When it comes to marketing, timing and visibility are everything. You might have the most compelling message in the world, but it won’t do you any good if it gets buried amongst all the other marketing messages your audience sees every day.
SMS campaigns turn that around, letting you connect directly with your audience on the device that’s always close to hand — their phone.
Some reports estimate SMS open rates could be as high as 98%, making text messaging one of the best marketing channels for visibility. With marketing tools like Transpond, sending SMS campaigns alongside your emails and social posts is simple.
In this guide, we’ll explore the most effective ways to use SMS in your marketing, from recovering lost sales to launching new products.
1. Reduce cart abandonment
When someone’s in a physical, brick-and-mortar shop, they’re usually pretty focused on the task at hand. Online shopping, on the other hand, is full of distractions. Maybe the potential customer is browsing your site while the TV is on in the background. Maybe their dog barks, the doorbell rings, or they go to grab a cuppa from the kitchen.
Either way, abandoned carts are a common (and costly) part of ecommerce.
A well-timed text message can act as a friendly nudge, reminding the shopper that their items are still in the basket and encouraging them to complete the purchase. With an SMS message popping up on their phone, the customer is more likely to see it while the product is still on their mind. Here’s how you might use it:
“Hey Sam, you left something behind! Your basket’s still waiting. Complete your order in the next 2 hours and get 10% off: [short link]”
Pairing this SMS with incentives like discount codes or free shipping makes it easier for your customers to say yes.
You can use a similar approach even if the customer hasn’t placed anything in their basket. A simple reminder that they were browsing your site, like in this example from Happy Mammoth, might be enough to draw them back to make that purchase.
Bonus tip: Use SMS alongside email marketing. For example, send a cart recovery email first, then follow up with a shorter, time-sensitive text a few hours later. It’s a small touch, but it can make a big difference to your conversion rate.
2. Improve attendance with event reminders
Whether you’re hosting a webinar or managing in-person appointments, getting people to show up is half the battle. Even when someone’s registered and has every intention of attending, life can easily get in the way and your event or appointment gets forgotten.
A short, well-timed message can cut through the noise and jog your audience’s memory, reducing no-shows and improving overall engagement. For B2B companies, the message might look like this:
“Hi Alex, just a reminder that your webinar ‘How to Scale Client Onboarding’ starts in 1 hour. Join here: [short link]”
For a B2C appointment, the message could be:
“Hey Jamie, your hair appointment is at 3:30pm today. Running late? Tap here to reschedule: [short link]”
You can use your SMS to send location or login info, so it’s easy to access on mobile. You can also offer easy ways to cancel or reschedule, further reducing no-shows.
Bonus tip: You can also get creative with reminders. Auto parts store Halfords uses customers’ number plate details to find out when their MOT is due and sends them an SMS. It’s a helpful reminder and can potentially win new business.
3. Promote flash sales and time-sensitive offers
Offers and promotions can be a great way to drive sales and increase revenue, but only if your customers actually know about them. When you’ve got a limited-time offer, you need to make sure it’s noticed.
With near-instant open rates and no inbox clutter to compete with, SMS ensures your promotion gets seen while it still matters. Whether you’re running a weekend sale or trying to shift last-season stock, a short text can drive immediate action. Here’s an example for B2C:
"24-hour sale! 30% off everything in our summer range, ends midnight tonight. Shop now: [short link]”
Or, if you’re in B2B, you could send a message like this:
“Just for our subscribers: 15% off our Pro Plan until 5pm. Ready to upgrade? [short link]”
Here’s an example from The Body Mind Clinic, announcing a flash sale with a time-sensitive offer.
4. Announce new features and product drops
Got something new to share? Don’t wait for your audience to stumble across it. A well-timed SMS announcement can ignite interest, bringing previous customers back to your business. This is especially effective for SaaS companies launching new features or retailers with new products to promote. For example, you could use a message like this for your SaaS products:
“New in Transpond: SMS campaigns! Reach your audience instantly, check it out now: [short link]”
An ecommerce company could send the following message:
"Our summer collection just dropped! Shop the latest styles before they sell out: [link]”
For example, BT Business lets its customers know when a new phone model is released and encourages them to upgrade.
