The beginners guide to SMS marketing

Your customers opt-in to receive SMS for a reason – they want to be the first to know about your products, services, sales and promotions, and they trust you to deliver. Brands who get it right can boost conversions with some of their most engaged customers. 

Houseful, previously Zoopla, implemented SMS from a single provider in 2023 and saw an immediate return on investment (ROI), cut costs and integrated SMS with its existing systems. 

“Our estate agent customers need to send appointment reminders and property transaction updates reliably and on time. With SMS from Esendex, texts land straight into the hands of the agent’s clients when they are most valuable to them.”

Riccardo Dawson, Chief Operating Office at Houseful

Key takeaways: 

• SMS is a critical mobile-first channel for marketers in 2026 because they can reach customers directly with short promotional or transactional texts
• Brands who implement SMS marketing are seeing an excellent return on investment, with access to advanced functionalities like automation, bulk SMS, surveys, landing pages and more 
• SMS can be used by both small and large businesses – it’s cost effective, engaging and texts can be personalised, but they need to follow best practices to be successful 

What is SMS marketing?

SMS marketing is where brands send promotional or transactional texts to their opted-in audience, such as sales alerts, event invites or appointment reminders. These marketing messages are short and to the point, with a character limit of 160 and personalisation to grab attention. 

SMS is an increasingly popular tool for marketers because it’s reliable, doesn’t need an internet connection or app install, and has a wide reach. Recent research reveals brands with mobile-first strategies dominate in the UK, with 93% of the population owning a mobile in 2024 and SMS marketing achieving 45% higher form fills compared to desktops. 

It’s also a customer favourite too – four out of five consumers want to be contacted by text at least once a week from brands they love. And 94% are more likely to reply to a text from a business, with 90% agreeing that personalisation encourages action. 

How does SMS marketing work 

SMS marketing is more than just sending a text. Brands that get it right can quickly reach their customers and drive direct action (such as generating sales or improving click-through rates (CTR) by sending timely and targeted messages. For example, Rotherham council achieved high CTRs of 34% to 67% from consumers who engaged with their SMS. 

If texts can’t be sent for whatever reason, you’ll be notified of a failed delivery and can take action, such as getting up-to-date mobile numbers. 

Automation

SMS marketing can be automated, especially if you have hundreds or thousands of customers. Texts can be triggered at key points in the customer journey, such as after placing an order or abandoning their basket, so it’s personalised based on their behaviour. You could also send automated texts to groups of customers, that have opted-in, when you have a sale or event. 

Here are a few ways to send automated texts: 

• Autoresponders: If a customer sends you a text, trigger an automatic reply so they’re not left waiting 
• Recurring texts: Schedule texts for specific times and days. This could be an appointment reminder set two days before the occasion
• Scheduled texts: Send one-off messages to customers at a specific time 
• Keyword responses: Customers can send you a text with a keyword such as “OFFER” and receive an automatic response with more details 
• SMS drip messages: Send automated messages over a campaign period when a customer triggers them 
• Behaviour-based triggers: Trigger texts based on customer behaviour, for example, if they completed an order or attended an event

Bulk SMS

Bulk SMS is a great tool for marketers who want to reach groups of customers, for example, your loyalty program members or employees that have opted-in. Send thousands of messages at the same time and schedule them at the right time, using an SMS API or SMS marketing provider like Esendex. 

It works by uploading your customer data, and segmenting customers or selecting specific ones. Next write your message and add dynamic fields such as first names to personalise the text. Click schedule or send the text immediately. 

Esendex’s SMS gateway processes 90% of texts within five seconds, and 95% within 20 seconds, so your message will always land. Once the text is sent, you can track open rates.

SMS landing pages 

If you want to send text with a link, create a custom landing page for customers to visit, for example, if they click on an offer or want to complete a survey. These pages can be fully branded and optimised for mobile, in line with a mobile-first strategy. They’re also easy to create – you don’t need any technical experience, just use a simple drag-and-drop function to build it. 

Email to SMS 

Texts can be written in your email for ease, and then automatically converted and sent as a text. This is ideal for increasing the visibility of your email communications, engagement and encouraging two-way conversations. You can also receive replies straight to your email inbox. This can be completed through email software like Outlook, Yahoo and Gmail, using an email to SMS Gateway. 

It takes under five minutes to set up in most cases, and you can begin sending texts straight away. You can also remove your email signature and footer because it’s not relevant for SMS. 

SMS Surveys 

Genuine and fast feedback is critical for marketers because it helps to uncover how customers feel about your campaigns or promotions, and find out why some texts don’t quite land. Send short surveys over SMS to get key insights and drive improvements. These are best sent after a customer interaction, for example, if they make a purchase. You can also send them to groups of customers using bulk SMS. 

