Short answer: SMS marketing isn’t dead—it’s evolving and thriving. While social media and chat apps dominate personal communications, SMS remains the most reliable, direct channel for business-to-consumer messaging with unmatched engagement.
If No One Sees Your Marketing, You’ve Lost
When was the last time you ignored a text message? Probably rarely, if ever.
While digital marketers chase fleeting attention on crowded social platforms, SMS quietly maintains a stunning 98% open rate—with most messages read within 3 minutes of delivery. Email, by comparison, averages just 20% open rates.
How much money does it take to get a customer to click on your ad? (that’s even if they see your ad?)
For a few cents SMS will get you in front of your customers almost instantly.
Yet many businesses still question if SMS marketing is worth their investment. Some believe it’s outdated technology in an era of Instagram Stories and TikTok videos. Others worry it’s too intrusive.
The truth? SMS marketing isn’t dead. But lazy, generic SMS marketing certainly is.
Why Your Competitors Hope You’ll Skip SMS Marketing
Let’s be honest: digital marketing has become incredibly noisy.
Your average customer is bombarded with approximately 4,000-10,000 ads daily across channels. They’ve developed sophisticated filtering mechanisms—both mental and technological—to ignore most marketing messages.
So why does SMS cut through this noise so effectively?
- Immediacy – Messages land directly in the most frequently checked device your customers own
- Simplicity – No fancy graphics to load or links to click (unless you want them)
- Universal adoption – Everyone with a mobile phone can receive SMS
Have you noticed how even your most tech-resistant relatives still text regularly? That universal adoption makes SMS potentially your most inclusive marketing channel.
How SMS Marketing Is Alive And Well
The fundamental principles that make SMS effective haven’t changed. What has evolved is how smart marketers use them.
Personalization Beyond First Names
Today’s SMS marketing isn’t about blasting identical messages to thousands of contacts. It’s about delivering personalized value based on specific customer behaviors and preferences.
Consider these approaches:
- Sending appointment reminders with exact times and locations
- Alerting customers when items they’ve browsed come back in stock
- Delivering shipping updates for specific purchases
- Providing tiered offers based on past purchase values
Each message feels less like marketing and more like a helpful service.
Integration With Other Channels
SMS isn’t meant to replace your other marketing efforts—it’s designed to enhance them.
Your most effective strategy likely includes:
- Email for detailed information and longer content
- Social for brand building and community engagement
- SMS for time-sensitive, high-priority communications
This multi-channel approach creates a seamless customer experience where each platform plays its appropriate role.
When SMS Marketing Falls Flat (And How to Fix It)
SMS marketing dies when it’s implemented poorly. Let’s address the common pitfalls:
Message Frequency Overload
Nothing will get your number blocked faster than bombarding customers with texts. Unlike email, where daily messages might be acceptable, SMS requires restraint.
Fix it: Limit marketing messages to 4-8 per month maximum, and always focus on delivering genuine value with each text.
Poor Timing
Have you ever been woken up by a marketing text at 5 AM? That business likely lost a customer that day.
Fix it: Send messages between 10 AM and 8 PM in the recipient’s local time zone, respecting both business hours and personal boundaries.
Lack of Clear Consent
Legal ramifications aside, sending messages to people who haven’t clearly opted in creates immediate negative sentiment.
Fix it: Implement clear consent practices that comply with regulations while building customer trust. Document when and how customers opted in.
Five SMS Marketing Strategies That Still Drive Results
Instead of abandoning SMS marketing, consider these approaches that continue to deliver impressive ROI:
1. Time-Sensitive Promotions
Limited-time offers with clear deadlines create urgency that drives immediate action. When a customer knows a deal expires in hours (not days), they’re more likely to respond quickly.
2. Exclusive “SMS-Only” Deals
Want to build your SMS subscriber list? Offer promotions exclusively through this channel. This trains customers to watch for and value your text messages.
3. Two-Way Conversations
SMS doesn’t have to be one-directional. Implementing two-way messaging allows customers to ask questions, provide feedback, or even place orders directly via text.
4. Triggered Behavioral Messages
Set up automated messages based on specific customer actions:
- Abandoned cart reminders
- Purchase follow-ups
- Milestone celebrations (anniversaries, birthdays)
5. Essential Service Updates
Some of the most appreciated messages aren’t “marketing” at all:
- Delivery notifications
- Appointment reminders
- Service outage alerts
- Account security updates
These functional messages build trust while maintaining an open communication channel.
Is SMS Marketing Legal for Your Business?
One valid concern that makes some businesses hesitant about SMS marketing is navigating the legal landscape. The good news? B2B texting is legal when done properly.
But compliance requires understanding:
- Consent requirements in your jurisdiction
- Proper opt-out mechanisms
- Content restrictions
- Timing limitations
Remember this: Legal compliance isn’t just about avoiding penalties—it’s about respecting your customers enough to follow best practices.
Why SMS Persists When Other Platforms Come and Go
Social media platforms rise and fall. App usage trends shift constantly. Meanwhile, SMS has maintained its position as a communication staple for decades.
This persistence isn’t accidental. SMS continues to be used because it offers unique benefits that newer technologies haven’t replicated:
- Universal compatibility – No app downloads required
- Network independence – Works without internet access
- Guaranteed delivery – Messages wait until the device can receive them
- Simplicity – Minimal learning curve for senders and recipients
These fundamentals ensure SMS will remain relevant long after today’s trending apps are forgotten.
Starting or Reviving Your SMS Marketing Strategy
Ready to implement effective SMS marketing? Here’s your quick-start guide:
- Build your list properly with clear consent
- Segment your audience based on interests and behaviors
- Create a content calendar that respects frequency limitations
- Test different message formats, times, and calls-to-action
- Track beyond just open rates—measure conversions and ROI
The key is starting small, measuring carefully, and scaling what works.
The Right Tools Make All the Difference
For businesses serious about leveraging SMS marketing effectively, having the right platform is essential. This is where services like 160.com.au come in.
Operating since 2000, 160 offers a comprehensive SMS marketing solution that addresses all the best practices mentioned in this article. Their platform provides personalized messaging, delivery reports, scheduling options, and two-way messaging capabilities—all with no monthly fees or contracts.
What sets 160 apart is its focus on simplicity combined with enterprise-level features. Their platform works from any device, integrates with existing systems through APIs, and maintains strict security standards to protect your data and customer information.
Whether you’re just starting with SMS marketing or looking to elevate your existing strategy, having reliable technology that handles the technical aspects lets you focus on creating meaningful connections with your audience.
Remember: SMS marketing isn’t dead—it’s just waiting for businesses smart enough to use it properly.