Factors to consider when choosing a time
So, what's the best time to send SMS marketing blasts? Ultimately, it depends on several factors, such as your target audience, time zones, the purpose of the message, and the industry or business niche.
Let's review these factors to help you find the best time to send a text blast to your customers.
What are your customers doing at any point during the day? If your target audience is young professionals, you probably shouldn't text them at 10 a.m. when they're likely to be at work or in meetings.
However, people who work in an office are likely to check their phones in the morning before beginning their work day and again at lunchtime. Then, they probably won't check their texts again until they end work and get home. Consider when your subscribers are most likely to be on their phones — in the morning, during lunch, and in the late afternoon/early evening.
But what about weekends? Your customers likely have more free time on the weekend and check their phones throughout the day. This is especially true on Sundays when they're relaxing at home.
Your customers' locations will also factor into the best time to send an SMS blast.
For example, you probably have customers on the East and West coast. If you send a text blast at 10 p.m. EST, you reach customers on the west coast at 7 a.m. PST.
This schedule leaves you non-compliant with text messaging laws, so you should be conscious of it when devising your campaign. For instance, you can segment customers by location to ensure you send them texts at the appropriate times.
Type of message
The type or purpose of the message may also impact the best time to send your marketing text messages.
For example, if you're sending a promotional message about a great deal you're offering, you should determine how early in advance to send it. You want to create a sense of urgency without sending it so late that your customers lose the opportunity to take advantage of it.
However, other types of marketing text messages, like order confirmations and two-factor authentication information, should be sent immediately. If your customers opted in to receive order confirmations and shipping information, they should receive messages as soon as their order is confirmed and then again once tracking details are available.
Industry or business niche
Many industries and business niches have seasonality factors that can impact the best time to send marketing messages.
For example, if you're a med spa owner, you might send laser hair removal promotion texts during the fall. If you're an e-commerce company, you might start sending holiday promotion texts in the weeks before the holidays.
Take into consideration your busy seasons and coordinate your message blasts around them to generate buzz about your business.
When should you NOT send SMS marketing messages?
While there's no single best time to send a text blast, there are times when you should never send marketing messages to customers. Some instances when you should avoid sending SMS marketing messages include the following:
- Late night or early in the morning: It's illegal to send text messages to customers during the legal "quiet hours." Additionally, sending early morning or late-night texts gives your customers a bad experience because it can wake them up and disrupt other activities.
- Without consent: You must legally obtain written consent, certifying that your customers have permitted you to send marketing texts. It's not enough for your customers to agree to email marketing messages; you must have a separate section designated for text message marketing and the types of texts your business may send them.
- During holidays: It's never a good idea to send SMS marketing messages during widely celebrated holidays. While you may have holiday sales your customers won't want to miss out on, they're not shopping during the actual holidays. Instead, they spend time with family or relax at home and don't want to be bothered by SMS messages.