What Is an SMS Campaign + Tips and Best Practices for Success

With nearly 7 billion smartphones lighting up constantly around the globe, it’s obvious that messaging has become the status quo for communications. People text for appointments. They text for food drop-offs. For public events, work projects, and deals. Unsurprisingly, local businesses are investing more and more in text and SMS marketing.

In order to get the most out of it, small business owners should have a basic understanding of what SMS campaigns are and how they work. Read on to learn how to send SMS marketing messages that convert, find effective templates, and craft winning SMS campaigns that will have an impact.  

What is an SMS campaign?

What is text marketing? Glad you asked. An SMS campaign is a marketing campaign designed to help you interact with and reach new customers via text. SMS campaigns involve sending real-time promotional (or informational) messages to a target demographic via SMS (Short Message Service). They are one of the main components of modern text marketing.

Benefits of SMS Marketing Campaigns

A well-crafted, well-timed SMS marketing campaign can have significant benefits for your business. Here are just a few: 

1. Direct and Immediate Communication

Unlike other marketing campaigns that depend on customers to perform online searches or open their mailbox, SMS campaigns deliver your marketing communications immediately, increasing your chances for impact and allowing for increased relevance and urgency. If you have something time-sensitive like a flash sale, limited-time offer, or event update, text is a no-brainer. 

2. High Open and Response Rates

In case you didn’t know, text messages have extraordinarily high open and response rates compared to other forms of marketing communication. Texts have an open rate of up to 98%, and 95% of them are opened within three minutes. 

3. Personalized and Targeted Messaging

SMS campaigns give you unprecedented personalization and customization opportunities, allowing you to connect with and serve your customers on a whole other level. By addressing customers by name according to their specific timelines, you can hit them with relevant promotions straight to their mobile phone inboxes, increasing familiarity and strengthening relationships. 

4. Cost-Effective Marketing Channel

How much does it cost to send a text? How about 700? Less than you’d think. Text is one of your most cost-effective marketing channel options. With the right platform, you can send high-impact, interactive, and personalized campaigns for next to nothing, making text one of the most powerful and affordable marketing channels in your arsenal. 

5. Increased Engagement and Loyalty

Did you know that your customers want you to text them? Three-fourths are happy to receive texts from a brand if they’ve opted in. Customers redeem text-delivered coupons 10x more than other types. Text messaging also has a 209% higher response rate than phone, email, or Facebook. 

6. Competitive Edge

Messaging isn’t just nice to have. It gives you a significant competitive edge. Your customers are twice as likely to prefer texting to any other singular communication method. Over 65% think texting makes working with you more convenient, and most importantly: over 40% say they’re likely to switch to a different business because they offer text messaging to communicate.

8 SMS Marketing Campaign Ideas & Strategies

Ready for some examples? We are too. Here are eight SMS marketing campaign ideas and strategies to get you started. Pro Tip: Don’t forget to add an emoji!

1. Welcome Messages

As the first text messages in your relationship, welcome messages are especially important. Remind customers of the value they’ve just discovered in signing up with you and the value you will continue to deliver over your time together. You can offer a discount or reward for signing up as well. 

Hey Eiline, welcome to Kartho Orthodontics! We’re excited to help make your smile brighter. Show this text message next time you come in for a free retainer cleaner. 🪥

2. Thank You Messages

In showing gratitude, these messages are some of the most impactful. Send thank you messages after transactions and services to show customers that you care and are genuinely interested in following up with them. 

Hey Jonathon, thank you for your purchase with Ollie + Mannie today! We hope you enjoy your new candle. 🕯️ Take 10% off your next one stand, on us! Text us with any questions, and hope to see you again soon. 

3. Confirmation Messages

Use confirmation messages to confirm appointments, purchases, deliveries, and more. Order confirmation messages should offer reassurance and tell your customers who to contact if they run into an issue. 

Hi Kari, Sophie from Amos Tires here! Just texting to confirm your rotation appointment on August 12th at 4pm. Text me if you need to change anything! Hope you have a great day, and we’ll see you here soon. 

4. Exclusive Discounts and Special Offers

These types of messages are supposed to make recipients feel like they’re getting a discount specifically tailored to them that takes into account their history with you. Essentially, they should make customers feel like you know them and are personally thanking them for their loyalty. 

Julie, it’s been five years since we started our journey together at Beauty & Wellness, and that means it’s time to celebrate 💗 Click this [link] for 40% off of our latest beauty packages! We so appreciate your business and your allowing us to be a part of your wellness journey for all these years. 

5. Abandoned Cart Messages

Sometimes, customers just need that extra push–this message should give that to them. Abandoned cart messages should be automatically sent a day or so after a customer abandons their cart and remind customers of the value of the items in their cart and ease of doing business with you. 

Shawn, we think you forgot something in your cart 😉 Our new triple max blenders are going fast and we don’t want you to miss out! Use this [link] for an extra 10% off, on us. Text us for more details!

6. Content Promotion

These messages are designed to promote your content on your website, blog, social media, or other platforms. Because you’re promoting content, make sure these messages are extremely relevant and make content convenient for your customers via a link. 

