SMS marketing – the complete guide for reaching customers, members and participants
SMS marketing means that an organization sends text messages to customers, members or participants to inform, remind or offer something. The channel stands out because almost all messages are opened and read within a few minutes, which makes it effective for time-critical communication where email and social media aren't enough.
Introduction: why SMS is an important channel
The mobile phone is constantly present in our everyday lives. SMS has been around for over 30 years, but the channel is more relevant than ever. Everyone carries their phone everywhere, and a text message reaches the recipient directly without getting stuck in spam filters or being steered by algorithms. Most messages are read within a few minutes of delivery. If you need to reach customers, members or participants quickly, whether you run a business, an association, an event or an organization, it's a unique opportunity to get your message across directly.
SMS isn't just another advertising channel, it's a personal way to communicate. Used correctly, SMS creates better service, stronger relationships and faster spreading of information. In this guide, we go through what SMS marketing and SMS communication are, when you should use SMS, concrete examples, tips for success, common mistakes, which rules apply and how SMS can be combined with other channels. We also look ahead and give advice on choosing the right SMS tool.
What is SMS marketing?
SMS marketing means using SMS to reach your customers, members or participants with offers, reminders or important information. It's a form of direct communication that combines simplicity with great reach. Unlike many other channels, SMS doesn't require the recipient to have a particular app, an account on a platform or even an internet connection. All mobile phones can receive SMS. So you can reach practically anyone on your list, quickly and directly in their pocket.
SMS doesn't have to be used only for advertising either. It's just as good a channel for customer service, building relationships and getting important information out quickly.
SMS works just as well no matter who you send to. An association uses it to call its annual meeting. A training provider reminds participants about the course start. An online store sends offers to its customers. A municipality informs residents about planned disruptions. A B2B supplier invites existing contacts to a webinar or follows up after an event. What unites them isn't the industry, but that the recipient needs to know something soon, and that SMS gets through directly without disappearing in an email feed or behind an algorithm.
What is SMS communication?
SMS communication is all the communication an organization has with customers, members, participants or staff via text messages to their mobile phones, whether the purpose is to inform, remind, confirm or sell. SMS marketing is the part of SMS communication that has a commercial purpose. The rest is service and information, and that part is often bigger.
Three areas of use cover most of it:
Customer messages. Booking confirmations, delivery notices, reminders about booked appointments and replies from customer service. Here, the recipient expects the text, and it normally doesn't require any legal basis under marketing law beyond the customer relationship.
Marketing. Offers, campaigns and news to those who have said yes to SMS. Here, the Swedish Marketing Act's requirements on consent and unsubscribing apply.
Internal communication. Operational messages, urgent notices and staffing questions to staff, the board or leaders. SMS gets through even when no one is sitting at a computer.
All three are sent with the same tool and from the same contact list. The difference lies in what you're allowed to send to whom, which we go through under rules and GDPR further down.
Why SMS? The benefits of SMS marketing
SMS offers an unbeatable combination of reach and precision. You reach your target audience directly, without intermediaries and without competing for attention in a noisy feed. Here are the main benefits:
High visibility. The message lands directly on the recipient's lock screen, and most people read it almost immediately. SMS is one of the few channels where you can be almost sure that the message is actually seen.
Fast response in real time. The majority of all text messages are read within a few minutes of delivery, which makes the channel ideal for time-critical information such as flash sales, reminders and operational messages.
High click and response rates. Links in SMS get a significantly higher click rate than links in email, often several times higher. Because the recipient sees the message right away, SMS more often leads to quick action: redeeming a discount code, confirming a booking or clicking through.
Personal but scalable. SMS combines the personal touch of a direct message with the ability to reach thousands of recipients at the same time. The recipient experiences the text as personal because it lands on their private phone.
A channel recipients appreciate. Many are happy to receive relevant information by SMS and get a more positive impression of organizations that communicate directly and smoothly via mobile. The biggest risk isn't sending SMS, but sending too often or too irrelevantly.
High delivery reliability. SMS doesn't get stuck in any spam filter. As long as the phone is switched on, the message arrives.
