Smart Ways to Use SMS Marketing Without Being Spammy
SMS marketing delivers impressive results with open rates as high as 98% and remains a vital tool for Australian businesses . However, success depends on respecting your customers' time and following smart practices that build trust rather than annoyance. 65% of people have unsubscribed from text messages for reasons ranging from volume to content , making it crucial to get your approach right from the start.
Get Clear Consent and Set Expectations
Organisations need to obtain consent from consumers before collecting their phone numbers and must clearly disclose the purpose of collecting such data . Set expectations up-front regarding how often the audience gets SMS updates, including a sentence such as "Don't worry, we're not going to overload you with texts" . This transparency builds trust and reduces complaints while ensuring you comply with Australia's Spam Act 2003.
Master Your Message Frequency
The optimal SMS frequency is 2-4 texts per month , with unsubscribe rates increasing significantly once marketers send more than 10 to 15 SMS messages in a thirty-day period, with those sending more than 20 messages risking unsubscribe rates as high as 60% . Send messages within reasonable hours, limiting your texting during appropriate times between 8 am and 9 pm local time to respect your customers' privacy and increase engagement.
Focus on Value Over Volume
Make sure every text provides value to your audience, since texting is typically a personal channel . Use SMS marketing to send exclusive deals to selected customers as a great way to say "thank you" to loyal customers and boost engagement . Keep messages concise, aiming to write text messages that are under 160 characters to ensure clarity, cost-effectiveness, and compliance with messaging standards .
Getting Started
Start by implementing a double opt-in process and clearly identifying your business in every message. Maintain a consistent sender ID for your SMS broadcasts so that people can easily recognise your brand, with the sender ID being alphanumeric in Australia . Remember, successful SMS marketing is about building relationships, not just pushing sales. At Coastal Programs, we help local businesses develop compliant SMS strategies that drive results while respecting customer preferences. Ready to boost your customer engagement the right way?
