SMS messaging isn't new, but it's having a moment. With email inboxes overflowing and social media algorithms hiding your posts, text messages cut through the noise like nothing else.
Here's the thing: SMS has a 98% open rate. Compare that to email's 20% average, and you start to see why businesses are taking text messaging for business seriously.
Why SMS Works So Well
People check their phones constantly. The average person looks at their phone 96 times a day. When a text comes in, they read it—usually within 3 minutes.
That immediacy is SMS messaging's superpower. Flash sales, appointment reminders, order updates—anything time-sensitive belongs in a text.
Getting Started the Right Way
Before you send a single message, you need permission. This isn't just good manners—it's the law. TCPA violations can cost $500 to $1,500 per text sent without consent.
Build your list properly:
- Add SMS opt-in to your checkout flow
- Use website pop-ups with clear value propositions
- Train staff to mention text sign-ups at point of sale
- Put QR codes on receipts and packaging
Make the value obvious. "Get 15% off your next order" works better than "Sign up for texts."
What to Actually Send
Not everything belongs in a text. Keep these guidelines in mind:
Good for SMS:
- Flash sales and limited-time offers
- Appointment reminders
- Order and shipping updates
- Back-in-stock alerts
- Exclusive subscriber deals
Better for email:
- Long-form content
- Newsletters
- Detailed product information
- Complex announcements
Writing Messages That Convert
You have 160 characters. Make them count.
Start with the most important information. If someone only reads the first line, they should know what you want them to do.
Include one clear call-to-action. Not two, not three—one. "Shop now," "Book today," or "Claim your discount" works. A paragraph of options doesn't.
Create urgency when it's real. "Sale ends tonight" motivates action. Just don't cry wolf—if every message is urgent, none of them are.
Timing Matters
Send during business hours. Nobody wants a promotional text at 6 AM.
The sweet spots are:
- Weekday mornings: 9 AM to noon
- Weekday evenings: 5 PM to 8 PM
- Weekend afternoons: When people are browsing and shopping
Avoid Mondays (inbox overload) and late nights (annoyed customers).
Compliance Isn't Optional
Every message needs:
- Your business name
- A way to opt out (reply STOP)
- Honesty about what they signed up for
Keep records of consent. When someone opts out, honor it immediately. One "are you sure?" text after someone says STOP can trigger a complaint.
Measuring What Works
Track these metrics:
- Delivery rate: Are messages getting through?
- Click-through rate: Are people taking action?
- Opt-out rate: Are you sending too much?
- Conversion rate: Are texts driving sales?
If opt-outs spike after a send, you learned something. Maybe you texted too often, or the offer wasn't relevant.
The Bottom Line
SMS messaging works when you respect your subscribers' attention. Send messages that matter, at times that make sense, to people who actually want to hear from you.
Start small. Test different messages. Pay attention to what resonates. Your customers will tell you what they want—you just have to listen.