Every brand today is fighting for attention. They need quick attention, traffic, and revenue. They use email marketing, social media ads, push notifications, and AI-driven chatbots to attract the right audience. But they often forget SMS marketing. Yes, that’s right. SMS marketing is still effective.
I won’t say it is one of the most used and wanted marketing strategies, but it’s still an effective marketing technique for some businesses.
In this guide, we’ll break down what SMS marketing is, how it works, why it’s so powerful, and how to use it to build real relationships.
What Is SMS Marketing?
SMS (Short Message Service) marketing is sending text messages to customers or prospects to promote products, share information, or build engagement. These aren’t your daily random texts. They’re permission-based, meaning people have opted in to receive them. Also, these text messages are personalized carefully so readers can read and take the necessary steps.
There are two main types of SMS marketing messages:
- Promotional messages: Used to drive action. For example, “Get 15% off today only—tap to claim.” They’re designed to boost sales, increase visits, or remind people of limited-time offers.
- Transactional messages: These are informational texts sent after a customer takes an action, such as “Your order has shipped” or “Your appointment is confirmed for tomorrow.”
What makes SMS stand out the most? SMS stands out due to its reach and immediacy. Unlike emails that sit unopened or social ads buried in feeds, SMS messages land straight on a user’s phone screen—and 98% of them are read within minutes.
Why Businesses Use SMS Marketing
Customers ignore most emails and ads. SMS cuts through that noise.
Here’s why businesses rely on it:
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Insane Open Rates: While email open rates average around 25%, SMS boasts open rates above 90%.
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Speed: Messages are delivered instantly, and responses often come within minutes.
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Simplicity: You don’t need fancy visuals or design templates—just clear, compelling text.
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Reach: Works on every phone; no app or internet is required.
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Versatility: From retail discounts to service reminders, SMS adapts to nearly every industry.
It’s also one of the most affordable marketing tools. For small and medium businesses, it offers a high ROI without heavy ad spending or complex setup.
For example, local restaurants use SMS to share daily specials, eCommerce brands send restock alerts, and salons remind customers of upcoming appointments, all leading to higher retention and repeat business.
How SMS Marketing Works
Setting up SMS marketing is easier than most think, but it requires structure and compliance. Here’s how the process usually flows:
1. Collect Contacts
You can’t just start texting people. You must have explicit consent. Build your list through website sign-up forms, checkout opt-ins, or keyword campaigns like “Text JOIN to 12345.” Always explain what users will receive and how often.
2. Choose the Right SMS Platform
Look for tools like Bigly Sales, EZ Texting, or Twilio that let you send bulk texts, automate workflows, and track metrics. Integration with your CRM or eCommerce platform makes things seamless.
3. Segment Your Audience
Not all customers want the same message. Group them by purchase behavior, demographics, or engagement level. This strategy ensures relevance—sending “new arrivals” texts to active buyers instead of inactive ones, for example.
4. Write and Schedule Messages
Timing matters. Most marketers find the best engagement between 10 AM and 8 PM. Avoid sending too early or too late. Test and refine your timing for each audience.
5. Track and Optimize
Review data on delivery, clicks, and conversions. Determine which types of messages receive the most favorable response and make adjustments accordingly.
When done consistently, SMS becomes a self-sustaining marketing loop—one where you can track every click, reply, and sale.
Types of SMS Campaigns
SMS campaigns fall into a few key categories. Understanding each helps you plan content better.
- Promotional Campaigns: Used for discounts, product launches, or event announcements. Example: “Your favorite sneakers just dropped! Shop now before they sell out.”
- Transactional Messages: Triggered by user actions—confirming orders, deliveries, or bookings. These build trust and reduce customer anxiety.
- Customer Engagement Campaigns: Include loyalty program updates, satisfaction surveys, or special rewards for repeat buyers. Example: “You’ve earned 100 loyalty points! Redeem them before they expire.”
- Reminder Campaigns: Send appointment confirmations, payment reminders, or renewal notices. These improve attendance and reduce cancellations.
Mixing these types keeps your audience interested and avoids fatigue.
Crafting Effective SMS Messages
Every character counts in SMS. The challenge is to say something valuable in under 160 characters.
Here’s what makes a text message effective:
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Clarity: Get to the point. Avoid long intros or marketing jargon.
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Personalization: Use names or reference past actions. (“Hey Alex, your car service is due tomorrow!”)
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Value: Make sure every message gives something useful—a deal, a reminder, or helpful info.
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Urgency: Limited-time offers perform better. (“Only today” or “Ends at midnight.”)
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CTA: Always end with a clear call to action— “Tap to shop,” “Reply YES,” or “Book now.”
Example: “Hey Emily, new arrivals just dropped! Take 10% off today only. Tap to shop: [link]”
Avoid abbreviations that look spammy, ALL CAPS, or excessive punctuation. Customers respond to authenticity and relevance—not hype.
