SMS marketing: What is it and how does it work?

Summary/Overview

SMS marketing is a simple yet effective marketing strategy that uses text messages to promote your products and services to consenting customers. Today, small businesses are using it to reach audiences quickly, personally, and affordably.

In this Adobe Express guide, we’ll break down what SMS marketing is, how it works, and why it could become a vital part of your digital marketing strategy.

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What is SMS marketing?

SMS marketing is the practice of using text messages to promote products, services, or brands directly to mobile users who have given their consent. In today’s era of instant communication, businesses require reliable ways to connect with customers. With SMS, or text message marketing, you can reach people in the most direct way possible – through their phone.

With SMS marketing campaigns, there’s no need for complex designs or long production times. Simply craft a clear, succinct message that can drive engagement, build trust, and lead to potential conversions. SMS campaigns are also affordable and scalable. They can reach thousands of people without incurring significant costs.

What are the benefits of SMS marketing?

From personalisation to cost savings, here are some of the main benefits of adding text messaging to your digital marketing strategy.

1. Messages get noticed. Texts arrive straight to customers’ phones, meaning they rarely go unseen. This immediacy gives businesses a reliable way to share updates and offers that trigger quicker responses than other channels.
2. Instant delivery. SMS messages reach people in seconds, which is especially useful for time-sensitive campaigns like flash sales, pop-ups or appointment reminders. This can help businesses capture attention at the right moment.
3. Greater engagement than email. Unlike emails, which can be missed or overlooked, SMS messages tend to feel more personal and direct. They encourage customers to act promptly and can make campaigns more effective overall.
4. Stronger conversion potential. Because messages are short and straightforward, customers often find it easier to act on them —whether clicking a link, redeeming a voucher, or confirming an appointment.
5. Easy to personalise. SMS marketing allows you to use customer names, tailor offers, and adopt a friendly tone. This helps build a closer customer relationship and encourages trust in your brand.
6. Boost brand awareness. Frequent, consistent messaging ensures your business stays in customers’ minds, strengthening awareness and making them more likely to recommend your service to others. Just be sure not to message customers too often, this can read as ‘spam’.
7. Quick customer feedback. Surveys and polls sent via SMS allow you to collect valuable insights in real time, helping you refine products, marketing strategies and services quickly.
8. Cost-effective campaigns. Text marketing is affordable compared to many other advertising channels. This makes it accessible for small businesses that want strong returns without large budgets.
9. Simple management. SMS platforms let you schedule, track, and optimise campaigns with ease, freeing up time for you to focus on other areas of marketing.
10. Direct delivery. Unlike email, SMS messages aren’t affected by spam filters, so your communications always reach the customer’s inbox.

Free template ideas for SMS marketing.

5 SMS marketing ideas.

Seeking innovative ways to engage with your audience? SMS marketing campaigns can give your business a quick and cost-effective way to reach customers directly. Let’s look at five simple ideas that can help inspire your next campaign.

1. Offer time-limited customer discounts.

Boost sales by sending SMS-exclusive discounts. A short message with a promo code creates urgency and encourages immediate purchases, keeping your offers front of mind.

2. Gather feedback with surveys.

Customer surveys via SMS are quick and easy to complete. They show you value your customers’ opinions and help refine your products or services based on real insights.

3. Provide customer support updates.

Use SMS business marketing to share updates on appointments, deliveries, or service queries. It helps foster trust through transparency and keeps customers informed in real-time.

4. Run SMS voting or polls.

Make campaigns interactive with voting or polls. From choosing a new product flavour to picking a charity partner, SMS voting encourages customers to participate with your business and builds loyalty.

5. Share company news and updates.

Whether you’re opening a new branch or launching a seasonal sale, an SMS update ensures customers hear about it instantly, keeping them engaged with your brand story.

Things to consider when creating content for your SMS marketing campaigns.

Creating effective content for SMS marketing campaigns goes beyond writing a text message. Here are a few things to keep in mind when trying to connect with your audience effectively:

Message type.

Decide whether your text is promotional, transactional, or informative. Each message type has its own role, from flash sale alerts to appointment confirmations. Clear purpose leads to stronger SMS business marketing results.

Copy.

SMS messages are short by nature. Keep copy concise, clear, and action-driven. Use friendly, direct language and include a simple call-to-action.

Frequency.

Balance consistency with restraint. Send too many texts and customers may unsubscribe. A well-paced SMS marketing strategy reinforces brand presence without overwhelming your audience. Monitor engagement to find your ideal frequency.

Timing.

When you send your texts, it matters. Align campaigns with working hours, local shopping patterns, or events. Timely SMS marketing campaigns are more likely to be opened, read, and acted upon.

Testing.

A/B testing can improve results. Trial different wording, timings, and calls-to-action to see what resonates most. Use learnings to refine your SMS marketing approach for maximum impact.

Positioning.

Position your SMS within a wider digital mix. Pairing messages with emails or social content adds consistency. It also gives you an opportunity to create engaging visuals and infographics to accompany your text-only SMS messages.

Editable SMS marketing designs.

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Useful things to know.

What is bulk SMS marketing?

Bulk SMS marketing is the practice of delivering a single text message to many recipients at once using an SMS platform or gateway. It’s often used by businesses to share promotions, updates, surveys, or customer alerts quickly and efficiently.

What is the best time to send SMS marketing texts?

For most businesses, mid-morning (9:00 am – 11:00 am) and early afternoon (12:00 pm – 3:00 pm) are the sweet spots for SMS marketing during the week, while weekends favour earlier starts. Still, every audience is different. Testing and analysing engagement data will help identify your most effective send times.

How do I collect mobile numbers for SMS marketing?

To collect mobile numbers for SMS marketing, invite customers to opt in via website forms, loyalty schemes, or in-store promotions. Always gain clear consent, explain how you’ll use customer data, and follow UK GDPR guidelines.

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