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“The SMS marketing industry will be worth $12.6 billion by 2025 with a CAGR of 20.3% over six years.” – Luisa Zhou.


As the consumer trend toward personalized messaging continues to evolve, SMS marketing has become an increasingly important part of business strategy.

Personalized SMS marketing has emerged as a game-changing tool, offering retailers a direct line to engage, inform, and motivate customers.

This article looks at the world of SMS marketing, discusses its importance to marketers and provides practical tips and strategies to realize it potential.

Short Message Service (SMS) in a Nutshell 

Short Message Service (SMS) marketing is a technology that sends promotional messages directly to consumers’ mobile phones. It has become increasingly important for retail businesses due to its effectiveness in engaging customers, announcing sales, and offering exclusive deals.

SMS texting allows marketers to leverage the high open rates and quick response times of text messages to communicate time-sensitive information and connect with shoppers who often search for products on their mobile devices.

Why Do Customers Appreciate SMS Communication?

The increasing demand for SMS messaging is part of the trend toward personalized communication with consumers. It allows retail businesses to establish a direct and immediate connection with individual customers through their mobile devices.

For instance, SMS messages can be directed to specific recipients, with personalized messages such as wishing a customer birthday greetings.

SMS communications provide a sense of individual attention and relevance to consumers.

This personalization demonstrates to customers that businesses value and understand their needs and preferences. Thus, SMS messaging serves as a powerful tool in the broader trend of personalizing communication to create more meaningful and impactful interactions with consumers.


“…there is a growing preference among consumers to connect with businesses in the same way they do with their social contacts, including family and friends.” – Skye Schooley.

Is SMS Marketing Effective?

Marketing research has found that:

  • 91% of consumers are interested in receiving texts from businesses. (Source: Attentive Mobile Consumer Report)
  • 58% of consumers want to hear from brands multiple times per week. (Source: Attentive Mobile Consumer Report)
  • 60% of consumers think texting is the best way for brands to communicate with them. (Business Wire)
  • 90% of customers have gained value from SMS loyalty programs. (Source: SMS Comparison)


SMS Marketing Effective

When Should Marketers Use SMS?

SMS marketing is versatile, making it suitable for several retail scenarios where direct, personalized, and timely communication with customers is essential. Consider these scenarios: 

Promotional Campaigns

SMS marketing is highly suitable for running promotional campaigns, such as sales, discounts, or limited-time offers. Its immediacy and high open rates make it an effective channel for alerting customers to special deals and driving traffic to retail stores or websites. 

Loyalty Programs

Retailers can use SMS to establish and maintain customer loyalty programs. For instance, when a retail outlet sends exclusive offers, rewards, and member-only events, businesses can create a sense of belonging and incentivize customers to return for repeat purchases. 

New Product Alerts

SMS messaging is an efficient way to inform customers when introducing new products or collections. It ensures that existing customers are among the first to know, increasing their chances of making a purchasing decision. 

Event Promotion

Retailers hosting special events, in-store or online, can use SMS marketing to send invitations and reminders and track RSVPs. This personal and direct communication helps engage customers and drive attendance. 

Special Mobile Offers

Offering mobile-exclusive discounts and promotions via SMS encourages customers to subscribe to your messaging list. These special offers simplify the purchasing journey and boost customer engagement.


SMS Marketing Tips to Help Connect With Customers

Here are eight solid tips to use when engaging your clients with SMS:

  • Ensure your message is relevant to the recipient to avoid being seen as spam.
  • Be mindful of when you send messages, respecting time zones and avoiding inconvenient times.
  • Use real words and correct grammar for professional communication.
  • Keep messages concise within the 160-character limit and include a clear call to action.
  • Provide clear instructions on what recipients should do with the message.
  • Include your company name to help recipients recognize your message.
  • Use attention-grabbing terms such as “OFFER” or “DISCOUNT” and provide clear next steps.
  • Check for typos, monitor response rates, and refine your SMS campaigns for better results.

“SMS marketing works great during peak shopping seasons when email spam is high, paid advertising is expensive, and consumer attention is low.” – David Gaylord.



As the consumer trend toward personalized communication evolves, personalized SMS marketing is a proven channel for connecting with customers.

Implementing strategic SMS messaging campaigns in retail outlets can increase customer engagement, drive sales, and build lasting loyalty.

With consumer preferences continuing to favor personalized communication, the importance and relevance of SMS in the marketing mix are poised to grow in 2024.


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