{"id":160395,"date":"2024-03-14T09:00:00","date_gmt":"2024-03-14T13:00:00","guid":{"rendered":"https:\/\/www.constantcontact.com\/blog\/?p=160395"},"modified":"2025-12-11T12:10:26","modified_gmt":"2025-12-11T17:10:26","slug":"sms-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.constantcontact.com\/blog\/sms-marketing-strategy\/","title":{"rendered":"SMS Marketing Strategy: Tools and Tips for Businesses"},"content":{"rendered":"\n

There are many ways to spread the word about your business, but SMS marketing ranks among the best. When you incorporate SMS into your marketing strategy, you can reach customers through their mobile devices. And there’s an extremely good chance that subscribers will read your message. In fact, SMS open rates<\/a> average a hefty 98% —  increasing the likelihood that clients will see your content.<\/p>\n\n\n\n

SMS marketing ranks among the most valuable advertising strategies simply because it lets you connect with subscribers one-on-one. You can use it to share product updates, solicit client feedback, and provide real-time shipping notifications, among other uses. While email marketing offers a similar connection, there’s a lot of competition among your subscribers’ inboxes, and open rates tend to be lower. <\/p>\n\n\n\n

You can incorporate SMS marketing into a multichannel strategy<\/a> that complements your other techniques. For instance, you might use social media to showcase your products and SMS to provide shipping updates when a client orders one. You could use email to request a customer’s evaluation after they receive your product.<\/p>\n\n\n\n

Legality and ethics of SMS marketing<\/h2>\n\n\n\n

There are lots of laws concerning marketing text messages, including the TCPA<\/a> and the CAN-SPAM Act<\/a>. The regulations aim to protect consumers from unsolicited text messages and spam. They require that organizations receive a customer’s written consent before sending marketing texts and that brands don’t take advantage of subscribers by sending messages at odd times or selling their personal data.<\/p>\n\n\n\n

Before you embark on an email and SMS marketing<\/a> strategy, it’s crucial to understand these regulations and how they apply to your campaign. Speaking with a qualified legal advisor can help you learn what your business is responsible for to help you stay in compliance. <\/p>\n\n\n\n

What are the benefits of SMS marketing?<\/h2>\n\n\n\n

Engaging in SMS marketing provides numerous advantages that can benefit your brand. Here are a few reasons why text message marketing<\/a> is so advantageous.<\/p>\n\n\n\n

SMS marketing is cost-effective<\/h3>\n\n\n\n

Sending an SMS message is one of the most inexpensive ways to reach your audience compared to other marketing channels. A single text typically costs just a few pennies to send. Other marketing strategies — like online ads, commercials, and curated social media posts — can run into the thousands of dollars to create. Since SMS marketing is so economical, it is a useful tool for nearly any organization, regardless of its budget.<\/p>\n\n\n\n

Direct communication with customers<\/h3>\n\n\n\n

SMS marketing is one of the best ways to connect directly with your audience. Since messages go straight to your subscribers’ cellphones, they receive individual communications from your brand — something that other channels, like social media and online ads — can’t offer. You can personalize your SMS texts directly to individual clients or send targeted messages to specific audience segments.<\/p>\n\n\n\n

Real-time updates and high open rates<\/h3>\n\n\n\n

SMS messages boast significantly higher open rates than email. An SMS marketing text has a 98% chance of being read, while email open rates<\/a> hover around 24.7%. Since people typically keep their cell phones on hand, they’re more likely to see messages when they’re immediately delivered. Brands can use SMS messages to give subscribers real-time updates, like appointment confirmations and package delivery notifications.<\/p>\n\n\n\n

Ability to drive sales and customer engagement<\/h3>\n\n\n\n

SMS marketing messages are an excellent way to boost revenue and client engagement. You can use them to notify customers of flash sales or recommend complementary products based on their prior purchases. They’re also an easy way to request customer feedback or solicit opinions via surveys and polls. <\/p>\n\n\n\n

Strategies for building an SMS subscriber list<\/h2>\n\n\n\n

Before you can send SMS marketing texts, you need a base of willing subscribers who want to receive your messages. Here are a few techniques that can help you build and support your audience.<\/p>\n\n\n\n

Ethically incentivizing opt-ins<\/h3>\n\n\n\n

Sometimes, customers need a little motivation to subscribe to SMS texts. After all, they’re providing you with their personal phone number and trusting that you won’t take advantage of it. You can prompt them to sign up with an incentive. For instance, you might describe the value of subscribing, such as access to exclusive deals or promotions. <\/p>\n\n\n\n

\"Prism
The above is an example of an SMS opt-in from Prism Boutique. The form encourages subscriptions with incentive options and gathers necessary information. Source: Prism Boutique<\/a><\/figcaption><\/figure>\n\n\n\n

Creating an effective SMS welcome automation<\/h3>\n\n\n\n

Once a subscriber signs up to receive SMS texts, it’s good practice to welcome them to your list. Consider setting up an automated process that sends them an immediate text when they join. You might also ask them to verify their subscription by quickly replying to your message. You can describe what they can look forward to in your future SMS texts and allow them to set preferences, such as how often you want them to hear from you and what type of content they’d like to receive.<\/p>\n\n\n\n

Expanding your SMS list and using checkout experiences<\/h3>\n\n\n\n

Your subscriber list will gain momentum over time, especially if you use every opportunity to promote it. One of the best ways to gain text message subscribers is during the sales checkout process. Once someone buys from you, they’re already familiar with what you have to offer. Whether they buy online or at your physical storefront, you can encourage them to sign up for your SMS texts when they purchase.<\/p>\n\n\n\n

Targeting email subscribers for SMS opt-ins<\/h3>\n\n\n\n

If you already have an email subscriber base, use it to promote your SMS list. You can send an email to your audience telling people what to expect if they sign up for your SMS texts and how it differentiates from your other marketing channels. You can also include a simple and clear CTA so your customers can quickly sign up if they want to.<\/p>\n\n\n\n

Designing your SMS marketing campaigns<\/h2>\n\n\n\n

As your SMS marketing gains steam, you must decide on strategies that compel your subscribers to engage with your content and continually attract new audiences.<\/p>\n\n\n\n

How to create SMS marketing campaigns<\/h3>\n\n\n\n

Designing an SMS marketing campaign requires some planning. You don’t want to start sending SMS texts without addressing a few key elements first, including the following:<\/p>\n\n\n\n