Remember when buying something online meant firing up your desktop computer and going through a lengthy checkout process? The world of e-commerce has come a long way since then.
Every innovation, from mobile-friendly websites to 1-click buying, has made it easier to go from “I want this” to “It’s on the way.” Now something even more interesting is happening: shopping that feels like having a conversation with a friend.
Short message service (SMS) marketing is leading this shift, turning simple text messages into natural back-and-forth exchanges that just happen to end in sales. It’s subtle. It’s natural. And, most importantly, it works. Here’s how many brands use SMS marketing to turn these simple conversations into serious revenue.
Understanding text message campaigns
SMS marketing is a fancy way of saying “texting your customers.” It’s like email but way more direct. Instead of competing for attention elsewhere, texts land right where people are already looking throughout the day—their mobile phones.
Companies use unique phone numbers to send these texts. Some are regular-looking 10-digit-long codes (10DLC) designed to send large volumes of messages. Others are short codes, which are 5-6-digit numbers that are easier to remember. Some even spell words like “PIZZA” or “LETSGO” to make them more memorable.
Of course, you can’t just start texting people unexpectedly. Customers must say it’s OK first, usually by checking a box when they buy something, signing up on a website, or texting a keyword to join. This way, you know that they want to hear from your business, and your texts don’t feel like spam.
Once people opt in, the real magic begins. Texts aren’t just for order updates. They can include special discounts, personalized offers, and product launch announcements. And they don’t have to be boring, either. A well-placed emoji, product image, or even a fun GIF can transform a simple text into a conversation customers truly enjoy.
Why SMS marketing campaigns work
The buzz of a text message is the modern equivalent of a tap on the shoulder. And for brands using SMS marketing, those gentle taps are getting remarkable responses.
Don’t believe it? The numbers speak for themselves. A staggering 98% of text messages get read within minutes of delivery. Even more impressive, 45% of people respond to text messages. And when they do, it typically takes just 90 seconds.
Text messaging is not just faster than email or social media—it’s lightning quick. Why? Because texting feels natural, easy, and personal. But SMS marketing isn’t here to replace everything else you’re doing. Instead, it works alongside your other channels to boost all your marketing efforts.
While email marketing builds relationships over time and social media keeps your brand visible, SMS campaigns spark instant action. Need to drive traffic to a sale? Want to follow up on an abandoned cart? Looking to offer quick customer service? Text gets it done.
What you need to know about SMS message rules
Texting customers isn’t as simple as hitting send. There are rules in place to protect people from spam and unwanted messages. You need to follow them to keep your SMS marketing campaigns compliant.
As you already know, you need explicit permission before sending any promotional messages. Two major federal laws back this up: the Telephone Consumer Protection Act and the CAN-SPAM Act. Add state-specific regulations, and you’ve got a clear playbook for keeping your SMS marketing legal.
As you get permission to text customers, keep detailed records of how and when they opt in. Think of it like building a digital paper trail. If questions ever arise (and they might), you’ll want proof that your customers said “Yes” to hearing from you.
Once someone joins your SMS subscriber list, play nice. Make it crystal clear how they can opt out, like with a “Text STOP to unsubscribe” message. Always honor unsubscribe requests immediately. As for timing, keep those SMS messages during daytime hours in your customer’s time zone.
Beyond that, steer clear of SHAFT violations—sending messages about sex, hate, alcohol, firearms, or tobacco. Carriers restrict these topics, and your messages could get blocked or worse if you don’t approach them correctly.
How to grow your SMS subscriber list
Once you’ve covered the legal side, it’s time to grow your SMS marketing list. Getting customers to sign up for your texts opens new ways to connect with them and drive sales.
Your website is the best place to start. Grab attention right away with a pop-up form when visitors land on your site. Offer something they’ll want, like “Join our SMS list for flash sales and early access to new products.” Keep it simple. Just ask for their phone number and make it clear what they’ll get in return.
But don’t stop there. Add an SMS opt-in checkbox on the checkout page so customers can sign up while completing their purchase. A signup section on the sidebar or in the footer gives visitors another easy way to join.
Think about which other marketing channels you can use to promote your SMS list. You might add text-to-join keywords to your email newsletters, social media posts, and packaging inserts. Something as simple as “Text JOIN to 55555 for 10% off” can attract new SMS subscribers.
SMS marketing message types
Want to get the most out of text message marketing? You need to know the different kinds of SMS messages you can send. Each type has its own special purpose, from getting people excited about your brand to helping them with their orders.
Promotional messages
Promotional text messages are classic marketing texts for flash sales, special offers, and new product launches. The goal is to drive sales and engagement with messages like “Check out our 24-hour sale! Get 20% off all summer styles” or “Just dropped: Our newest collection. Shop now before it sells out.”
Transactional messages
Transactional SMS messages are updates customers expect after buying your products, like order confirmations, shipping notifications, and delivery updates. They’re practical and timely and build trust. Think “Your order has shipped: Track it here: [link]” or “Your delivery is scheduled for tomorrow between 2 and 4 pm.”