A wide range of uses. SMS works in all types of organizations: associations, training providers, events, e-commerce, service companies, municipalities and non-profit organizations.
When should you use SMS in your communication?
Use SMS when you have something of value to offer and a clear purpose. Always think about what you want the recipient to do, know or feel. SMS is a direct, attention-grabbing medium and should be used with care: the right message at the right time to the right recipient. Here are situations where the channel really comes into its own.
Personal and exclusive offers
SMS is excellent for attractive offers, preferably personalized based on buying habits, interests or behavior. With the data you've collected, you can give every customer an offer that feels relevant to them in particular. SMS can also be used for exclusive campaigns that only apply via mobile, or to revive inactive customers with a special discount.
Notifications and important information
If you have important information that has to get through, SMS is the right choice: changed opening hours, a contract update, a new law with a link to more information, order status, delivery notifications or operational information during technical problems. Since SMS is almost always read right away, it's perfect for time-critical notifications.
Reminders linked to a product or service
Sometimes you can make things easier for the customer at exactly the right moment. Send a reminder when it's starting to be time to restock a consumable, book a new service or treatment, or another recurring activity linked to your product. Proactive reminders like these are appreciated – they help the customer remember things in everyday life. More examples and wording are in our guide on SMS reminders.
Confirmations and booking reminders
When a customer has booked an appointment or signed up, SMS is perfect for an immediate confirmation, followed by a reminder as the date approaches. For example: "Hi Anna! A reminder of your appointment with us at 2:30 pm tomorrow. Reply STOP if you need to cancel." Addressing the customer by name reinforces the personal feel. Confirmations by SMS reduce the risk of the customer missing their appointment and give a sense of security at the same time.
Surveys and review requests
SMS can be used after a purchase or meeting to follow up on the experience. Send a survey with a couple of questions, or ask for a review. Feel free to offer a small reward, for example a discount code as a thank-you. You get valuable feedback and the customer feels appreciated.
Attract followers on social media
SMS can drive followers to your channels. Tell the customer what they gain by following you: exclusive tips, industry news, previews of launches, or a discount code and competition only for followers. Show the value clearly and include a link directly to the profile.
Information in connection with events
SMS is unbeatable for event communication before, during and after. Before the event, you remind registered participants of the time and place. During the event, you give practical information about parking, schedule changes or that the next item on the program is about to start. After the event, you thank the participants and include a link to the evaluation.
Examples of SMS marketing in different industries
Different organizations use SMS in slightly different ways. Here are examples of what SMS marketing and text messages can look like in different industries.
Associations and membership organizations. Notices of annual meetings, reminders about membership fees and quick information to the board and members. Since members don't always read email regularly, SMS becomes a reliable way to get through. Example: "Hi Anna! A reminder about the annual meeting tomorrow at 6 pm in the clubhouse. Welcome!"
Training and courses. Reminders about the course start, changed rooms or registration deadlines. SMS reduces the number of no-shows considerably compared with email alone. Example: "Hi Erik! The course starts tomorrow at 9 am in room B12. Don't forget your computer. See you there!"
Events. Reminders to registered participants, practical information during the event and thank-you messages with a link to the evaluation afterwards. If you're an organizer, there's more in our guide on event planning. Example: "Hi! Reminder: the lecture starts at 6 pm in Aula Magna. Bring your ticket. Welcome!"
Businesses and e-commerce. Time-limited offers, booking confirmations, delivery notifications and reminders linked to a service or product. Just as common towards consumers as towards other businesses – decision-makers have phones too. For larger volumes, read our guide on bulk SMS. Example: "Hi Anna! Today you get 20% off in our online store, valid until midnight. Click here: [link]"
The public sector and municipalities. Operational information such as water shutoffs and disruptions, notices and important messages to residents. Example: "Information from the municipality: the water will be shut off in central Hedemora on Thursday from 10 am to 2 pm."
For SMS to defined groups, such as a team or a board, group SMS is a better fit than campaign mailings.
How to succeed with SMS marketing: 8 tips
For the best results, you need to think about both content and timing. Eight practical guidelines:
1. Keep it short and clear. An SMS holds 160 characters; after that it becomes several messages. Get straight to the point, one message per text. The opening is shown as a notification, so put the most important thing first. Avoid abbreviations and complicated phrasing.
