If email is the polite knock at your customer’s inbox door, SMS is the friendly tap on the shoulder. It’s quick, direct, and often impossible to ignore. In a world full of noise, few marketing tools offer the immediacy and intimacy of a well‑timed text message.

And yet, many businesses overlook it. They either use SMS too sparingly or treat it like a spam cannon, firing off messages without strategy or soul. That’s a missed opportunity.

Done right? SMS isn’t just about selling; it’s about building connections. In this article, we’ll walk you through how to use SMS to create moments that matter, deepen customer relationships, and nudge engagement in the right direction.

1. How SMS Marketing Still Dominates in 2025

Texting isn’t new, but it hasn’t lost its charm. With open rates hovering near 98%, average response rates around 45%, and most messages read within 3 minutes. SMS is the quiet powerhouse of modern marketing.

Why it works:

• Everyone has a phone. No apps to download, no updates to install.

• It cuts through clutter. Emails get lost. Social posts get buried. A text gets read.

• It’s fast. Whether you’re running a flash sale or updating status on an order, SMS delivers instantly.

Think of SMS as the glue that holds your omnichannel strategy together; fast, friendly, and laser‑focused.

2. Compliance First: Staying Legal and Respectful

Before you hit send, make sure you're playing by the rules. Customers may love getting helpful texts, but only when they’ve said “yes” to it.

Here’s what you need to keep in mind:

• Get explicit opt‑in. Always. Never buy lists.

• Be transparent. Tell people what they'll receive and how often.

• Make opt‑out easy. Include “Reply STOP to unsubscribe” every time.

• Respect boundaries. No midnight promos. Stick to local "quiet hours."

• Protect data. Treat customer info like it’s your own.

Following the law is the floor, not the ceiling. It shows your audience that you respect their time and trust.

3. Building An Opt‑In List Customers Actually Want To Join

The goal isn’t a big list. It’s a valuable one. Focus on building a community, not a crowd.

Proven ways to invite opt‑ins:

A double opt-in flow (e.g., a web form + confirmation text) can help maintain list quality and ensure only interested folks stay on.

4. Writing Texts That Actually Get Clicked

You’ve got 160 characters (give or take). Make them count.

What works:

• Lead with value. “Free gift with your next order” works better than “Hey, it’s us!”

• Be personal. “Hi Maya” > “Dear customer.”

• Create urgency. “Ends tonight at midnight” sparks faster action.

• Be clear. One link. One call to action.

Example:

Hi Maya! 🎉 Your points earned you a FREE Latte. Claim it in the app before 5 PM ➡️ bit.ly/latte

Tone tips:

• Stay casual and friendly.

• Avoid all‑caps (it screams, literally).

• Use emojis sparingly (know your audience).

5. Timing & Frequency: Send It When It Matters

Timing can make or break your SMS strategy.

General guidelines:

• Flash sales: 10 AM–1 PM (local time).

• In‑store offers: 1–2 hours before busy shopping times.

• Abandoned carts: 30 mins post-abandonment, with a follow‑up at 24 hours if needed.

How often should you send?

• Retail: 2–4 times per month.

• Food delivery or fast-moving goods: Up to 8 texts/month.

Watch your opt-out rates closely; spikes mean you’re doing too much.

6. Automation & Segmentation: Keep It Smart, Not Spammy

Modern SMS tools let you go beyond bulk blasts.

What you can automate:

• Welcome Series: Greet new subscribers, share perks and set expectations.

• Cart Reminders: “Still thinking about those sneakers? Here’s 10% off.”

• Birthday or Anniversary Treats: “Happy 1 Year with us; your gift’s inside.”

• Post‑Purchase Love: Shipping updates, reviews, upsell recommendations.

Smart segmentation = better results.

Filter by:

• Location

• Past purchase behavior

• Average order value

• Engagement level

The smaller the segment, the higher the impact.

7. SMS at Every Stage of the Customer Journey

Here’s how SMS fits into the full funnel:

Use SMS to stay connected at every step without being overbearing.

8. Integrating SMS with Email, Push, and Social

SMS shines brightest when it’s part of a bigger picture.

Here’s how they work together:

• Email + SMS: Announce a sale via email, then send a last-chance reminder by text.

• Social + SMS: Drive social engagement with FOMO, then invite users to join your SMS list.

• Push + SMS: If a user ignores push notifications, a text can re-engage them fast.

Just make sure you’re syncing customer data across channels to avoid overlap or confusion.

9. Tracking What Works: Metrics to Watch

Success isn’t a feeling; it’s measurable. Keep an eye on:

• Delivery Rate: Did it reach inboxes?

• Opt‑In/Out Trends: Is your list growing or burning out?

• Click‑Through Rate (CTR): Are people engaging?

• Conversion Rate (CVR): Are clicks turning into purchases?

• Revenue per Message (RPM): How profitable is each text?

• Reply Speed: Especially for two‑way campaigns or support.

Test different angles:

• Short links vs. branded URLs

• Emojis vs. plain text

• Time of day

• Free gift vs. discount

Small tweaks can make a big difference.

10. Common Mistakes (And How to Dodge Them)

Here’s what to avoid if you want SMS to work for you, not against you:

• Sending the same message to everyone. Segment, segment, segment.

• Texting too much. Even fans get annoyed.

• Being vague. Make your offer and CTA clear.

• Ignoring replies. Two‑way SMS is a trust builder, don’t ghost your customers.

• Breaking compliance rules. It’s risky, costly, and not worth the shortcut.

11. Choosing the Right SMS Platform

Look for these features when picking a platform:

• Reliable delivery & short code options

• Automation tools

• Integrations with Shopify, Klaviyo, HubSpot, etc.

• Solid analytics

• Support for two‑way messaging

• Transparent pricing

Top options to consider: Attentive, Postscript, Klaviyo SMS, Twilio, SMSBump.

Always test the user experience; your team should love using it too.

12. What’s Next: Future Trends in SMS

The future of SMS isn’t static; it’s evolving fast.

• RCS (Rich Communication Services): Think texts with images, buttons, carousels, and these options are available on many Android phones.

• Conversational Commerce: AI-powered chat via SMS that can handle orders, upsells, and FAQs.

• Hyper-Personalization: Targeted offers based on browsing, location, or even local weather.

The brands that lean into these innovations now? They’ll set the pace for everyone else.