Best Practices to Send Business SMS & MMS

Text messaging is one of the most direct and personal ways to connect with customers. In fact, open rates for SMS often exceed 90%, making it one of the most effective communication tools for modern businesses. However, sending a business text is not the same as sending a casual message to a friend. Every word, image, and timing choice matters.

If you want to master SMS and MMS for business, you need a strategy that respects your customers’ time, fits your brand voice, and drives measurable action. This guide explores the best practices to help you send business SMS and MMS messages that deliver impact without crossing lines.

Understand the Difference Between SMS and MMS

Before sending your first campaign, it’s essential to understand how SMS and MMS differ. SMS stands for Short Message Service. It allows you to send up to 160 characters of plain text. It’s simple, fast, and effective for quick alerts, updates, or reminders.

MMS stands for Multimedia Messaging Service. It lets you add images, videos, GIFs, or audio files along with text. MMS messages are perfect for promotions, product launches, and visual storytelling. While SMS works best for urgent, concise updates, MMS shines when you need to grab attention and build brand engagement. Combining both formats strategically can strengthen your overall communication.

Always Get Permission First

Consent isn’t just a legal requirement—it’s a trust builder. Before you send a single message, ensure every contact on your list has opted in. This helps you comply with laws like the TCPA (Telephone Consumer Protection Act) and GDPR while protecting your brand reputation.

Make your opt-in process simple. Use clear calls to action such as “Text JOIN to 12345 for updates and offers.” Also, provide an easy way to opt out at any time. For example, include “Reply STOP to unsubscribe” in every message. When customers choose to hear from you, your engagement rates soar.

Keep Messages Short and Relevant

Your audience is busy. They scan texts quickly, often while doing something else. That’s why short, sharp, and clear messaging is crucial. Get straight to the point. Identify the purpose in your first sentence, then add a call-to-action (CTA).

For example:

“Your appointment with FitLife Gym is tomorrow at 9 AM. Reply YES to confirm or RESCHEDULE to change.”

Or, if you’re running a promotion:

“Flash Sale! 25% off all skincare products today only. Tap here to shop: [link].”

Each word should add value. Avoid filler, jargon, or long intros.

Personalize Every Message

Personalization goes beyond using the customer’s name. Segment your audience based on location, preferences, or past purchases. This way, your messages feel relevant and timely.

For instance:

“Hi Sarah, your favorite coffee blend is back in stock!”
“Hey Mike, your order #48273 has shipped. Track it here: [link].”

When messages reflect real data, customers feel seen and valued. As a result, they engage more often and stay loyal longer.

Optimize Timing for Maximum Impact

Timing can make or break your campaign. Sending a message too early or too late may irritate customers or go unnoticed. Typically, the best times for business texts are between 10 AM and 8 PM. However, this depends on your audience and region.

For example, retail stores may send morning messages promoting lunch-hour deals. Gyms might send reminders in the afternoon before peak workout hours. Restaurants can use SMS after work hours for dinner specials. Always test different times and measure responses. Consistency also helps—sending messages at predictable intervals builds anticipation.

Add Value with Every Message

Every message should have a purpose. Ask yourself: “What’s in it for the customer?” Offer exclusive content, limited-time discounts, or helpful updates. Avoid generic promotions that feel spammy. Instead, make subscribers feel special.

For example:

“VIP Offer: 15% off your next order, just for our text subscribers!”
“Be the first to know—new arrivals drop tomorrow!”

The goal is to make your messages something your audience wants to receive.

Use MMS Wisely for Engagement

MMS can significantly increase click-through and conversion rates. However, don’t overdo it. A poorly designed image or large file may frustrate users. Keep visuals simple, branded, and optimized for mobile. Include a brief caption and a clear CTA.

For example, a new product photo with the message:

“Glow Alert! Our new Vitamin C serum is here. Tap to claim your launch discount: [link].”

This combination of image and action drives stronger engagement than text alone.

Maintain Consistent Brand Voice

Your text messages should sound like your brand. Whether your tone is friendly, formal, or playful, consistency matters. If your email and social media are conversational, your texts should match that energy. Customers should instantly recognize your tone, even in short messages.

For instance, a law firm might write:

“Your consultation is confirmed for Tuesday at 3 PM. Reply YES to confirm.”

But a beauty brand might say:

“Hey gorgeous! Your appointment is set for Tuesday at 3 PM. Can’t wait to see you!”

Both are correct—what matters is staying true to your brand identity.

Measure and Improve with Analytics

Don’t guess what’s working—measure it. Track key performance indicators (KPIs) such as delivery rate, open rate, click-through rate (CTR), conversion rate, and unsubscribe rate. Analyzing these metrics helps you understand which messages drive engagement and which don’t.

Over time, use this data to refine your campaigns and improve ROI. You can also perform A/B testing by changing one variable (like message tone or send time) and comparing results. This way, you learn what truly resonates with your audience.

Respect Frequency and Privacy

Text fatigue is real. Even your most loyal customers can feel overwhelmed if you message too often. A good rule is to send two to four messages per month unless your subscribers have agreed to receive more. Focus on quality rather than quantity.

Additionally, store customer data securely. Avoid sharing numbers with third parties and comply with data protection regulations. Transparency builds trust.

Integrate SMS with Other Channels

SMS works best when it complements other marketing channels. Combine it with email, social media, or push notifications to create a seamless experience.

For example, send an email announcement, then follow up with a text reminder. Use SMS to confirm appointments booked through your app. Pair social campaigns with text-based promo codes. This multi-channel approach ensures your message reaches customers wherever they are.

Real-World Example: Retail Brand Success

A fashion retailer wanted to boost weekend sales. They sent an MMS on Friday morning showing new arrivals with a 20% off code. A follow-up SMS on Saturday reminded subscribers of the offer’s last day. The result? A 32% increase in weekend revenue and a 48% higher redemption rate than email-only campaigns.

When done right, text messaging can transform engagement into measurable success.

Final Thoughts

SMS and MMS marketing continue to be some of the most powerful tools for business communication. When used thoughtfully, they can strengthen customer relationships, improve response rates, and drive sales.

Remember to get consent, personalize your approach, test regularly, and keep every message valuable. Over time, your audience will not only read your texts—they’ll look forward to them.