2. Start with the value for the customer. Put the offer or the most important information in the first sentence. Feel free to give something exclusive via SMS instead of repeating the newsletter.
3. Have a clear call to action. Tell the recipient what to do: click a link, show the text in store or reply. Use a short URL from a link shortener.
4. Adapt to your target audience. Segment the list so that every text is relevant to the recipient. Personalization with names can make the message more effective, but use it thoughtfully.
5. Get the timing right. For consumers, afternoons, early evenings and weekends often work best. For business contacts, office hours on weekdays are right. Avoid late evenings and early mornings.
6. Send in moderation. Don't bombard your contacts. Send for big news, campaign launches and important reminders, not for every little thing. Sending too often leads to unsubscribes.
7. Test, measure and evaluate. A/B test texts and times on smaller groups first. Follow delivery reports, clicks, replies and conversions and adjust the next campaign. Always double-check the text and links before you send.
8. Respect consent. Never send marketing texts to anyone who hasn't said yes. Every text should say how the recipient can unsubscribe, for example by replying STOP.
Common mistakes to avoid
SMS without consent. Advertising texts to someone who hasn't asked for them are illegal, irritate the recipient and damage trust.
Too often. If you send too many messages in a short time, you'll quickly be seen as spam.
The same message to everyone. Generic mass texts without adaptation are seen as irrelevant. Segment and adapt.
No way to unsubscribe. Every text should contain a clear instruction for stopping future messages. Otherwise, you break the rules.
Not testing and evaluating. Without statistics, you miss the chance to improve. Experiment with times and wording on a small scale before you send to everyone.
Rules and GDPR for SMS marketing
SMS for marketing purposes counts as electronic direct marketing and is covered by both the Swedish Marketing Act and GDPR. The most important points:
Consent is a must. You may not send marketing texts to private individuals without active consent in advance. The recipient must have said yes themselves, for example by filling in their mobile number and approving SMS.
Don't send to minors. Direct marketing by SMS to children under 16 is prohibited.
Always offer an easy way to unsubscribe. Every text should say how the recipient stops receiving more, for example "Text STOP to opt out".
Document consents. You should be able to show how and when a person gave their consent, for example through logs from a form.
Handle personal data securely. Phone numbers are personal data. Store them only for legitimate purposes and no longer than necessary.
In short: ask for permission first, only send relevant texts to those who have said yes, and make it easy to say no again.
Tips for more yeses in the opt-in phase. Offer something of value: a welcome discount, an e-book or a bonus. In e-commerce, the customer can enter their mobile number at checkout in exchange for a discount code. In a physical store, a sign with a QR code works. In B2B, you can ask for permission to send SMS updates when participants sign up for a webinar or fill in an evaluation.
SMS in combination with other channels
Don't see SMS as an isolated channel. An omnichannel strategy where SMS, email and social media complement each other gives the best results. Build your SMS list through your other channels: ask the subscribers to your newsletter to add their mobile number for exclusive texts, or let website visitors choose to get important updates by SMS. Be clear about the value they get. If you work in a municipality or region, both the regulations and the target audience steer your choices – we go through that in the guide on newsletters in the public sector.
SMS also works very well in marketing automation flows together with email. Create rules like "if the recipient hasn't opened our email within three days, send an SMS reminder" or "if the customer clicks a particular link in the newsletter, send a follow-up SMS with an offer". Newsletters and SMS have different strengths: email holds more content and graphics, SMS guarantees quick attention. The basics of the email channel, from strategy to delivery requirements, are in our guide on email marketing. Data from both channels can be used together to segment future mailings even better.
The future of SMS marketing
AI optimization. AI is starting to be used to send messages at the right time for each individual and to fine-tune the content, without manual work.
Two-way communication. SMS is moving from one-way communication to dialogue. Customers reply directly to confirm bookings, ask questions or give feedback.
Integrations with other channels. The boundaries between SMS and messaging services such as WhatsApp and Messenger are blurring. Future systems connect several channels seamlessly.