Conversational messages
Conversational text messages create 2-way exchanges, whether through customer service chats, product recommendations, or feedback requests. A simple “How’s your new purchase working out?” or “Need help finding the perfect size? Text back to chat with our style expert” makes people feel heard and valued.
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SMS marketing strategies to boost sales and customer loyalty
You’ve learned about the different SMS message types, so let’s put them to work. Here’s how you can use text messages to increase e-commerce sales and keep customers coming back.
Welcome message series
Make a great first impression with a warm welcome message when someone joins your SMS marketing list. Offer a small discount or bonus to encourage their first purchase and set expectations for what kind of texts they’ll receive.
You could say, “Welcome to [Brand Name]! Enjoy 15% off your first order with code WELCOME15. Shop now.” Then, add bright, eye-catching product photos or a fun unboxing GIF to drum up excitement.
Product launch announcements
Get your subscribers excited about new products by giving them exclusive early access. Build anticipation with sneak peeks and countdown texts, then reward their loyalty with first dibs on shopping.
Try something like “VIP alert! Our new gaming system drops tomorrow, but you can get it now. Use code VIPEARLY for 20% off.” Include a quick demo video to show off the key features and get people talking about your brand.
Personalized recommendations
Help customers find what they’ll love by sending product suggestions based on past purchases. For the best results, these personalized promotional messages should feel like a helpful text from a friend, not a sales pitch.
For example, say, “Based on your love for our hydrating serum, we think you’ll like our new overnight mask! Shop now with code SKINCARE10.” Add a product image that shows the items working together to highlight how they complement each other.
Event countdown reminders
Get customers excited for upcoming classes or special events with timely countdown messages. These reminders help boost participation and ensure everyone’s prepared for the experience.
You might say, “Your virtual painting class starts in 24 hours! Check your supply list and join tomorrow’s session here: [link].” Include a short video preview of the art project they’ll be creating to get people thinking about the possibilities.
Exclusive flash sales
Flash sales are a great way to get customers to act fast by making them feel like they’re getting a special, limited-time deal. The key is to make the offer feel exclusive, so your subscribers know they’re getting something others aren’t.
Try something like “Join our 3-hour secret sale: Get 40% off all smart home devices! Your VIP code SMARTHOME40 expires at 9 pm.” Include lifestyle photos showing the products in action, like a cozy movie night with smart lighting, to help customers picture how these products fit into their lives.
Abandoned cart reminders
Turn abandoned carts into completed purchases with friendly reminders that remove hesitation. A small perk or some social proof can help nudge customers to return to your site and check out.
For instance, try “Still thinking about those jeans? Complete your purchase in the next hour and get a free matching belt ($45 value)!” Also, add social proof like “50+ people bought these jeans this week” to boost confidence in their choice.
Automatic order updates
Keep customers informed with real-time updates about their order status. These transactional messages help reduce customer service inquiries while also building excitement for the upcoming delivery.
You might say, “Your smart garden kit is packed and ready to grow! Track your delivery and browse setup tips while you wait at [link].” Then, include a preview of what their garden will look like in 30 days.
Post-purchase follow-ups
Build stronger relationships by checking in after customers get their orders. These text messages show you care about their experience beyond the sale and help drive repeat purchases.
For example, you could say, “How’s that new espresso machine treating you? Here’s a link to our favorite coffee recipes and pro brewing tips to help you make the perfect cup.” Don’t forget to add a little bonus, like a quick video showing how to create latte art.
Cross-sell and upsell opportunities
Suggest products that go perfectly with what your customers already bought. The best time to send these promotional text messages is right after their purchase when they’re still excited about your e-commerce brand.
You might say, “Loving your new camera? Complete your photography kit with our best-selling lens filter—25% off this week with PHOTO25.” Then, add a side-by-side photo showing how filters improve image quality to help them see the value.
Customer appreciation messages
Show your loyal customers you value them with unexpected thank-you messages and surprise perks. These small gestures go a long way in building brand loyalty and keeping existing customers engaged.
Try saying, “Thanks for being an amazing customer. We’ve added a free luxury car wash to your next service appointment. Your vehicle deserves the VIP treatment!” Include photos of sparkling vehicles fresh out of the car wash to show what awaits at their next visit.
Interactive polls or quizzes
Make your texts more engaging by turning them into fun, 2-way conversations. Quick polls or quizzes can help boost interaction while giving you valuable insights into customer preferences. It’s a win-win.
You might say, “Quick question: Which new energy drink should we launch next? Reply with A) Midnight Berry or B) Citrus Blast. The first 50 votes get an exclusive early taste!” Then, share real-time voting results or a teaser image of the new drink.
Steps to mastering SMS marketing for e-commerce businesses
It’s time to power up your e-commerce marketing with SMS. This guide will equip you with the knowledge to create SMS campaigns that truly deliver. Let’s get started.
Step #1: Select the right SMS marketing platform
Your SMS marketing success starts with the right platform. It should handle everything from managing subscribers to automating SMS campaigns while fitting your budget and business goals.
