SMS Marketing – Examples, Best Practices & Benefits

In this guide, we’ll give you the basics of SMS marketing and show how to use it to boost customer retention. Let’s get started!

What is SMS Marketing?

SMS marketing is the art of reaching your audience through good old-fashioned text messages. But don’t let the simplicity fool you. From promotional offers to real-time updates, SMS fits neatly into any modern marketing strategy.

At its core, SMS marketing is sending short, timely messages to your customers’ mobile phones. These texts can be promotional (like discounts or flash sales), transactional (order confirmations, shipping updates), or even helpful reminders and alerts. It’s similar to email marketing on purpose, but where emails might sit unread in an overflowing inbox, texts are typically read within minutes.

And the numbers back this up. According to the latest statistics, SMS messages have a 45% response rate, which is far higher than most other marketing channels. 

Think about the last time you ignored a text message. Not often, right? That’s exactly why working with an SMS marketing agency is so powerful for businesses—it gives you a direct line to your audience.

How Does SMS or Text Messaging Marketing Work?

To begin with, you need to have a database containing your contact’s name, mobile numbers, and other critical information to add value to the sales process. Here’s a closer look at how SMS marketing captures leads and drives sales.

1) SMS Marketing Targets A Specific Audience

The most effective SMS marketing messages are the ones that are highly customized and focused on a specific target audience. So the more information you have, the better your segmenting capabilities.

By interacting and communicating with a specific user group where they are – on their smartphones, SMS marketing helps marketers to develop more meaningful connections with users and engage with suitable leads.

Moreover, since they are more personal than emails, sending SMS messages to those who have not interacted with you earlier may be considered spam.

2) SMS Marketing Should Be Part of A Broader Campaign

First and foremost, SMS marketing, like other mobile marketing, should not be in isolation from other marketing initiatives.

Instead, it should integrate with the overall marketing campaign (email, social media, email, and other marketing outreach) and should be implemented only after a clear plan on how it aligns to reach new customers.

Also, text messaging should be implemented purposefully for specific scenarios where audiences are comfortable with the platform and not random.

For instance, trade experts recommend SMS marketing for events like delivery status, purchase receipt, exclusive offers, or secondary messages after downloading an app or program.

Types of SMS Marketing Campaigns 

When considering SMS marketing, it’s essential to differentiate between the different types of SMS campaigns. Take a look at the various SMS campaigns you can choose from:

1) Promotional SMS Marketing

They aim to build interest in a product or service. Special offers, discounts, and coupons are examples of promotional SMS marketing. They effectively drive potential customers to your store or website, mainly when the SMS contains a call to action (CTA). Promotional SMS is all about driving action like flash sales, special offers, or new product or service launches. 

2) Transactional SMS Marketing

They are sent in response to a time-sensitive event or action, for example, password reset, appointment reminders, and shipping notifications.

Transactional SMS messages have a high open rate as they are timely and purposeful. For this reason, it can be very helpful in driving conversions. For example, an order confirmation following an online purchase is an excellent example of a transactional SMS campaign. These messages help build trust and keep customers in the loop.

3) Informational SMS Marketing

They are used to inform the recipients of important events and announcements, such as product launches, new services, and webinars.

Informational SMS messages benefit business owners who want to build customer relationships through engagement. Informational SMS campaigns can effectively grow brand awareness and customer loyalty.

4) Conversational SMS Marketing

Conversational SMS opens the door to two-way interaction. It is perfect for customer support, feedback, or even booking follow-ups.

Likewise, two-way messaging can help acquire feedback after customers complete a purchase by asking for a rating of satisfaction levels.

What Are The Advantages of SMS Marketing?

You may be wondering what makes SMS marketing so great. Here are some key advantages that make SMS marketing one of the most effective and efficient ways to reach and engage with your customers:

Faster Reach

60% of customers open and read their text messages within 1-5 minutes of receiving them. So, for marketers looking to send time-sensitive information, such as limited-time offers to customers, SMS is the ideal channel.

Better Response Rates

Compared to other marketing channels, SMS allows you to connect directly with your customers on their mobile devices resulting in a much higher response rate. Good response rates imply that you are keeping your customers engaged with your SMS marketing. This further opens opportunities to drive conversions.

Including CTA in your text messages is an excellent to attract customers to take action and boost response rates. CTAs such as ‘Click Here,’ ‘Buy Now,’ and ‘Visit Us’ are effective in SMS marketing campaigns.