Even more personalization. Better data analysis means that SMS can be triggered by behavior, buying habits and location instead of mass mailings with the same content for everyone.
SMS marketing tools
If you want to work with SMS in a structured way on a larger scale, a regular mobile phone is rarely enough. When you need to reach many people, keep your lists in order and follow up results, you need a tool built for the purpose, with segmentation, scheduling, a clear sender and automatic handling of unsubscribes.
If you want to understand what to look for before you decide, we have a separate review of how to choose the right SMS service for your business, with price, GDPR, integrations and support in detail. If you want to see the suppliers side by side, we have also compared the best SMS services on the Swedish market, six Swedish alternatives in the same table.
If you'd rather get started right away, you can read more about the SMS service in Paloma, where you send SMS to customers and combine SMS with email, events and automation in the same platform. The free account includes 5 SMS a month, and the SMS module is included in Go+ from 695 SEK a month plus a price per SMS, with no lock-in period and with data stored in Sweden.
Frequently asked questions about SMS marketing
What is SMS marketing?
SMS marketing is when you use SMS to communicate with customers, participants or members, for example reminders, offers, updates or important information. SMS works particularly well when the message needs to get through quickly.
What is the difference between SMS communication and SMS marketing?
SMS communication is the broader term: all contact via SMS with customers, members, participants or staff, including confirmations, reminders and operational information. SMS marketing is the part that has a commercial purpose, such as offers and campaigns, and that's the part that requires consent under the Swedish Marketing Act.
When is SMS better than email?
SMS is better when it's urgent or when you want to be sure that the recipient sees the message quickly: reminders, changes, short updates and last-minute information. Email is better for longer content and more details.
Do I need consent to send SMS?
Yes, in most cases you need consent or a clear relationship that makes the communication expected and relevant. The important thing is that you have a correct legal basis, are clear about what the recipient is saying yes to and offer a simple way to stop getting texts.
How does unsubscribing via SMS work?
Usually, the recipient replies STOP or another unsubscribe phrase. The person is then automatically removed from future texts. Unsubscribing should be easy and work immediately.
How long can an SMS be?
The standard length is 160 characters. If you write more, the message is split into several parts, which affects the cost. In practice, it's best to keep texts short and clear.
Can I send links in SMS?
Yes. It's common to include a short link to a registration page, a confirmation or more information. Links take up space in the text, and it should be clear where the link leads.
How often can you text without being seen as spam?
There is no perfect number, but a good rule of thumb is to send fewer and more relevant texts. If you send often, you need to be extra clear about what the recipient can expect and let them choose the type of message.
What does SMS marketing cost?
The cost depends on the number of texts, the length of the messages and how often you send. Messages that are split into several parts cost more. Short, clear texts are therefore usually the most cost-effective. In Paloma, 5 SMS a month are included in the free account.
How do you measure the results of SMS marketing?
Common metrics are delivered messages, unsubscribes and link clicks. To interpret the results correctly, you need to see the campaign in its context, for example whether it was a reminder or an offer.
Can SMS be combined with newsletters, events and automation?
Yes, and that's often when SMS is most useful. SMS can be used for reminders before events, as a complement to email campaigns or as part of an automated flow.
Which organizations benefit most from SMS?
SMS is widely used, but is especially well suited to organizations that need a quick response: associations, public organizations, training providers, events and businesses with bookings, updates or time-critical communication.
What are the most common mistakes with SMS marketing?
Sending too often, being unclear about why the recipient gets texts, having messages that are too long, lacking a simple way to unsubscribe or sending content that should have been an email.
Try SMS marketing with Paloma
Send SMS, newsletters and event invitations from the same contact list. The free account includes 5 SMS a month, enough to try it for real.
Create a free accountThis guide is about SMS marketing and SMS communication: what it is, why the channel works, when to use SMS, examples from associations, training providers, events, businesses and the public sector, eight tips, common mistakes, rules under the Swedish Marketing Act and GDPR, combining SMS with newsletters and marketing automation, and how to choose a tool. You'll find in-depth guides on SMS reminders, bulk SMS, group SMS and the comparison of SMS services among our guides.