This article presents 41 SMS marketing ideas that Australian business owners can implement today to boost engagement, drive sales and build customer loyalty. You’ll discover a variety of SMS campaign types, strategic timing approaches, content creation tactics, and optimisation techniques. We’ll also cover compliance with ACMA regulations to ensure your messages reach customers without legal complications. Each idea comes with practical examples and implementation guidance to help you get started immediately.
Types of SMS Marketing Campaigns
Let’s explore the most effective types of SMS campaigns that deliver results for Australian businesses.
Promotional SMS Campaigns
Limited-Time Offers
Create a sense of urgency with time-sensitive deals. When customers know an offer won’t last forever, they’re more likely to act quickly.
Example: “48 HOURS ONLY! Get 30% off all winter jackets. Use code WINTER30 at checkout. Shop now: [link] Reply STOP to opt out”
Flash Sales
Flash sales work brilliantly via SMS because of the immediate nature of text messages. Most people read texts within minutes of receiving them.
Example: “FLASH SALE! Next 6 hours only – 50% off selected items. First 50 customers get free shipping! Shop now: [link] Reply STOP to opt out”
New Product Launches
SMS is perfect for announcing new products to your most engaged customers.
Example: “NEW ARRIVAL! Be the first to try our organic tea collection. Exclusive for SMS subscribers: 10% off with TEATIME. [link] Reply STOP to opt out”
Seasonal Campaigns
Align your offers with holidays, seasons or local events relevant to your Australian audience.
Example: “Summer’s here! Get beach-ready with 25% off swimwear this weekend only. Use code SUMMER25 at checkout: [link] Reply STOP to opt out”
Engagement SMS Campaigns
Personalised Birthday Messages
Everyone loves to be remembered on their birthday. Make customers feel special with a personalised offer.
Example: “Happy Birthday, [Name]! Enjoy a special gift – 20% off your next purchase valid for 7 days. Use code BDAYGIFT at [link] Reply STOP to opt out”
Customer Satisfaction Surveys
Short, SMS-based surveys can help you gather valuable customer feedback with minimal friction.
Example: “We value your opinion! How was your recent experience with us? Rate 1-5 (5 being excellent). Reply with your number. Reply STOP to opt out”
Loyalty Program Updates
Keep members informed about their points balance or when they’ve unlocked new rewards.
Example: “Great news, [Name]! You’ve reached 500 points and unlocked Silver status. Enjoy 10% off all purchases this month! [link] Reply STOP to opt out”
Event Invitations
SMS is perfect for inviting loyal customers to exclusive in-store events or online webinars.
Example: “You’re invited! Join our exclusive VIP shopping night on 15/06 from 7-9pm. Extra 15% off + free champagne. RSVP: [link] Reply STOP to opt out”
“SMS marketing gives you direct access to your customers’ most personal device. With that privilege comes the responsibility to deliver only relevant, valuable content.” – Marketing expert
Transactional SMS Campaigns
Order Confirmations
Reassure customers their purchase was successful and provide essential information.
Example: “Thanks for your order #12345! Your package will arrive between 10-12 June. Track here: [link] Questions? Call us on 02 1234 5678. Reply STOP to opt out”
Shipping Updates
Keep customers informed about their delivery status to reduce support enquiries.
Example: “Good news! Your order #12345 is on its way. Expected delivery: tomorrow between 9am-12pm. Any questions? Call 02 1234 5678. Reply STOP to opt out”
Appointment Reminders
Reduce no-shows by sending timely reminders before scheduled appointments.
Example: “Reminder: Your haircut appointment is tomorrow (14/06) at 2pm with Sarah. Need to reschedule? Call us on 02 1234 5678. Reply STOP to opt out”
Back-in-Stock Alerts
Let customers know when items they wanted are available again.
Example: “The black leather boots you were interested in are back in stock in size 8! Shop now before they sell out again: [link] Reply STOP to opt out”
Service-Based SMS Campaigns
Subscription Renewals
Notify customers when subscriptions are about to expire and make renewal easy.
Example: “Your premium membership expires in 3 days. Renew now to avoid interruption and get 10% off with code RENEW10: [link] Reply STOP to opt out”
Account Updates
Send important information about account changes or security updates.