Aligns With Other Marketing Channels

While SMS marketing strategies have strong potential, they can be seamlessly integrated with other marketing channels to enhance outcomes.

For example, you could use SMS to follow up on an email campaign or contest to ensure that your customers don’t miss out on important updates and offers. Likewise, SMS reminders can be sent to customers for scheduled events to increase signups.

Builds Loyalty

SMS marketing allows you to send personalized messages and offers to your customers, thus making it an excellent way to show your customers you appreciate and value them. This can lead to increased customer loyalty and retention.

Boosts Revenues

SMS messages which promote special offers and events and implement calls-to-action can help drive customers to the store or website to take advantage of the offer.

Reminder text messages to customers about products left in their shopping cart can facilitate them to complete their purchases. These eventually help increase revenues and help grow the brand.

Mobile responsive

Per a study, adults text for about 23 hours a week. This insight highlights the need for businesses to invest in mobile-friendly customer engagement, like SMS messages that can be easily read on mobile screens.

Put simply, SMS can reach subscribers speedily and are ideal for flash deals and limited time-sensitive offers as most people check their messages first thing in the morning and nearly every time they get a notification.

High open rates

Based on statistics mentioned earlier in this article, it’s clear that the open rates and engagement levels with SMS messages are high worldwide. This can help facilitate repeat purchases and better customer lifetime value. In the US, SMS is the most likely channel to induce action.

The SMS’s robust click-through and conversion rates, channel affinity, and associated revenue deliver a significant return on ad spend (ROAS).

Preferred Mode of Communication

MS helps businesses inform shoppers about their offers, events, and other news that matter by leveraging a medium they are comfortable with.

This also allows the customers to feel the brand values them. Moreover, with recent data and privacy changes, there are restrictions in communicating with consumers via email and marketing. In contrast, SMS delivers engaging, customized and direct messaging between the marketers and the prospective buyers.”

Creative SMS Marketing Campaign Examples To Send

Ready to take SMS marketing to the next level? Here are some creative SMS marketing examples to try out!

1) Welcome Text Messages

Welcome text messages typically welcome new or potential customers to experience the brand. In addition, they usually share information about messages and data rates, privacy policies, and details on how to unsubscribe.

Sports apparel company Vuori includes all these details in their welcome emails. It also offers SMS subscribers the option to get customer support via text message by replying “HELP” to any of its messages. Finally, it includes details about the benefit of signing up and a CTA to ‘shop now.’

Many e-commerce brands include a welcome discount code to incentivize customers to purchase. Welcome SMS messages are also often used to repeat brand values. They also make customers feel special about being on a brand’s select list.

2) Order Confirmation

Sending your customers order updates via SMS provides a good base for your SMS strategy. The key to a top-notch customer experience includes order status updates, shipping, and delivery schedules.

Nowadays, most e-commerce businesses automate SMS updates on orders to provide customers with the necessary information. Amazon is an excellent example of how its informed customers are happy. It sends SMS updates with detailed information about shipping status, delivery date, and estimated arrival time.

3) Booking Confirmations And Appointment Reminders

With time-sensitive events, emails may not be as efficient. They sometimes get lost in spam filters or remain unread among a deluge of unread messages.

Compared to emails, SMS messages offer a much quicker way to confirm bookings and send appointment reminders. Let customers know their appointment is confirmed, or give them details of time, location, and what to expect when they arrive.

The Nu Med Spa in Thousand Oaks, California, leverages the SMS channels for sending confirmations and appointment reminders in SMS where they are more likely to be seen.

4) Date Triggered (Birthday, Anniversaries, Etc.)

The home decor superstore brand At Home sends a simple concisely-worded SMS message providing a special discount coupon for their subscriber’s birthday. They have to click the link in the SMS to be able to redeem their vouchers.

In a nutshell, it’s a good strategy to meet your customers in the moments that matter to them, such as birthdays and anniversaries. In addition, you can conveniently access names and other data to personalize your texts by leveraging an omnichannel marketing automation platform.

Likewise, you can make headway in holiday season revenue by sending personalized SMS messages that provide special offers for upcoming holidays.

5) New Arrival Notification

Announce your newest products, collections, or services with an SMS message. Make sure to include a link for customers to see the new arrival! Moreover, in addition to driving online traffic, SMS marketing about new product updates also attract customers to visit your store in person.

