Quick Summary

SMS marketing is one of the most effective ways to reach and engage customers directly. With 7.2 billion smartphones in use worldwide, text messaging offers unmatched immediacy and visibility—outperforming email, phone calls, and many digital ads. Whether you're just starting or looking to refine your strategy, this guide will help you build SMS campaigns that drive real results.

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What is SMS Marketing?

SMS marketing is a strategy that uses text messages to send promotions, updates, and alerts to customers.

"SMS" stands for Short Message Service, and texts are typically 160 characters or less. These can include links, emojis, and clickable phone numbers.

There are two main types of SMS messages:

• Campaign messages: Sent to a group. Used for promotions, news, or product updates.
• Transactional messages: Sent one-on-one. Triggered by customer actions like order confirmations or abandoned carts.

SMS marketing became popular in the early 2000s. By 2002, over 250 billion texts were sent worldwide. Today, businesses in every industry use SMS to connect with their audience quickly and directly.

Why Use SMS Marketing? 

Choosing the right marketing platform takes time, money, and careful planning. If a strategy doesn’t deliver results, it can waste resources and slow down growth. That’s why businesses should use SMS marketing. It’s cost-effective, simple to implement, and delivers fast, measurable results—whether you're trying to reach new customers, engage current ones, or drive more revenue.

Here’s what makes SMS marketing so effective:

Has the Best Engagement Rate of Any Marketing Platform

Compared to other channels, SMS consistently outperforms. Emails often go unread for days. Phone calls get ignored. But texts? Most are read within minutes. That immediacy gives SMS a huge advantage—and makes it a powerful way to cut through the noise.

It’s Easy to Track

Effective marketing requires constant measurement. Good news: SMS campaigns are easy to track when you're using a texting platform with built-in analytics. You can monitor delivery rates, clicks, opt-outs, and conversions to see what’s working and adjust quickly.

Pro Tip: Already using Salesmsg? Use our analytics to double down on high-performing SMS campaigns—and cut what isn’t working.

Increases Customer Engagement

Texting is one of the simplest ways to stay connected with your audience. Whether you're promoting a new offer, sending appointment reminders, or linking to your social profiles, SMS keeps your brand top-of-mind.

Plus, it works across the customer journey—from awareness to loyalty. You can tailor your messages based on where someone is in the funnel, which makes your communication more relevant and effective.

Pro Tip: You can tailor-fit your SMS broadcasts to specific audiences, just by segmenting your list. Watch our video below to see how you can build a SMS broadcast like this with Salesmsg.

Offers Unmatched Accessibility

People are rarely without their phones. Some never go longer than a few hours without checking them. That means SMS gives you unmatched access—allowing you to reach your customers wherever they are, whenever you need to.

And because texting doesn’t depend on algorithms or app engagement, it gives you a direct line to your audience.

Helps You Learn More About Your Customers

Great marketing starts with understanding your audience. With SMS, you can collect feedback quickly through short surveys or polls. Ask customers what they need, what they think of your service, or even about their preferences and habits.

Pro Tip: Start with one-question polls or quick feedback links—lower effort means higher response rates.

Gives Customers Control

Giving your customers choices can help with your branding. This enables them to personalize their experience with your brand to fit their lifestyle better. With SMS marketing, you always give them the option to opt-in or opt-out of your texting. (It's required by law in the U.S., but also a best practice for engagement.)

This builds trust and shows respect for their time and preferences, which goes a long way toward building lasting relationships.

Works Seamlessly With Other Channels

SMS doesn’t replace your other marketing strategies—it enhances them. You can pair text messages with email campaigns, social media posts, or even direct mail. This kind of cross-channel coordination helps reinforce your message and drive better results.

‍Pro Tip: Use SMS to boost engagement across platforms—like reminding users to check an email or register for a webinar.

What Types of SMS Campaigns Can You Send?

Understanding the types of SMS marketing campaigns can help you create more targeted and effective marketing strategies. Here are the most common types used across industries:

1. Promotional SMS Campaigns

These are time-sensitive text messages used to promote sales, product launches, flash sales, and promo codes. The goal is to boost sales and create urgency. Promotional SMS marketing campaigns are great for reaching your audience instantly with a short, direct marketing message.

2. Transactional SMS

These are one-on-one messages triggered by customer actions, such as order confirmations, shipping notifications, password resets, or billing alerts. Transactional messages ensure customers are informed at every stage of their journey.

