By Published On: July 6th, 2020Categories: Digital Marketing

What Is SMS Marketing & Learn How It Works

Consumer behaviour changes rapidly— today, mobile devices are becoming more personal than ever. People are spending more time texting than doing anything else on their phones. It’s expected that 49 million people will opt-in to company communications via text by 2020. So, what does this mean for you? We start by going over the basics of SMS marketing and the best practices to safely grow your business in this age of mobile messaging.

SMS marketing is the process of using short message service (SMS) text to create relationships and satisfy customers.

Text marketers focus on respectful and compliant communications .

SMS Marketing Best Practices 

#1. Get Permission

Text will always be a valuable marketing tool; but before sending messages, you must get permission.

If a prospective customer doesn’t give you consent, you could face legal problems. Texting without permission also feels ‘spammy’ — definitely not a good look for your company.

Don’t upload a list of phone numbers or contacts manually and start sending stuff. People forget when they opt-in to lists all the time, so make sure you keep a record of people opt-in agreements.

#2. Set Expectations

You should specify how many texts you’ll send each week or month. This lets people know when they’ll hear from you, so they won’t be bothered by your messages.

Kelly Mirabella, a Certified ManyChat Educator Partner, adds to this:

“With SMS Marketing, you need to be clear about what a subscriber is getting, when they are getting it, and you have to follow through. Are they getting promotions or news? What is it you’re going to be texting them? Text messaging is very personal to users, so you have to set expectations to see better engagement for your campaigns.”

Besides, no one wants to receive a ton of messages from any business anyway. Try to stay between two to six texts per month.

#3. Keep The Context In Mind

When designing SMS marketing campaigns, resist the urge to send random messages to subscribers.

Contextually relevant texts are much more likely to get a click-through, which can mean higher conversion rates.

For example, if you have a promoted event on Tuesday night, send a text Tuesday afternoon. If you want to run a bar special, send your message at 3 or 4 PM on a workday versus 8 AM.

Keep it simple — you’ll avoid getting pinged as spam, and you’ll see better results.

#4. Own a Keyword

You must create easy ways for people to opt-in to your SMS marketing. When people text your short code — or special five or six-digit number for your business — with the keyword, you can respond back with an automated and customisation response.

#5. Use Short and Close-ended Messages

Keep messages short.

Long messages may appear ‘spammy’ and lack purpose, so keeping your text concise is important to improve click-through rates.

“One of my biggest best practices for text messaging: Be shorter than short. People don’t want back-to-back messages in their texts, which means you need to be straight to the point. You can then take people from text to Messenger where you have more flexibility with how much copy and content you send.” Kelly Mirabella

The message below is a great example of a short and clear message. It’s conversational, shows exactly what the receiver needs to do next, and why:

Simple SMSs lead to higher open rates and can help make for a more effective text marketing campaign.

#6. Drive Traffic To Other Marketing Channels

When collecting leads from your SMS campaign, it’s a good idea to move them onto other marketing channels as well.

Use text conversation to start building the relationship, then encourage people onto other platforms such as Messenger bot or YouTube channel. Make sure you’re not just sending promotional texts in hopes of a sale.

#7. Offer To Opt-Out

Subscribers need to know they can opt-out from your texts any time. So, whenever possible, add “text STOP to cancel” at the end of your response.

When someone opt-ins into your list, you must include this. Occasional texts throughout your text sequence should also include an opt-out option. Some people may not want to receive your messages anymore, and you need to give them an easy way to do so.


Today, everyone has a smartphone and they spend their days browsing, scrolling, and texting. By meeting them where they are, your business can harness a cost-effective and simple channel that drives success.

It’s time to get started.

We serve business all over Australia to bring their SMS Marketing Strategy dreams to life. Book a free call with us to find out what we can do for you:

About the Author: Ivan Vantagiato

Co-Founder and Director of Digital Marketing Tribe, with over 10 years’ experience in customer relations and digital marketing. Ivan is a competitive individual, someone who strives to bring his clients the best possible outcomes in a results driven market.