Baby product retailer Albee Baby gets straight to the point with SMS messaging announcing fresh arrivals and providing a website link. After all, new parents don’t have time for fancy, trendy texts. All that matters is to find the products they need quickly, and SMS marketing enables the brand to deliver!

6) Content-Driven (How-To Guide, tips, Feedback)

You can enhance your customer’s experience by providing valuable interactions, such as asking customers for product feedback, sharing informative resources on creative ways to use the product, and other tips.

American variety-store chain Dollar General’s text messages are typically about sales or encouraging usage of their mobile or messaging apps. The brand’s bright colors are eye-catching the space is used to showcase the app experience. The large ‘Explore Coupons’ headline makes for an easy call to action.

7) Cart abandonment series

As of November 2021, studies indicate that nearly 70% of online shopping carts were abandoned without completing a purchase. These numbers have gradually increased since 2014, highlighting online retailers’ challenges in driving conversions.

It’s critical for marketers to lure prospects back and complete the purchase.

Equestrian apparel company Kerrits started adding SMS to their abandoned cart email purchases, which has significantly helped the brand. Notably, it sends an SMS to the opted-in customers who leave their cart without checking out.

8) Customer Service 

SMS messages aren’t restricted to sales but can be used to manage issues before they escalate proactively.

For example, the consignment store Once Upon a Child proactively informed its SMS subscribers of their limited availability due to staff shortages.

Likewise, you can leverage SMS marketing to assure customers who have complaints about your business. Since it’s a more personal channel, it’s an excellent way to connect with your customers and showcase the brand’s human side.

It can be used as an opportunity on the front end. Customers like their interactions with brands to be conversational, and SMS marketing helps to grow that relationship further.

9) Event Invitations

SMS is the perfect way to spread the word about upcoming events. Send a short message to tell people when, where, and what’s happening. It helps create a sense of urgency and can motivate people to take action.

CrossFit fitness brand BeachSide CrossFit sent SMS messages inviting members for their first ever podcast/FB live featuring two doctors sharing their insights on health and wellness and inviting members to see their cleanliness protocols.

 10) Status Updates

SMS is one of the most popular and effective ways to provide customers with status updates. For example, SMS can provide customers with up-to-the-minute information about their purchases or booking from airlines to online retailers.

For example, SMS status updates are critical in travel, where airline schedules may suddenly change. In the travel industry, SMS is the preferred channel for sending urgent messages and status updates. It eliminates the need for lengthy emails or complicated phone calls to customers and provides them with the information they need and alternative solutions.

11) Billing Reminders

The banking and telecom sector, utility service providers, real estate, and subscription-based businesses are examples of companies that must constantly remind customers about upcoming bills or payments.

SMS marketing is the perfect way for companies like telecom giant Verizon to ensure that your customers don’t miss their billing dates and that they keep up with their payments. As a result, more and more businesses are aligning with customers’ preferences and sending billing reminders via text messages.

More significantly, customers are less likely to overlook SMS updates than email messages sent to email inboxes. Also, SMS automation is just as easy to implement.

12)  Security Code

One of the most efficient ways for businesses to offer a secure browsing experience is by implementing SMS-based two-factor authentication. This requires users to enter a unique code sent via SMS to gain access.

At a time when data breaches are becoming increasingly common, SMS authentication codes enable companies like Gusto – a cloud-based payroll platform – to offer an additional layer of security for their customers.

As customers increasingly recognize the value of SMS security codes, the role of SMS marketing in security will become more prevalent.

13. Sale Notification

14. Holiday Promos

15. Use re-engagement sms

16. Run Contest

17. Send Survey & Polls

18. Rewards & Appreciation Messages

These examples are just some of the ways SMS marketing can reach customers. You can implement SMS marketing in your business regardless of size or industry and reach out to your customers personally and directly to keep them informed and engaged.

SMS Marketing Examples by Brand

SMS marketing campaigns don’t have to be loud to be effective. In fact, some of the most memorable text messages are the ones that feel personal, relevant, and well-timed. 

Let’s explore a few standout SMS marketing examples that prove promotional texts can do much more than just promote.

A. Promotional SMS campaigns

Promotions don’t have to scream “BUY NOW” to be effective. In fact, some of the best SMS marketing examples are the ones that feel helpful, timely, or even a little bit fun. 

The key is finding the balance between value and voice. Here are a few creative SMS marketing campaigns that prove selling doesn’t have to feel like selling.

