How to Do SMS Marketing: A Step-by-Step Guide

How to Do SMS Marketing: A Step-by-Step Guide

SMS marketing is a highly effective way to reach and engage your customers directly on their mobile devices. If you're looking to leverage SMS marketing for your business, here’s a step-by-step guide to help you get started.

1. Understand the Legal Requirements

Before launching an SMS marketing campaign, it’s crucial to understand and comply with relevant laws and regulations such as the Telephone Consumer Protection Act (TCPA) in the U.S., the General Data Protection Regulation (GDPR) in the EU, and other applicable laws. These regulations typically require obtaining explicit consent from recipients and providing easy opt-out mechanisms.

2. Choose an SMS Marketing Platform

Select an SMS marketing platform that suits your business needs. Look for features such as:

  • Easy-to-use interface
  • Automation capabilities
  • Personalization options
  • Analytics and reporting tools
  • Compliance with legal requirements

Popular SMS marketing platforms include Twilio, EZ Texting, and SlickText.

3. Build Your Subscriber List

A strong subscriber list is the foundation of any successful SMS marketing campaign. Here’s how to build your list:

  • Opt-In Forms: Create opt-in forms on your website where visitors can subscribe to receive SMS messages.
  • Text-to-Join Campaigns: Encourage customers to join your SMS list by texting a keyword to a short code.
  • In-Store Sign-Ups: Collect phone numbers at your physical location through in-store promotions or during checkout.
  • Social Media Promotions: Promote your SMS list on social media platforms to attract more subscribers.

Ensure you obtain explicit consent from all subscribers before sending them messages.

4. Segment Your Audience

Segmenting your audience allows you to send more personalized and relevant messages. You can segment your list based on various criteria such as:

  • Demographics (age, gender, location)
  • Purchase history
  • Engagement level
  • Preferences and interests

5. Create Engaging Content

Craft concise and compelling messages that provide value to your recipients. Consider the following tips:

  • Be Clear and Direct: Keep your messages short and to the point (160 characters or less).
  • Include a Strong Call to Action: Encourage recipients to take specific actions, such as visiting your website, redeeming a coupon, or replying to the message.
  • Provide Value: Offer exclusive deals, discounts, or important updates to make your messages worthwhile.
  • Personalize Messages: Use the recipient’s name and tailor content based on their preferences and behaviors.

6. Schedule Your Messages

Timing is critical in SMS marketing. Schedule your messages for times when recipients are most likely to read and engage with them. Avoid sending messages too early in the morning or too late at night. Consider the time zones of your audience if you have a geographically diverse list.

7. Monitor and Analyze Performance

Use the analytics tools provided by your SMS marketing platform to monitor the performance of your campaigns. Key metrics to track include:

  • Delivery rates
  • Open rates
  • Click-through rates
  • Conversion rates
  • Opt-out rates

Analyzing these metrics will help you understand what works and what doesn’t, allowing you to optimize future campaigns for better results.

8. Optimize and Iterate

Based on the insights gained from your analytics, make necessary adjustments to improve your campaigns. This may include tweaking your message content, changing your call to action, or adjusting your send times. Continuously test different elements to find the most effective strategies for your audience.


SMS marketing is a powerful tool that can drive engagement and conversions when done correctly. By understanding legal requirements, choosing the right platform, building a strong subscriber list, segmenting your audience, creating engaging content, scheduling messages wisely, and analyzing performance, you can leverage SMS marketing to achieve your business goals. If you need assistance with setting up effective SMS marketing campaigns, Entrance Group can help. Contact us today to learn more about our tailored SMS marketing solutions.

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