8 Text Message Marketing Dos and Don’ts in 2025

[john a thompson]

SMS marketing has proven to be one of the most effective ways to connect with customers. With its incredibly high open rates and immediate delivery, it’s no surprise that businesses of all sizes are turning to SMS as a primary marketing channel. However, just because SMS is a highly effective tool doesn’t mean it’s always easy to use. It’s essential to follow best practices and avoid common mistakes when crafting your SMS marketing campaigns.

As we move into 2025, it’s more important than ever to stay updated on the dos and don’ts of text message marketing. In this blog post, we’ll discuss the key dos and don’ts of SMS marketing that will help you optimize your campaigns, improve customer engagement, and drive better results.

1. Do Obtain Explicit Permission to Send Messages

The first and most important rule of SMS marketing is to always get explicit permission from your recipients before sending them marketing messages. Sending unsolicited messages is not only illegal but also damaging to your brand’s reputation.

Best Practice: Use an opt-in form or a keyword that customers can text to subscribe to your messages. Always be transparent about what they are signing up for and make it easy for them to opt-out at any time.

Example: “Text JOIN to [Shortcode] to receive exclusive offers and updates from [Your Company Name].”

2. Don’t Overwhelm Your Audience with Too Many Messages

SMS is a highly personal and direct communication channel, so bombarding your audience with constant messages can lead to frustration and high opt-out rates. It's essential to strike a balance in how frequently you send messages.

Best Practice: Only send SMS messages when you have something valuable to offer. Too many messages can lead to disengagement and even unsubscribes, so be selective about the content you send.

Example: “Receive one text per week with special offers and news from [Your Company Name].”

3. Do Personalize Your Messages

Personalization in SMS marketing is crucial for making a connection with your customers. By personalizing messages, you can make your communications feel more relevant, which can improve engagement rates and customer loyalty.

Best Practice: Use customer data like their name, previous purchases, or preferences to personalize the content of your messages. This makes the experience more tailored to each customer and encourages higher engagement.

Example: “Hi [First Name], we thought you’d love this! Get 10% off your next order with code [Personalized Code].”

4. Don’t Use SMS for Long-Form Content

SMS is meant for quick, concise messages. It’s not the right platform for sending lengthy content or explanations. Long messages can overwhelm your recipients and cause them to stop reading altogether.

Best Practice: Keep your messages short, clear, and focused on a single call to action (CTA). Avoid cluttering the message with too much information.

Example: “Flash sale! Save 20% on your order today. Use code SMS20 at checkout.”

5. Do Include a Clear Call to Action (CTA)

Every SMS message should have a clear and actionable CTA. Whether you want your customers to make a purchase, RSVP for an event, or visit your website, your message should make it clear what the next step is.

Best Practice: Make your CTA action-oriented and easy to understand. Whether it’s “Buy Now,” “Learn More,” or “RSVP Today,” be specific about what you want the recipient to do next.

Example: “Click here to register for our upcoming event: [Link].”

6. Don’t Ignore Opt-Out Requests

If a customer decides they no longer want to receive your SMS messages, it’s essential to honor their opt-out request immediately. Ignoring opt-out requests can lead to negative customer experiences and damage your reputation.

Best Practice: Include an easy-to-find opt-out option in every SMS message, such as “Reply STOP to unsubscribe,” and honor all opt-out requests promptly.

Example: “To stop receiving messages from [Your Company Name], reply STOP.”

7. Do A/B Test Your Campaigns

Just like any other marketing channel, SMS campaigns need to be optimized. A/B testing allows you to test different elements of your messages, such as the subject line, CTA, or discount offers, to see which performs best with your audience.

Best Practice: Run A/B tests on different SMS campaign variables and analyze the results to improve the effectiveness of future campaigns.

Example: Test two versions of a message with different CTAs: “Click here for 20% off” vs. “Use code 20OFF to save 20%.”

8. Don’t Forget to Provide Value

People sign up for SMS marketing because they expect value. If your messages aren’t providing anything useful or interesting, you risk losing your audience’s attention. Whether it’s exclusive discounts, early access to sales, or important updates, make sure your SMS marketing offers something your customers will appreciate.

Best Practice: Offer exclusive deals, personalized discounts, or relevant content that directly benefits the recipient. Always give your customers a reason to stay subscribed to your SMS list.

Example: “Thanks for being a loyal customer! Enjoy 10% off your next purchase. Use code LOYAL10 at checkout.”

Conclusion

SMS marketing is one of the most effective ways to connect with your customers in 2025. By following these dos and don’ts, you can ensure that your campaigns are effective, compliant, and engaging. Always remember that personalization, clear calls to action, and respecting your audience’s preferences are key to building a successful SMS marketing strategy.

Ready to get started with SMS marketing? Learn more about how Mobiniti’s SMS platform can help you craft effective campaigns and grow your business!