The types of SMS surveys include: 

• Customisable linear: Send an SMS with chronological questions and receive a yes/no response or open answers 
• Branched surveys: Send an initial question and then follow-ups based on their answers 
• Triggered surveys: Automatically send surveys at key points, such as, after a query 
• Personalised content: Tailor surveys based on your customers’ data

Find out how to create and send SMS surveys. 

13 examples of marketing messages   

A third of customers respond to a call-to-action in a text message, so whether you want to boost sales, get feedback or generate leads, you can improve your chances with SMS. 

1. Welcome offers

Say hello to new customers and grab attention from the onset by sending them automated welcome texts. Not only can this help you stand out, but you could also include incentives like discount codes to encourage interactions. 

Hi [NAME], welcome to [BRAND]! As a big thank you for signing up, use this code [CODE] for 30% off your next purchase ❤️

2. New products

If you’re launching a new product or service, let your customers know by sending a dramatic SMS. Use your customer data to send updates on the products your customers will truly care about.

We’ve got exciting news… we’ve just launched our BRAND NEW [PRODUCT], which we think you’ll love. ❤️Check it out: [LINK] 

3. Discount codes 

Some 80% of customers want to receive offers via text, so send discount codes, offers and promotions via SMS, so they feel like a VIP. 

Hi [NAME]. Get an extra 20% off until [DATE] on our [SEASON] sale when you visit our stores!

4. Personalised offers 

Send personalised offers around key dates for customers, such as their birthday or anniversary, or your company’s anniversary. 

Happy birthday, [NAME]! Here’s a little gift from us to you – use ITSMYBDAY for 25% off 😍

5. Cart abandonment

Use SMS to retarget customers by sending checkout reminders or incentives so they complete their purchases. 

Hi [NAME]. Looks like you’ve left something behind! Here’s a special promo code to get 20% off your order! 🤩 Just use [CODE] at checkout by [DATE].

6. Sales alerts  

Send texts to encourage customers to shop during sales or promotions – texts can also be sent at key times, such as before the event ends to create urgency. 

Hey [NAME], it’s your last chance to take advantage of our biggest sale of the year! 🙏 Browse your wishlist and bag a bargain now: [LINK]

7. Promote in-store services 

Encourage customers to attend in-store events like sales, appointments or product launches. 

Hey! Book your appointment for our exclusive in-store [SERVICE] now. Time slots are filling up fast – don’t miss out!

8. Event invites and reminders 

Invite customers to exclusive events – or send them reminders – to increase sign ups. 

[TIME] to go until our webinar on [TOPIC]. Save your spot: [LINK]

9. Loyalty programmes 

Boost your loyalty or membership programmes with personalised SMS. Engage customers with exclusive offers you know they will love.  

Psst, [NAME]. You’re in! 🤫 Exclusive access to our Black Friday sale and an extra [%] off, sitewide. Happy saving! [LINK] 

10. Happy Christmas 

Send thoughtful texts on big occasions like Christmas, Easter, Diwali or Eid to wish your customers well. 

Happy [HOLIDAY], [NAME]! From all of us here at [COMPANY].

11. Upselling 

Promote products relevant to your customers by sending engaging and helpful texts. 

Hi [NAME], since you’ve already bought [PRODUCT], you can also grab [RELEVANT PRODUCT] and save [%]! Shop this exclusive offer: [LINK]

12. Reminders

Use SMS to send appointment or event reminders to reduce no-shows and build excitement and attendance rates. 

Hi [NAME], your appointment is on [DATE] at [TIME]. If you need to make any changes, contact us [CONTACT] 

13. Order updates 

Keep customers informed about their orders with confirmations and delivery updates. 

Hi [NAME], your order is on the way now 📦 Click here to track it: [LINK]

Take a look at 9 real-life SMS marketing campaigns to inspire you.

Is SMS still an effective channel? 

Yes! Last year, just under 28bn texts were sent in the UK, demonstrating that it’s an active and popular channel for messaging. Mobile phone usage is increasing year-on-year, with average screen time three hours and 21 minutes per day, so SMS could put your business straight into the hands of your customer. 

Customer case study: Ocado 

Online supermarket Ocado implemented SMS with Esendex back in 2007 because it needed a reliable channel to connect with its customers. Using the SMS marketing platform, it could send automated texts to improve the online shopping experience and inform customers of key delivery and order updates. The team was impressed with the SMS platform and said it was “hassle-free” to set up and “integrated seamlessly” with its existing applications. 

“We’re driven by our customers’ needs, so we’re always looking for ways to enhance our services and pride ourselves on innovation. By improving our behind-the-scenes operations, we can add real value to our offering.”

Director of planning and supply chain at Ocado 

Read the full case study. 

Benefits of SMS marketing 

Whether you’re a small or large business, B2B or B2C, using SMS messaging as a marketing tool has many benefits. From reaching customers instantly to building brand loyalty and trust, you can boost your ROI like never before. 

