In today’s world, it’s a must-have to keep in touch with each other – also in B2C relations. Bulk text marketing creates a new way of taking care of your customer. Although by sending an SMS you can improve your relationship and strengthen brand authenticity, there are some hours when you shouldn’t bother your clientele. The question is – what is the best time to send your SMS?
If you want to reach your target group at the moment when they are the most likely to respond positively to your message, you have to be familiar with their daily routine. But there’s no need to ask anyone for specific information – some groups have similar preferences, which you can base on.
Let’s look at what are the timing preferences to text.
The phenomenon of (bulk) text messages
It seems like texting has been a part of our lives since forever. Although it’s not true, we are used to sending messages instead of calling in many situations. When you need just a quick reminder, would you even consider dialling? Or would you ask someone to send you an SMS? We bet you’d choose the second option – and you aren’t alone with this preference.
The research shows, that 79% of adults have smartphones with them 22 hours a day. Taking into account that college students spend about 94.6 minutes per day on texting only, shows that people, in general, spend a lot of time on messaging – and that they like this form of communicating.
The source of that phenomenon is, among others, living on high speed and information overload. With 160 characters, an SMS can absorb all the necessary information, without wasting space on the irrelevant text. Let’s point out that one of the most successful social media platforms – Twitter – also has a character limit. Keep it short and sweet, but get straight to the point at the same time.
Obviously, a “one size fits all” method doesn’t exist, as everybody has a different daily routine. No matter how much they vary, there are some general laws, that can fit most people’s preferences.
The meaning is key
Before we dive into specific moments, when sending SMS is the most appropriate, let’s point out one thing. Your messages always have to be relevant. The timing has to match the meaning – and the action that you want your receiver to take.
So, if your text contains information valuable in the first part of the day, schedule your campaign for the morning – preferably between 9 am and 12 pm. That’s important for example for the restaurants, which serve lunches. There’s no use to send a message in the evening when people don’t think about ordering a meal to work. The SMS has to be sent right before the moment when they start to be hungry and think about taking a lunch break. Perfect time to hit the spot with a friendly reminder could be around 12 or 1 pm.
Think about whether you should text your client right before making a decision (lunchtime) or maybe with a few-days advance. Make sure that the tool you’re using for the SMS campaigns has the facility to compose and schedule them in advance – just like JookSMS does.
When are we the most willing to receive SMS?
As we stated above, a perfect moment depends on many factors. After using bulk text messages for some time, we can say that some types of behaviour and reactions are repeatable within most of the consumers. Point is to reach them in the moments when they are likely to give you a positive response.
Let’s get straight to the tips, which can make it easier to understand your clients’ attitude towards texting.
#1 Different audience = different preferences
The moment when you should reach your client depends on factors such as his age and job position. To see how important it is, look through the studies such as this one established within a group of university students. According to the results, they used to text more during the finals, spring and winter break, and the end of the school term. The reasons were: more free time in the holiday season on the one hand and study rush (and procrastination) during the exams on the other.
A lesson to learn? No matter who is your target audience, knowing such nuances can help you with scheduling the frequency of your SMS campaigns. You can text your clients more often without bringing negative feelings during such periods.
#2 Make the most of (their) day
When you already know your clients’ habits, let’s talk about what hours can be a safe bet. There’s no one-for-all recipe, but, as a rule of a thumb, you should fit with your SMS between 8 am and 9 pm – out of respect to your clients.
Weekdays sneak peek:
- morning traffic – 8 am to 12 pm: when people are arriving at work and starting their day with a clear mind, checking their phone and e-mail
- midday traffic – 5 pm to 9 pm: after coming home in the early evening, when people start to unwind
Weekends sneak peek:
- Saturdays: no one likes to be interrupted after 1 pm during a day-off, so try to fit between 8 am and 12 pm.
- Sundays: it’s a bit different at the very end of the week – after 4 pm most of us have free time to spare, after finishing all activities, so that’s a quite safe moment for an SMS (just remember that people like to get some sleep before a long week, so don’t disturb them after 7 pm).
#3 Personalisation is key
Remembering about special dates, which have personal meaning for your clients is something you should take charge of. Forgetting about anniversaries is an unforgivable mistake. That’s why sending a special text message, for example with a personal discount offer might tighten your relationship with a customer. Always remember about birthdays and other important moments, not only to gain attention but also to win your clients’ hearts.
#4 No holidays from seasonal messaging
It is no secret, that people love holidays and tend to spend more money on special occasions. Reminders might be even helpful for them during such times, so keep an eye on upcoming events.
What you definitely shouldn’t miss when planning a bulk texting campaign? Valentine’s Day, Mother’s and Father’s Day, December (as a Christmas period), and moments of big sales in general (such as January or Black Friday) are a must.
#5 Clarity is a time-saver
Your client has to know what to do. Even though SMS consists of just 160 characters use them wisely and never leave him in the lurch. There’s no space for understatements and guessing. As we’ve already mentioned, the struggle with information overload is real. Your clients don’t have time to figure out what are your intentions, so don’t test their patience. Remember about CTA and be clear with your message.
What to avoid?
To cut a long story short, there are things that could annoy your client, which is a straightforward way to losing him.
- Texting too late. Giving your clients sleepless nights by sending notifications is a simple way to be cursed and blocked.
- Mondays. It is said, that start of the week provides more irritation and thus – it’s better to text your client between Tuesday and Thursday.
- Rush hours. When people have o much to do, that an additional text is the last thing anyone would like to receive.
- Intrusive spamming. Respect customers’ privacy and personal space – don’t go over the top, as you don’t want to flood him with messages. Don’t spam – but still keep in touch with your client. Never wait more than two to three weeks without messaging from the user or else he will forget about your existence.
To wrap up
Even though numbers speak for themselves, SMS marketing is still underrated, and not so many companies make use of it. According to the studies, consumers want to have contact through texting with brands, as 95% of texts from businesses are read within 3 minutes of being sent – which makes a considerable part. What’s more – SMS still makes up to 85% of the total mobile messaging.
To bring positive feelings during your SMS campaign remember about these 3 main factors:
- respect your clients’ time – never text too late and find the golden mean with the SMS frequency
- treat your customers as individuals – remember about their personal special dates
- analyze data to see what hours work best for you – and find a tool, that can secure it 24/7, just like JookSMS does by using SSL protocol.
Whatever you do – always think of the bigger picture and your strategy first, so that your plan is consistent and effective.
Hit the spot with the perfect timing. Adapt to your clients’ preferences and reach them with your SMS when they want to hear from you. Build a strong relationship based on understanding and respect.