SMS Advertising 101: Guide to Getting Started, w/ Examples

It was a quiet Tuesday afternoon when Jason, owner of a small local bakery, sent out his first SMS advertisement.

With a mix of excitement and trepidation, he crafted a simple message…

“

Fresh croissants half-price today! Show this text to redeem.

As he hit send, Jason wondered if anyone would even notice. But within minutes, his phone started buzzing with responses.

By closing time, Jason had sold out of croissants and gained a queue of new customers eager to join his text list.

This was the moment Jason realized the power of SMS advertising—a tool that would transform his business and connect him with customers in ways he never imagined.

Although Jason is fictional, he represents an example of SMS advertising and what it can do for a business.

And in this article, we'll explore that world of SMS advertising, so that you can use its potential for your own business—just like Jason did.

What Is SMS Advertising?

As the above example illustrates, SMS advertising is using the medium of SMS (text messages) to advertise your products and services to customers and prospects.

This is typically accomplished through the use of an SMS platform or API which has capabilities to send and manage text messages on a large-scale basis.

Although the phrase “SMS advertising” contains the word “SMS,” it would also encompass using MMS (media text messages).

Benefits and Advantages of SMS Advertising

Why engage in SMS advertising?

There are several advantages that you’ll want to keep in mind.

Texting Familiarity

In the United States, people send around 2 trillion text messages per year.

That makes sense because pretty much everyone texts, and some people text often.

Yep, everyone from your little 4th-grade cousin Ava (who in your opinion is too young to even have a phone!) to your 85-year-old Great-Grandma Mary texts.

Texting is a medium familiar to all age groups and demographics and has become an incorporated and vital part of most people’s daily (or at least weekly) communication.

One study even found that 39% of baby boomers (and 49% of gen X) actually enjoy receiving text messages from brands.

And on that same note, texting feels more personal than other channels (such as email). So you can really maximize that potential to connect with the people you’re trying to reach.

Effectiveness

Why is it that people text so much?

It’s because texting is effective.

What’s the best way to make sure your spouse knows to pick up milk from the store on their way home from work?

If you’re like many, the answer is that you’ll send them a text message.

Which makes sense, because virtually 100% of all text messages are at least viewed and 55% are opened.

So why not use a medium like this for advertising purposes?

Psychology: The Dopamine Effect

SMS advertising taps into the psychological effects of dopamine, the “wanting” chemical.

The theory goes that texting triggers dopamine, which causes people to want to feel the satisfaction of attaining the thing sought after (in the case of texting, it would be reading the text message).

Once the thing sought after is attained, a rush of opioid gives you a temporary feeling of satisfaction.

Flexible Use Cases

SMS advertising is a versatile medium that allows you to communicate for all kinds of advertising purposes. For example…

• Conventional promotions—i.e., “30% off all Christmas-themed items for the month of December!”
• Urgent pushes—i.e., “Flash sale! Today only—free shipping on all orders of $10 or more."
• Appointment/event reminders—i.e., “Your ‘6 Figures in 6 Months’ webinar begins in 15 minutes! See you there!”
• Product launches—i.e., “The new subscription upgrade is going LIVE tomorrow at 9am CST! Are you ready???”
• Political campaigns—i.e., “Come support Harper Johnson’s bid for city council in the free dinner and rally tonight in Abel Hall at 7pm!”
• Fundraising—i.e., “Thank you for being a faithful donor! Would you consider helping us meet our goal of [amount] by donating [amount] this June?”

Cautions of SMS Advertising

While SMS advertising provides some attractive benefits, there are some cautions you’ll want to keep in mind to make sure you’re using SMS effectively.

Risk of Spamming

With SMS comes the temptation to text people who haven’t opted into your SMS list and who don’t actually want to receive your messages.

The obvious step to combat this is to only send messages to people who have explicitly opted in.

And don’t “bait and switch” your subscribers—provide real value with the SMS you send. That way, your messages don’t come across as spammy.