Example: “Security alert: We’ve updated our password requirements. Please log in to update your details by 30/06: [link] Need help? Call 02 1234 5678. Reply STOP to opt out”
Service Interruption Notifications
Keep customers informed about any service disruptions affecting them.
Example: “Scheduled maintenance: Our online ordering system will be unavailable on 16/06 from 2am-4am AEST. Sorry for any inconvenience. Reply STOP to opt out”
Payment Reminders
Gently remind customers about upcoming or overdue payments.
Example: “Friendly reminder: Your invoice #4567 for $79 is due tomorrow. Pay now: [link] or call us on 02 1234 5678 with questions. Reply STOP to opt out”
Strategic Timing for SMS Campaigns
Best Days to Send SMS
Tuesday through Thursday typically generates the highest engagement rates. Weekend messages can work well for retail and entertainment businesses, but test with your specific audience.
Optimal Times of Day
Send business-related messages between 10am-6pm AEST. For retail and dining promotions, lunchtime (12-2pm) and early evening (5-7pm) often perform best.
Special Timing Considerations
Time your messages according to customer behaviour. For example, send restaurant promotions just before meal times or retail offers when people are likely to be shopping.
Content Creation for SMS Marketing
Writing Effective SMS Copy
Keep It Concise
With only 160 characters for standard SMS, every word must earn its place. Focus on one clear message and call-to-action per text.
Use Power Words
Incorporate action-oriented language like “exclusive,” “limited,” “today,” “now,” and “free” to drive immediate response.
Create Urgency
Phrases like “ends today,” “while supplies last,” or “limited spots available” can boost conversion rates significantly.
Personalisation Elements
Always include the recipient’s name when possible. Reference their past purchases or browsing history to make messages relevant.
Example: “[Name], based on your last purchase, we think you’ll love our new organic moisturiser. 15% off this week only: [link] Reply STOP to opt out”
Call-to-Action Optimisation
Keep CTAs Simple
Use clear, direct instructions: “Shop now,” “Book today,” “Call us,” or “Reply YES.”
One CTA Per Message
Avoid confusing customers with multiple requests. Focus each message on a single desired action.
Create Click-Worthy Links
Use URL shorteners to save character space, but ensure they look trustworthy and relevant to your brand.
Compliance and Best Practices
ACMA Compliance Essentials
The Australian Communications and Media Authority (ACMA) regulates commercial electronic messages through the Spam Act 2003. To stay compliant:
- Always get consent before sending marketing messages
- Identify your business clearly in each message
- Include opt-out instructions in every message
- Honour opt-out requests promptly
Failure to comply with ACMA regulations can result in penalties up to $2.1 million per day for corporations.
Opt-In and Opt-Out Management
Always collect explicit consent through opt-in forms, website sign-ups, or in-store requests. Make unsubscribing easy with simple “STOP” or “CANCEL” reply options.
Example opt-in message: “You’ve successfully subscribed to Style Boutique SMS alerts! Max 4 msgs/month. Std msg&data rates apply. Reply STOP to unsubscribe at any time.”
Frequency and Timing Etiquette
Respect your customers’ inbox by limiting messages to 2-4 per month unless they’ve specifically opted into more frequent communication. Never send messages outside of business hours unless it’s an emergency notification.
Advanced SMS Marketing Ideas
Segmentation Strategies
Behaviour-Based Segments
Divide your audience based on past purchase behaviour, website activity, or engagement with previous SMS campaigns.
Example: Send loyal customers early access to sales, while offering first-time purchase incentives to recent subscribers who haven’t bought yet.
Demographic Segmentation
Tailor messages based on age, location, gender, or other relevant demographics.
Example: “Hey Sydney-siders! Visit our new Bondi store this weekend for exclusive in-store offers. Show this text for 15% off! [link] Reply STOP to opt out”
Purchase History Segmentation
Send targeted product recommendations based on previous purchases.
Example: “We noticed you love our organic skincare range! Our new vitamin C serum just launched. 10% off for loyal customers: [link] Reply STOP to opt out”
Interactive SMS Campaigns
Text-to-Win Contests
Run competitions requiring a simple text response to enter.
Example: “CHANCE TO WIN! Text ‘BALI’ to enter our draw for a 5-night Bali holiday package. Winner announced 30/06. T&Cs: [link] Msg&data rates apply.”
