Is it worth testing your SMS marketing strategy before sending?
Yes! Testing helps you catch mistakes before they reach your audience and gives you a clearer view of how your SMS marketing strategy performs across industries. It’s also one of the simplest ways to improve message quality over time. Start by sending messages to yourself or a small internal group to review the essentials, then start A/B testing different variations.
What to check before sending:
- Message wording and CTA: Make sure the copy is clear, useful, and easy to act on.
- Content and links: Check for typos, broken links, and anything that could create confusion.
- Personalisation: confirm names, segments, and dynamic fields are pulling through properly.
- Mobile display: Preview messages on a phone so you can see how the text and links appear in context.
What to test with A/B testing:
- Message angle: Test different ways of framing the same offer, update, or reminder.
- CTA wording: Try different calls to action to see which one drives more engagement.
- Timing: Test different days or times to find what suits your audience best.
- Length and tone: Compare shorter or more direct copy with slightly more descriptive messaging.
For more guidance, explore SMS best practices.
How to bring SMS into your marketing strategy
The strongest SMS marketing strategies are purpose-built from the start. That means understanding why you are using the channel, what your audience needs, and where SMS fits within your wider marketing mix.
Step 1: Start with consent
Consent is non-negotiable. In Australia, commercial SMS must follow the Spam Act 2003, Australian consumer laws, and the Privacy and Data Protection Act. This means including clear consent practices, sender identification, and an obvious unsubscribe option—similar to email compliance requirements, where transparency and clear opt-outs are essential.
Before you send anything, make sure people have actively agreed to hear from you and know what kind of messages they are signing up for.
Step 2: Finalise your SMS list
Build a list of opted-in contacts who understand what they are signing up for. Focus on clarity and relevance from the start—people should know what they’ll receive, how often they will hear from you, and why your message matters. A smaller, high-quality list will often outperform a larger one built on weak consent, because your audience is more likely to expect and engage with your messages.
Step 3: Choose the right timing
Timing plays a big role in how your message is received. A retail launch might work best around lunchtime or early evening, when people are more likely to browse and shop. A school reminder needs to arrive with enough notice for parents to act, while travel updates should be sent as soon as details change. The timing should always reflect the purpose of the message and the context your audience is in.
Step 4: Connect SMS with your other channels
SMS is usually stronger when it works alongside your other channels, rather than on its own. Use each channel for what it does best so the customer journey feels more connected and intentional. SMS can help prompt action in the moment, while other channels can add more detail, context, or follow-up:
- Use SMS for urgency: Send reminders, alerts, or limited-time prompts when timing matters.
- Use email marketing strategy for detail: Share fuller updates, richer content, and information that needs more explanation.
- Use social media marketing for reach and awareness: Build visibility, support campaigns, and keep your brand top of mind.
Step 5: Automate where it works
Automation is especially useful for trigger-based moments like reminders, updates, confirmations, and follow-ups. It helps messages arrive at the right time without adding extra manual work for your team, which can be especially valuable when you’re managing multiple audiences or high-volume customer journeys.
Bring SMS marketing, email, automation, and reporting together with Intuit Mailchimp. It’s a smarter way to build connected journeys and drive more meaningful results. From first touchpoint to follow-up, your marketing stays connected at every step.