3. Event Reminders

Perfect for sending appointment reminders, webinar invites, or product launch alerts. These help reduce no-shows and keep your audience engaged with timely and relevant messages.

4. Surveys and Feedback Requests

Collecting customer feedback is crucial. Send text surveys post-purchase or after customer support interactions to learn about their experience. You can even use tools like Google Forms or links to integrate feedback collection seamlessly.

5. Loyalty and Rewards

Reward your SMS subscribers with personalized messages, loyalty points, birthday discounts, or VIP access. These types of SMS campaigns help build customer loyalty and repeat business.

6. Onboarding and Welcome Messages

Help new subscribers feel at home with welcome messages that introduce your brand, share important links, or highlight features. These are great for guiding users through the next steps and ensuring they stay engaged.

How Can You Get Started With SMS Marketing?

SMS marketing is simple to launch—but only when you have a clear strategy. If you’re new to SMS campaigns, here’s how to get started with confidence.

Set Realistic Goals

Before you write a single message, you need to know what you're trying to achieve. Without clear goals, it’s impossible to choose the right message type, timing, or even a service provider.

Start by identifying your objectives. For example, do you want to:

• Attract new customers?
• Retain existing ones?
• Recover abandoned carts?
• Promote a flash sale or special offer?

You can pursue more than one goal—but prioritize them. Trying to do too much at once will dilute your results.

Segment Your Target Audience

Sending the same text message to everyone on your list isn’t just ineffective—it can hurt your brand. Today’s customers expect relevant, personalized content. That starts with segmentation.

Here’s how to segment your list:

• Define customer personas. Who are you targeting?
• Choose segmentation criteria, such as:
  ‍
  • Demographics (age, location, gender, language)
  • Behaviors (purchase or browsing habits)
  • Interests (liked pages, products)
  • Psychographics (values, attitudes, lifestyle)
• Analyze your data. Use surveys, feedback, or customer profiles to gather insights.
• Group your audience based on these attributes to tailor your messages accordingly.

Pro Tip: Segmentation allows you to speak directly to the needs and motivations of different customer groups.

Include a Strong Call to Action

A clear, compelling call to action (CTA) is what turns a message into a result. After reading your text, your potential customer should know exactly what to do next.

Your CTA might prompt them to:

• Visit your website
• Book an appointment
• Call your store
• Redeem a promo code

Whatever the action, keep your CTA short and direct. Avoid ambiguity—confused customers won’t take action, and they might disengage altogether.

Pro Tip: Look at high-performing SMS campaigns in your industry to see how they use CTAs effectively.

Create Clear Value

Even with permission to text, your messages need to earn attention. That means offering clear, timely value.

Think about what your audience needs right now. Examples include:

• A discount for price-sensitive buyers
• Early access to a new launch
• A helpful tip tied to your product or service

Also consider timing. Don’t send texts when customers are sleeping or buried in meetings—they’ll ignore or delete them.

Pro Tip: Tie your value to a specific pain point your audience is facing. That’s what drives urgency.

Track Your Metrics

You can’t improve what you don’t measure. Start every campaign with baseline metrics, and monitor performance as you go.

Track key indicators like:

• Churn rate: How many subscribers opt out
• List growth: How many join your list over time
• Redemption rate: How many take action (click, buy, reply)
• Cost per redeeming subscriber: The cost to drive each meaningful conversion

Pro Tip: Use these insights to refine future campaigns—optimize timing, message content, and targeting.

What Are the Best SMS Practices?

To maximize results, follow these essential SMS marketing best practices:

1. Get Permission

Only send text messages to customers who have opted in for your SMS list. It’s not just ethical—it’s the law in the U.S. Always provide a clear opt-out option in every marketing text message.

2. Personalize Your Messages

Use your SMS marketing software to include names, location-based offers, or preferences to deliver personalized messages that increase conversions.

3. Send at the Right Time

Avoid too many messages or sending them during odd hours. Respect your users’ time and test to find the best windows to reach customers.

4. Keep Messages Short and Clear

Your entire message should ideally be under 160 characters. Include a strong CTA, like a link to your promo codes, survey, or booking page.

5. Stay compliant

Go through 10DLC compliance. Follow regulations like TCPA and GDPR. Failing to comply can cost your brand more than just fines—it can damage your reputation. 

