How to Use Automated SMS Marketing Without Annoying Your Customers
SMS has a 98% open rate, but using it wrong will destroy your brand. Discover the rules of engagement for high-converting, respectful SMS automation.
With email open rates hovering around 20%, SMS is the holy grail of engagement, boasting an incredible 98% open rate. But with great power comes great responsibility. The quickest way to get a customer to hate your brand—and opt out forever—is to abuse their personal inbox with spammy text messages.
Rule 1: Always Get Explicit Consent
Never buy phone lists, and never text someone just because they gave you their number for an invoice. You must have explicit, opt-in consent for marketing messages. Ensure your web forms clearly state that by submitting, they agree to receive SMS updates. Additionally, you must be A2P 10DLC registered with carriers to ensure your texts don't get blocked.
Rule 2: Keep It Conversational, Not Corporate
People text their friends and family. If your text sounds like a billboard, it will be jarring. Avoid ALL CAPS, excessive emojis, and corporate jargon. Instead of: "HUGE SALE! Click here to buy now!" try: "Hey [Name], it's John. We just opened up 3 slots for our VIP consulting this week. Are you still interested?"
Rule 3: Use SMS for Urgency and Logistics
Email is for long-form education; SMS is for immediate action. Use SMS automation for:
- Appointment Reminders: "Hi [Name], we're on for our Zoom call in 1 hour! Here is the link."
- Speed-to-Lead: "Hi [Name], saw you just requested a quote. Are you available for a quick 5-min call today?"
- Flash Offers: "Hey [Name], we're doing a 24-hour flash sale for existing clients only. Reply YES if you want the details."
Rule 4: Always Provide an Easy Way Out
Legally and ethically, you must allow users to opt out. Always end your initial automated texts with "Reply STOP to opt out." If they want to leave, let them leave gracefully. A clean list is a profitable list.