7 Steps to Build a Successful SMS Marketing Program

In the ever-evolving landscape of digital marketing, SMS (Short Message Service) remains a powerful and direct way to engage customers. With high open rates, rapid response times, and many token benefits, SMS marketing can significantly boost your campaign effectiveness. However, to harness SMS's full potential, you need a well-structured and strategic approach. Follow these seven essential steps to build a successful SMS marketing program that drives results.

1. Set Clear Goals

Begin by defining your objectives. What do you aim to achieve with SMS marketing? Is it increasing sales, driving website traffic, or enhancing customer engagement? Setting specific, measurable goals will guide your strategy and help evaluate success. For example, you might aim to increase online sales conversions by 20% within three months through SMS campaigns.

2. Understand Your Audience

Segmentation is key to effective SMS marketing. Analyze your customer data to create targeted groups based on demographics, behavior, or purchase history. Personalized messages resonate better and drive higher engagement. Your CRM should help you gather and analyze customer insights for precise targeting and personalization. To hone your user targeting strategy, check out these 6 valuable segmentation criteria to target your app messaging.

3. Build Your Subscriber List

Obtain explicit consent from customers before sending SMS messages. Implement opt-in strategies through website forms, in-app messaging, social media, or in-store promotions. Offer incentives like discounts or exclusive content to encourage sign-ups. Remember to follow SMS marketing regulations (e.g., TCPA in the US) to ensure legal and ethical practices.

4. Craft Compelling Content

SMS messages have a strict character limit (usually 160 characters). Craft concise, action-oriented texts that grab attention and convey value quickly. Include clear CTAs and personalize them when possible. For example, "Hi [Customer Name], Exclusive 24-Hour Sale! Get 30% Off Your Next Purchase with Code: SMS30. Shop Now: [Shortened URL]."

5. Automate and Schedule Campaigns

Use SMS marketing platforms to automate message delivery based on triggers or schedules. Set up drip campaigns, welcome sequences, or event-based messages to streamline engagement and save time. Automation ensures timely and relevant communication with minimal manual effort.

6. Monitor, Analyze, and Optimize

Track key metrics such as delivery rates, open rates, click-through rates, and conversions. Leverage analytics to understand what works best for your audience and refine your SMS strategy accordingly. Utilize analytics platforms integrated with your SMS marketing software for detailed performance insights.

7. Maintain Consistency and Compliance

Regularly engage your subscribers with valuable content while respecting their preferences. Stay updated with SMS marketing regulations and industry best practices to build trust and credibility. SMS marketing is most effective when integrated with your overall digital marketing strategy. Coordinate SMS campaigns with email marketing, social media, and other channels for cohesive and impactful messaging.

Why SMS Marketing Works

SMS marketing offers unique advantages over other digital channels. Its immediacy ensures that messages are delivered and read promptly, making it ideal for time-sensitive promotions or urgent updates. Moreover, SMS boasts impressive open rates, often exceeding 90%, ensuring that your message gets noticed.

Personalization is another key benefit of SMS marketing. By addressing recipients by name and tailoring messages based on their preferences or purchase history, you can create a more intimate connection with your audience, leading to higher engagement and conversions.

Best Practices for SMS Marketing Success

To maximize the effectiveness of your SMS marketing program,  follow these SMS best practices as you build your campaigns.

Remember, successful SMS marketing hinges on understanding your audience, crafting compelling content, leveraging automation, and maintaining compliance. With these strategies in place, you'll unlock the full potential of SMS as a powerful tool in your digital marketing arsenal.

Get Started with OneSignal

OneSignal is the market-leading self-serve customer engagement solution for push notifications, email, iOS Live Activities, bulk SMS, and in-app messages. We’re loved by marketers, product managers, and developers alike!

Create relevant, personalized texts easily through the OneSignal dashboard. Add emojis, images, audio, and video to make your messages visually compelling, all with no code. Or, automate personalized messages at scale with the API. Connect with us to get a live demo and find the OneSignal plan that works for your business.