Pro Tip: If you're using our texting platform, we have compliance built right into our Salesmsg app. We make it as easy as possible for you, so you can focus your energy on SMS marketing—not compliance.

What Are the Mistakes to Avoid?

Now that you know the dos in making an SMS marketing campaign, let's talk about the don'ts. Avoiding common SMS mistakes is just as important—especially for newer businesses working with limited resources. Missteps can damage your brand, frustrate your audience, and undercut your results.

Here are the most common mistakes to avoid:

Sending Unwanted Texts

Unlike email, there’s no subject line preview. If you send a text, it lands directly on someone’s phone—and they’ll see it whether they want to or not.

That’s why relevance matters. If your messages feel intrusive or out of touch, customers will opt out fast.

To avoid sending unwanted texts:

• Understand your audience’s needs, preferences, and timing.
• Think like your customer: What kind of message would feel helpful, not annoying?
• Time your sends thoughtfully. For example, a Friday afternoon restaurant promo feels timely; a 7 AM food offer doesn’t.

Pro Tip: Customers sign up for value. Deliver helpful messages, not just messages.

Sending Untimely Messages

Bad timing can kill even the best message. Nobody wants a 2 AM text—no matter how good the offer is.

The ideal timing varies based on your audience and industry. Start by mirroring your email send times, then test and optimize. Try:

• A/B testing different days and times
• Tracking engagement patterns
• Avoiding early mornings, late nights, and weekends (unless your business is relevant during those hours)

Pro Tip: Mid-morning and mid-afternoon on weekdays often perform best. But let your data guide you.

Sending Texts Without a Strategy

Sending messages just to stay “active” can backfire. Without a clear goal or alignment with your broader marketing plan, SMS becomes noise.

Instead, integrate your SMS strategy with your existing marketing calendar. Align your texts with:

• Content themes
• Social media campaigns
• Product launches or promotions

Also, use automation to enhance consistency. For example, send an SMS follow-up if someone doesn’t open your email, or remind them about a limited-time offer before it expires.

Pro Tip: Let automation handle the timing—so you can stay focused on SMS message quality.

Not Staying On Brand

Texting is personal. It’s how people talk to friends and family—so your tone matters.

Your messages should reflect your brand’s voice, not feel robotic or out of character. If your brand is casual and friendly, your texts should be too. If it’s more formal and professional, keep it that way.

Avoid switching styles or using generic language that doesn’t sound like you.

Pro Tip: Use our AI Texting Assistant inside Salesmsg to craft messages, adjust tone, or clean up your grammar—without starting from scratch.

Forgetting the Call to Action (CTA)

Even a great message falls flat without a next step. If you don’t include a CTA, the reader won’t know what to do.

Always include a clear, concise CTA, such as:

• “Shop now”
• “Claim your discount”
• “Reply YES to confirm”
• “Tap here to book your spot”

Make the CTA obvious and easy to follow. The goal is to guide action, not leave your audience guessing.

Pro Tip: Every text should answer the question: What do I want my customer to do next after reading this?

Takeaway Points

SMS marketing offers many benefits to businesses and can even catapult your business into its long-term success. But reaching those milestones isn't easy because you have to spend time and effort to form an effective SMS marketing from scratch.

If you don't know how to create an SMS marketing campaign for your business, use this article as your guide. Here, we've discussed all the information you'll need to create a successful SMS marketing strategy. Follow all the tips mentioned here, and your business will eventually reap the many benefits of SMS marketing.

Ready to see the power of SMS marketing for yourself? Try Salesmsg free for 14 days today.

Frequently Asked Questions

What is SMS marketing used for?

SMS marketing is used to send promotional messages, appointment reminders, alerts, updates, and surveys directly to a customer’s phone.

Can I use SMS marketing for both B2C and B2B?

Yes! Whether you're targeting consumers or businesses, text marketing is effective across industries. SMS marketing works as a flexible communication channel.

Is SMS marketing effective?

Absolutely. Thanks to high open rates, quick responses, and better engagement than marketing emails, SMS remains one of the best SMS strategies today.

What is the best time to send an SMS marketing message?

Weekdays between 10 a.m. and 2 p.m. tend to perform best. Avoid late-night or early-morning sends to keep engagement high.

How do I grow my SMS subscriber list?

Use website pop-ups, social media, checkout opt-ins, and gated content to collect phone numbers and grow your list. For more details, check out our guide for building your SMS list.