Getting Started with SMS Marketing for Your Business

SMS marketing is not email marketing with a smaller character limit. It’s a fundamentally different channel with different rules, different expectations, and dramatically different results. Businesses that treat it like email fail. Businesses that understand the channel’s unique characteristics build some of their highest-ROI marketing programs.

Here is how to start correctly.

Before You Send Anything: Build a Legitimate List

The foundation of successful SMS marketing is a clean, consented list. Unlike email, where people have somewhat normalized unsolicited messages, unwanted text messages generate intense negative reactions — immediate opt-outs, spam reports, and lasting brand damage.

How to build a consent-based SMS list:

Keyword opt-ins. Promote a keyword and shortcode or long code in your marketing materials: “Text JOIN to 55555 for exclusive offers.” This is the clearest form of express consent. Track the source of each opt-in.

Web forms. Add an SMS opt-in checkbox to your website’s newsletter signup, checkout process, or contact form. Make it a separate, clearly labeled checkbox — not buried in terms and conditions.

Point-of-sale. For retail or service businesses, collect SMS opt-ins at checkout with a clear disclosure of what subscribers will receive and how often.

Existing customers. If you have existing customer relationships, you may invite them to subscribe via email or direct mail. Never assume an existing relationship equals SMS consent.

What you need to capture at opt-in:

• The subscriber’s phone number
• The date, time, and method of opt-in
• The exact language shown to them describing what they’re subscribing to

This documentation is your legal protection under CASL and the basis of a healthy list.

Setting Up Your SMS Infrastructure

10DLC registration. If you’re sending business SMS from a 10-digit long code (regular phone number) in the US, 10DLC (10-digit long code) registration is required by carriers. Unregistered 10DLC traffic is filtered aggressively. Registration requires submitting your business information and campaign use case.

Toll-free number SMS. Toll-free numbers used for SMS also require registration in the US. They support high throughput but have their own registration process.

Short codes. A dedicated short code (5–6 digits) provides the highest throughput and deliverability for high-volume campaigns but involves a lengthy registration process (6–12 weeks) and significant monthly cost. Right for large national campaigns; overkill for most SMBs.

Crafting Messages That Work

State who you are immediately. The recipient may not have your number saved. Every message should begin with your business name: “[Business Name]: Your appointment is confirmed for…”

One clear action per message. Don’t include multiple links or multiple asks. Choose the single most important action and make it obvious.

Timing matters. Send between 9 AM and 8 PM local time. Time zone matters — a message at 7 PM Eastern is 4 PM Pacific, which is fine. A message at 9 PM Eastern hits Pacific subscribers at 6 PM, which is marginal. Never send after 9 PM.

Frequency discipline. SMS subscribers are extremely sensitive to over-messaging. Two to four messages per month is the upper limit for promotional content. Transactional messages (order updates, appointment reminders) are less sensitive to frequency but should still be purposeful.

Message Types and What Works Best

Promotions and offers. Work best when they’re genuinely exclusive to SMS subscribers and time-limited. “SMS subscribers get 24-hour early access to our sale” is compelling. “Here’s our regular weekly newsletter” is not.

Appointment reminders. Extremely high engagement and ROI. A simple “Hi [Name], your appointment is tomorrow at 2 PM with Dr. Smith. Reply C to confirm or R to reschedule” reduces no-shows by 30–50%.

Shipping and order updates. High subscriber appreciation, low opt-out rate. Customers actively want this information.

Abandoned cart. A gentle follow-up for e-commerce customers who didn’t complete a purchase. Works best with a small incentive and sent within 1–2 hours of abandonment.

Measuring Performance

Key SMS metrics:

• Delivery rate (messages successfully delivered vs. sent): Target >95%
• Click-through rate (for messages with links): 10–30% is typical; below 5% suggests message or offer problems
• Opt-out rate per campaign: Above 2% signals the message was unwelcome
• Conversion rate (for campaigns with a specific CTA): Varies by offer and industry

A/B test your messages — different copy, different timing, different offers — and let data drive your decisions. SMS marketing improves significantly with iteration.