Discover the best time to send marketing SMS for maximum engagement. Learn how timing impacts open rates, conversions, and customer response in Australia and beyond.
One of the most common questions we get asked here at MN (MessageNow) is, “When is the best time to send an SMS campaign?” While there are no definitive answers to this question, it largely depends on the type of customers you are targeting and the purpose of your message. For instance, if you are sending a doctor’s appointment reminder SMS, the timing of the day may not matter as much as the notice period, such as 24 or 12 hours in advance.
In this blog, we’ll provide a general guide (let us reiterate, these are just guidelines) to help you determine the best time to send marketing SMS for maximum impact.
Appointment Reminders
When it comes to appointment reminders, customers appreciate having enough notice to plan their schedules. The general rule of thumb is to send a reminder 24 hours before the appointment, followed by a second reminder 1 hour before the scheduled time. Keep your messages concise and to the point to ensure clarity and effectiveness.
Marketing Messages
It’s tempting to send SMS marketing messages at any time, especially given the impressive 98% open rate of text messages. However, the goal isn’t just to have your message opened but to encourage action. To achieve this, timing is everything. The best time to send marketing SMS is after your competitors have already sent their campaigns, ensuring your message doesn’t get lost in the promotional clutter.
Here’s a general rule of thumb for sending marketing SMS messages:
- Tuesdays, Thursdays, and Fridays
- Time slots:
- 10:30 AM – 11:45 AM
- 2:30 PM – 3:30 PM
- 5:30 PM – 6:30 PM
By targeting these specific days and times, you can increase the likelihood of your audience engaging with your message.
Promotional Sales
For promotional sales, timing can vary depending on your audience. However, the general guideline is to send your first SMS 72 hours before the sale begins, followed by a reminder 24 hours before the sale date. Using the same time slots mentioned in the “Marketing Messages” section can help you achieve better open rates and engagement.
Weekend Sales
Weekend sales follow a similar strategy to promotional sales, but the key is to send your SMS campaign on the Thursday before the weekend. This gives your audience enough time to plan their purchases while ensuring your message is fresh in their minds. Again, applying the recommended time slots for marketing messages can enhance your campaign’s effectiveness.
Restaurant/Café Promotions
Timing is especially critical for SMS marketing in the restaurant and café industry. To drive immediate action, you need to target customers when they are making dining decisions. Here’s the best time to send marketing SMS for restaurant promotions:
- Breakfast: Send messages around 8:00 AM to catch customers on their way to work.
- Lunch: Send messages between 10:30 AM and 11:30 AM.
- Dinner: Send messages between 3:00 PM and 5:00 PM.
By aligning your SMS campaigns with your customers’ decision-making times, you can significantly boost engagement and foot traffic.
Why Timing Matters in SMS Marketing
Unlike email marketing, SMS marketing thrives on immediacy. Studies show that text messages are read within 3 minutes of being received, making timing a critical factor in the success of your campaign. Sending an SMS at the wrong time can lead to lower engagement or, worse, an annoyed customer. That’s why determining the best time to send marketing SMS is essential for achieving your campaign goals.
Frequency
While timing is crucial, so is frequency. Sending too many messages in a short period can frustrate your audience and lead to a high opt-out rate. The optimal frequency for SMS campaigns depends on your brand, industry, and audience. Striking the right balance is key to maintaining customer satisfaction and engagement.
Conclusion
Timing is a critical factor in the success of your SMS marketing campaigns. If there’s one takeaway from this article, it’s that timing rules. Always put yourself in your customer’s shoes—consider their time and preferences. By determining the best time to send marketing SMS, you can maximize engagement, drive conversions, and build stronger relationships with your audience.