Send SMS at the right time – maximise the effect of your messages

SMS is a fast and efficient communication channel, but timing is key to achieving the best results. It's not just about when you send messages but also their context.

OTP SMS (One-Time Passwords) for logins or bank transactions, must be delivered instantly, as users are actively waiting. Delayed OTP SMS cause frustration and lead to abandoned processes. They are also more expensive than standard SMS, due to priority delivery and added security. Standard SMS, like booking confirmations or marketing messages, do not have the same requirements and can tolerate slight delays without  affecting the user experience. 

Send reminders at the right time
Reminders work best when sent close to the event—24-48 hours prior is a good guideline. Avoid late-night messages, as a 4:00 AM notification may disturb customers and cause frustration. Appointment reminders should go out two days in advance to allow time for planning or rescheduling. Payment reminders are best sent 3-5 days before the due date, with a final reminder on the day itself.

In healthcare, reminders are particularly important for optimising resources. They help reduce missed appointments, improve scheduling efficiency and minimise financial losses, leading to a more cost-effective healthcare system.

Timing your messages right – morning, afternoon, or evening

• Morning: Mornings are ideal for important notifications as commuters often check their phones. Delivery companies can request entry codes to prevent failed deliveries, while public transport services can update passengers on delays.

• Afternoon: Best time for time-sensitive campaigns that encourage immediate action. Limited-time offers with short expiration periods create a sense of urgency. It's also an excellent time to remind potential gym members to visit the gym for a workout. Retail businesses can take advantage of customers who are out and active during the day.

• Evening:  A prime time for e-commerce and retail. Customers are free to browse, making it perfect for promotional offers, cart reminders or notifications about upcoming sales. 

• Right after interaction: Send feedback or survey request immediately after a transaction, customer support contact or a doctor's visit for higher response rates. 

  Considering time zones and regulations

  Adjust your SMS campaigns according to different time zones to ensure that recipients receive messages at an appropriate time. If your audience is spread across multiple countries, local time differences can be significant - a message sent at 10:00 AM in Sweden may reach a recipient in the U.S. at 4:00 AM, reducing its impact and possibly being seen as intrusive.
  
  If you send SMS within the EU, you must comply with GDPR, which requires recipient consent before sending messages. To minimise risks, it is important to adhere to relevant laws and regulations in each country. For example, marketing messages in the U.S. can only be sent between 8:00 AM and 9:00 PM.

  How to create engaging and effective SMS

  For an SMS to be effective, the content needs to be both concise and engaging. The key is to keep the message direct and to the point. This makes it easy to read and ensures the call to action is clear.
  
  A successful SMS needs a clear Call-To-Action (CTA) that encourages the recipient to act immediately. In SMS marketing, keywords and URL links are often used to simplify the process.
  

• Keywords like "YES/NO" or "START/STOP" allow customers to opt-in or opt-out of SMS marketing.

• URLs direct recipients to a landing page, such as a promotional offer or booking confirmation.