Create winning SMS marketing campaigns (with examples)

Topic: Marketing, SMS Marketing

Here are our 10 top tips and practical examples that will have you sending market-leading SMS campaigns in no time.

SMS marketing is by far the most effective means of business messaging, with open rates of up to 98%. The campaigns that succeed where others fail are timely, relevant, and of value to customers.

Read on for our 10 top tips for writing and sending successful SMS campaigns.

Only send to opted-in customers

Be respectful of your customer’s privacy and only send SMS to those who have agreed to receive them. The best way to secure opt-ins is to include an opt-in form on your website or on other online channels. Even if you have an opt-in, it’s a good idea to send an initial text thanking a new subscriber and asking them to confirm opt-in with a simple  ‘Yes’ or ‘No.’

Identify your brand

Introduce your brand immediately as this provides reassurance that the message is from a legitimate and known source. This makes recipients more receptive to your message and more likely to engage with what you have to communicate.

Keep it short and sweet

SMS should be on point and concise. With a 160-character limit, you want to craft your message to say what needs to be said and be impactful. Avoid complex sentences and stay on message. 


Not only does personalization grab attention, but research has shown that it is what consumers want, with most of us being far more likely to buy from a company that provides a tailored experience. Adding a first name is the quickest and easiest way to personalize, but think about other information you can use including browsing history, previous purchases, and birth dates or other special occasions.

Include a clear call to action

SMS is great for grabbing attention, so make sure your call to action is clear and compelling. Make it clear what you want people to do and perhaps add a link to help them to get there more quickly! 

Pro-tip: Don’t forget to track your links for full campaign attribution and future optimization. 

Add a sense of urgency

With an average open rate of up to 98%, a text message is four times more likely to be opened than an email, so use this to your advantage. Creating a sense of urgency or fear of missing out can work wonders and encourage recipients to take immediate action. 

Act Now, Ending Soon, Last Chance, Final Reductions – are all winning prompts when you’re looking for an immediate response.

It sounds obvious, but you’d be surprised how often this is overlooked! If you don’t already have a mobile-friendly site, consider building mobile-friendly campaign pages to ensure your customers get the best user experience possible. 

Check your copy and TOV

As with any campaign, check and recheck your copy for accuracy and clarity. Avoid using abbreviations, colloquialisms, and text speak as it may not always land in the way that you’d hope. Speaking with a consistent Tone of Voice (TOV) across all communications, from emails and websites to brochures and social and mobile media, also helps  build a clear picture of what your organization and brand stands for.

Always provide an opt-out 

It is a legal requirement to offer customers a simple way to remove their consent to receiving marketing communications. For SMS marketing, include an opt-out message in every text to remind customers that they can unsubscribe at any time.  Simply ask them to respond to messages using the word ‘STOP’ or ‘UNSUBSCRIBE’. Don’t forget to also send your customers a follow-up text message that confirms this.

Adhere to relevant laws and regulations

Finally, ensure you comply with all laws and regulations for SMS marketing. Obtain express written consent, always include your business name, provide clear terms and conditions, offer an opt-out option, send during acceptable hours, and respect consumer privacy and rights. Adhering to these regulations protects your business but also communicates to customers that you respect their rights and value their continued business.

Ready to start sending SMS marketing campaigns? 

Talk to one of our talented team members today about how quickly you can send your next SMS marketing campaign.

Author Avatar
Mary Henry

Mary has extensive experience in communication, PR and journalism - most recently across SaaS businesses. A keen researcher and storyteller, Mary is highly skilled in making complex concepts accessible, and in putting customers at the heart of her communication. She has supported all kinds of businesses to tell their brand, product and people stories - from global multinationals to start-ups across retail, travel/leisure, banking/finance, government and educational institutions.