Annoying Customers

Even if your audience has appropriately opted in and you’re sending valuable content, there’s still the danger of annoying your customers.

This can happen in a couple of different ways…

• Over-sending: SMS is a different channel than, say, email, and you can’t send as many SMS as you may be used to sending other types of advertising messages—while people may appreciate the occasional text (if it’s valuable), they simply don’t want to receive that many text messages from brands.
• Irrelevant (or non-valuable) content: As is true with any form of advertising, if you send irrelevant or non-valuable content, you will lose your audience’s attention and interest—they may get irritated and may even opt out from your SMS list.

To combat these dangers, make sure to send a reasonable number of text messages per month (generally not more than 1 per week, although the actual frequency will vary based on your audience and use case). And make sure you're sending messages people actually care about.

Message Delivery Issues

Another problem you may run into with SMS advertising is deliverability.

That’s because the major mobile carriers such as T-Mobile and Verizon are strict about not allowing content to be sent that could potentially be spam.

So if you don’t follow the mobile carrier guidelines, your messages may get filtered out and not delivered to the intended recipient.

Some of those guidelines include…

• Don’t send any “questionable” content (content promoting sensitive topics such as alcohol or firearms—note that if you have a legitimate use case for sending this type of content, you’ll want to get special advice on the best way to go about it)
• Register your brand by submitting a registration form (with Mobile Text Alerts, this form is available to you upon signup)
• Obtain opt-in consent from your recipients
• Make sure you clearly identify your business as the sender
• Make sure your audience knows how they can opt out of messages (with Mobile Text Alerts and other SMS platforms, they can simply reply STOP to unsubscribe from your messages)

How to Send Advertising SMS

So how do you actually send advertising SMS?

The process may vary depending on the SMS platform or service that you choose, but there are typically a few different ways you can set it up (note that these explanations are from our service, Mobile Text Alerts, but the general process would likely be the same for most SMS providers)…

Send Manually via an Online Platform

To send an advertising SMS manually via an online platform, you would simply need to…

1. Get a list of recipients (you can either load in an existing list or allow potential recipients to automatically sign themselves up for your text list).
2. Access the “Send a Message” section of your online dashboard.
3. Select your recipients.
4. Type out your message.
5. Click “Send” or schedule the message for a specific time.

Send Automatically via an Online Platform

To send an advertising SMS automatically via an online platform…

1. Go to the “Automated Replies” or “Drip Campaigns” sections of your online dashboard (use “Automated Replies” if you want to set up one-off automated responses to your recipients and “Drip Campaigns” if you want to set up a series of automated messages).
2. Enter in the message content and/or workflow you’d like to automate (for drip campaigns you can add multiple messages as well as set periods of delays between the messages).
3. Recipients will receive the automated message/flow under the conditions that you designate, when they send in a message to your phone number or are added to a particular subscriber group on your account

Send Automatically via Integrations

To get even more automated with your SMS advertising, use integrations offered by your SMS platform…

1. Go to the “Integrations” section of your online dashboard.
2. Select the site you’d like to integrate with.
3. Create the automation that you’d like using prompts provided by Zapier.com.

Send Automatically via an SMS API

If your SMS service offers an SMS API and if you have developer resources…

1. Locate your API key (within the Mobile Text Alerts dashboard, this will be in your account Settings).
2. Follow the API documentation instructions to set up the automations you’d like using an API client.

How to Get Started with SMS Advertising

If you’re looking to get started with SMS advertising, here are the first steps you’ll need to take:

• Step 1: Choose an SMS platform to try—this doesn’t have to be a permanent decision, because most SMS platforms offer a free trial, so you can try out a few different platforms before making a final decision, if you’d like.
• Step 2: Add contacts into your SMS platform—you can do this manually or automatically, or you can allow recipients to sign themselves up.
• Step 3: Send out or automate your first campaign—as mentioned in the “How to Send Advertising SMS” section above, you can do this within your online platform or via an SMS API.
• Step 4: Monitor your campaign results—you can view analytics within your online SMS platform.

