What is SMS Marketing?
SMS marketing is sending promotional text messages to opted-in customers. Higher engagement than email but stricter regulations.
Open rate 95%+ · Click rate 15-25% · Typical revenue add: 10-20% of email revenue
- Sms Marketing
- SMS marketing is sending promotional text messages to opted-in customers. Higher engagement than email but stricter regulations.
Why SMS Marketing matters
Legally requires explicit opt-in (TCPA in US, GDPR in EU). Best platforms: Attentive, Klaviyo SMS, Postscript. Works best paired with email, not replacement.
Common mistakes with SMS Marketing
- 1
Allocating budget by historical performance instead of incremental lift. Holdout tests show many "winning" channels are stealing credit.
- 2
Mixing brand and performance metrics in one report. Each needs its own lens and target.
- 3
Treating organic and paid as separate. Brand search lift drives paid CPC down, they compound.
How to improve SMS Marketing
Run quarterly channel mix reviews using incrementality data, not last-click. Reallocate based on incremental lift.
Build a portfolio approach: 1-2 mature channels at scale, 1-2 in optimization, 1-2 experimental. No more, no less.
Measure brand vs performance separately with separate budgets and separate KPIs. Mixing them produces fuzzy decisions.
Common questions about SMS Marketing
What is SMS Marketing?▾
What is a good SMS Marketing benchmark?▾
Why does SMS Marketing matter for marketing teams?▾
Related terms
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