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Businesses are constantly looking for effective ways to connect with customers directly and instantly. Among the many tools available, SMS marketing has emerged as one of the most personal and high-converting channels. SMS campaigns provide a direct line to customers’ mobile phones, offering open rates of over 90%. This is much higher than email or social media. In this guide, we will explore how to create SMS campaign, from planning to execution. Let us show you how an SMS marketing campaign and SMS marketing strategy should look like.
What is SMS Marketing Campaign?
An SMS marketing campaign involves sending promotional or transactional text messages to a group of recipients via mobile phones. These messages are typically used for the following:
- Marketing promotions.
- Reminders.
- Alerts.
- Updates.
- Time-sensitive offers.
Since mobile phones are ubiquitous, SMS marketing allows brands to reach customers in real-time, often with immediate results. Now, let’s cover how to create SMS campaign and share a few essential SMS marketing campaign tips.
Why Use SMS Marketing?
- High open rates - SMS is typically read quickly. Usually within 3 minutes.
- Direct approach - Great for flash sales and event reminders.
- Personal message - SMS can be created guided by preference and behavior.
- Cost-effective - Compared to traditional advertising, SMS is affordable with a high ROI.
Customer engagement - Encourages direct responses and actions like clicking a link, redeeming a coupon, or replying to a survey.
Step-by-Step Guide - How to create SMS campaign
We have assembled a step-by-step guide on how to do SMS campaign. Do the following 8 steps and you’ll end up with a winning SMS campaign. Steps are:
- Set clear goals.
- Understand your audience.
- Choose the right SMS marketing platform.
- Build a compliant contact list.
- Craft the message.
- Time it right.
- Automate where possible.
- Track and optimize.
Now, let us quickly explain each step so you can guide yourself easily through the process.
Set Clear Goals
Start by defining the objective of your campaign. Common goals include:
- Driving traffic to a website or store.
- Promoting a product or sale.
- Re-engaging inactive users.
- Sending reminders or alerts.
- Gathering feedback via surveys.
Having clear goals is one of the best tips for SMS campaigns. If you have clear goals, it will help you guide the content creation and performance tracking more effectively.
Understand Your Audience
Segment your customers based on factors like:
- Location.
- Purchase history.
- Behavior on your website.
- Demographics.
The more you target, the better the engagement.
Choose the Right SMS Marketing Platform
Even if you know how to do SMS campaign, launching your campaign on the wrong platform can yield unexpectedly bad results. So, to send messages at scale, you need a reliable SMS marketing platform. Look for features like:
- Message personalization.
- Scheduling and automation.
- Analytics.
- Compliance tools.
If you are unable to decide on where and how to launch your SMS campaign, we can help you with it. We are TopMessage, and we specialize in boosting customer engagement through successful SMS marketing campaigns. Contact us today and have your business prosper in no time.
Build a Compliant Contact List
You must obtain consent before sending SMS messages. This is not just ethical. It’s required by laws such as the TCPA (Telephone Consumer Protection Act) in the U.S. and the GDPR in Europe.
Ways to collect SMS opt-ins:
- Website forms.
- In-store signups.
- Social media campaigns.
- Text-to-join keywords.
Always include an easy opt-out option like: “Reply STOP to unsubscribe.”
Craft the Message
Keep your message short, clear, and actionable. SMS should be under 160 characters and should have:
- Brand name or ID.
- Offer or update.
- Clear call-to-action (CTA).
- Opt-out option.
Example:“Hi Sarah! Enjoy 20% off your next order at TrendyStyles. Shop now: [link]. Reply STOP to opt out.”
Time It Right
Timing is crucial. Avoid early mornings or late nights. Ideal times:
- Mid-morning (10–11 AM).
- Early evening (4–6 PM).
- A few hours before an event or offer ends.
Use A/B testing to experiment with sending times and days.
Automate Where Possible
Use automation for:
- Welcome messages.
- Birthday offers.
- Cart abandonment reminders.
- Order confirmations.
Automation saves time and ensures consistency in communication.
Track and Optimize
Key performance metrics (KPIs) to track:
- Delivery rate.
- Open rate (estimated).
- Click-through rate (CTR).
- Conversion rate.
- Unsubscribe rate.
Use these insights to tweak future campaigns. A/B testing different messages and CTAs helps refine your strategy over time.
Best Practices for SMS Marketing
- Keep it concise: Mobile users scan, not read.
- Be personal: Use customer names or product preferences.
- Avoid jargon: Use simple, direct language.
- Don’t spam: Limit the frequency of messages.
- Always offer value: Coupons, reminders, or relevant updates.
- Be compliant: Always follow privacy laws and provide opt-out instructions.
Common Mistakes to Avoid
- Sending without consent.
- Over-messaging and spamming users.
- Using vague or misleading language.
- Ignoring performance data.
- Not testing before launching a full campaign.
SMS Marketing Campaign Examples
- Retail: “Flash Sale! Get 25% off all shoes today only. Shop now: [link]”
- Healthcare: “Reminder: Your appointment with Dr. Smith is tomorrow at 10 AM. Reply YES to confirm.”
- Restaurants: “Free dessert with any entrée today at Joe’s Grill. Show this text!”
- Event: “Your event ticket for SummerFest is ready! Download here: [link]”
Conclusion
Now you know how to create SMS campaign effectively. It is a smart and efficient way to reach your customers directly. With high engagement rates and low costs, it’s an essential tool in any modern marketing strategy. The key lies in respecting your audience's preferences, crafting valuable messages, and leveraging data to optimize performance. By following the steps outlined above, your business can launch successful, compliant, and results-driven SMS campaigns that enhance customer relationships and drive conversions. Hopefully, our tips for SMS campaigns helped you to do just that and move forward with your plans. Good luck!
FAQs
How to make a SMS marketing campaign?
To make SMS marketing campaigns:
- Set a clear goal.
- Segment your target audience.
- Choose a reliable SMS marketing platform.
- Collect opt-ins and build your subscriber list.
- Craft concise and engaging messages.
- Schedule your campaign at the right time.
- Track performance and make improvements.
How to send SMS campaign?
To send an SMS campaign:
- Sign up for an SMS marketing platform.
- Upload your contact list (with consent).
- Write your message and personalize if needed.
- Set the sending schedule or automate it.
Launch the campaign and monitor results through the platform dashboard.
Is SMS marketing legal?
Yes, but there are regulations. You must obtain prior consent from recipients (opt-in), provide an easy way to opt out, and clearly identify your brand in the message. In the U.S., this is governed by the TCPA and CAN-SPAM Act.
How often should I send SMS messages?
It depends on your audience and purpose. 1–4 texts per month is reasonable. Always focus on quality and relevance over quantity.
What is a good SMS marketing open rate?
SMS open rates are very high, often between 90–98%. Usually within the first few minutes of delivery. However, success depends on your click-through and conversion rates too.
Can I track clicks in SMS?
Yes. Most SMS platforms allow you to use trackable links or short URLs that record click-through data. This helps you see who engaged with your message and optimize future campaigns according to the results.
How long should an SMS message be?
Try to keep it under 160 characters. This fits within a single SMS unit and avoids additional charges or message splitting. Short and clear messages perform best.