SMS Polls
Engage customers by asking for their opinion via text.
Example: “Quick question: Which product should we develop next? Reply 1 for eco-friendly yoga mats or 2 for recycled water bottles. Reply STOP to opt out”
Keyword Campaigns
Create special offers triggered by specific keywords.
Example: “Text ‘FREESHIP’ to 0488 123 456 to receive free shipping on your next order! Valid until 30/06. Reply STOP to opt out”
This approach becomes especially powerful when you work with a provider like 160, which offers robust keyword functionality.
Industry-Specific SMS Ideas
Retail and E-commerce
Cart Abandonment Reminders
Remind customers about items left in their online shopping cart.
Example: “Still thinking about that black dress in your cart? It’s selling fast! Complete your purchase now and get free shipping: [link] Reply STOP to opt out”
VIP Early Access
Give loyal customers first access to new products or sales.
Example: “VIP EARLY ACCESS: Our winter sale starts tomorrow, but shop now with this exclusive link: [link] Additional 10% off for our SMS subscribers! Reply STOP to opt out”
Product Care Tips
Share value-adding advice about purchased products.
Example: “Enjoying your new leather boots? Here’s a quick care tip: Apply leather conditioner every 3 months to keep them looking great. Need some? [link] Reply STOP to opt out”
Restaurants and Food Service
Weekly Specials
Share changing menu items or special deals.
Example: “This week’s special: Chef’s homemade seafood paella, $22. Available Wed-Sun. Book your table: 02 1234 5678 or [link] Reply STOP to opt out”
Last-Minute Availability
Fill empty tables by notifying customers about same-day openings.
Example: “Friday night plans? We’ve had a cancellation for 7:30pm tonight. First to call gets the table! 02 1234 5678. Reply STOP to opt out”
Recipe Shares
Build goodwill by occasionally sharing simple recipes.
Example: “Missing our famous guacamole? Here’s a quick recipe to make at home: [link] But we’re always happy to make it for you! Book: 02 1234 5678. Reply STOP to opt out”
Health and Beauty Services
Self-Care Reminders
Send timely reminders for recurring services.
Example: “It’s been 6 weeks since your last colour treatment. Time for a touch-up? Book your appointment: [link] or call 02 1234 5678. Reply STOP to opt out”
Product Replenishment
Remind customers when they might be running low on products.
Example: “Your skincare products might be running low! Reorder your favourites and get a free sample with any purchase over $50: [link] Reply STOP to opt out”
Health Tips
Share relevant wellness tips that complement your services.
Example: “Quick tip from Dr. Smith: Protect your fresh facial results by using SPF 50+ daily, even in winter! Need a recommendation? [link] Reply STOP to opt out”
Measuring SMS Marketing Success
Key Performance Indicators
To determine SMS campaign effectiveness, monitor these essential metrics:
- Delivery rate: Percentage of messages successfully delivered
- Click-through rate: Percentage of recipients who clicked your link
- Conversion rate: Percentage of recipients who completed the desired action
- Opt-out rate: Percentage of recipients who unsubscribed
- ROI: Revenue generated compared to campaign cost
Getting Started with SMS Marketing
Ready to implement these ideas? Here’s how to begin:
- Build your SMS list through website opt-ins, in-store sign-ups, and during checkout
- Segment your audience based on purchase history, interests and demographics
- Create a content calendar to plan your SMS campaigns
- Start with simple campaigns like welcome messages and promotions
- Test different approaches to see what resonates with your audience
- Track results and optimise based on performance
For Australian businesses looking for a reliable SMS marketing platform, 160.com.au offers a comprehensive solution that makes implementing these ideas straightforward. Operating since 2000, 160 provides a user-friendly platform with features like personalised messaging, delivery reports, and keyword functionality—all with no monthly fees.
The platform allows you to send messages from your computer, integrate with existing systems through their API, and even convert important emails into SMS alerts. With enterprise-level security and 100% delivery guarantee, you can focus on crafting compelling messages rather than worrying about technical challenges.
Remember, the most successful SMS marketing happens when you provide genuine value to your customers. Keep messages relevant, timely, and beneficial to build a loyal subscriber base that welcomes your texts.