In a crowd of flashy email campaigns and highly targeted display ads, SMS marketing might seem useless.
It’s not. Far from it.
Learn what SMS marketing is, why you need it, and how to do it well.
What is SMS Marketing?
SMS marketing is when a business sends text messages to customers’ phones to share promos, product updates, and reminders.
It’s an incredibly effective way to reach people, because most of us check our texts the second they get delivered.
Text messages are so effective, in fact, that I use them instead of the Reminders app on my iPhone. I don’t check my reminders the way I check texts. I use a service called Text Me That to deliver SMS reminders to my phone—that way, I actually see and read them.
SMS stands for Short Message Service. It’s the technical term for a standard, text-only message up to 160 characters long.
Almost any phone can receive SMS texts, regardless of carrier, internet connection, or whether the customer has a smartphone or brick phone.
The Best Places to Use SMS Marketing in Your Funnel (+ Real Examples)
SMS marketing works best when it’s personal, delivered at the right time, and tied to specific moments in the customer journey.
Here are some of the best places to plug SMS into your funnel—plus templates and examples of what to say.
You’ll notice some examples use emojis, and others don’t. Use these at your discretion. They can help a text stand out in a crowded SMS inbox, but some folks despise them.
If you do use emojis, don’t overuse them. Limit yourself to 1 or 2 emojis per text.
1. Cart Abandonment Recovery
A gentle SMS nudge is an excellent way to bring shoppers back to an abandoned cart.
This is especially true when you combine it with a time-sensitive offer.
Always include a link to the offer—or back to the abandoned shopping cart in question if you’re not sharing an offer. The goal is to make the return-to-cart process as smooth and friction-free as possible.
What to say:
- “Hey [Customer Name], you left something behind in your cart. Finish checking out in the next 2 hours and get 10% off—just for you: [link]”
- “Psst…we saved your cart for you! Finish checkout now and enjoy free shipping on us: [link]”
- “Still thinking it over? Your cart’s waiting! Grab your items before they’re gone ⚠️: [link]”
When to send it:
- 1-2 hours after the initial abandonment with a follow-up after 24 hours.
2. Time-Limited Promotions or Product Launches
You know that sweet spot when you launch a product or promotion and you want everyone on your email list to know?
That’s a perfect time to deliver a SMS marketing text. The goal here is to create a sense of urgency and exclusivity for your subscribers so that they’ll click “add to cart” during a promo or run straight for your newest products.
What to say:
- “48-Hour Sale Starts NOW! Everything sitewide is 25% off. Shop the deals here: [link]”
- “Just for you—early access to our Fall Collection 🍂Only 100 pieces available! Shop now: [link]”
- “Final 3 hours to get free shipping + 15% off all toys. Ends at midnight: [link]”
When to send it:
- Just before the promo begins (to build anticipation), at launch time (to drive clicks right away), and during the final hours as a reminder.
3. Event Reminders or Confirmations
I love getting reminders of appointments I’ve made—anywhere from a massage studio to the doctor’s office. As I mentioned earlier, I even make sure to send event and life reminders to myself via SMS because I know I’ll actually read those texts.
When places I’ve booked send event confirmations and reminders, I’m far more likely to remember the appointment exists. I wish everyone used these. If your business runs on appointments and events, get on board with SMS marketing.
You can include all sorts of helpful info along with reminders and confirmations: directions to an event, links to reschedule if needed, or any last-minute tips for success.
What to say:
- “Thanks for signing up, [Customer Name]! Our [Event Name] starts tomorrow at 12 PM AKT. Join us here: [link]”
- “Hi [Customer Name]! Just a reminder that your [appointment/event] is tomorrow at 7 PM at [Name of Business]. Reply YES to confirm or NO to cancel.”
- “You’re all set for Saturday’s [event/activity/class] at [Business Name]. Doors open at 3:30 PM. See you soon!”
When to send it:
- Right after sign-up or booking (confirmation SMS)
- 24-48 hours before the event (reminder SMS)
- 1-2 hours before the event (last-minute heads-up SMS)
4. Customer Feedback and Surveys
One of the easiest and most low-friction ways to gather insights from your customers is to send post-purchase or post-service SMS.
All it takes is a quick “how did we do?” and an easy way for customers to offer feedback, and you’ll have a steady stream of insights in your inbox.
What to say:
- “How did we do, [Customer Name]? Tap here to share your experience with your recent order: [link]”
- “Enjoying your new [Product Name]? We’d love your feedback—answer 2 quick questions & get 10% off next time: [link]”
- “Thanks for visiting [Company Name]! Please rate your appointment here: [link]. Your feedback helps us grow & learn.”
When to send it:
- 1-3 days after delivery or service—just make sure the product has actually been delivered, because from a customer’s POV, nothing’s worse than being asked to review a product that hasn’t arrived yet.
5. Post-Purchase Engagement
After a customer makes a purchase, SMS helps you stay connected. Think of this place in the funnel as the ideal time to deliver updates, offer tips, or upsell related products.
I love when a company gives me SMS shipping updates after purchase, for example. If I get steady communication as my product moves through the shipping and delivery process, I won’t worry that it’s been lost or forgotten about.
SMS marketing messages are a way to stay dependable and informative in your customers’ eyes.
What to say:
- “Great news—your order #1234 has shipped! Track it here: [link] 📦”
- “Thanks again for your visit! We’re always here if you need help, have questions, or just want to stay in the loop 😊”
- “Thanks for your order! 🎉 Complete your experience with one of our most-loved add-ons—20% off for the next 24 hours: [link]”
Is SMS Marketing Worth Doing in Addition to Email Marketing?
Yes, it is, because different customers respond to different marketing mediums. The person who ignores emails and lets the unreads pile up into the thousands might be the same person who religiously reads every text they get.