How to Block Advertisement SMS

Now, what if you’re on the other end and want to block incoming advertisement SMS? Or you want to inform your recipients how they can opt out?

Here are some ways people can block SMS ads.

1. Use the Built-In “STOP” Command

SMS platforms have it set up so that you can opt out of messages by just replying STOP or UNSUBSCRIBE to any text message.

When you do that, you’ll be automatically removed from the messaging list and—in the case of Mobile Text Alerts—won’t be able to be added back in unless you specifically opt back in.

2. Block Numbers on Your Phone

If the same phone number continues to send you SMS ads, you can simply block the phone number.

One thing to remember, however, is that this won’t block future advertisement SMS if they come from different phone numbers.

3. Use a Spam-Blocking App

There are some third-party spam-blocking apps you can try out, which could help filter out spam texts and calls. Some of those would include the following (note that we don’t endorse any of these apps:

• Robokiller
• Call & SMS Blocker (Android)
• SMS Blocker (iPhone)

Cost of SMS Advertising

Of course, the question of how much SMS advertising will cost for your marketing budget is vital. After all, you need to make sure you’ll get a positive ROI.

Costs will vary greatly depending primarily on your messaging volume.

One thing to keep in mind is that you won’t send as many SMS as you do email, and that not all of your audience will necessarily sign up for SMS. So that means your messaging volume will be much lower than you may perhaps think.

Here are some ballpark figures to help give you an idea:

• For very low-volume plans (around 500–1,000 messages per month), you can expect to pay around $20–$49 per month.
• For mid-volume plans (around 10,000–20,000 messages per month), you can expect to pay around $274–$750 per month.
• For high-volume plans (50,000 messages or more per month), the price varies considerably depending on how many messages you’ll actually be sending, with the high end being perhaps around $.025 per message.

A FEW THINGS TO KEEP IN MIND…

• As mentioned, you won’t send as many SMS as you do email, and that not all of your audience will necessarily sign up for SMS. So that means your messaging volume will be much lower than you may perhaps think.
• If you send messages longer than 160 characters or if you send messages with media (i.e., images), you’ll end up using more messaging credits than you might expect.
• The pricing that SMS services display on their websites may not include carrier fees and number fees, so you’ll want to make sure you get a clear picture of how much you’ll actually pay before moving forward with a service.
• If you’re sending text messages to multiple countries, this may make an impact on pricing.

How to Incorporate SMS into Your Omnichannel Marketing

So what role does SMS play in your overall omnichannel marketing?

How do you incorporate SMS into your workflow?

Here are a few ideas.

1. Implement SMS Alongside Email

In general, SMS shouldn’t be your sole marketing channel.

It’s best used as a companion alongside other prominent channels—particularly email.

There are a couple of reasons for this…

• If you send too many text messages, your audience may succumb to “SMS fatigue” and your text messages will lose their effectiveness.
• SMS is costlier than email if you just look at it on a per-message basis, so it may not be feasible within your budget to send a lot of text messages.

Although every business and situation is different, the best strategy for most businesses may be to send just a handful of SMS per month to complement your email campaigns.

2. Offer Special Incentives for Opting In

You’ll need to make it worth your audiences’ while to opt in to receive your SMS.

One easy way to do this is to give them a special incentive for opting in, and to send valuable text messages that make it worth it for them to stay subscribed.

3. Implement Triggered SMS Campaigns

Using integrations or an SMS API, you can set up automated SMS campaigns that are triggered by particular events or actions.

This can include campaigns such as…

• Cart abandonment notices
• Post-purchase follow-ups
• Reactivation messages for inactive customers
• Webinar attendance follow-ups

How to Measure SMS Advertising Success

Of course, with any marketing effort you want to make sure you have ways to measure success.

How do you do that with SMS advertising?

