---
title: Campaign Cadence and Content — RGM Training
url: https://realgrowthmatters.com/training/sms-marketing/campaign-cadence-and-content/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/sms-marketing/campaign-cadence-and-content/
---

[Home](../../../index.html) › [Training](../../index.html) › [SMS Marketing](../index.html) › Campaign Cadence and Content

RGM° · Training

# Campaign Cadence and Content

Fine line between revenue and opt-outs. Frequency, content, timing, segmentation, automation, testing.

### What you will learn

1. [Why cadence is the fine line](#why)
2. [Frequency benchmarks](#frequency)
3. [Content principles](#content)
4. [Timing](#timing)
5. [Segmentation](#segmentation)
6. [Automation](#automation)
7. [Testing](#testing)
8. [Advanced](#advanced)
9. [Mistakes](#mistakes)
10. [Checklist](#checklist)

## Why cadence matters

SMS is high-engagement but tolerance is low. Over-frequency = opt-outs and complaints. Under-frequency = revenue left on table. Cadence is the disciplined balance.

## Frequency

- 4–8 SMS / month for engaged subscribers typical.
- VIP tier 8–15 / month.
- Less engaged 2–4 / month.
- Total cap (email + SMS) considered.
- Industry varies (urgency-heavy higher; education lower).

## Content

- Hook within first 5 words.
- Brand identifier clear.
- Specific value (discount, drop, urgency).
- Single CTA.
- Link short.
- Compliance footer (STOP / HELP).
- Personalization where supports.

## Timing

- Time-zone-aware sends.
- 10am–7pm recipient time typical.
- Day-of-week considerations.
- Holiday and event awareness.
- Avoid news-cycle conflicts.

## Segmentation

- Engagement-based (active / lapsed).
- Behavioral (cart abandoners, browsers).
- Purchase history.
- VIP status.
- Geographic.
- Product category interest.

## Automation

- Welcome flow.
- Cart / browse abandonment.
- Post-purchase.
- Replenishment.
- Win-back.
- VIP-specific flows.
- Transactional alongside marketing.

## Testing

- Copy variations.
- Send timing.
- Incentive levels.
- Subject hook.
- CTA placement.
- VIP vs broad.

## Advanced

- Frequency capping cross-channel.
- Engagement-based frequency tiers.
- Time-zone awareness.
- VIP-specific cadence.
- Holiday and event aware.
- A/B testing program.
- Cohort engagement tracking.
- Cross-channel coordination.
- Annual cadence review.
- Opt-out trend monitoring.

## Mistakes

- Frequency uniform across segments.
- Time-zone ignored; bad-hour sends.
- VIP not differentiated.
- Holiday awareness absent.
- A/B testing skipped.
- Cohort engagement not tracked.
- Cross-channel coordination broken.
- Opt-out trend not monitored.
- Compliance footer omitted.
- Annual review skipped.

## Checklist

- Frequency capping cross-channel
- Engagement-based frequency tiers
- Time-zone awareness
- VIP-specific cadence
- Holiday and event aware
- A/B testing program
- Cohort engagement tracking
- Cross-channel coordination
- Compliance footer on every message
- Annual cadence review

## Sources and further reading

- Klaviyo SMS cadence benchmarks
- Attentive SMS benchmarks
- Postscript cadence research
- RGM Email Lifecycle cadence module
- Andrew Faris DTC SMS
- Common Thread Collective SMS playbooks
- TCPA timing guidance
- Marketing Brew SMS coverage
- MMA SMS guidelines
- RGM Email Lifecycle measurement module
- Twilio SMS benchmarks
- Recharge SMS integration

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Part of the [SMS Marketing](../index.html) series.