Ready, Set, Text: 9 Steps to a Winning SMS Campaign |
Already using email to drive revenue? SMS is your next best move. |
It's fast, personal, and insanely effective – if you use it wisely. |
Here's how to turn quick texts into sales and loyalty for your business. |
Why SMS Belongs in Your Marketing Stack |
Your customers open texts on their phone all day, every day. If you're not part of the conversation, you're already forgotten. |
Here's why marketers love SMS: |
✅ It cuts through the noise. Most texts are opened within minutes, not hours. |
✅ It feels personal. You're landing in someone's hand, not a cluttered inbox. |
✅ It drives instant action. Flash sale? New drop? SMS drives clicks like no other channel. |
But texting is intimate. So you've got to treat it with respect. |
Here's how to get it right from the start. |
Step 1: Set a Clear Goal |
Before you hit send, know why you're sending the message: |
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Your goal should shape everything, from the copy to the segment you choose. |
💡Pro Tip: Think beyond your brand's needs. Ask: what's in it for the customer? When your text makes their life easier, it's a win for both of you. |
Step 2: Know Your Audience |
Too many texts? Unsub. Irrelevant message? Unsub. Same message as email? Also unsub. |
Instead, break down your audience so each text hits home. |
Here are a few go-to segments: |
Cart abandoners: Give them a little nudge (e.g. reminder with a discount). VIPs: Reward your loyal shoppers with early access or sneak peeks. Location-based subscribers: Promote local events or in-store promos. Inactive folks: Reignite interest with a personalized offer or exclusive deal.
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The more relevant your message, the better it performs. |
Step 3: Keep It Short, Snappy, and Clear |
SMS is not email, so forget long intros or clever wordplay. |
You've got limited space (~ 160 characters). Say exactly what you mean, right up front. Use your brand voice, but skip the essay. |
❌ Instead of: |
"We're thrilled to announce our newest summer arrivals. You're invited to check them out and find something special!" |
✅Try: |
"☀️ Our summer drop is live! Don't miss your size. Shop now 👉 [link]" |
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💡Pro Tip: Stick to one clear CTA per message. Too many options = no action. |
Step 4: Give Them Something Special |
If a customer gave you their number, they're expecting more than just updates. |
They want value. |
Think of SMS as your "insider" channel. What can you offer here that feels exclusive or exciting? |
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Make them feel like VIPs, and they'll stick around. |
Step 5: Time It Right |
Even the best message can flop if it shows up at the wrong time. Trust me, nobody wants a "flash sale" ping at 2 AM. |
Stick to daytime hours in your customer's time zone. And test different days/times to see when your audience is most responsive. |
✅ Mid-morning and early afternoon usually perform well
✅ Avoid weekends unless it's something time-sensitive or fun
✅ Always A/B test – what works for one brand (or audience) may not work for another |
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(Source) |
Step 6: Track the Right Metrics |
SMS is a different beast from email, so don't rely on the same old open rate to measure success. Focus on the metrics that show real engagement: |
Click-through rate: Are people tapping your links? Conversion rate: Are those clicks turning into sales? Revenue per message: Is it paying off? Unsubscribes: If they're climbing, time to reassess message quality or frequency.
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💡Pro Tip: Match your metric to your goal. Launching something new? Focus on sales. Running a reminder campaign? Track traffic and clicks. |
Step 7: A/B Test Everything |
What works for one brand (or even one campaign) might not work for another. |
That's why testing is your best friend. |
Try this: |
✏️ Direct vs playful tone |
🔗 Link placement at the top vs bottom |
📸 SMS vs MMS (and whether the image adds value) |
😄 Emojis vs plain text |
📍 Broad vs hyper-targeted segments |
Test, learn, tweak, repeat. Your audience will show you what works. |
Step 8: Send More Than You Think |
Worried about texting too much? Most brands are actually under-sending. |
Research shows customers are fine hearing from you a few times a month, as long as you're saying something worth reading. |
Here's how to strike the right balance: |
Don't repeat content from email Segment carefully so the message matches the person Vary your message types (i.e. don't just send promos)
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If your texts are timely and useful, people will actually look forward to them! |
Step 9: Fit SMS Into the Bigger Picture |
SMS works best when it's part of the plan (not tacked on at the end). |
Use it to support what you're already doing across other channels. Here are some ideas: |
Pair it with email: Use email to tell the full story, then follow up with a text when it's time to take action. Back up your ads: If someone clicks your ad but doesn't buy, a reminder text a day or two later can seal the deal. Support your flows: Add SMS into your abandoned cart or post-purchase flows for a friendly nudge or quick update.
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When all your channels work together, customers stay engaged (and are more likely to convert). |
Bonus: Stay Compliant to Build Trust |
SMS is tightly regulated. So before you build your next campaign: |
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But compliance isn't just about legal protection. It's also how you build long-term trust with your audience. |
Final Words |
SMS is a powerful way to show up, deliver value, and connect with your customers. |
So keep it relevant. Keep it human. And always ask yourself: |
Is this text worth someone's attention? |
If the answer is yes – hit send! |
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