What is SMS marketing?

SMS marketing

SMS marketing sends promotional text messages directly to customers' mobile phones. It's permission-based communication that reaches people where they're most attentive: their personal devices. When someone opts in to receive your texts, they're giving you access to a channel with near-instant visibility and response rates that other marketing methods can't match.

Unlike email that competes with dozens of other messages or social posts that algorithms may bury, a text notification demands attention. Most people check texts reflexively, often within minutes of hearing the buzz.

How SMS marketing works

The process starts with permission. Customers must explicitly opt in before you send marketing texts. This isn't optional; it's required by regulations like the TCPA in the United States.

Once someone subscribes, you can send them:

• Promotional messages announcing sales, sharing discount codes, or highlighting new products
• Transactional messages confirming orders, providing shipping updates, or verifying account activity
• Conversational messages inviting two-way dialogue for appointment scheduling, survey responses, or product questions

The 160-character limit forces clarity. You lead with value, include one clear call to action, and skip the preamble.

Why SMS marketing delivers results

Your customers carry their phones everywhere. Text messages arrive instantly and get read almost immediately, making SMS ideal for time-sensitive communication:

• Flash sales ending in hours reach customers when urgency matters
• Appointment reminders reduce no-shows
• Order confirmations build trust through transparency
• Back-in-stock alerts drive immediate purchases

SMS also feels personal. When someone invites you into the same space where they chat with friends and family, that's a privilege worth respecting with relevant, valuable content.

SMS vs. email: when to use each

SMS excels at urgency. Use it for flash sales, appointment reminders, shipping updates, and time-sensitive alerts. The immediacy justifies the interruption.

Email handles depth better. Product launches with detailed descriptions, newsletters with multiple sections, and content that benefits from images and formatting belong in the inbox.

The smartest approach combines both. Send an email announcing your weekend sale on Thursday, then follow up with a text reminder Saturday morning. Marketing automation makes this coordination seamless, triggering the right message on the right channel based on customer behavior.

Building an SMS marketing program

Start with clear opt-in. Collect phone numbers through checkout flows, website popups, or dedicated sign-up forms. Explain exactly what subscribers will receive and how often.

Segment from the beginning. A first-time buyer needs different messages than a loyal repeat customer. Someone who browsed winter coats shouldn't get the same text as someone who just purchased one. The same segmentation principles that improve email performance apply here.

Identify yourself immediately. "ACME: Your order shipped" works. A tracking link with no context gets ignored or reported as spam.

Include an easy opt-out. "Reply STOP to unsubscribe" protects both your customers and your sender reputation.

Common SMS marketing mistakes

Texting too often burns out your list fast. Unlike email, where daily sends might work for some audiences, most SMS subscribers expect weekly messages at most.

Ignoring timing frustrates customers. A promotional text at 6 AM or 11 PM feels intrusive, so schedule messages during business hours in your customers' time zones.

Sending generic blasts squanders the channel's potential. If every subscriber gets identical messages regardless of their purchase history or preferences, you're missing the point of real-time marketing.

Skipping compliance creates legal risk. Regulations vary by country, and penalties for violations can be steep. Research local laws before expanding beyond your home market.

Measuring SMS marketing success

Track these metrics to understand what's working:

• Delivery rate tells you if messages are reaching phones. Carrier filtering and invalid numbers can tank deliverability.
• Click-through rate reveals engagement. When you include a link, how many subscribers tap it?
• Conversion rate ties SMS to revenue. Use unique discount codes or trackable links for each campaign.
• Opt-out rate signals list health. A spike after a particular message tells you something went wrong.

FAQs

How often should I text my subscribers?
Most brands find success with two to four messages per month. Start conservatively and increase only if engagement stays strong and opt-outs remain low.

What's the difference between SMS and MMS?
SMS handles text only, while MMS supports images, GIFs, and longer messages. MMS typically costs more per message but can boost engagement for visual products.

Do I need separate consent for SMS and email?
Yes. Consent for email doesn't cover text messages, so collect explicit permission for each channel separately.

Can I send SMS internationally?
Yes, but regulations vary by country. Some require different opt-in processes or restrict certain message types.

Ready to add SMS to your marketing mix? Start your free ActiveCampaign trial and send your first campaign today.