How often should companies text their customers?

The value of text message marketing has been discussed at great length in this blog. As more companies come to understand the benefits of the practice, they are rolling out extensive mobile marketing champions. However, some more ambitious organizations may suffer from overzealousness. By sending out too many text messages or delivering them too frequently, businesses can actually hinder their efforts. 

Last year, this blog covered the dangers of sending too many texts, as one incident actually led to legal action. While not all ramifications will be so severe, it's important for companies to orchestrate a schedule to go by when delivering SMS messages to optimize the effectiveness of their campaigns. 

There are a number of reasons to create a schedule. For starters, businesses must understand that not all of their recipients will use unlimited text messaging plans. Though many will, this cannot serve as the standard. If individuals are running out of free texts on their monthly plans, they will start to prioritize all subsequent texts for the remainder of the period. Those receiving a bevy of texts from a particular business will at the very least likely delete them and could go as far as to complain to the organization. Neither is a desirable outcome.

Consider text message marketing the way you would sending emails. Businesses have done countless studies to determine when to send emails and how many to send to ensure each message is read. An article in Business 2 Community suggests incorporating the two into one strategy and generating a schedule that allows the two forms of communication to complement each other. 

"Short, valuable messages can be sent more often than emails, but as a rule, you probably don't want to be texting your customers more than [one or two] times per week," the article says. "Set the correct expectations from the start."

Swift SMS Gateway offers the tools to construct effective text messages but also provides the knowledge needed to orchestrate effective schedules.