Starbucks: Personalised engagement through daily alerts

Starbucks is known for its customer-first mindset, and that shines through in its text message marketing campaigns. Instead of blasting generic promos, they send daily SMS alerts customised to subscribers’ New Year’s resolutions. These texts are paired with coffee-themed imagery and helpful suggestions.

It’s a subtle form of brand-building that feels like a personal message rather than a promotion. It also highlights the potential of creative SMS marketing when the goal is deeper engagement rather than instant conversions.

2. Pacific Batch Cookie Co.: Holiday recipe sharing with a twist (Advertise Holiday Promos)

This text marketing example shows how value and promotion can go hand in hand. During the holidays, Pacific Batch Cookie Co. sent its subscribers a gingerbread cookie recipe via SMS, a sweet, seasonal gesture that brought joy to inboxes.

But what made the SMS stand out was a gentle reminder that if baking wasn’t your thing, you could always order the cookies instead. It’s festive, thoughtful, and just promotional enough to encourage action. This is one of the best SMS marketing examples for blending content and commerce.

3. Avenu: Exclusive sneak peeks that build brand anticipation

Fashion boutique Avenu took a different route by giving SMS subscribers a first look at their new sundress collection. This sneak-peek campaign wasn’t just about showing off a new product but also brand marketing. It was about making customers feel like VIPs.

The strategy worked because it created a sense of exclusivity and excitement. Whether it’s fashion, food, or events, this kind of SMS campaign example can be replicated across industries to create buzz before a launch.

B. Transactional messages 

Transactional messages are texts that confirm orders, bookings, or account activity. They might not be flashy, but they’re essential for building trust and keeping the customers in loop.

Here are a few text message marketing examples that show how transactional SMS marketing can make a big impact:

1. Order confirmations – Like a receipt in your pocket

Brands like Nick the Greek use SMS to confirm food orders and let customers know when to pick them up. It’s quick, clear, and makes life easier. These text marketing examples show how a simple confirmation can enhance the customer experience from the start. This is the best SMS practice for a purchase confirmation text once an order is completed.

2. Booking confirmations – Peace of mind for travellers and diners

Airbnb sends transactional texts confirming reservations with a handy link to review the details. It’s one of the best SMS marketing examples in hospitality, offering both convenience and reassurance in a single message.

3. Digital receipts – Paperless and practical

Businesses like Flirt Salon have ditched the printed receipt in favour of SMS. Clients get a digital receipt right after their service, complete with a price breakdown. It’s a neat example of creative SMS marketing that doubles as great customer service.

4. One-time passwords (2FA) – Keeping accounts secure

We’ve all received a verification code at some point. These one-time passwords (OTPs) are a staple in transactional SMS. For example, Verizon sends a 2FA text to help users log into their accounts securely. It’s not the most glamorous of SMS campaign examples, but it plays a vital role in protecting data and building user trust.

5. Account activations – A seamless welcome message

United Airlines sends a confirmation link via SMS to verify a phone number and activate MileagePlus membership. It’s another example of how text message marketing doesn’t have to be promotional to be effective. They just need to make things easier for the customer.

C. Conversational and interactive messages 

SMS marketing doesn’t have to be a one-way street. In fact, some of the best SMS marketing examples come from brands that turn messaging into a conversation. 

Let’s look at a few creative SMS marketing strategies that prove it’s not just what you say—it’s how you invite people to respond. For those interested in enhancing their email marketing, check out this comprehensive guide on welcome email subject lines for more strategies.

1. Marcus Theaters: Turning emojis into engagement

Who knew a few emojis could fill theatre seats? Marcus Theaters took a playful approach by sending an emoji puzzle to their loyalty program members. They have to decode the movie title and reply via SMS for a chance to win free tickets.

This is one of those text message marketing examples that feels more like a game than a campaign. It’s memorable, it’s fun, and it gets people thinking about their next movie night. 

2. Anytime Fitness: A personalised nudge with urgency

Anytime Fitness sent a customised SMS to a past customer inviting them to join a 6-week fitness challenge. The message included the customer’s first name, a friendly photo of a trainer, and a clear callout: only seven spots left.

It’s a smart mix of personalisation and FOMO (fear of missing out), wrapped in a single text. This SMS marketing example is a great reminder that small touches, like using a real name or image, can make a big difference in engagement.

