What is SMS marketing?

 Diagram showing the ability to connect SMS marketing with people.

What is SMS marketing?

SMS marketing is a direct and personal way of reaching customers through text messages sent straight to their mobile phones. Unlike other digital channels that rely on users logging into accounts or navigating to specific websites, SMS messages pop up instantly, offering an almost guaranteed read rate. SMS marketing leverages short, punchy messages to drive engagement, promote offers, send reminders, or share updates, making it a powerful tool for brands aiming to reach their audience quickly and effectively.

With open rates for SMS hovering around 98%, SMS marketing has become a compelling choice for businesses wanting to cut through the noise right into customers’ inboxes and deliver their messages in real-time. And, just like email marketing, crafting the right message structure is critical in SMS marketing to ensure that each message is clear, impactful, and drives the desired action. Here are a few best practices that Get Better follows when designing SMS campaigns that work.

Keep It Short and Impactful

One of the biggest challenges in SMS marketing is the character limit—usually capped at 160 characters. This requires each message to be short, clear, and impactful. To make the most of your limited space, focus on a single purpose per message and use concise language. For example, rather than saying, “We are excited to let you know about our big sale this weekend with discounts on many items,” try “Weekend Sale! Enjoy up to 50% off sitewide.” Get to the point quickly, and avoid filler words that don’t add value.

By keeping your messages short, you respect the customer’s time and increase the likelihood of them taking action. In SMS marketing, clarity and brevity go hand-in-hand, so make every word count.

An image saying ’Call to action’ with the action in wooden blocks on a grid box book, on a wooden desk, glasses, mobile phone, pen and coffee mug.

Make Your Call-to-Action (CTA) Clear and Compelling

A strong CTA is essential for SMS marketing. With such limited space, your CTA needs to be both clear and actionable. Whether it’s “Shop Now,” “Claim Offer,” or “Book Today,” the CTA should leave no doubt about what you want the customer to do. In addition, creating a sense of urgency, such as “Today Only” or “Ends at Midnight,” can drive quicker responses.

Be mindful that SMS is an interruptive medium, so use CTAs that are direct and easy to act upon. Avoid complex steps—recipients should be able to complete the action with minimal effort. A well-crafted CTA guides the customer effortlessly from message to action, which is key to successful SMS campaigns.

An SMS text message template on Klaviyo from Get Better to a person named Jack. Trying to get them to book a session with Get Better Ltd.

Start with Brand Recognition

In SMS marketing, it’s crucial to let customers know who’s messaging them right from the start. Starting the message with your brand name or a quick brand identifier helps build trust and avoids any confusion. For instance, beginning with “Hi from [Brand]” or “Special offer from [Brand]” makes it clear that the message is from a familiar source and encourages the recipient to read on.

This quick brand mention also reinforces brand identity. By consistently introducing messages with your brand, you make each SMS feel more cohesive and establish a consistent tone that customers recognise and trust over time.

Conclusion

In conclusion, SMS marketing is a highly effective way to connect with customers directly and personally. With unparalleled open rates and the ability to deliver timely, relevant messages, it’s a channel that businesses simply can’t afford to ignore. By keeping messages short and impactful, incorporating clear and actionable CTAs, and prioritising brand recognition, you can ensure your SMS campaigns are engaging and drive real results.

SMS marketing is about delivering value quickly and effectively while respecting your audience’s time and preferences. When done right, it can help foster trust, build loyalty, and significantly enhance customer relationships. If you’re looking to refine your SMS strategy or explore its potential, now’s the perfect time to start crafting campaigns that make an instant impact.