Here are a few metrics you can consider.

Delivery Rate

As with email, a key point of consideration with SMS is delivery rates.

If your messages aren’t getting delivered, people aren’t going to see your messages, and, obviously, your SMS advertisement won’t be successful.

Keeping an eye on delivery rates will help you see if there’s some kind of issue with your list or with the way you’re going about your SMS advertising.

Click Rate

One of the most primary ways that businesses track their SMS campaign success is through click rates on their links.

Just like with email service providers, you can send trackable links and you can see how many people clicked on those links, as well as who specifically those people are.

BONUS: you can use this click tracking data to send followup campaigns to people who have expressed interest in your products or services by clicking links in the past.

Response Rate

If one of your goals for your SMS advertising campaign is to foster engagement with your audience, then response rate for your messages will be an important metric for you.

Within your SMS platform dashboard, you can track the percentage of recipients who replied to your messages, and you can see and respond to their specific replies directly within the online dashboard.

If you aren’t getting the responses you’re hoping for, you can adjust your approach as needed.

Opt-Out Rate

You also may want to be aware of how many people are unsubscribing from your campaigns.

Advertising campaigns will always have people who want to opt out for one reason or another. But in general, SMS campaigns should have low opt-out rates.

So if you’re seeing high opt-out rates, you may be (1) sending too many messages, (2) not sending relevant enough messages, (3) not being upfront enough about expectations in your initial opt-in process.

SMS Advertisement Examples + Campaigns

SMS advertising campaigns can take many forms, depending on your business and audience.

Here are a few examples of how it could look. (Note that although these are using real company names, these are not real-life examples.)

Retail: Flash Sale Announcement

Theoretical Example: Nike

Campaign:

“

NIKE: 6-hour Flash Sale! 30% off all running shoes. Use code RUN30 at checkout. Shop now: [shortened URL]. Ends at 6PM. Reply STOP to opt out.

Why this could work: Creates urgency, offers clear value, and includes a specific call-to-action.

Restaurants: Time-Sensitive Offer

Theoretical Example: Domino's Pizza

Campaign:

“

Hungry? Domino's 50% off all pizzas for the next 2 hours! Order now: [shortened URL] or call [phone number]. Code: SMS50. Valid until 8PM.

Why this could work: Targets immediate needs, provides a significant discount, and offers multiple ways to order.

Travel: Last-Minute Deal

Theoretical Example: Southwest Airlines

Campaign:

“

Southwest Alert: $49 flights to Vegas this weekend! Book in the next 4 hours to grab this deal. [shortened URL] Reply STOP to end msgs.

Why this could work: Offers an exciting opportunity with a clear deadline, encouraging quick action.

Ecommerce: Abandoned Cart Reminder

Theoretical Example: Amazon

Campaign:

“

Your Amazon cart misses you! Complete your purchase now and get free shipping. [shortened URL] Reply HELP for help, STOP to opt out.

Why this could work: Gentle reminder with an added incentive to complete the purchase.

Beauty: Product Launch Announcement

Theoretical Example: Sephora

Campaign:

“

Sephora VIB: Be the first to try our new XYZ Serum! Exclusive 24-hour pre-sale starts now. Shop: [shortened URL]. Reply STOP to opt out.

Why this could work: Creates exclusivity for loyal customers and drives immediate interest in a new product.

Event: Ticket Sale Reminder

Theoretical Example: Coachella Music Festival

Campaign:

“

Coachella 2024 tickets on sale tomorrow at 10AM PST! Set your alarms. Login to your account now to speed up checkout: [shortened URL]

Why this could work: Builds anticipation and provides helpful information to ensure customers are prepared.

Automotive: Service Reminder

Theoretical Example: Toyota

Campaign:

“

Your Toyota is due for service! Book now and get 15% off labor. Call [phone number] or book online: [shortened URL]. Reply STOP to opt out.

Why this could work: Timely reminder with an incentive, offering multiple ways to take action.

