According to conventional marketing knowledge, the optimal time to send an SMS is when your target audience is most likely to notice it. Fortunately, it is virtually always the case with SMS. People always carry their cell phones with them, day, and night. Because an SMS message pings their phone immediately, individuals are considerably more likely to view a text message than an email. That is the strength of SMS marketing. There is, however, one caveat: just because you can text at any moment does not mean you should. The distinction between effective communication and simply sending a text message into the vacuum is determined by timing.