If there’s one question I hear more than any other, it’s “What’s the best time to send marketing messages?”
The answer might surprise you – and it’s not as straightforward as you might think.
Let me share something I learned during my time in marketing: While timing matters, it’s not the magic bullet many business owners believe it to be.
I remember when I first started in digital marketing, I was obsessed with finding that perfect sending time.
I’d analyze data until my eyes crossed, convinced that if I could just nail down the exact right moment, our campaigns would skyrocket. Spoiler alert: I was missing the bigger picture.
Two Things That Are More Important Than Timing
Throughout my time in marketing, I’ve seen businesses overly fixate on timing while overlooking crucial elements that actually drive SMS marketing success.
Don’t get me wrong – timing plays a role, but there are far more critical elements to focus on.
Here’s what really matters, in order of importance:
1. Message Relevance
The difference between spam and generating sales (or whatever result you’re looking for) is the message. Send irrelevant messages and timing doesn’t matter.
2. Audience Segmentation
A big part of building relevant SMS messages is segmentation i.e. splitting your audience up into relevant groups, you can segment based on gender, buying habits, problems, goals, interests, whatever it is those groups just need to have things in common – not too general and not too specific.
3. Timing Optimization
Only after you’ve nailed the first two elements should you fine-tune your timing. And even then, it’s more nuanced than you might expect.
Timing Your Text Messages
In a moment, I’ll get into timing SMS marketing campaigns for specific industries but let’s cover the basics first to create a solid foundation.
Instead of giving you a one-size-fits-all answer, let me share a basic framework with you:
Business Hours (9 AM – 5 PM)
I’ve found this window works best for B2B messages and service updates. Remember that your message needs to be valuable enough to warrant interrupting someone’s workday.
Early Morning (8 AM – 10 AM)
This slot can be golden for retail offers, but it typically works best when combined with urgency.
Evening (6 PM – 8 PM)
Perfect for entertainment and lifestyle businesses, but you need to be careful because this time is also when people are having dinner with their loved ones, so again, ensure that your messages are highly relevant.
The Best Time To Send SMS Marketing Messages (By Industry)
Through my work with hundreds of clients on 160.com.au, I’ve observed businesses obsessing over timing while overlooking crucial elements that actually drive SMS marketing success. Timing plays a role, but it’s more like a supporting actor than the star of the show.
Industry-Specific Timing
I’ve compiled a list of “best times to send SMS campaigns” but keep in mind that these are broad guidelines, not hard rules – use them as a starting point.
Restaurants
- Peak Response Times: 3-4 hours before major meals
- Breakfast promotions: 7 AM
- Lunch deals: 9:30-10:30 AM
- Dinner promotions: 2-4 PM
- Best Practices:
- Include menu items or specials
- Avoid actual meal rush hours
- Use limited-time offers for immediate action
Retail
- Optimal Windows:
- Weekend mornings: 9-11 AM
- Strategic Timing:
- Flash sales: 2 hours before store opening
- Holiday season: Earlier (7-8 AM)
- Clearance sales: Sunday afternoons
- New arrivals: Thursday/Friday
Service Businesses
- Prime Hours: 9 AM – 5 PM
- Key Timeframes:
- Appointment reminders: 24 hours in advance
- Service updates: 10 AM – 2 PM
- Emergency notifications: Any time
- Follow-up surveys: Within 2 hours post-service
- Maintenance reminders: Mid-week
Entertainment Venues
- Event Promotion:
- Weekend events: Thursday/Friday
- Movie bookings: 2-3 days prior
- Concert promotions: 1-2 weeks in advance
- Last-minute tickets: 4-6 hours before
- Happy hour: 2-4 PM
- Special events: 7+ days prior
Message Purpose and Timing Strategy
Urgent Updates
- Send immediately regardless of time
- Include clear action items
- Use attention-grabbing but professional language
- Follow up with resolution messages
- Keep messages concise
Promotional Offers
- Align with documented buying patterns
- Morning sends (8-10 AM) for daily deals
- Include countdown elements for limited-time offers
- Clear redemption instructions
- Test different offer durations
- Track redemption through 160.com.au
Appointment Reminders
- 24-48 hours before the scheduled time
- Include complete details (date, time, location)
- Add preparation instructions
- Provide rescheduling options
- Consider same-day reminders
- Use automated scheduling
Common Timing Mistakes to Avoid
The “Perfect Time” Myth
- Over-relying on industry averages
- Ignoring seasonal variations
- Missing local event impact
- Overlooking customer preferences
- Neglecting day-of-week patterns
Time Zone Management
- Use automated detection
- Segment by location
- Schedule for local time
- Account for daylight savings
- Consider international hours
- Monitor delivery confirmation
SMS marketing isn’t about perfect timing – it’s about perfect relevance.
Focus on creating valuable, targeted messages for your audience segments, and use 160.com.au’s robust analytics to refine your timing based on actual data.
Remember: The best time to send an SMS is when you have something genuinely valuable to say to the right person. Get that right, and the specific hour becomes much less critical.
Want to implement these strategies? Log into your 160.com.au account and start exploring your analytics. Your customers’ behaviour patterns might surprise you.
Ready to optimize your SMS marketing strategy? Visit 160.com.au to start improving your campaign performance today.