SMS is ideal for this kind of announcement because it feels personal, even exclusive, like you’re letting them in on a secret before anyone else. It’s short and to the point, which suits a quick “heads-up”
Want to boost results? Combine your SMS with a teaser email and social media preview to build anticipation across channels, then use the text message to deliver the final push.
5. Run surveys and polls
Need quick feedback? SMS is one of the fastest ways to reach your audience and get a response. A simple survey or poll via SMS can give you the insights you need, without asking too much from your audience. For example, you could run a customer satisfaction survey using this message:
“Hi Liv, how did we do today? Reply 1-5 to rate your experience. It only takes a second!”
Or you could get valuable customer input on your future plans with a message like this:
“We’re planning our next webinar. What would you rather see?
- A) Marketing Automation
- B) AI Tools for Small Biz
Reply A or B to vote.”
Recipients don’t need to click away or fill in a long form, so response rates tend to be higher than other channels. You can follow up with a link to a longer survey if needed, but even a quick pulse check can help you steer your content strategy in the right direction.
6. Reward loyalty and encourage repeat purchases
Acquiring new customers is important, but retaining the ones you already have is even more vital. SMS is a great way to show your existing customers some love and keep them coming back for more.
Whether you’re running a loyalty program or simply want to give returning customers a reason to shop again, SMS can help you deliver well-timed rewards that feel personal and appreciated. It’s simple. Just send a message like:
“Thanks for being a local customer! Here’s 15% off your next order, just for you: [short link]”
For example, PureGusto Coffee regularly runs “member-only” offers like this:
You can also use SMS to let customers know when they’ve reached a reward milestone or reconnect with them after a quiet period of inactivity (“We miss you! Come back and save 10%”). Sky uses a similar approach to try and win back past customers:
Best practices for making SMS marketing work for you
Like any marketing channel, SMS works best when it’s used thoughtfully. With such a direct line to your audience, you want every message to feel relevant and respectful of their time. Here are some key best practices to keep in mind:
1. Get clear, explicit consent
You must have permission before sending marketing texts. Always collect opt-ins so people know exactly what they’re signing up for. You’ll need to get consent for each marketing channel you use; don’t assume that just because someone’s happy to get emails, the same is true for text messaging.
2. Personalize your messages
Even something as simple as using a first name can make your message feel more human. For better results, go deeper. Segment your audience based on purchase history, behavior, or interests, then tailor your SMS accordingly.
3. Keep it short and focused
Space is limited, so stick to one core message and one clear call to action. If you need to explain more, link out to a landing page or resource.
4. Respect quiet hours
Avoid sending messages early in the morning or late at night. Not only is it annoying, but in some places, it’s illegal. For example, in the UK, you should only send messages between 8am and 7:59pm. Make sure your campaigns follow local regulations around timing and frequency.
5. Make it easy to opt out
Always include a clear way for recipients to unsubscribe. This is important for compliance, but it’s also good practice anyway, helping you use your resources efficiently and keeps your list engaged.
6. Track performance and refine
Most SMS tools (including Transpond) let you track clicks and opt-outs. Use this data to test different messages, offers and other variables, so you can improve each campaign.
Done well, SMS feels like a helpful tap on the shoulder, not an interruption. Stick to that mindset, and your audience will keep paying attention.
Learn more about how to stay compliant with your SMS campaigns with our helpful guide.
Small messages, big results
SMS marketing gives you a fast, personal, and effective way to connect with your customers. With sky-high open rates, it cuts through the noise and grabs your customers’ attention.
We’ve covered a range of marketing-driven use cases, but that’s just the start. SMS also has value beyond marketing, from transactional updates to customer support. It’s a versatile channel that fits naturally into almost any part of your customer journey.
If you’re just getting started, pick one campaign idea from this guide and test it with a small segment. You don’t need to build a full SMS strategy overnight; just start with what makes sense for your audience and build from there.
Try Transpond for free or select the Starter plan to see for yourself how SMS marketing can help you connect more effectively with your customers.