Expanding Your Audience with Spanish SMS
Discover how to incorporate Spanish texts into your SMS marketing campaigns to reach a wider audience.

The Hispanic population is the largest minority market in the U.S., and it leverages a lot of buying power. But if you’re not implementing SMS outreach in Spanish, you’re missing out on connecting with this big chunk of your consumer base.
Our guide addresses the importance of incorporating bilingual SMS campaigns into your marketing efforts to help capture your Spanish-speaking audience and expand your reach.
The Growth of Spanish-Speaking Audiences in the U.S.
The Hispanic community currently represents 20% of the U.S. population. In other words, one in five people in the U.S. is Hispanic. This population is expected to grow, with some predictions suggesting an estimated 75.8 million Spanish-speaking people will live in the U.S. by 2030.
As our country’s largest minority group, this demographic also holds a lot of spending power, currently estimated at $2.4 trillion, with projections putting it at $2.8 trillion by 2026.
The Hispanic community plays an important role in the U.S. economy, but marketing efforts often overlook or ignore this population entirely, leaving a lot of valuable engagement opportunities on the table.
Benefits of SMS Marketing for Spanish-Speaking Customers
Sending SMS texts in Spanish to your consumers who speak the language is a powerful marketing strategy. Here’s why Spanish SMS matters:
- Reach Overlooked Audiences: Engage with consumers often missed by English-only campaigns.
- Build Trust and Loyalty: Communicate authentically to foster deeper relationships.
- Strengthen Representation: Show customers they are seen, heard, and valued.
- Create Curated Content: Tailor messages that align with their unique interests.
- Encourage Brand Loyalty: Spanish-speaking customers are likelier to choose a brand that respects their identity.
Tap a larger audience by connecting with Spanish-speaking consumers in their preferred language. Show respect for their culture and build stronger connections that set your brand apart.
Getting Started with SMS Marketing for Spanish-Speaking Customers
There’s more to SMS outreach in Spanish than just running your English content through a translator. To create effective marketing content that truly resonates with this demographic, you must take the time to learn about its language, culture, and values.
Understanding Cultural Nuances in SMS Communication
While bilingual SMS campaigns allow you to interact with your Spanish-speaking customers, you don’t want to unintentionally offend them due to poor translation or cultural misunderstanding.
That’s why it’s so essential to practice cultural sensitivity. Learning about cultural nuances and cultural appropriation can help you create compelling, relatable messages that don’t get lost in translation.
Tips for Crafting Effective SMS Campaigns in Spanish
To create impactful SMS campaigns for Spanish-speaking audiences, you must go beyond translation and truly connect with your audience. Here’s how:

