Level Up Your Marketing Game: SMS Marketing for Ghana’s Older Generation

SMS marketing, or “text message marketing” as some people like to call it, is basically using text messages to promote products, services, or just about anything to your target audience. It’s like sliding into your friend’s DMs but for businesses and brands.

Are you ready to discover a golden opportunity to connect with one of Ghana’s most influential and often underestimated consumer groups – our wise folks aged between 40 and 70? If you thought SMS marketing was just for youngsters, think again! In this tech-savvy era, our older generation has embraced smartphones and texting, making SMS marketing an effective and efficient way to engage and convert.

Why SMS Marketing?

Before we dive in, you might wonder, “Why SMS marketing?” Well, my friends, it’s all about meeting your audience where they are. According to the National Communications Authority, Ghana’s mobile phone penetration is about 143.38% as of 2021. That’s right – more mobile phones than people! And guess what, SMS is one feature that every mobile phone user, young or old, knows and loves.

Getting Started

  1. Know Your Audience: First things first, understand who you’re talking to. Our older generation values respect and courtesy. Use polite language, like “Dear” or “Mr./Mrs.,” in your messages. Show them you appreciate their wisdom and experience.
  2. Craft Clear Messages: Keep your messages simple, concise, and free from abbreviations or slang. Make sure the message is easy to understand and gets straight to the point.
  3. Timing is Everything: Schedule your messages at appropriate times. Avoid sending SMS late at night or too early in the morning. A good rule of thumb is between 9 AM and 7 PM.
  4. Personalization: Make your audience feel special by addressing them by their name in the SMS. Personalized messages have a higher chance of getting a response.

Content That Clicks

  1. Value Proposition: Let them know what’s in it for them right from the start. Are you offering a discount, sharing valuable information, or sending birthday wishes? Make it clear.
  2. Limited Characters: SMS has character limits. Be concise, and make every word count. If you’re sending a link, use URL shorteners to save space.

Opt-Out Option

  1. Respect Their Choice: Always include an option for recipients to opt out of your messages. It’s not just good practice; it’s a legal requirement.

Keep It Legal

  1. Obey the Law: Familiarize yourself with Ghana’s data protection laws, such as the Data Protection Act, to ensure you’re compliant. Always get consent before sending marketing messages.

Test and Improve

  1. Feedback is Gold: Encourage recipients to provide feedback. They might have valuable insights to share.
  2. Analyze Results: Use analytics to track the success of your SMS campaigns. Adjust your strategy based on what works best for your audience.


Imagine getting a text from your favourite clothing store about a flash sale this weekend, or a message from a pizza place offering a sweet deal on your favourite slice. That’s SMS marketing in action! It’s all about sending short, snappy, and attention-grabbing messages right to people’s phones to get them excited and engaged with your business.

So there you have it, folks! SMS marketing isn’t just for the young guns. It’s a powerful tool to connect with our older, wiser generation. Show them respect, offer value, and follow the rules. With the right approach, you’ll be amazed at the positive response you can achieve. Level up your marketing game and tap into the wisdom of Ghana’s golden generation!

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