How do you test and optimize your SMS messages for different devices and networks?

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SMS marketing is a powerful way to reach your audience, but it also comes with some challenges. How do you make sure your messages are clear, engaging, and effective on different devices and networks? In this article, you'll learn how to test and optimize your SMS messages for different scenarios and avoid common pitfalls.

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1 Know your audience

Before you write your SMS messages, you need to know who you're talking to. What are their preferences, pain points, and goals? How do they use their phones and what networks do they have? You can use tools like surveys, analytics, and segmentation to gather insights about your audience and tailor your messages accordingly. For example, you can use different languages, tones, and offers for different segments based on their location, behavior, and interests.

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Jeremy Bergeron

Exec Ops (Chief of Staff) | Former Google (2x) | Host of Marketing Trends Podcast
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Testing and optimizing SMS messages for different devices and networks involves using a reliable SMS gateway, testing on multiple devices, optimizing message length, checking for delivery confirmation, tracking engagement rates, and testing different sending times. By taking these steps, businesses can ensure that their SMS messages are delivered effectively and efficiently to the intended recipients, resulting in higher engagement rates and better business outcomes.

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Carson Spitzke

2x Amazon Best Seller
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Know your audience inside and out. Who are they? What do they care about? Use surveys, analytics, and segmentation to gather insights. Adjust your SMS language, tone, and offers based on location, behavior, and interests. Tailoring your message to fit your audience’s preferences is the first step to crafting effective SMS campaigns.

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2 Write concise and clear messages

SMS messages have a limited space of 160 characters, so you need to make every word count. You want to convey your value proposition, call to action, and brand identity in a concise and clear way. Avoid jargon, slang, and abbreviations that might confuse your audience or make your message look spammy. Use punctuation, capitalization, and emojis to add clarity and emotion, but don't overdo it. Also, make sure your messages are relevant and timely, and don't send them too frequently or at inappropriate hours.

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Kaleigh Gregory

Founder & Digital Marketing Strategist | Elevating Brands through Purposeful Storytelling | Driving Growth with Intentional Strategies and Insightful Data
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Strategies for optimizing your SMS messaging to make the most out of the 160-character limit: To create effective SMS messages, communicate your value proposition and call-to-action concisely and clearly. Personalization can make your messages stand out. Segment your audience based on demographics, interests, or behavior for targeted and relevant messages. A clear call-to-action can drive desired responses. Opt-in and opt-out options build trust and compliance with regulations, such as the Telephone Consumer Protection Act, avoids legal troubles. By following these strategies, businesses can create SMS messages that engage their customers, drive results, and build stronger relationships.

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Carson Spitzke

2x Amazon Best Seller
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Keep it short and sharp. You’ve got 160 characters—use them wisely. Be clear about your value, CTA, and brand. Skip the jargon and confusing abbreviations. Use punctuation and emojis to add clarity, but don’t overdo it. Make sure your messages are relevant, timely, and never annoying. Less is more when it comes to SMS.

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3 Test your messages on different devices and networks

Not all devices and networks are created equal. Some might display your messages differently, truncate them, or charge extra fees. You need to test your messages on different devices and networks to ensure they look and work as intended. You can use tools like SMS simulators, emulators, or real devices to check how your messages appear on various screens and platforms. You can also use tools like short codes, long codes, or toll-free numbers to send your messages through different channels and compare the delivery rates, costs, and response rates.

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Carson Spitzke

2x Amazon Best Seller
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Test on everything. Different devices and networks can mess with your messages—truncating them or causing hidden fees. Use SMS simulators, emulators, or real devices to see how your texts look across platforms. Try short codes, long codes, and toll-free numbers to find what works best. Compare delivery rates, costs, and responses. The goal? Flawless delivery, every time.

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4 Optimize your messages based on feedback and data

Testing your messages is not enough. You also need to optimize them based on feedback and data. You can use tools like A/B testing, split testing, or multivariate testing to experiment with different versions of your messages and see which ones perform better. You can test different elements of your messages, such as the wording, the length, the tone, the offer, the timing, or the sender name. You can also use tools like tracking links, keywords, or codes to measure the results of your messages, such as the open rates, click-through rates, conversion rates, or revenue. You can then use the feedback and data to improve your messages and achieve your goals.

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Carson Spitzke

2x Amazon Best Seller
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Test, analyze, optimize—repeat. Use A/B testing to see which versions of your SMS perform best. Experiment with wording, length, tone, offers, timing, or sender names. Track open rates, clicks, conversions, and revenue with links and codes. Use the data to fine-tune your messages. Keep what works, ditch what doesn’t. This cycle is how you turn good messages into great ones.

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Ilan B.
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Adding dedicated short links or bitly links is an awesome way to gain quick insights on what’s working and what’s not working. You can even hack this kind of approach and use it as an a/b testing solution to identify optimisation opportunities, using content or promotional variations to engage your audience. Always test, no matter what. If you’re not testing you’re not learning.

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5 Follow the best practices and regulations

Finally, you need to follow the best practices and regulations for SMS marketing. You want to respect your audience's privacy and preferences, and comply with the laws and rules of your country and industry. You can use tools like opt-in forms, opt-out options, or consent confirmation to get permission from your audience and avoid spam complaints. You can also use tools like templates, guidelines, or checklists to ensure your messages are compliant with the standards and requirements of your network providers, regulators, or associations.

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Carson Spitzke

2x Amazon Best Seller
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Always play by the rules. Respect your audience’s privacy—get their permission with opt-ins and provide easy opt-outs. Use templates and checklists to stay compliant with legal and industry standards. Avoid spam complaints by sending only to those who’ve consented. Compliance isn’t just a box to tick—it’s about building trust and protecting your brand.

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Kia M.
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When it comes to privacy, things can quickly become tricky when handling sensitive consumer data. The best course of action to take when you are not an expert is to find someone who is. Third-party services often adhere to the various regulations for consumer data storage, not to mention depending on what industry you are in, there are specialty services such as HIPAA compliant focused companies. It helps to bring people on your team that have a HIPAA background as well, no matter what industry you are in. They can offer valuable insight based on their experience in the industry. Lastly, consult an attorney to ensure you haven't left any loopholes on your privacy policy. Be sure you choose an attorney who is well-versed in privacy.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you test and optimize your SMS messages for different devices and networks?

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1 Know your audience

2 Write concise and clear messages

3 Test your messages on different devices and networks

4 Optimize your messages based on feedback and data

5 Follow the best practices and regulations

6 Here’s what else to consider

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