- Understand Your Audience: Conduct surveys, request feedback, and foster two-way communication to learn about your audience’s preferences, behaviors, and interests. Tailor your messages to address their specific wants and needs.
- Respect Cultural Nuances: Dive into cultural intricacies, including regional traditions, slang, and vernacular. This knowledge helps ensure your messages feel authentic and relevant.
- Perfect Your Translations: Use advanced translation tools, but don’t stop there. Have a native Spanish speaker review and refine your content. Go beyond direct translations by practicing transcreation—adapting style, tone, and intent to resonate deeply with your audience.
By prioritizing authenticity and cultural sensitivity, you can create SMS campaigns that engage and build lasting trust with your Spanish-speaking customers.
Top Strategies for Effective SMS Outreach in Spanish
Next, let’s review some SMS marketing strategies for Spanish speakers, which can help boost customer engagement and drive conversion rates.
Personalizing SMS Content for a Bilingual Audience
Personalizing your SMS content is one surefire way to catch customers’ attention. There are many ways to personalize your messages in Spanish. For example, you could include your customer’s name, reference their purchasing history, or mention their location in the message. You could even send them customized texts on birthdays, special occasions, or holidays.
This shows your Spanish-speaking customers that you’ve taken the time to tailor your content to them and can also make them feel like more valued individuals. Studies show personalized SMS marketing can significantly improve engagement rates and boost sales.
Segmentation Techniques for Targeted Spanish SMS Campaigns
Chances are, not all of your customers speak Spanish, so it doesn’t make sense to send Spanish content to non-Spanish speaking customers and vice versa. Moreover, some of your Hispanic consumers may even prefer to receive marketing texts in English. That’s why it’s important to take advantage of customer segmentation.
Customer segmentation tools let you divide your audience into specific categories. For instance, you could separate your customers into two groups: those who prefer to receive Spanish texts and those who prefer English texts. This way, you can ensure your SMS content is translated into each group's preferred language.
You can also use these features to segment your audience further and create more targeted content. Let’s say you’re hosting a big sale at your storefront in San Diego and want to invite all your Spanish-speaking customers to live within a 30-mile radius. In this case, you could separate the Spanish language group into those living in the corresponding zip codes, excluding those outside your designated radius.
You can segment your audiences by demographics, location, preferences, and more, helping you send messages that appeal to specific customers.
Timing and Frequency: Best Practices for SMS Engagement
Sending continuous Spanish SMS marketing texts to your customers at all hours of the day will not do you any favors. Your customers will likely get annoyed and opt out of your marketing campaign altogether.
Therefore, it’s important to remember when you’re texting and how often. The Telephone Consumer Protection Act (TCPA) sets quiet hours after 9 p.m. and before 8 a.m. in the recipient’s time zone, so don’t send texts outside those hours to avoid penalties. As for the best time to send SMS marketing texts, some recommend sending them between 7 p.m. and 9 p.m. However, you can always use your analytics tools to track and monitor when your texts receive the most engagement and experiment with sending them out at those times.
Also, avoid sending multiple texts a day and multiple times a week. Even if you’re sending relevant marketing messages, your customers will start tuning out your content if you send messages too often. We recommend sticking to once a week to prevent overwhelming your customers.
Key Metrics to Track for Spanish SMS Campaigns
SMS marketing platforms have analytics and reporting dashboards that gather data about your campaigns to help you track their performance.
The following are some key metrics to track for your Spanish SMS marketing campaigns:

Open rate
How many Spanish-speaking recipients opened your texts?

Click-through rate (CTR)
How many recipients clicked on the links in your texts?

Response rate
How many recipients responded to your text?

Conversion rate
How many recipients followed your intended CTA, like purchasing or completing a survey?

Unsubscribe rate
How many recipients decided to opt out of your marketing program?
How to Adjust Campaigns Based on Performance Data
Once you’ve accumulated some performance data on your bilingual SMS campaigns, experiment with specific elements to fine-tune your approach.
For instance, choose a different time or day to send your messages to determine if it impacts your open rates. Or, adjust your call to action and see if it increases your conversion numbers. You can even play with your customer segmentation groups to see what generates the most engagement.
Start Sending Spanish SMS Messages with EZ Texting
At EZ Texting, our SMS marketing platform supports the Spanish language, allowing you to communicate with your Spanish-speaking audience easily. We also offer a wide range of tools to help you create effective marketing campaigns, such as our AI Compose, which uses AI technology to craft compelling content, and Automated Text Software, which automatically sends timely and relevant messages.
Contact us today to learn more about how our SMS platform can help you reach a wider audience. Happy texting!
FAQs
The top benefit of sending SMS marketing to Spanish-speaking customers is that it helps you engage with this specific demographic. By sending texts in their preferred language, you’re opening up an opportunity to interact with them, which might not happen if you only sent them SMS texts in English. Therefore, you can boost engagement with Spanish SMS messages, help strengthen customer relationships, and encourage brand loyalty.
To ensure your SMS messages are culturally appropriate, we recommend hiring a professional translator to review your content. This translator should understand cultural nuances, review the dialect and tone of each message, and check for grammatical errors.
You must also take the time to learn about your Spanish-speaking customers and their culture, customs, and values. This can help you discover what’s appropriate and what’s not so you can potentially avoid any messy situations.
Your SMS marketing platform will have various tools to personalize your messages in Spanish.
For example, a custom field tool allows you to insert specific customer information, such as their names, locations, or birthdays. You can also use automated text features to send personalized updates and reminders to specific customers about upcoming events or appointments.
The most successful SMS marketing strategies for Spanish speakers are culturally sensitive. They are culturally appropriate and use the correct dialect that resonates with your Spanish-speaking audience. These marketing efforts may also incorporate holidays, themes, or traditions relevant to the culture. What’s more, the most successful strategies involve personalized content that resonates with individual Spanish speakers.
Yes, you can run SMS campaigns in different languages simultaneously.
See other resources related to: