Think about your own phone: when a text lands, you don’t leave it unopened for later, you read it. That’s the power of SMS marketing: a widely cited industry statistic shows that 98 percent of text messages are opened and read, most within just three minutes of delivery.

Unlike emails or ads that can be scrolled past or ignored, SMS feels personal and impossible to miss. For small businesses and marketers, that’s a golden opportunity to connect, convert, and build loyalty.

This guide will walk you through every step, from collecting opt-ins to launching your very first campaign. Consider it your playbook for turning text messages into a reliable growth driver.

Step 1: What is SMS Marketing?

At its core, SMS marketing means using text messages to communicate with your customers. These can be promotional offers, order updates, reminders, or alerts: short, direct messages that land straight in someone’s pocket.

Here’s how it works in practice:

1. A customer gives you explicit permission to contact them (that’s the opt-in).

2. You use an SMS platform to create and schedule your message.

3. The message is delivered instantly to their phone, ready to be read and acted on.

Think of SMS as a bridge between your business and your audience: simple, fast, and personal.

How does it compare to other channels?

• Email is great for long-form content, newsletters, or detailed product announcements, but inboxes are crowded and messages often go unread.

• Push notifications work well for app users, but they only reach people who have your app installed and notifications enabled.

• SMS cuts through both barriers: short, universal, and almost impossible to ignore.

In short, SMS marketing is the most direct and accessible channel you can add to your toolkit, perfect for building relationships and driving action quickly. It could be confused with transactional SMS. If you are interested, we deep dive into it in the article - Transactional SMS: The Fastest Way to Build Trust and Drive Results (2025 Guide).

Step 2: Build Opt-In List

Before you send a single text, you need permission. SMS marketing is a consent-first channel, and that’s a good thing. It protects your customers’ trust and keeps your business on the right side of the law.

Compliance in a Nutshell

• TCPA (US): the Telephone Consumer Protection Act requires businesses to obtain explicit consent before sending SMS messages. No pre-checked boxes, no assumptions, people must actively opt in,

• GDPR (EU): the General Data Protection Regulation reinforces the same principle: customers must give clear, informed consent, and they should always be able to withdraw it easily.

Think of these rules less as red tape and more as guardrails: they ensure your SMS program starts from a foundation of trust.

How to Collect Opt-Ins?

There are plenty of simple ways to grow your list:

• Website forms: add a phone number field to your newsletter signup or checkout flow.

• Point of sale (POS): ask customers at checkout if they’d like to receive text updates or offers.

• Keywords & shortcodes: let people opt in by texting a keyword (for example, “Text JOIN to 12345” for 10% off).

No matter which method you use, always be upfront about what people are signing up for: frequency, type of messages, and any potential costs.

Don’t Forget Opt-Outs!

Just as important as opting in is the ability to opt out. Every SMS you send should include simple instructions to unsubscribe, like “Reply STOP to unsubscribe.” This keeps your list clean, your customers happy, and your program compliant.

Step 3: Choose the Right Platform

Once you have an opt-in list, the next step is choosing the right tool to manage it. An SMS marketing platform is where you create, send, and track your campaigns, and not all platforms are created equal.

When evaluating your options, keep these essentials in mind:

• Automation: schedule campaigns in advance and send triggered messages like order confirmations or reminders, so you save time and stay consistent.

• Segmentation: group your audience by preferences, purchase history, or behavior so every message feels relevant.

• Analytics: track delivery rates, clicks, and conversions to understand what works best.

• Compliance: built-in features for opt-ins and opt-outs help you stay aligned with regulations like TCPA and GDPR and in the USA registration requirement like 10DLC.

Think of your SMS platform as the control center of your program: the better the dashboard, the smoother your campaigns will run.

Popular SMS marketing platforms include Klaviyo, Attentive, Postscript, Podium, and SMSBump. Some specialize in e-commerce integrations with Shopify or WooCommerce, while others focus more on advanced automation or two-way messaging. The right choice depends on your business size, tech stack, and growth goals.

Step 4: Plan the Campaign

With the right platform in place, it’s time to think about your first campaign. Good planning is what separates SMS that feels helpful from SMS that feels like spam.

Types of Campaigns

SMS marketing isn’t one-size-fits-all. You can tailor your messages to different goals:

• Promotions: share discounts, flash sales, or seasonal offers.

• Reminders: appointment confirmations, cart abandonment nudges, or event countdowns.

• Alerts: shipping updates, service notifications, or product availability.

• Loyalty updates: reward members with points balances, exclusive previews, or birthday perks.

Frequency of Messages

The golden rule: less is more. Customers are quick to tune out brands that overdo it. Start with one or two messages per week, test engagement, and adjust. The key is consistency without becoming overwhelming, like a friendly tap on the shoulder, not constant noise.

Personalization

Personalization goes beyond adding a first name. Use what you know about your customers (their purchase history, browsing behavior, or preferences,...) to make each message feel relevant. For example:

• “Hi Alex, your order is on its way!”

