SMS is still the channel Kenyan customers read most. Messages are opened within minutes, work on every phone and need no data bundle. Done well, SMS marketing brings customers back; done badly, it gets your sender ID blocked. This guide covers the essentials.
1. Build an opt-in list
Collect numbers with consent: at checkout, on your website, at events, or with a “text JOIN to” short code. Record when and how each person opted in. Kenya’s Data Protection Act requires a lawful basis for marketing messages — see SMS marketing and the Data Protection Act.
2. Segment before you send
Group contacts by location, purchase history, branch or interest. A message that’s relevant gets responses; the same message to everyone gets opt-outs.
3. Write messages that convert
- Lead with the offer or the news.
- Personalise with the customer’s name.
- One clear call to action: call, visit, reply, pay or click.
- A deadline creates urgency: “until Sunday”.
- Stay under 160 characters and include an opt-out.
Need inspiration? Use our 25 SMS marketing templates.
4. Send at the right time
Mid-morning and early evening on weekdays usually work well; avoid late-night sends. Month-end, when many people are paid, suits retail offers. Test and compare.
5. Use a recognisable sender ID
Customers trust messages from a brand name they know. Register one with sender ID registration.
6. Measure results
- Delivery rate from delivery reports.
- Response: replies, calls, redemptions of a unique code, or clicks on a tracked link.
- Opt-outs per campaign — a spike means the message or audience was wrong.
- Revenue per campaign compared with its SMS cost.
7. Know the cost
Estimate campaign costs with the SMS cost calculator. Promotional messages go to people on Do Not Disturb less reliably than alerts, so clean lists and consent matter for both cost and delivery. See transactional vs promotional SMS.
SMS marketing ideas by industry
- Retail: weekend offers, new stock, loyalty rewards.
- Restaurants: lunch deals, event nights.
- Schools: fee and event reminders.
- Churches: service updates and events.
- Clinics: check-up and vaccination reminders.
Start sending with Connect Media
Create an account — no minimum top-up, credit that never expires, and SMS from KES 1.0 to Safaricom, Airtel and Telkom numbers. Questions? Call +254 707 339 945 or email info@connectmedia.co.ke.
More: building an opt-in list · reducing opt-outs · links in SMS
Measure and improve: SMS campaign ROI · A/B testing SMS · best time to send SMS
Frequently asked questions
Is SMS marketing legal in Kenya?
Yes, when recipients have consented and every promotional message includes a way to opt out, in line with Kenya's Data Protection Act.
What is the best time to send marketing SMS in Kenya?
Mid-morning and early evening on weekdays usually perform well. Avoid late-night sends and test different times for your audience.
How much does an SMS marketing campaign cost?
Multiply the number of recipients by the SMS parts per message and your per-SMS rate. With Connect Media, 10,000 single-part SMS cost about KES 10,000.