Look for these features when exploring SMS marketing tools:
- Two-way messaging so customers can reply
- Easy integration with your e-commerce store
- Advanced segmentation for grouping target audiences
- SMS automation features to schedule and trigger texts
- Built-in SMS marketing compliance tools
- Analytics and reporting to track performance
- Scalable pricing that grows with your business
The best SMS marketing software for you depends on your business size, goals, and the level of automation you need. As you check out your options, test a few platforms using free trials before committing.
Pay attention to ease of use, customer support, and how well it works with your existing SMS tools. Integrating SMS marketing software with your sales and customer relationship management (CRM) systems helps create more personalized and effective campaigns.
Step #2: Define your SMS campaign goals
Before sending personalized messages, set clear goals for your SMS marketing strategy. Having specific targets will help you measure success and fine-tune your approach.
Some common goals include:
- Growing your subscriber list
- Improving customer engagement
- Recovering more abandoned carts
- Boosting average order value
- Driving new and repeat purchases
- Increasing customer satisfaction
Be specific when outlining your goals. Instead of saying, “Increase e-commerce sales,” set a goal like, “Recover 25% of abandoned carts through SMS within 24 hours” or “Achieve a 15% conversion rate on flash sale texts.”
Step #3: Create audience segments
Organize your subscriber list into targeted groups to deliver more relevant, personalized messages. Start with these key audience segments:
- Purchase behavior, such as one-time buyers or VIP customers
- Product preferences based on past purchases or customer feedback
- Engagement levels, like frequent website visitors or inactive subscribers
- Customer lifecycle, including new subscribers, new buyers, or loyalty members
Keep your segments dynamic by automatically updating them based on customer actions. If someone makes multiple purchases, move them into your VIP segment so they start receiving exclusive perks and loyalty rewards.
Step #4: Design your SMS strategy
Balance different types of messages to keep your SMS marketing texts engaging and effective. The goal is to get customers interested without overwhelming them.
A successful SMS marketing strategy has a mix of promotions and relationship-building content. Start with timely deals and offers to encourage purchases. Include helpful content like order updates, product tips, and loyalty program rewards. Stick to 4-6 monthly texts, with no more than half being promotional SMS messages.
Plan automated message flows based on customer actions. For example, when someone makes their first purchase, send a thank-you message immediately, a helpful product tip a few days later, and a check-in to gauge satisfaction a week after.
Step #5: Set up text message campaigns
Turn your strategy into action by setting up SMS marketing campaigns and automation in your chosen platform. This step ensures your text messages reach all the right people at key moments in the shopping journey.
Start by configuring your SMS marketing platform’s settings:
- Set up your sender ID so customers recognize your messages
- Customize your opt-in confirmation to welcome new subscribers
- Import your existing subscriber list if you have one
- Create message templates for different SMS marketing campaigns
- Set up automation triggers to send SMS marketing messages
Use merge tags and dynamic fields to personalize messages whenever you can. Adding details like customer names, recent purchases, or upcoming sales makes texts feel like they were written just for each recipient.
Before activating any automation, test everything thoroughly. Verify that the SMS marketing messages send at the right time and that the links work properly.
Step #6: Integrate with other marketing channels
Blend SMS campaigns into your marketing plan by coordinating across channels. Use a content calendar to plan timing and messaging for all platforms.
How this might work:
- Email announces a new product with full details
- SMS gives VIP customers an early access link
- Social media builds excitement with behind-the-scenes content
This way, every touchpoint adds value without overwhelming customers with too many messages through a single channel.
Also, consider customer preferences. Some people prefer SMS for order updates but email for promotions. Set up your system to respect these choices so messages reach customers where they want to hear from you.
Step #7: Track campaign performance and optimize
Log into your platform’s dashboard for valuable insights about your SMS campaign performance. Most SMS marketing platforms highlight key metrics on the home screen, with deeper analytics just a few clicks away.
Keep an eye on these important numbers:
- How many people open your texts?
- Are they clicking through to your e-commerce store?
- Are they making a purchase?
These numbers reveal whether your SMS marketing efforts work well or need fine-tuning.
Keep testing different approaches to see what works best. Try sending your upcoming sale announcements at 9 am versus 5 pm. Compare messaging like “Only 3 left!” with “Sale ends tonight!” Even small changes can lead to big improvements.
Review performance regularly. What works during the holiday season might not be as effective in the summer. Stay curious, keep experimenting, and don’t be afraid to adjust your SMS strategy based on real customer behavior.
Key takeaways
- Turn conversations into sales: SMS marketing creates a direct, personal connection with customers, making it easier to turn interest into purchases.
- Follow SMS marketing rules: Before you text anyone, ensure you have their explicit permission and provide an easy way to opt out.
- Strategically grow your SMS list: Give people a compelling reason to share their mobile phone number, whether they’re checking out, browsing your site, or scrolling social media.
- Use smart texting strategies: Mix promotional offers with helpful updates and tips to keep SMS subscribers excited about hearing from you.
- Combine with other channels: Let your SMS marketing channel work alongside your emails, social posts, and website to create a seamless customer experience.