Understanding the ideal time to send SMS messages is critical to ensuring maximum impact and engagement. By selecting the right moment, you can significantly increase the likelihood that recipients will read and respond to your messages.
While customer data helps determine the most relevant SMS content for your audience, the timing of these messages plays an equally vital role. Even the best offers sent to a perfectly segmented audience may underperform if delivered at an inappropriate time.
So, what is the best time to send SMS marketing messages? Are there universal rules, or does it depend on your industry and audience? Below, we explore strategies for optimizing the timing of your SMS campaigns.

The Best Time and Day to Send SMS Marketing Messages

Research has consistently shown that SMS messages sent between 1 PM and 5 PM experience higher engagement rates. During this window, clicks and revenue can increase by as much as 33% compared to morning messages.
Engagement tends to dip after 5 PM but rises again around 8 PM. Additional data indicates that early-morning messages sent at 5 AM, as well as late-night messages sent at 8 PM, 10 PM, and 11 PM, also perform well in terms of click-through rates.
However, timing heavily depends on the industry and customer expectations. For instance, a late-night promotion for a pizza restaurant may succeed, whereas a plumbing service may see little success with messages sent after 8 PM.
To refine timing further, A/B testing is recommended. This strategy allows businesses to analyze small customer segments and identify optimal times for engagement. Additionally, send-time optimization tools can deliver messages at personalized times when recipients are most likely to engage.

Best Days for SMS Campaigns

1.Weekdays:
Among weekdays, Tuesday has the highest conversion rate at 2%, closely followed by Friday (1.97%) and Thursday (1.95%). These days often align with moments when customers have time to consider offers, such as lunch breaks or after work. In contrast, sending messages early in the morning or during working hours may reduce engagement.
2.Weekends:
Saturday stands out as the most effective day for SMS marketing, boasting a 2.17% conversion rate. Sending messages around lunchtime on a Saturday can maximize returns. For example, a two-step approach might involve sending an initial message on Thursday to preview weekend offers, followed by a Saturday reminder.

When to Avoid Sending SMS Marketing Messages

Certain times and days have consistently been shown to produce lower results:
  • Monday has the lowest conversion rate (1.53%), followed by Wednesday (1.72%).
  • Messages sent during rush hours (early mornings and evenings) or overnight tend to perform poorly.
  • Sending messages on major religious or public holidays is often discouraged, as recipients may prefer to spend time offline.
However, exceptions exist. For industries like restaurants, even a small increase in engagement on a slower day, such as Monday, can significantly impact revenue.

Optimizing SMS Campaigns Based on Specific Dates

1.Paydays:
Many customers spend a significant portion of their disposable income within two days of receiving their salary. By targeting customers around payday, businesses can increase conversions. For example, using a code like “PAYDAY20” creates urgency and communicates value clearly.
2.Seasonal Holidays:
SMS campaigns around key holidays, such as Christmas, Valentine’s Day, or Thanksgiving, tend to generate strong results. Timing messages based on customer behavior, such as cart abandonment or browsing patterns, ensures relevance.
3.Sales and Events:
Black Friday, post-holiday sales, and major events like the Super Bowl or Olympics provide excellent opportunities for SMS marketing. Campaigns tied to these events should emphasize urgency and exclusive deals.

Improving Send-Time Optimization

To enhance the timing of SMS campaigns, businesses should leverage customer data. Insights such as cart abandonment rates or peak engagement times enable personalized and strategic messaging. For instance, if data shows customers abandon carts between 3 PM and 5 PM, sending a discount offer at 2 PM can preemptively address this trend.
Moreover, ensuring messages align with customers’ local time zones is essential. A 12 PM text on the East Coast may fail to engage West Coast recipients if sent at 9 AM their time.

Omnichannel Strategies and SMS Marketing

SMS marketing is most effective when used as part of an omnichannel strategy. Combining SMS with email, social media, and web campaigns creates a seamless customer experience while improving engagement and loyalty. Omnichannel tools allow businesses to gather real-time insights, ensuring a cohesive and personalized approach across all platforms.

Final Thoughts on Timing SMS Marketing

By carefully considering the timing of SMS campaigns, businesses can significantly enhance their return on investment. While a “perfect” time may not exist, Saturdays around lunchtime and personalized schedules based on customer data are highly effective starting points.
Ultimately, integrating SMS marketing with a broader omnichannel strategy will help businesses achieve long-term customer loyalty and engagement.