Semalt Shares Its Thoughts On How To Succeed In SMS Marketing

SMS marketing is still a thing, and it can be pretty helpful when used correctly. Are you interested in building an effective SMS campaign for your business? Here are some interesting facts and strategies to succeed in SMS marketing. 

When we mention SMS to many clients, they begin to wonder if it is still an effective marketing strategy in today's market. It may surprise you to know that text is the only marketing channel with a 98% open rate, 

In this article, we will be showing you what an ideal effective SMS marketing strategy should look like and how you can run a campaign. 

What is SMS marketing?

SMS marketing is a marketing practice in which brands send text messages with the aim of converting leads or keeping their customers engaged. It is common knowledge that developing strong and lasting relationships with your audience takes work. As marketers, we are always chasing after consumers. Part of that process involves being proactive and approaching them in their comfort zones. 

This complicates things, as we can't, go knocking on every customer's door and even if we could, that wouldn't be a wise strategy. Instead, we text. 

It is sad to see how underutilized text marketing is. With a well-timed message and relevant content, SMS marketing becomes a very efficient tool in building relationships. With users becoming more attached to their phones, text messages become a direct line of contact.

Text Vs. Email

If asked to choose between SMS marketing and Email marketing, which would you go for. Many clients choose Email marketing because they hear it more often. They don't know that with SMS, they get as high as 98% open rate while Email marketing gives an average of 18%. 

Try and remember when last you opened a marketing email. This clearly shows that SMS gets far more attention than emails.

95% of texts are opened within three minutes, which is 200 times faster than emails. 

Debunking Myths on SMS marketing

Myth 1: SMS marketing gets businesses in trouble

The problem with this is that it only applies when the marketing expert fails to use SMS correctly. When done right, SMS marketing has a significant impact on customers. 

Myth 2: SMS marketing is a spam

SMS marketing requires being very compliant, and you should only target audiences who have shown interest or opted in. 

When users opt-in to receive messages, they agree to abide by the rules laid down by the Telephone Consumer Protection Act and other relevant bodies. 

Myth 3: SMS marketing Rules are too complicated to understand

Once a user opts-in, it is crucial that they continuously receive relevant content. In reality, the regulation is easy to understand and with common sense practices, you will keep your customers happy. 

How To Run an effective SMS Marketing Campaign. 

The main priority of running an SMS marketing campaign is to be effective and increase web conversions. Many local businesses use SMS as it is an effective way to engage new customers, generate revenue and grow a customers lifetime value. 

It is vital that you use well thought out content in the SMS so you don't irritate customers and damage your brand. Your texts should feel like one-to-one interactions. 

Here are some key practices we use for the most effective outcomes. 


It would be best if you didn't ignore the opt-in and opt-out rules. Being non-compliant undermines your trustworthiness and damages your reputation as a brand. Consumers should have the ability to control what goes on in their phones, which sometimes includes opting out. This may be a hard pill to swallow, but we must obey their wishes. 

The last thing you want is for a customer or lead to feeling like you're invading their privacy. It is important you get clear consent before sending out SMS. You can drop opt-in options in many creative ways along the buyers' journey. 


While it is a text, we must be careful with the language of the text. Using slang, for example, is risky. It can be misread, and your brand gets portrayed as unprofessional. 

By keeping the language simple and conversational, readers are bound to be more receptive. Your SMS should be lighthearted, conversational and short. Readers should feel as though they are talking to a friend. 

The Offer

What will your readers benefit from when they read your messages? Your content should provide value and be relevant to your target audience. 

It should have a CTA. The primary aim of SMS marketing is to get readers to take a certain action. Having a CTA shows readers exactly which action they should take. 

As your campaign progresses, you should keep an eye on its performance and see if any improvements can be made. 


In SMS marketing, many brands make the mistake of creating mass texts. SMS should sound personal; it shouldn't count as a mass text. Readers want messages that speak to them directly. 

Today's audience wants that human connection. Consumers want to feel special, so SMS messages should be personalized. Part of being human is taking breaks. Today's consumers do not want to feel disturbed. You should change the content of your messages often so consumers wouldn't feel like you're sending too frequently. 

The time you send your messages is another factor to consider. Your different audiences are most likely using their phones at specific times of the day. Sending texts during work hours, for example, is seen as the standard practice. 

Finally, you should clearly state who you are - doing this isn't as simple as just writing your brand name. You should find creative and interesting ways to do this. Keeping things interesting increases your chances of getting read. 


SMS marketing still remains an effective offline marketing strategy. As many brands don't currently use it, it is also a gold mine for your local brands looking to gain more ground. As with PPC, websites and brands can target specific audiences, so they don't waste resources sending messages to the recipient who hasn't opted in or shown interest. 

Interested in marketing? Check out our other articles on the Semalt blog.

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