- Know who you are talking to and what they need.
- One offer, one action per message.
- Use consented channels and respect opt-outs.
- Measure response and repeat what works.
1. Define audience and goal
Choose the customers you want to reach and the action you want: buy, visit, renew or reply. The tighter the audience, the more relevant the message.
2. Build the offer and message
Say who you are, what you offer, why now and how to respond. Keep wording honest and the action clear.
3. Choose the channel
| Channel | Best for |
|---|---|
| SMS | Short, timely offers and reminders |
| Detail, newsletters and offers with images | |
| Conversation and rich updates | |
| Voice | Important notices and personal follow-up |
4. Send, measure, improve
Send with consent and in permitted hours, then review delivery, clicks, replies and sales. Apply what you learn to the next campaign. See promotional campaigns and bulk SMS strategy.
An example campaign (illustrative)
A clinic wants patients to book yearly check-ups. It selects patients who visited last year, writes one short message with a booking link, sends it by SMS in the morning and follows up with a reminder call for those who clicked but did not book. It records clicks, bookings and opt-outs, then repeats the approach for the next group.
Mistakes to avoid
- Sending to everyone because it is easy.
- Making an offer without a clear deadline or action.
- Skipping consent and opt-out handling.
- Not recording results.
Keep a campaign log
For each campaign, record audience, message, channel, send time and results. After a few campaigns you will see which audiences, times and wording work for your business.
Sources and further reading
Rules and platform requirements change. Last reviewed . This guide is general information, not legal advice.