Compliance and Best Practices
Regulators heavily regulate SMS marketing for a good reason—nobody enjoys receiving unsolicited texts.
In the US, TCPA (Telephone Consumer Protection Act) and the CAN-SPAM Act govern SMS communications. In Canada, CASL applies, and in the EU, GDPR covers it.
Key compliance points include:
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Opt-in first: Never text without consent.
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Provide an opt-out: Every message must include a way to unsubscribe (e.g., “Reply STOP to unsubscribe”).
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Respect quiet hours: Typically, avoid sending texts before 8 AM or after 9 PM in the recipient’s time zone.
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Maintain records: Keep proof of consent and opt-out logs.
Following these rules protects you legally and maintains your brand’s reputation. Consumers are more likely to engage with brands they trust and compliance builds that trust.
Measuring SMS Campaign Success
Like any marketing effort, SMS should be data-driven. Tracking metrics helps you understand what’s working and what needs improvement.
Key metrics include
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Delivery Rate: Percentage of messages successfully delivered. A low rate often means outdated numbers or carrier issues.
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Open Rate: Almost always high, but track trends over time.
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Click-Through Rate (CTR): How many people clicked on your link. This shows real engagement.
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Conversion Rate: How many actions (purchases, signups, etc.) resulted from your texts?
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Opt-Out Rate: If this spikes, you’re texting too frequently or without enough value.
Regular A/B testing also helps. Experiment with message length, CTA placement, or send times. Over a few months, small optimizations can double your conversion rate.
Common Mistakes to Avoid
Even experienced marketers make SMS blunders. A few to watch for:
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Overtexting: Sending messages too frequently leads to unsubscribes.
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Generic Messaging: One-size-fits-all texts feel robotic. Segment your audience for better engagement.
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Ignoring Compliance: Non-compliance can lead to heavy fines.
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Poor Timing: Sending at the wrong time (like 6 AM on a weekend) kills conversions.
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No Follow-Up Strategy: Don’t just send offers—mix in thank-you texts, feedback requests, and reminders to keep engagement steady.
The best SMS strategies combine discipline, personalization, and respect for the user.
Tools and Platforms for SMS Marketing
Choosing the right platform determines your success. A good SMS tool should allow automation, personalization, analytics, and integration with other systems.
Popular options include:
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Twilio: API-based and excellent for developers or large-scale automation.
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Bigly Sales: Combines SMS with AI calling and CRM automation for outbound sales and customer engagement.
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EZ Texting: User-friendly and perfect for small businesses.
When evaluating platforms, look for features like two-way messaging, list segmentation, reporting dashboards, and compliance management.
Combining SMS with Other Channels
SMS doesn’t have to replace other marketing efforts—it complements them.
You can pair SMS with email by sending a reminder text after an email blast. Combine it with social media to drive traffic to posts or campaigns. Or integrate SMS with AI chatbots for two-way, automated conversations that feel personal.
For example, send an SMS when a new product launches, then follow up with a chatbot that answers FAQs about it in real time.
This approach boosts engagement and gives customers a unified brand experience across every touchpoint.
Conclusion
SMS marketing is one of the few channels that allows businesses to reach people instantly and personally. It’s affordable, measurable, and effective when done with care.
Start small: build a compliant list, send value-packed messages, and test your approach. Over time, you’ll find that SMS doesn’t just boost conversions—it builds stronger, more human relationships with customers.
Your audience checks their phones over 100 times a day. The question is, will one of those moments belong to your brand?
FAQs
1: How often should I text my subscribers?
Once or twice a week is ideal for most businesses. Consistency matters more than frequency. Always send value—if you don’t have something useful to share, don’t text just to stay visible.
2: Do I need consent for every SMS campaign?
Yes, consent is non-negotiable. Each subscriber must opt in explicitly, and you should store proof of that consent. Sending unsolicited messages can lead to penalties under TCPA or GDPR.
3: Can SMS marketing be automated?
Absolutely. Most modern SMS platforms let you set automated triggers—like welcome texts after sign-up, abandoned cart reminders, or post-purchase follow-ups. Automation saves time while keeping your communication timely and relevant.
4: What’s the difference between SMS and MMS marketing?
SMS is text-only, limited to 160 characters. MMS (Multimedia Messaging Service) allows you to include images, videos, or GIFs. MMS costs more per message but can increase engagement for visual campaigns like product launches or event invites.
5: How can I make my SMS campaigns more effective?
Focus on personalization, timing, and clarity. Add trackable links, use strong CTAs, and analyze your metrics regularly. The more tailored and consistent your messages are, the higher your conversion rates will be.
Photo by Alicia Christin Gerald on Unsplash
