# Best Practices for SMS Campaigns

Marketing Engine helps you to  avoid unexpected charges and maximize the campaign performance. Please refer to the below poinst for your reference.

1. **Preview Character Count & Units:**\
   Always review the messaging unit count shown in the UI — slight adjustments in length can reduce overall cost.
2. **Avoid Unicode Where Possible:**\
   Emojis and special characters trigger Unicode encoding, reducing how much can fit in a single unit. Stick to plain text when possible.
3. **Use Short, Action-Oriented Language:**\
   Keep messages concise with a clear CTA (e.g., “Buy Tickets,” “Claim Offer”).
4. **Shorten URLs:**\
   Use shortened links to **reduce character count** and enable **click tracking**. This is especially important when promoting ticket sales, offers, or landing pages.
5. **Schedule Sends Strategically:**\
   Target ideal engagement windows (like late mornings or early evenings) to improve performance and avoid resends.
6. **Monitor Message Logs Post-Send:**\
   Review delivery reports and message breakdowns by unit to optimize future campaigns and manage cost transparency.