If you want to reach your audience fast, few channels come close to SMS. People carry their phones everywhere, and text messages get read almost instantly. In fact, SMS open rates average around 98%, compared to about 20% for email.
That alone tells you why so many businesses are taking their SMS marketing strategy seriously in 2026. But sending texts without a clear plan is a wasted opportunity.
So, how do you develop an effective SMS Marketing strategy that drives engagement and conversions?
This step-by-step guide walks you through everything you need to build an SMS marketing strategy, as well as the best practices for high-impact SMS campaigns.
We’ve covered everything from setting goals and growing your SMS list to finding the right SMS marketing platform, writing better messages and staying compliant with the law.
SMS marketing (text message marketing) is a direct, permission-based strategy where businesses send messages, promotions, and updates directly to a customer’s mobile device via text message.
You can use SMS marketing to share deals, alert customers about order updates, and stay in touch in a way that feels direct and personal.
SMS marketing campaigns are ideal for high engagement, featuring a 98% open rate, often read within 3 minutes, making it ideal for time-sensitive, high-conversion, and personalized communication.
It’s this immediacy that makes SMS such a powerful tool. You’re speaking to someone on the device they check most, in a format that doesn’t require a special app or internet connection, and they’re getting your message immediately.
Here’s why more and more businesses are making SMS an integral part of their marketing:
SMS marketing is especially effective for e-commerce, retail, hospitality, healthcare, and local service providers – or any business that relies on time-sensitive, high-frequency customer engagement where immediate visibility and action are critical.
It’s particularly effective for brands with established customer databases, enabling personalized offers, appointment reminders, and transactional updates that drive rapid conversions.
Check out this video by SlickText for more on what makes text messaging such a valuable marketing channel:
The numbers behind SMS marketing explain why more businesses are adding it to their marketing mix:
Beyond the numbers, an SMS marketing strategy works because it lands in the same place as messages from friends and family. That makes the channel feel personal in a way that email and social media do not.
Random texts here and there won’t do it. Having a system is what works. Here are the important steps to put together an SMS marketing strategy that works.
Before you hit send on your first text, you need to know what you’re working towards. Your objectives will inform every decision you make from here.
Common goals of SMS marketing include:
Be specific. For example, “increase sales” is not a goal. On the other hand, “recover 10% of abandoned carts through SMS over the next 90 days” is a goal you can measure and optimize.
Your texts will only work if they are relevant to the person receiving them. And that starts with understanding who you are sending to. Look at your existing customer engagement data.
The more you know about who you’re talking to, the better you can message them. A loyal customer who buys every month doesn’t need the same message as somebody who bought once six months ago.
SMS marketing is heavily regulated, and sending messages to people who have not given explicit consent can result in legal penalties.
In the US, you’ve got the Telephone Consumer Protection Act (TCPA), which requires prior express written consent before sending marketing texts. In the UK, the Privacy and Electronic Communications Regulations (PECR) apply. Other countries have their own laws.
Here’s an example of what compliant SMS list building looks like in action:
Some of the best ways to build and grow your SMS subscriber list are to include pop-up forms on your website, opt-in at checkout, a targeted email campaign to your existing subscribers, QR codes in-store or on packaging, and social media sign-up links.
Remember always to offer an incentive. A discount, early access to a sale, or free shipping in exchange for signing up is a simple and effective way to encourage opt-ins.
Choosing the right SMS marketing platform allows you to effectively automate, personalize, and track your campaigns. Look for a platform that offers:
Sending the same message to your entire list is one of the fastest ways to increase unsubscribes. Not every message will suit every one of your subscribers, and some will begin to notice when you send stuff that has nothing to do with them.
Segmentation means dividing your list into groups based on shared characteristics so you can send more targeted messages. Some useful segments include:
Remember that more than 70% of consumers expect personalized brand experiences, and segmentation is often how you deliver that at scale.
SMS messages should be brief by nature, so there is no space for fluff. Every message you send must have a clear objective, one specific action you want the recipient to take, and a compelling reason for them to do it. Here is what a strong SMS message includes:
Avoid vague language like “check out our new arrivals.” Instead, be direct. Here is a good example of a short but engaging SMS:
“Hi Sarah, your exclusive 20% off code is SAVE20. Valid until Sunday. Shop here: [link]. Reply STOP to opt out.”
When you send matters, almost as much as what you send. For instance, texting someone at 6 a.m. or 11 p.m. will annoy them, no matter how good the offer is. You’re better off sticking to business hours in the subscriber’s time zone (9 a.m.-8 p.m.)
As for frequency, you can start with 1 to 4 messages per month. This will give you enough time to see what your audience responds to, and won’t be too much for them. Once your list is big enough and you have more data, you can go as high as 5 to 8 messages per month.
Consistency is also key here; sending one text and then going silent for two months means subscribers forget they opted in. When you finally send again, you’re more likely to see a spike in unsubscribes.
No strategy stays put in a set-it-and-forget it. Use A/B testing to see what is really working for your audience. But, only test one variable at a time, or you will not know which factor is leading to the different performance.
Useful things to test include:
Key SMS marketing metrics to track:
Having an SMS marketing strategy and executing it well are two separate things. Follow these best practices to get the most bang for your SMS buck.
In the US and other countries, you need to have written or digital opt-in consent before you text anyone for promotional reasons. That means no pre-checked boxes or assumptions. And your opt-in notice should tell subscribers what they are signing up for, how often they can expect to hear from your dealership, and that message and data rates may apply.
Every marketing SMS, by law, must include an opt-out option. Usually, that means telling subscribers they can reply STOP to unsubscribe. Once someone opts out, honor their request immediately and never message them again unless they’ve opted back in. A clean, compliant list is both good business and will make sure your subscribers trust you.
