SMS marketing is one of the most direct and personal ways to reach your customers and it often drives faster results than other channels. In fact, 52% of people say they’ve made a purchase after receiving a text message. That kind of influence makes SMS a smart addition to your marketing mix.
But success with SMS takes more than just hitting "send." It requires strategy, compliance, and alignment with your broader marketing efforts.
Before you launch, here are the key considerations to keep in mind.
1. Opt-in Rules: Clarity is non-negotiable
SMS opt-in requirements are strict—and for good reason. Customers are trusting you with access to a highly personal space. Just like email, SMS requires clear, explicit consent. But because texts are more immediate and harder to ignore, expectations are even higher.
Make sure users know exactly what they’re signing up for. This means being transparent about the types of messages you'll send (promotions, order updates, reminders), how often they can expect to hear from you, and how to opt out at any time. A vague opt-in process isn’t just risky—it’s a fast track to unsubscribes and complaints.
Our advice? Always lead with clarity. Thoughtful list-building starts with trust.
2. Sending Times (and Local Laws) Matter More Than You Think
Not all hours (or days) are created equal in SMS marketing. Beyond the obvious best practices like avoiding middle-of-the-night messages, there are legal considerations to keep in mind. For example, some U.S. states prohibit marketing texts on holidays, and others have specific quiet hours.
Sending during the wrong time window isn’t just annoying—it can be illegal. And the consequences go beyond unhappy customers to include fines and reputational damage.
Before you launch, take time to understand the rules (especially if you’re messaging across multiple states). Better yet, partner with a platform that bakes compliance into every send.
3. Clear Calls to Action Make or Break Your Message
SMS marketing forces focus. With limited characters and a short attention span on the receiving end, you need to be concise and intentional. What action do you want the recipient to take? Why should they care?
Whether you're promoting a sale, confirming an appointment, or sending a gentle reminder, your message should lead clearly and quickly to action. Avoid clutter, jargon, or overly clever language that might confuse the core message.
Simple texts don’t have to be boring: This text from Natural Life uses customer testimonials and a clear call to action.
A good rule of thumb: If someone reads your message while walking down the street, will they understand what to do in under five seconds?
4. Measurement Looks A Bit Different Than Email
In SMS, forget opens and focus on actions. With messages almost guaranteed to be seen, what really counts is what the customer does next. Track clicks, purchases, responses, and opt-outs. These downstream metrics are where SMS proves its ROI.
Closed-loop reporting, connecting sends to actual business outcomes, is where you’ll find the real value of both SMS and email.
5. Personalization Still Drives Performance
Just because SMS is short doesn’t mean it should feel generic. Personalization—when used strategically—can increase engagement, build loyalty, and improve conversions. That could mean using a first name, yes, but also tailoring messages based on location, past purchases, or time since last interaction.
Start small: A timely reminder that references a specific product or behavior often performs better than a broad-based blast.
The more your texts feel like they were written for the person receiving them, the more likely they are to engage.
A birthday or anniversary discount are excellent opportunities to personalize your SMS outreach.
Follow up from an appointment is another great way to add engagement with your text program.
6. SMS Works Best When It’s Not Working Alone
It’s easy to think of SMS as a standalone channel—but the real magic happens when it’s part of a broader lifecycle strategy. SMS can complement your email programs, support your paid efforts, and drive momentum across the funnel.
For example, a promotional email might go unopened, but a follow-up text with a direct link to the offer could close the loop. Or a text reminding a customer to check their inbox can increase open rates for critical transactional messages.
Even better? Triggering automated journeys that include both SMS and email, tailored to where your customer is in their journey. When SMS is aligned with the rest of your marketing mix, the experience feels more connected—and the results speak for themselves.
Final Thoughts
SMS is a high-impact channel but also a high-responsibility one. The marketers who win with SMS aren’t just sending messages, they’re designing thoughtful, timely, customer-centric experiences that respect the recipient and deliver real value.
Want to Get Started with SMS Marketing?
Ready to tap into the power of SMS? Whether you're building from scratch or looking to scale with confidence, we’ll help you launch a program that’s compliant, performance-driven, and aligned with your broader customer journey.