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What Is SMS Marketing? – Definition, How To Create A Campaign, And More

We spend 24 hours a day glued to our smartphones, which has caused some communication channels to rise from their ashes. An example? The SMS marketing.

A few years ago, we said that sending text messages was dead thanks to WhatsApp’s appearance. Still, now more and more companies choose this method to send important alerts or notifications to their customers.

Do you want to dig a little more into SMS marketing? Let’s see what this marketing strategy consists of and what benefits it can bring to your business.

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Definition SMS marketing

SMS marketing refers to sending text messages or SMS as a communication method a company with its customers. These SMS are shipped to send important notifications, alerts, or special promotions and discounts.

The direct and instant communication that SMS marketing allows can have many advantages for your business. It is said to be one of the most effective online marketing techniques due to its immediacy and a high degree of openness.

Did you know that 90% of people who receive an SMS on their mobile phone take a maximum of three minutes to open it, and the open rate is 98%? Many well-known brands such as Sephora, Women`s Secret, or Mango are taking advantage of the fact that this channel is not yet very saturated to launch promotions or special discounts for their customers.

Why is SMS marketing so effective?

Some of the reasons why SMS marketing is becoming one of the communication channels preferred by companies and users are:

  • We are glued to the mobile 24/7. Any notification is displayed instantly, and it takes us very little to open it.
  • The open rate is much higher than email marketingOur clients open the vast majority of the SMS we send.
  • You can complement it with other online marketing strategies. Many companies use email and SMS marketing together. While they use email to keep in touch with their customers and send helpful information to them, text messages are used to send notifications, reminders, alerts, or any promotion or discount coupons.
  • It is an inexpensive channel. Many online tools allow you to create SMS marketing campaigns for 3 cents per message. It all depends on the number of shipments you want to make or the list of recipients.
  • It is still a little exploited channel. Although more and more brands are using it, it is still not as saturated a channel as an email, so it may be an excellent time to start and differentiate yourself from your competition.
  • It is a good loyalty channel. A Christmas greeting, birthday, or an appointment reminder. These are small details that your customers will consider when they receive the SMS with your company’s name.

Of course, to achieve these results, you need to plan your marketing strategy well. Not everything goes when it comes to sending messages, and there are some things you should keep in mind if you do not want to screw up with your clients.

Before planning an SMS marketing campaign…

Do you think that an SMS campaign can also be a good idea for your business? Indeed you are right, yes, before you must take into account the following. Like when you carry out an email marketing campaign, your clients must authorize that you can send commercial SMS to their mobile phone. It is not enough to ask for the number, but they have to accept this type of communication.

How to create an SMS marketing campaign

If you want to achieve the best results, you need to go step by step.

1. Define your goals

Are you clear about what you are going to use SMS marketing campaigns for? In any marketing campaign that you will carry out, it is necessary to define what you want to achieve.

Do you want to increase visits to your website? Do you want to notify me of promotions or discounts? Want to use it to send important reminders or notifications to your customers?

Depending on the objectives you define, the message to send will be one or the other.

2. Choose a good SMS marketing tool

Currently, countless tools allow you to configure a campaign in a few minutes. There are only four things that you should pay special attention to:

  • Ease of importing contacts
  • The wording of the message text (for example, personalization of the sender)
  • The ease of shipping (automation, scheduling, etc.)
  • Cost per message

Do they know who you are? These messages are often sent from short numbers, so it is essential to establish your company’s name so that it is apparent to the naked eye without having to open the message.

Also, make sure that the company guarantees the sending of text messages and has an analytical tool or panel so that you can check your campaigns’ performance.

3. Define the content of the message

Most importantly, be clear and direct. Remember that you only have 160 characters to get the message to your customers. By the way, when including links, we recommend that you use a shortener like to improve the appearance and make the message look much cleaner.

And even if it’s just a short sentence, read it over and over until you learn it by heart. Keep in mind that a simple misspelling can throw all your efforts away.

4. When are you going to send your messages?

Many countries already prohibit the use of commercial SMS after a particular time of day. Although it is not yet defined in Spain, try not to “disturb” your clients at times when they are possibly sleeping. Remember that the opening of an SMS is almost immediate, not like an email. By the way, always take into account the time zones of your clients. Possibly you have clients from other countries, and you will have to segment them so as not to be inconvenient.

5. Make your customers feel special

Don’t let SMS marketing become a source of spam. Create special offers, exclusive discounts for those who receive them. Make your customers feel unique, essential and know that they should always open your messages because something good will be waiting for them on the other side of the screen.


Have you ever considered carrying out an SMS marketing strategy? If not, now is the time. Although more and more companies are using it, it is still not very exploited, and it can become an excellent way to stand out among your competition and retain your customers.

Although, let’s put ourselves in the user’s point of view. Do you like to receive these types of messages from companies? Do you think you get too many? What kind of content do you prefer to receive? Text messages or email?

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