messages feel authentic and beneficial to your subscribers.

5. Do Include a Clear Call-to-Action (CTA)

A strong, clear call-to-action is crucial in any SMS marketing campaign. Whether you want subscribers to click a link, visit your store, or complete a purchase, always include a simple CTA that tells them exactly what to do next. For example, “Click here to buy your tickets now: [link].” A clear CTA ensures that your message drives action.

6. Don’t Overload Your Message with Information

SMS messages have a character limit, so it’s important to keep them concise and to the point. Don’t overload your messages with too much information. Instead, focus on one key message or offer. If you need to share more details, consider including a link to a landing page or website. For example, “Hurry, sale ends tomorrow! Get 20% off your order. Shop now: [Link].”

7. Do Segment Your Audience

Segmenting your audience based on their behaviors, demographics, or preferences can greatly improve your SMS marketing results. By targeting the right people with the right message, you increase the likelihood of engagement and conversions. For example, send product recommendations based on past purchases or exclusive discounts for loyal customers. Segmentation allows you to deliver more personalized, relevant messages that resonate with your audience.

8. Don’t Ignore Compliance Rules

Text message marketing is heavily regulated. Ignoring compliance rules can result in hefty fines and damage to your brand reputation. Ensure that your SMS campaigns comply with regulations such as the Telephone Consumer Protection Act (TCPA) and the General Data Protection Regulation (GDPR). Always include an opt-out option and make it easy for customers to unsubscribe. “Reply STOP to unsubscribe from future messages.”

Conclusion

Text message marketing is a powerful tool when used correctly, but it’s important to follow best practices to ensure your campaigns are effective and compliant. By obtaining consent, personalizing your messages, providing clear CTAs, and staying compliant with regulations, you can maximize your SMS marketing success in 2025. To learn more about effective SMS marketing, check out this page.