Here are some reasons why SMS marketing should be essential to your marketing toolkit:

Mobile friendly

Digital marketers are turning to mobile-first strategies to reach customers, so SMS is the ideal channel because it’s accessible to all mobile users. Stats suggest 70% of online purchases during Cyber Week in 2024 were made through mobiles. 

Cost effective

SMS can be less expensive than most traditional marketing methods, with a single text starting from just 2.4p. You also only pay for the messages you want to send, so there’s no complex subscription model. 

Not resource intensive

Texts don’t need much design or content resources and you can access a library of messaging templates to save time. 

Measurable

Texts can be more likely to be read and acted upon, creating measurable, attributable and high ROI for marketers. 

Personalisation

SMS is also targeted – unlike mass media, you’re contacting a unique and engaged audience.

Collaborative

Text can be used alongside other marketing communications, such as social media, email, WhatsApp Business Platform, direct mail and search advertising. 

Engagement

SMS enables two-way conversation to connect with your customers on a more personal level and boost engagement rates. 

Increase ROI

With an average open rate of 98%, a text message is four times more likely to be opened compared to an email, which can improve your conversion rate. It’s also cost effective compared to other marketing methods. 

Can I legally text my customers? 

It is legal for businesses to text their customers as long as they have written consent and customers have opted-in.. Like other communication channels, SMS is subject to regulations including: 

• The Data Protection Act (DPA)
• UK General Data Protection Regulation (GDPR)
• PECR (Privacy and Electronic Communications Regulations)

It’s important to use an SMS marketing provider like Esendex who is compliant with – and has a good understanding of – the relevant laws in your country. Esendex is GDPR compliant and ISO27001 accredited, demonstrating that it adheres to the top information security management systems.

[BRAND]: Are these [SEASONAL] alerts not quite what you expected? Just reply with STOP to opt out. 

Read our full guide to learn more: SMS Compliance: A Guide to SMS Marketing Regulations

How to use SMS marketing

Brands that are successful with SMS marketing create content that engages, time it right, and use features like automation to save time and money. So to get the most out of your SMS marketing efforts, consider these six best practices. 

1. Get permission

To remain compliant and avoid frustrating potential customers, only send texts to customers who have given you permission. You can gain consent through an opt-in process that clearly states that the data subject is consenting to receive messages from you. 

To grow your SMS marketing list, providing a sign-up form that requires a specific action, such as ticking a checkbox, is a simple way for people to opt-in. Along with this, you must provide a privacy policy so subscribers know exactly what they are signing up for.

Check out our guide to learn more about getting people to opt in the right way.

2. Send content that adds value

If you aren’t adding value, users will unsubscribe. Boost ROI by following these content tips:

• Provide value by sending helpful reminders or notifications, a discount or early/exclusive access to something
• With a 160 character limit, messages need to be concise and impactful
• Avoid complex sentences and keep messages simple and easy to digest
• Avoid using abbreviations to prevent confusing your customers
• Use a clear and compelling call to action
• Track your CTA links for full campaign attribution and future optimisation.

3. Get personal

Although 93% of marketers think they are ‘good’ or ‘excellent’ at delivering personalised experiences, only 32% of consumers agree. Personalisation can be as simple as calling customers by their name, or as elaborate as recommending offers, products and services based on purchase or search history. However you decide to personalise, customer data can help you to target your messaging more precisely. 

4. Timing is everything

Marketers need to get the frequency and timing of texts right. Generally, sending between business hours, 9am-6pm, is safest, but evening and weekend sends can be highly impactful for retail, leisure and entertainment messages. We recommend avoiding nighttime sends – waking somebody up at 3am is an easy way to lose a loyal customer. 

5. Always provide an opt-out

It’s a legal requirement to offer customers a simple way to remove their consent to receiving marketing communications. For SMS marketing, include an opt-out message in every text to remind customers they can unsubscribe anytime. Simply ask them to respond to messages using the word ‘STOP’ or ‘UNSUBSCRIBE’.  

6. Use automation

SMS Automation can significantly enhance your lead nurturing efforts. Studies have shown that texting a prospect after the initial contact with your service can boost conversion rates by an impressive 112%, which is something you can set up with an automated workflow. 

Automation also enables you to: 

• Organise contacts into subscriber lists based on keywords or actions, so relevant messages are delivered to specific contacts 
• Reach your audience with compelling texts, leveraging time or action-based drip messages
• Promote your products or services to a highly targeted audience

Which is the best SMS marketing platform? 

Esendex is one of the leading SMS marketing platforms because it offers a wide range of features, including automation, bulk SMS, surveys, landing pages and email to SMS. 

The platform is designed to make SMS marketing easy and secure for businesses, who can also scale up and integrate other channels like WhatsApp and RCS when they’re ready. 

Find out why over 46,000 customers trust Esendex for SMS marketing.