3. Uncommon Goods: Compassion through communication

Sometimes, the most powerful messages are the ones you don’t send. Ahead of Father’s Day, Uncommon Goods gave their SMS subscribers the option to opt out of holiday-related texts, which is a thoughtful move that recognises this time of year isn’t easy for everyone.

This is a standout among text message marketing examples because it shows how brands can use SMS marketing for more than just sales. It’s about empathy, choice, and respectful engagement.

4. The Mayfair Group: Emotional connection over promotion

Instead of pushing a product, The Mayfair Group sent a simple text: “Are you doing okay?”- inviting a yes or no reply. It might not seem like much, but this short message sparked genuine interaction. And they didn’t stop there. For those who replied “NO,” they followed up with a kind, supportive message a few days later.

In a sea of promotional noise, this campaign stood out by caring first, selling second. It’s one of those rare SMS marketing examples that proves connection can be just as valuable as conversion.

5. Farmacy Beauty: Mystery meets engagement

Farmacy Beauty decided to have some fun with a product launch. They teased an ambiguous image of a mystery product and invited subscribers to guess what it was. Anyone who replied with the right answer got a full-size version sent to them.

This gamified approach made the campaign feel exclusive and exciting, which is exactly what an interactive SMS campaign aims to achieve. 

D. Event promotions and reminders 

We lead busy lives. So, when a brand sends a friendly, well-timed SMS invite to something exciting, it really stands out. Some of the best SMS marketing examples are about pulling people in. And that’s where event-driven SMS campaigns shine.

1. Birdie Golf: VIP access that makes subscribers feel special

Birdie Golf ran an MMS campaign inviting their SMS subscribers to an exclusive in-store apparel launch. It wasn’t a public event and was just for their text community. And that’s exactly what made it work. By positioning it as a “members-only” experience, they created a sense of privilege and belonging.

This kind of text marketing example is a win because it not only drives foot traffic but also gives people a reason to stay subscribed. 

2. Working Class: Interactive invites that build hype and footfall

Sometimes, promoting an event is as easy as sending a game straight to your audience. Working Class, a restaurant in San Diego, sends SMS trivia questions to its subscribers with a chance to win gift cards. It’s smart, engaging, and perfectly aligned with their weekly trivia night.

These interactive text messages not only promote but entertain. And because they require a reply, they boost engagement and drive attendance. 

3. Maker Wine: Bringing virtual events to life via SMS

Maker Wine shows how to make digital feel just as special. They used SMS messages to invite subscribers to their free “Meet the Maker” virtual events, where customers could learn how their favourite wines are crafted. It was intimate, interactive, and community-driven.

This is one of those creative SMS marketing examples that goes beyond selling. It builds storytelling into the experience and subtly encourages repeat purchases of the product.

E. Special occasion messages 

Sometimes, the most impactful texts are the ones that simply say, “We remembered.” That’s why special occasion messages are among the best SMS marketing examples for building lasting relationships. Let’s look at a couple of standout SMS marketing campaign examples that got it right.

1. City Dog: Birthday wishes for pets (and their humans)

If you’re a pet parent, you know how much it means when someone remembers your furry friend’s birthday. City Dog nailed this by sending heartfelt birthday messages to their customers’ pets! The message included a sweet greeting and a discount on the next grooming service.

It’s one of those creative SMS marketing ideas that adds a personal touch while still driving business. 

2. Mario Badescu: Simple birthday discounts that feel thoughtful

Mario Badescu Skin Care keeps things short and sweet with birthday SMS messages offers, like $10 off to celebrate their subscribers’ special day. It’s a small gesture, but it packs a punch. Customers feel recognised, and the brand gets an easy opportunity to spark a repeat purchase.

Top 16 SMS Marketing Best Practices: How to Text Your Way to Higher Engagement

1. Get permission first

SMS is like a VIP channel. It’s not meant for cold outreach or random blasts. Texting someone without their consent isn’t just poor etiquette; it can land you in legal hot water, too.

One of the golden rules of SMS messages is to always get clear, informed permission before sending messages. This is known as an “opt-in.” You can do this in a few ways:

• Through a sign-up form on your website or checkout page
• By inviting users to text a keyword like “JOIN” or “SUBSCRIBE” to your number or short code.  Once someone signs up, send a follow-up confirmation text to double-check that they meant to subscribe. This “double opt-in” helps you build a clean, engaged list.