Just make sure you don’t duplicate all of your email campaigns into SMS. Let’s be honest: this is the lazy way to do marketing, and your customers will notice—and probably feel annoyed. Especially if they’re also subscribed to your email list.
They don’t want the same message twice on two different platforms.
So instead, tailor everything to the channel you’re using:
- SMS: Keep it short, timely, and action-fueled
- Email: Go a little longer-form with your content, add visuals, or tell a story
When you use these two mediums to complement—instead of copy—each other, your message is infinitely more powerful.
Requirements for SMS Marketing Compliance
The most important step to follow with SMS marketing is this: pay attention to, and rigorously follow, any and all laws relating to SMS marketing. This includes, but isn’t necessarily limited to, the rules set forth by the U.S. Telephone Consumer Protection Act (TCPA) and the EU General Data Protection Regulation (GDPR).
Here’s a quick guide:
- Get express consent. You can only text customers if they have given you their phone number for the express purpose of receiving marketing messages.
- Provide a clear way to opt out. You must include a way for text recipients to easily unsubscribe from texts. “Reply STOP to unsubscribe” is a popular one.
- Respect sending hours. In the United States, businesses and organizations can only send promotional texts between 8 AM and 9 PM during the recipient’s local time.
- Clearly identify who you are. Disclose exactly who is sending the message. The earlier in the text, the better.
- Only send what you promised/what they signed up for. If someone opts in for order updates, don’t send them promos unless they’ve agreed to this.
- Keep records of consent. For your safety—and to stick to GDPR and TCPA rules—keep careful records of how and when someone opted in and out.
- Be careful with international messaging. Laws vary depending on where the recipient lives. Don’t send messages across borders without checking local rules first.
Need examples of texts that hit all the marks?
Here are a few SMS marketing messages I’ve received recently that follow the rules:
- Corkcicle, sent at 10 AM my time on a Thursday: “Corkcicle: NEW ITEMS ADDED ✨ Get 20% off Cruisers, Go Cup XLs, Commuter Cups & more! Shop our Back to School Sale: [link] Text STOP to opt-out”
- Alaska Massage Clinic, sent at 10:53 AM on a Thursday: “Kick off your weekend early with a 1-hour massage for just $110 – today only! Call xxx-xxxx to book now! Alaska Massage Clinic- Wasilla Reply STOP to unsubscribe.”
- Lekker Coffee and Baking Co, sent at 12:21 PM on a Tuesday: “You earned a reward from Lekker Coffee and Baking Co! Download Cash App to redeem: [link] Text STOP to opt out”
Notice that each text quickly tells me who’s texting (except Alaska Massage Clinic, which should’ve put its name sooner) and offers an easy way to opt out.
Plus, they were all sent during regular business hours.
If compliance seems overwhelming, take heart: the right SMS marketing tools make it easy.
The Best Tools for SMS Marketing
There are tons of SMS marketing platforms to choose from. But these three top picks are my favorite. They include everything you need to pull off a successful SMS marketing campaign, complete with built-in compliance.
1. Klaviyo
If you’re already using email marketing, Klaviyo is an easy choice. The tool combines email, mobile app, and SMS marketing under one umbrella—and you can manage everything from one dashboard.
Klaviyo offers:
- Recipient segmentation
- Bulk texts
- Personalization
- Built-in compliance for more than 20 countries
- Text A/B testing
- Deep analytics
- Tons of integrations with top marketing tools
See Klaviyo’s plans and pricing details for more information.
2. Attentive
As the company’s name might suggest, Attentive is an SMS marketing tool focused on building conversations with customers. You don’t have to send two-way texts where customers can respond, but you can, which is pretty neat.
You can also easily send interactive RCS (Rich Communication Services) messages with Attentive.
Attentive includes:
- Recipient segmentation
- Email marketing
- Built-in compliance
Pricing isn’t publicly listed, so you’ll need to schedule a demo to learn more about that.
3. Postscript
If you’re an ecommerce brand that sells on Shopify, Postscript is the SMS marketing tool literally built just for you.
Postscript offers:
- Multi-channel opt-ins. Convert new subscribers everywhere from your checkout pages and website to your email newsletters and physical QR codes
- Advanced segmenting. Divide and target your audience by all sorts of use cases and attributes, plus 45+ segmentation filters, including historical data pulled from Shopify.
- Automation triggers. Choose from 65+ automation triggers to send messages at any point in the customer journey—from the beginning of checkout to post-purchase.
- AI-powered A/B testing. Create and test variants to make sure you send out the best-performing messages.
- Two-way messaging. Start (manageable) conversations with your valued customers.
Postscript’s base plan is free, minus carrier fees, and the rest of its plans are affordable for businesses of any size. Explore Postscript’s SMS marketing plans here.
Tips for Your First SMS Marketing Campaign
Ready to start growing your list and driving conversions with SMS?
Follow these tips to get started:
- Start with a clear, manageable goal. Focus on one stage of the funnel first: cart recovery, a limited-time promo, or a welcome offer are great starting points. As you get more confident in SMS marketing, you can add additional campaigns.
- Collect opt-ins the legal way. Use website pop-ups, checkout checkboxes, or keyword opt-ins like “Text JOIN to 12345.” Always include consent language and a link to your terms. Consider attaching an offer to your opt-in to help drive conversions.
- Keep your message short and actionable. SMS works best when it’s clear, direct, and includes a link or next step for recipients to take.
- Send at the right time. Avoid early mornings or late nights. Mid-morning or early afternoon texts tend to get the best response.
- Test before blasting. Send a test message to yourself or a small group first to check formatting, links, and timing before you send a bulk message.
- Track and tweak. Monitor open rates, click-throughs, and opt-outs so you can improve your next SMS campaign.
