Quick Answer:
The ideal frequency for sending SMS messages varies depending on the industry but here are some general guidelines:
- Marketing Industry: Sending one SMS promotion per week is considered ideal, with two to six text blasts per month being the standard recommendation.
- Ecommerce Industry: Research suggests that sending messages during lunch and early afternoon (12 PM to 1 PM) is effective, avoiding rush hour times.
- General Audience: 56% of consumers prefer to receive messages from businesses once every other week, while 29% find once a week to be ideal.
It’s important to note that the optimal frequency may vary based on your specific audience, industry, and the nature of your messages.
Segmentation and sending high-value messages will safeguard you from being seen as a pest by your subscribers.
What is the ideal email-to-SMS frequency (and why does it matter?)
Why does frequency matter so much with SMS?
Because it is such a powerful tool for driving tangible outcomes for a business or organization i.e. revenue, sign-ups, brand building, etc.
And it takes a lot for a person to give you their mobile number, so the worst thing you can do is blow that relationship by sending too many or even too few SMS messages.
Message too often and you’ll notice a lot of unsubscribes and complaints but message too little and you won’t drive as much outcome so by finding the right balance of messaging frequency you can turn email to SMS into a true business asset.
What factors impact frequency?
Below I’ve listed 9 possible factors to keep in mind to help you find your footing when it comes to email to SMS.
Let’s dive in…
9 Factors That Impact SMS Frequency
When determining the ideal frequency for sending email to SMS marketing messages, there are several key factors to consider:
1. Customer Preferences
Understanding your target audience’s preferences is crucial. Research shows that 56% of consumers prefer to receive messages from businesses once every other week, while 29% find once a week to be ideal but at the end of the day these are just general statistics, your list of subscribers is yours and you may be able to text more or less depending on various factors below.
2. Demographics and Locations
Age, location, and cultural factors can play a significant role in how receptive your audience is to frequent communication. For instance, younger generations may be more accustomed to constant digital engagement, while older demographics might prefer a more measured approach. Similarly, certain geographic regions or cultures may have varying attitudes towards marketing communications.
3. Industry and Niche
The industry or niche you operate in can also impact the ideal frequency for your email and SMS campaigns. Audiences in highly competitive or rapidly evolving sectors may expect more frequent updates and promotions, while those in more traditional industries might prefer a more conservative cadence.
4. Buying Behavior and Sales Cycle
The buying behaviour and sales cycle of your products or services should also inform your messaging frequency. If your offerings involve a longer decision-making process, your audience may appreciate more educational content spaced out over time. Conversely, for impulse purchases or time-sensitive deals, a higher frequency might be more effective in driving conversions.
By thoroughly understanding your audience’s unique characteristics and preferences, you can tailor your email and SMS marketing strategies to resonate better and avoid fatigue or disengagement.
5. Message Content and Value
The type of content you’re sending also plays a role. Time-sensitive offers exclusive discounts, or important updates may warrant a higher frequency than general brand updates or educational content. Ensure each message provides genuine value to your subscribers.
6. Subscriber Engagement
Monitor your subscriber engagement metrics:
- how many people tapped (clicked) through to your landing page, offer, etc.
- How many purchased (or took meaningful action) from your campaigns compared to the last 30 days? (taking into account any special holidays, events, etc.)
- How many unsubscribed this month?
Any trending down of these variables may be linked to your frequency.
7. Seasonal Factors
Consider adjusting your SMS marketing frequency to align with seasonal trends or events relevant to your business. For example, you may increase frequency during the holiday season or around major sales events.
By carefully considering these factors, you can determine the ideal SMS marketing frequency that resonates with your audience, maximizes engagement, and drives the desired business outcomes.
8. Marketing Goals
Your marketing goals can also play a significant role in determining the ideal frequency for your campaigns. If your primary goal is brand awareness or nurturing potential customers, you may want to send fewer communications focused on educational content and product recommendations.
However, if your goal is to drive sales or promote time-sensitive offers, you may need to increase your frequency and cluster your communications around specific events or promotions to create a sense of urgency.
9. Relationship
There’s a saying in email marketing that says, the money is not in the list but in the relationship, you have with that list. This is true to some extent, the more your subscribers love your brand the more tolerant they will be to a higher SMS frequency and like email, the more you’re able to send the more sales, leads, members, etc. you will be able to generate.
Fostering a good relationship will help your list will help it to become more profitable in the long term.