Never assume that your subscribers are going to have your number saved in their contacts or recognize you right away. Always lead with your brand name at the beginning of a message so that it’s the first thing they see before opening up the rest of the message body content.
People read SMS messages quickly, often on the go. That can only mean one thing: every word in that short message should serve a purpose. If your message does not offer something worth the reader’s time (such as a real discount, useful information, or a timely reminder), do not send it. Texts that feel spammy, pointless or ‘salesy’ will significantly increase SMS opt-outs.
Using a subscriber’s first name is a start, but real personalization goes further. Reference the last purchase, suggest a product related to their browsing history, or send location-specific offers. Personalized texts are often more likely to generate higher transaction rates than generic ones.
Every SMS should tell your reader exactly what to do next. “Shop now,” “Claim your offer,” and “Reply YES to confirm” are examples of CTAs that work. Avoid vague language, and if you include a link, ensure it works and leads to a page that matches the promise in your text.
SMS is most effective when it’s part of a multichannel marketing mix, rather than as a standalone channel. You can integrate your SMS marketing campaigns with your email, social media, and paid ad campaigns.
For instance, you could let people know about an upcoming sale via email, then send an SMS reminder on the day of the sale, and finally retarget anyone who didn’t buy with a paid ad. This omnichannel approach repeats your message without being annoying on any specific channel.
SMS marketing works particularly well when it’s aligned with your email marketing. Check out this video by Klaviyo for tips on how to integrate your email and SMS marketing campaigns to drive higher conversions:
Timing is everything. Mid-morning (10 a.m.-12 p.m.) and early evening (5 p.m.-7 p.m.) are generally the best times to send SMS for most industries, but you’ll need to see if that holds for your SMS marketing list. Use your SMS platform’s analytics to determine when your readers are engaging most with your content. Always keep in mind time zones, especially if your subscribers are spread across multiple locations. A text that gets to one city at 8 a.m. could get to another at 5 a.m.
Sending too many texts too frequently can lead to subscribers either ignoring all your messages or opting out for good. Err on the side of caution at first, track your engagement and opt-out rates, and only increase sending frequency if the data supports it. If you exceed an opt-out rate of 1% to 2%, stop sending, reduce frequency, and reassess your content strategy before communicating again.
In addition to consent considerations, be sure you understand any specific regulations in your jurisdiction. In the US, for example, the TCPA regulates commercial text messages and includes guidelines around autoresponders, calling hours, and required disclosures. The GDPR adds similar requirements around data handling in the EU. If you’re unsure about what you have to do, speak with a lawyer who specializes in marketing compliance within your jurisdiction.
IN SUMMARY: SMS MARKETING STRATEGY & TEXT MESSAGING BEST PRACTICES TO FOLLOW
A successful SMS marketing strategy is all about the right balance of compliance, timing, personalization, and value. Ensure you have explicit opt-in permission from contacts and an easy opt-out process. Clearly identify your business in every message. Keep messages short, focused on a single objective or call-to-action (CTA), and create a sense of urgency to drive immediate response. Also consider that timing and frequency are critical, as too many messages can result in unsubscribes, not to mention diminishing returns. Finally, SMS works best when integrated with email, social media, and paid advertising for a reinforcing multi-channel approach to amplifying campaign efforts.
SMS marketing is one of the only marketing channels where you have direct access to your customers, in real time, with almost guaranteed read rates. But that kind of access is earned. You must earn it with explicit consent, relevant content, and offering real value.
A winning SMS Marketing strategy is all about getting the basics right: Set clear goals for SMS campaigns, compliant list acquisition, smart segmentation, a few well-timed automated messages, and measure the results. Then iterate and scale.
A carefully planned and well-executed SMS marketing strategy will deliver some of the highest returns you can get from any marketing channel!
SMS marketing sends text messages to subscribers' phones, while email marketing sends messages to email inboxes. SMS has higher open rates (around 98% vs. 20-25% for email) and faster read times, but offers less content space. Both channels work well together.
Use website pop-up forms, checkout opt-ins, targeted email campaigns, in-store QR codes, and social media links. Always have a reason to opt-in and offer an incentive & early access to a sale. Make sure they know they are opting into receiving text messages.
Most businesses do well sending two to four SMS messages per month. Sending too frequently is the number one reason people opt out, so start on the lower end and only increase frequency if your engagement and conversion rates support it. Monitor your opt-out rate closely; if you see a spike after any campaign, you know your frequency or message content is off.
Yes, you do. In many countries, you need explicit opt-in permission to send marketing texts. In the US, this is covered by the TCPA, which requires written or digital consent. Europe has GDPR, which sets out similar regulations. The fines and legal damages for sending texts without proper permission can be a lot! Ensure you have a clear, documented opt-in process and make it easy for people to unsubscribe with a STOP reply.
Forbes: The Anatomy of SMS Engagement
99firms: 20 SMS Marketing Statistics You Should Know
Validity: The State of SMS Marketing in 2023
Infobip: SMS Marketing Statistics: Key figures for 2026
Grand View Research: U.S. SMS Marketing Market Size to Reach $9.96 Billion By 2030
Sender: SMS Marketing Open Rate Statistics (2026)
The world of advertising has become an intricate maze to navigate in today’s fiercely competitive ...
There are currently 4 million apps available, up from 500 in 2008 when the iOS app store debuted. Th...
Short message service (SMS) marketing is one of the most direct ways to reach your customers, and th...
Enroll in our free 5-lesson email course today!
Free for limited time only.