Maximizing SMS Deliverability: Best Practices for High-Volume Campaigns This Holiday Season

SMS is one of the most effective ways to reach customers in real-time, and the holiday season is the busiest time of year for mobile engagement. As send volumes spike, even minor deliverability issues can have a significant impact on revenue.

Listrak’s SMS Operations Team recommends these best practices to help brands maintain strong deliverability, protect program performance, and provide a seamless subscriber experience during this critical period.

1. Avoid Peak Send Times

Timing matters and is especially important during the holidays, when subscribers are getting more messages than ever. Many brands schedule sends at the top of the hour – particularly 9:00 and 10:00 AM ET. To avoid congestion and improve delivery rates, our experts recommend:

• Sending 15 minutes before the hour to avoid traffic spikes
• Alternatively, scheduling sends 5–30 minutes after the hour
• Avoid sending before 8:00 AM to respect quiet hours and subscriber experience
  

2. Keep MMS File Sizes Small

Large MMS files can slow or block delivery. During the holiday rush, every second counts, so keep file sizes at or below 250KB to ensure smooth transmission across all carriers.

3. Use Time Zone Optimization

Delivering messages based on the subscriber’s local time boosts engagement and prevents delays. During the holidays, it can mean the difference between a purchase and a missed opportunity. Stagger sends across time zones to avoid bottlenecks.

4. Respect Quiet Hours

Quiet hours typically run 8:00 PM–8:00 AM local time. Sending during these hours can hurt compliance and negatively impact the subscriber experience, especially when consumers are overwhelmed with holiday promotions. If you’re not using time zone optimization:

• Narrow your send window to 12:00 PM–8:00 PM ET
• Follow state-specific rules, such as Texas’ extended quiet hours: 9:00 PM–9:00 AM Monday–Saturday, and 12:00 PM–8:00 PM on Sundays and holidays

Observing quiet hours helps maintain subscriber trust and keeps messages out of spam folders during peak season.

Stay Compliant and Informed

Before the holiday rush, review your mobile program to ensure it aligns with the latest compliance standards. Deliverability is the foundation of a successful SMS program, and during the holidays, it’s more important than ever to ensure your messages reach subscribers. For additional resources and expert guidance, visit the Listrak Help Center.