Why SMS Works (and Why It Matters)
Text messages hit a 98% open rate. Email sits around 20%. That gap exists because SMS lands in a space humans check constantly—their pocket.
For businesses, this means direct access to customers who've explicitly opted in. No algorithm, no feed, no delay. A well-timed SMS converts at rates email can't match.
Build a Permission-Based List First
SMS only works if people want to receive it. Start by collecting explicit opt-ins.
- Offer something concrete for signup: a discount code, early access, or useful content.
- Make opt-in fast—one click, not three forms.
- Display what subscribers will receive: "Get 2 texts/week with member-only deals."
A clean, small list beats a scraped list of thousands every time.
Segment Ruthlessly
Not all subscribers are identical. Split your list by:
- Purchase history (first-time buyers vs. repeat customers)
- Engagement level (active, dormant, high-value)
- Preferences (product category, frequency, tone)
- Lifecycle stage (onboarded, at-risk, VIP)
A personalized message to a relevant segment outperforms blasts every time.
Write for the Medium
SMS has a 160-character limit. Treat it like a telegram, not an email.
- Lead with the offer or news. Bury the setup.
- Use a clear call-to-action: "Buy now," "Claim code," "Reply YES."
- Skip the brand voice fluff. Be direct.
- Include a link (shortened), a code, or a phone number—make the next step obvious.
Example: "Members save 25% today only. Code: SAVE25. Shop now → [link]"
Timing Shapes Results
Test send times. Tuesday–Thursday, 9am–5pm tends to win for B2B. Evenings and weekends often work for B2C.
Track open and conversion rates by send time. Use that data to shift your cadence. Avoid 8pm–8am unless your audience is night-shift.
Automate Based on Behavior
Automation saves time and improves consistency:
- Welcome series: New subscriber gets 3 texts over 5 days with education and incentive.
- Cart abandonment: SMS 2 hours after a cart sits idle. Follow up with email 24 hours later.
- Re-engagement: Customers inactive 60+ days get one SMS offer; no response → remove from list.
- Post-purchase: Shipping confirmation, delivery window, follow-up survey.
Automation platforms like Klaviyo, Twilio, or MessageBird handle triggers and timing for you.
Track What Matters
Monitor these metrics:
- Delivery rate: % of texts that land (aim for 99%+).
- Open/read rate: Mostly implicit (delivery ≈ read for SMS).
- Click-through rate: % who tap your link.
- Conversion rate: % who complete the desired action (purchase, signup, reply).
- Unsubscribe rate: Watch for spikes; they signal bad targeting or frequency.
A/B test subject lines and CTAs. Measure against your baseline and adjust weekly.
Compliance Is Non-Negotiable
SMS is regulated. Break the rules and you'll face fines or bans.
- TCPA (US): You need written consent to send marketing SMS. No exceptions.
- GDPR (EU): Explicit opt-in required. Subscribers can withdraw consent anytime.
- CASL (Canada): Similar to GDPR—explicit consent, easy unsubscribe.
- Clear opt-out: Include "Reply STOP to unsubscribe" in every message.
Use a platform that handles legal compliance out of the box (Twilio, Klaviyo, Attentive). It's cheaper than a lawsuit.
Layer SMS Into Your Stack
SMS is strongest when it works with email, web, and paid channels:
- Email announces a sale; SMS sends the urgent reminder 2 hours before cutoff.
- Web visitor gets retargeted via SMS after 24 hours of inactivity.
- SMS-only code drives exclusivity; measure against baseline email offer.
- Post-purchase SMS + email sequences reinforce each other.
Coordinate timing so messages don't pile up. One text + one email per day is the ceiling.
Get Started
SMS marketing doesn't require a big investment. Pick one use case—welcome series, cart abandonment, or re-engagement—and own it. Build your list, segment, automate, measure, and optimize.
The businesses that win with SMS aren't the ones sending the most messages. They're the ones sending the right message to the right person at the right time.