Hey Sadie, Kylie here! Hope you’re enjoying your recent facial from Jollie Beauty Spa 💖 You look gorgeous! Want tips on how to maintain your fresh glow between now and your next visit? Check out our complete guide to facial after-care and glow maintenance here! [Link] Text if you have any questions!

7. Product Upsell

They’ve already bought the goods–now it’s time to upgrade. Videos, images, and gifs work really well in these types of messages, helping you appeal to emotions and vision. 

Lisa, have you worn out your New Morning sneakers yet? We thought so. Take 10% off our newest run-and-done selection here [Link]! Don’t forget–if your friends or family make a purchase, you get another 10% off! 20%…now that’s hard to pass up. Text us for deets!

8. New Release Messages

These text messages are meant to appeal to your customers’ desire for novelty. Make these messages exciting with visual and interactive elements as you introduce your customers to your new product, pop-up, or ecommerce phenomenon and keep them updated on product launches in the future. 

It’s here…the new Dodge Ram! Ready for a test drive, Adam? Text us to book via this thread or click the link below to see a demo of our latest and greatest on the road to speed. 

SMS Campaign Examples & Templates

Ready to put pen to paper? So are we. Here are six ready-to-use SMS campaign templates for different situations.

Example 1: Appointment Reminders

Hi [Name]! Julie here. Just a friendly reminder that you have an upcoming appointment with [Your Business Name] on [Appointment Date] at [Appointment Time]. If you need to reschedule or have any questions, please text us back. See you soon!

Example 2: Promotional Message

Hi [Name], ready for your Labor Day Special? [Dealership Name] offers you up to 15% off on your favorite pre-owned cars. Hurry, it’s a limited time offer! Visit [link] or text to book a test drive 🚘

Example 3: New Client Welcome

[Name], welcome to the best furniture loyalty program in town. Check out this [Link] for our quiz to customize your design options and personalize our recommendations for you! 

Example 4: DRIP Campaign

Hey [Name], it’s been [Time Period] since your last [Service]. Here’s 20% off if you come in before this [Day]. Hope to see you soon! 

Example 5: Alert Message

Open your door, [Name]! Your delivery is HERE! Enjoy your new [product] and please text us if you have any questions. Remember, you can return or exchange for up to [window]. 

Example 6: Event Invitation

[Date] is almost here. Join us tonight for an [event: e.g., a free info session on preparing your taxes as a new home buyer] at [Date/Time]. Show this message for a free drink!

Want more free templates? No problem. Here are 500 free templates for you to explore and a few more examples. 

SMS Marketing Campaign Best Practices & Tips

Want some tips and tricks? Here are three tips and best practices related to SMS campaigns. As always, you should take steps to protect your brand name. Abide by the messaging and data security standards of your location and respect customers’ wishes, always being willing to remove a phone number for an unsubscribe. 

1. Mind the timing.

Yes, timing is absolutely key. Send SMS messages at appropriate times, when your audience is most likely to be available and receptive to your marketing notifications. Avoid sending too early in the morning or too late at night (the best time to send is typically during business hours or early evening). 

2. Add clear call-to-action (CTA).

If you don’t have a clear CTA, you don’t have an SMS campaign. Make sure that every message you send clearly tells customers what they are supposed to do next, whether it’s click a link or text you back. Avoid using multiple CTA’s, as this can confuse customers. 

3. Mind the number of texts you send.

Frequency is critical. Like email marketing, you never want your customers to feel like you’re spamming them. Avoid sending multiple texts per week. Limit your communications to once every couple of weeks, or once a month, depending on how often your customers interact with you. 

Get the Most Out of Your SMS Marketing Campaign

Over 150,000 local businesses use Podium to send highly customized, personalized SMS marketing campaigns that actually convert. With Podium’s marketing platform, you can customize every message, automate repetitive tasks for your team, and engage in meaningful two-way conversations. Podium’s omnichannel marketing tool encourages opt-ins and SMS subscribers at every stage in your customer journey, allowing your contact list to build itself.  

Want to send a text that drives thousands in revenue? Raise your conversion rate? Uplevel your digital marketing, improve your follow up and functionality, and boost your click-through rates? Try Podium for free today. 

FAQs

Have questions? We’ve got answers. Here are a few frequently asked questions about SMS campaigns. 

How do I run an SMS campaign?

First, define your campaign objectives. Build your subscriber list, craft engaging and relevant messages to individuals or the customer profiles of your target audience, work out the timing, test, and send. You should always track  metrics and measure your results to improve future SMS campaigns. The SMS provider you choose plays a big role in how easy running your campaign will be and how effective your marketing efforts will prove. 

What is an SMS drip campaign?

An SMS drip campaign, or SMS autoresponder campaign, is a series of scheduled text messages sent to subscribers at specific intervals. Using marketing automation, it sends texts at the right times without you having to actually press the button, making your life a whole lot easier. 

What is the best SMS software?

There are a lot of text campaign services that make a lot of promises about text marketing campaigns. The best SMS software will bring all of your communications into one place and encourage two-way threads, allowing for so much more than one-letter or one-number answers. Through your text message marketing provider, you should have access to templates, top-tier SMS marketing strategy, and world-class customizability to make your campaigns your own and make sure they really resonate with your customers.