• “Your favorite sneakers are back in stock, in your size.”

When done well, personalization makes SMS feel less like a broadcast and more like a one-to-one conversation.

Step 5: Craft and Send the First Message

Now comes the exciting part: writing and sending your very first SMS. The key is to keep it short, clear, and actionable, every word has to earn its place.

Good SMS Copy

A great SMS should do three things: grab attention, deliver value, and include a clear call to action (CTA). Here are a few simple examples:

• Promotion: “Flash Sale! 20% off all shoes today only. Shop now: [link]”

• Reminder: “Hi Mia, your appointment is tomorrow at 2PM. Reply YES to confirm”

• Alert: “Your order #1234 has shipped! Track it here: [link]”

Notice how each message is under 160 characters, straight to the point, and ends with an easy next step.

Best Time to Send

Timing matters almost as much as the message itself. While every audience is different, industry benchmarks suggest a few general guidelines:

• Late mornings and early afternoons tend to perform well (people are alert and checking their phones).

• Avoid very early or very late hours, when messages can feel intrusive.

• Test and learn: start with standard business hours, then experiment to see when your customers are most responsive.

Think of timing as part of the customer experience: the right message at the wrong time can lose impact, while the right message at the right time feels seamless.

Step 6: Measure and Improve

Launching your first campaign is just the beginning. The real growth comes from tracking results and making small, steady improvements.

Key Metrics to Watch

Keep an eye on a few essential numbers to understand how your SMS program is performing:

• Open rate: how many people actually read your message?

• Click-through rate (CTR): how many clicked the link or CTA you included?

• Conversion rate: how many completed the action you wanted, like making a purchase or confirming an appointment?

• Opt-out rate: how many unsubscribed after receiving a message? A sudden spike can signal that you’re sending too often or not delivering enough value.

Test, Learn, Repeat

Don’t guess what works best, test it. Run A/B tests on elements like:

• Message length: does a concise 100-character message perform better than a slightly longer one?

• CTA wording: compare “Shop now” vs. “Claim your offer”.

• Timing: try sending at different times of day to find when your audience is most responsive.

Over time, these small experiments add up to a smarter, more effective SMS program. Think of it as fine-tuning an engine: the more you test and adjust, the smoother your campaigns will run.

SMS Marketing Best Practices for Beginners

By now, you’ve seen how to set up and launch your first SMS campaign. To keep your messages effective, and your audience engaged, here are a few golden rules to follow.

• Keep it short and valuable

  SMS is not the place for long-winded explanations. Aim for one clear message that delivers immediate value. Every word should earn its spot.

• Personalize whenever possible

  Go beyond using a first name. Reference recent purchases, browsing history, or loyalty status to make your texts feel relevant. A message that says “Your favorite coffee beans are back in stock” will always land better than a generic “Check out our new arrivals.”

• Don’t over-message

  Less is more. Overloading customers with texts can quickly lead to fatigue and unsubscribes. Start small, measure engagement, and adjust frequency carefully.

• Always respect opt-outs

  Trust is built on choice. Every message should include a clear and easy way to unsubscribe, like “Reply STOP to opt out.” Not only is it a legal requirement, it’s also a sign of respect for your customers.

Following these best practices ensures your SMS program remains welcome, effective, and sustainable as you grow.

FAQ: SMS Marketing Basics

What is an SMS marketing campaign?

An SMS marketing campaign is a series of text messages sent to customers who have opted in. These messages can include promotions, reminders, updates, or alerts, all designed to drive engagement or sales.

What is the best SMS marketing platform?

There’s no single “best” platform, it depends on your business needs. Some tools focus on e-commerce integrations (like Shopify or WooCommerce), others offer advanced automation or two-way messaging. The right platform is the one that fits your size, tech stack, and goals.

What is the open rate for SMS marketing?

SMS consistently achieves some of the highest engagement in digital marketing. While exact numbers vary by industry and audience, most studies show that texts are read quickly and almost always seen by the recipient. This is because SMS doesn’t require an app or internet connection, and notifications appear directly on a phone’s screen, making it hard to ignore.

How does SMS compare to email marketing?

Email works well for detailed content like newsletters, long-form product announcements, or educational material. SMS, on the other hand, is short, instant, and personal. The two channels complement each other: use email for depth, and SMS for speed and immediacy.

Your First SMS Campaign is just the Beginning.

SMS marketing gives you something rare in today’s crowded digital landscape: direct reach, high engagement, and a cost-effective way to connect with customers. It’s personal, immediate, and easy to get started with, no complex setup required.

But remember, success doesn’t come from sending one perfect message. It comes from testing, measuring, and refining over time. The more you experiment with timing, content, and personalization, the more powerful your SMS channel will become.

Your first campaign is just the start. Now is the time to explore different platforms, try new strategies, and see how SMS can grow alongside your business.