Also, don’t forget compliance. Regulations like the TCPA (Telephone Consumer Protection Act) in the US require businesses to obtain consent before sending marketing texts. So if you’re building a strategy around best practices for SMS marketing, getting consent is the first (and most crucial) step.

2. Introduce your brand

You know who you are, but your new subscriber might not. That’s why one of the easiest and most effective SMS marketing practices is to introduce your brand clearly, right from the first message.

Skip the vague “Thanks for subscribing” and go for something more helpful and specific, like:

“Thanks for joining [Brand Name] SMS! Expect weekly offers and product updates. Txt STOP to opt out.”

This sets expectations and reminds people what they signed up for, and reduces confusion and potential opt-outs. A clear intro also builds trust, especially if you’re texting from a number they don’t recognise.

3. Incorporate Emojis and Images Where They Naturally Fit in Your SMS Marketing Efforts

If you’re texting like a human, it’s okay to look like one, too. That’s where emojis and visuals come in.

Used wisely, emojis add tone and personality to your texts. They help convey emotion, context, and urgency without taking up much space. For example:

• 📣 for product announcements
• 🎉 for a celebration or promo
• 🔧 for new tools or features

They’re fun and effective, as long as they feel natural to your brand voice.

But here’s the catch – don’t go overboard. One of the text message marketing best practices is knowing when less is more. Visuals should enhance the message, not distract from it. 

4. Personalisation and segmentation

Let’s say you’re running a limited-time offer. Wouldn’t it make more sense to send a reminder to customers who’ve shopped with you recently or browsed similar products? Exactly.

One of the most powerful text message marketing best practices is customising your messages based on what you know about your customers. Segment your list using:

• Location – to send time-sensitive or local promotions.
• Purchase behaviour – like repeat buyers vs. first-timers.
• Engagement level – reward loyal customers or re-engage silent ones.

Go a step further by using personalisation tokens like [First Name] or [Order Number] to make the message feel more one-to-one than one-to-many. 

You can also use behaviour-triggered texts, like following up after cart abandonment or sending a “We miss you” message after a lull in activity. These are small touches that make a big impact on both engagement and ROI.

5. Avoid slang

SMS messages are meant to be brief and straightforward but keep it professional. Instead, use proper, yet casual, English. Slang can come off as unprofessional and could be interpreted differently by different customers.

6. Don’t Barrage With Messages

Use your discretion and avoid communicating every single promotion or news about your business. Instead, plan your campaign well and send texts only when needed, restricting the number of customers

Overdoing your SMS marketing may result in consumers ignoring your texts over time. Even worse, they’ll opt out if they cannot handle the volume of your business messages.

7. Time your SMS messages wisely

One of the simplest but most overlooked SMS campaign best practices is knowing when to send your messages.

Generally, midday or early evening works best. People are more likely to check and act on messages when they’re not rushing out the door or winding down for the night. Avoid sending texts too early in the morning, too late at night, or during holidays unless it’s truly relevant.

And if you’re marketing across multiple regions, respect time zones. A lunch-hour offer in New York shouldn’t wake up your customers in California at 6 AM.

If you are not sure what time works best, test it. Run a few variations to see when your audience is most responsive and adjust from there. 

8. Include CTAs

SMS campaigns can be a great way to drive conversions, so include a call-to-action (CTA) in each SMS.

9. Provide an opt-out – always

This one’s non-negotiable. Every message you send must include a simple and obvious way for subscribers to unsubscribe. Otherwise, you risk being flagged as spam or even blocked.

A line like “Text STOP to unsubscribe” is all it takes. It’s short, clear, and keeps your messages compliant. If users don’t see an easy way out, they might block your number altogether, and if too many people do that, mobile carriers might stop delivering your texts.

Handling opt-out requests is also required under most data privacy laws. So make sure your systems are set up to process these requests automatically and immediately.

10. Talk like an actual human being

One of the most overlooked SMS marketing campaign practices is simply sounding human.

The best text messages don’t feel like marketing at all. They feel like quick updates from a friend. That means it’s perfectly okay to use contractions (like “you’re” instead of “you are”), skip the jargon, and drop the formalities. In fact, it’s encouraged.

So instead of writing,
“Our store-wide promotion commences at 12:00 PM today,”  try something like, “Hey! Our sale starts at noon! Grab your faves while they last.”

It’s lighter, more fun, and way more relatable. That’s what following SMS marketing campaign best practices is all about: making your messages feel less like a brand announcement and more like a helpful nudge.