Nonprofit: Donation Drive

Theoretical Example: Red Cross

Campaign:

“

Red Cross: Urgent need for blood donors in [city]. Donate this week and get a $10 gift card. Find a donation center: [shortened URL]

Why this could work: Communicates urgency, offers an incentive, and makes it easy to take action.

Gym/Fitness: Motivational Message

Theoretical Example: Planet Fitness

Campaign:

“

You're halfway to your fitness goal, [name]! Come in today for a free session with a trainer. Show this text at the front desk. Let's crush those goals!

Why this could work: Personalized encouragement with a valuable offer to boost engagement.

Real Estate: Open House Reminder

Theoretical Example: Local Real Estate Agent

Campaign:

“

Open House today! 123 Main St, 2-4PM. 3bed/2bath, newly renovated. Can't make it? Virtual tour: [shortened URL]. Questions? Call [phone number]

Why this could work: Provides key information, offers an alternative for those who can't attend, and includes contact details.

Education: Enrollment Reminder

Theoretical Example: Local Community College

Campaign:

“

Fall semester enrollment closes in 48 hours! Secure your spot now: [shortened URL]. Questions? Reply to this message for assistance.

Why this could work: Creates urgency, provides a clear call-to-action, and offers support.

What SMS Advertising Company Should You Use?

There are a lot of SMS advertising companies out there.

And, if we’re honest, a lot of us are pretty similar.

So elements you can look out for to stand out would be…

• Excellent (and available!) customer service
• A platform that’s intuitive to get up and running
• Straightforward fees

Here are some companies you can check out…

Mobile Text Alerts

Our service Mobile Text Alerts gives you a straightforward SMS platform and API so that you can easily implement SMS advertising as needed.

You’ll find it intuitive with helpful and available support at the ready when needed.

SlickText

SlickText is a contender similar to Mobile Text Alerts. Here you’ll also find a straightforward SMS platform and API that you can get implemented without much hassle.

Attentive

Attentive distinguishes itself by including both SMS and email marketing.

Mailchimp

Mailchimp is primarily an email service provider but offers an SMS add-on as well.

Twilio

Twilio is designed for developer implementation as it doesn’t have an out-of-the-box platform but offers a robust API that you can use for many purposes.

SMS Advertising “Getting Started” Checklist

Here’s a simple checklist to help you get started with SMS advertising

✔ Select an SMS platform.

✔ Register your brand within your SMS platform dashboard.

✔ ️Determine how you want to add contacts (letting them opt in, manually importing a list, integrating with your CRM, etc.).

✔ Add contacts.

✔ Set up your message content.

✔ Submit your message(s).

✔ Monitor results.

SMS Advertising FAQ

Here are some other answers to your questions about SMS advertising…

Will SMS advertising yield a positive ROI?

Since SMS has a high read rate and is widely ubiquitous, you’re very likely to see a high ROI if you implement SMS advertising.

How to advertise through SMS?

To advertise through SMS, you need to (1) select an SMS service provider, (2) get contacts loaded into that service provider, and then (3) set up your messages.

What are SMS advertising laws?

SMS advertising laws in the US have laxed up in the past few years, but the main law to keep in mind is not to send text messages in the early morning or nighttime hours of your recipients’ timezone.

Some best practices that aren’t necessarily laws but will help you get the best message delivery would include getting clear opt-in consent from subscribers, registering your brand with the mobile carriers (you can do this within your SMS platform dashboard), and avoiding questionable content in your messages.

How to do SMS advertising in India (and other countries)?

You can do SMS advertising in India and other countries via SMS platforms such as Mobile Text Alerts.

With Mobile Text Alerts, you can send text messages to almost any country across the world using the international credit system.

Conclusion: Marketing at Your Fingertips

High open rates and immediate impact.

That’s what you can expect with SMS advertising

Now’s as good a time as any to get started.

So go ahead and take that first step—get a free account today to try it out for yourself.