Tags: English

Time matters! How to schedule your SMS campaign?

12 December, 2019
Reading time: 3 min 12 sec
Time in SMS campaign

Short, precise and valuable content? Check! Added value for the client? Ready! Content personalization? Done! Before you hit send in the Customer Portal you should take one more thing into consideration. The time of the delivery is essential and in most situations can determine the effectiveness of the whole campaign. In other words, choose your timing wisely.

Excuse me, what time is it?

The time of the day during which the messages are sent to the customers is essential. You can easily imagine the reaction to receiving SMS from a shop in the middle of the night. If you respect your clients and I’m sure you do, you shouldn’t send messages after dark.

Of course like always, there are some exceptions i.e. the content of the message contains the information about the night event or you are sure that your recipients are active during that time.

Test it hard

Although there’s no golden rule when to send business messages, most companies tend to communicate with their clients after 8 AM but before 8 PM. If you’d ask which hour is the best, our answer would be: it depends (yeah, we know). There is no way of determining it with 100% effectiveness without testing it on your target group!

Nevertheless, you will be able to predict customers’ behavior by performing a series of simple comparison tests. This method is about sending similar messages to the research sample at different hours and days.

It’s important to include a shortened link that will help you to measure the effectiveness of each batch. Compare the results and use them to plan your next text. Rinse and repeat until you reach the desired conversion rate.

This simple test will enable you to check which time of the day is more efficient. The information will be crucial for all other decisions during content planning.

Don’t wait until it’s too late

In order to start planning your content, it’s worthy to go through the calendar and check for bank holidays, vacations and any other special days of the year. The most important is to plan the campaign in advance to have enough time to organize all the activities.

Moreover, the effective campaign needs a relevant landing page, promotion, and discount code. All of these require a lot of time, effort and engagement. If you want to be well prepared i.e. for the Black Friday or International Children Day you should start planning your campaign ahead.

The content of the message should precisely define the duration of the offer and its terms. Send the first message one day before, and then at the date send a final reminder.

Birthday SMS example

No occasion like a happy birthday

If you want to build relations and clients’ loyalty you might want to send birthday wishes to your clients. You just need to have the date of birth in your database and provide your clients with something more than stiff greetings. This is a special day, after all! So, show some generosity and offer a discount code, small gift or free delivery. Such gestures go a long way.

Less is more

The choice of the most suitable day and time to text is one part. The other is choosing the right SMS frequency. If you send too many texts in a short period of time you may face the opposite effects. It is generally better to prepare one, precise message that will help you to achieve your campaign goals. In this case, we encourage you to remember the statement that less is more.


  • Run test to determine the best time and message interval;
  • Check calendar for bank holidays, events and any other special occasions;
  • Do not send messages to the clients before 8 AM and later than 8 PM;
  • When deciding on how often to message, abide by the rule: less is more.