How to create effective SMS campaigns 

SMS is one of the most effective, affordable, and direct ways to reach your customers. A well-crafted SMS campaign can boost conversions, increase customer loyalty, and generate quick responses. However, not all SMS campaigns are created equal. To truly harness the power of SMS, you need the right mix of timing, messaging, targeting, and compliance.  

This blog explores how to plan, execute, and improve SMS campaigns that get real results without wasting your budget or annoying your audience. 

Define your SMS campaign goals 

Before sending your first SMS, get crystal clear on your objectives. Are you trying to drive sales, remind customers about appointments, promote an event, or gather feedback? Each SMS campaign should have a single, focused goal.  

This makes it easier to write strong copy, track results, and avoid confusing your audience. Whether you’re running a once-off flash sale or building a long-term engagement funnel, every SMS you send should work towards a measurable outcome. 

Understand your audience for better SMS targeting 

No matter how clever your SMS message is, it won’t work if it’s sent to the wrong person. Knowing your audience is the cornerstone of every successful SMS campaign.  
 
Start by segmenting your database based on criteria that align with your objectives – demographics, behaviour, affinity, or purchase history. Then, customise each SMS to suit that segment.

Personalised SMS content leads to higher open rates and better conversion rates.  
  
When you understand what your audience values, your SMS campaigns will feel helpful, not spammy. 

Crafting clear and engaging SMS messages 

The best SMS messages are short, sweet, and strong. With a 160-character limit, every word must earn its place. Get straight to the point, lead with empathy and value, and always include a single and clear call to action. 
 
Use plain language in your SMS copy; avoid jargon, acronyms, and long-winded explanations. Instead of saying, “We’d like to notify you of our upcoming promotional offer,” say, “50% off! Shop our Winter Sale today.”

If it doesn’t excite you when you read it aloud, rewrite your SMS. 

Timing your SMS for maximum impact 

Even the best SMS can flop if it lands at the wrong time. Avoid sending early morning or late-night messages. Think about when your audience is most likely to engage with their phones. Lunchtime and early evenings work well for retail offers, while early week messages are ideal for appointment reminders or business communications.  

When you match your SMS schedule to your customers’ daily routines, they’re more likely to read and respond positively. 

Get proper consent before sending SMS messages 

Adhering to regulations is essential in SMS marketing. In South Africa, the Protection of Personal Information Act (POPIA) requires you to get explicit opt-in consent before sending promotional SMS messages. It’s not just about avoiding fines; it’s about respect. Include a simple opt-in method (like a signup form or keyword-based SMS reply) and make it easy to opt-out.  

A clean, consent-based list performs better and builds long-term trust with your SMS audience. 

Test, optimise, and improve every SMS 

A great SMS marketer never assumes; they test. Before sending out your main campaign, do a test run. Send two or three versions of your SMS to small audience segments, then compare results. A/B testing different CTAs, message lengths, or even emojis can provide valuable insights.  

Once you know what works, scale that version to the full list. The more you test, the more effective each SMS will become over time. 

Make every SMS message valuable 

People are bombarded with content every day, so your SMS must offer something they truly care about. Discounts, time-sensitive deals, important alerts, or exclusive access are all examples of value-driven SMS content. If you’re sending an SMS just to tick a box, don’t send it.  

Instead, ask: “Would I be happy to receive this?” When you treat your audience’s attention as valuable, your SMS messages will stand out in a crowded inbox. 

Monitor your SMS campaign performance 

Once your SMS campaign is live, your job isn’t done. Real-time performance tracking helps you see what’s working and what’s not. Key metrics to monitor include delivery rate, open rate (if using smart links), click-through rate, opt-out rate, and conversion. 

Use this data to refine your SMS strategy over time. For instance, if your opt-out rate spikes after a specific type of SMS, revisit that message and improve it before your next send. 

Keep your SMS tone consistent with your brand 

Your SMS tone should reflect your overall brand voice. Whether you’re bold and cheeky or formal and professional, your audience should instantly recognise who the SMS is from. Avoid switching between styles in a single campaign. Also, consider including your business name in the message to build trust. Clients who have confidence in your brand are more inclined to read your SMS, interact with the material, and take action. 

Leverage SMS automation for consistent campaigns 

Modern SMS platforms offer automation features that make campaign management easier. From scheduling sends to creating conditional responses, automation ensures your SMS campaigns run smoothly. For example, you can set up automated birthday messages, payment reminders, or order updates. These automated SMS flows save time and create a more personalised customer experience. Just be sure to review and update automated SMS messages regularly to keep them relevant. 

Integrate SMS with other marketing channels 

Don’t treat SMS in isolation. For best results, combine your SMS campaigns with email marketing, social media, and web-based promotions. For example, tease a sale with an email, then follow up with an SMS reminder just before it ends. Or, use an SMS to alert loyal customers about new content posted on your social platforms. When your marketing channels support each other, SMS becomes a powerful part of a holistic strategy. 

Common SMS campaign mistakes to avoid 

Even seasoned marketers can slip up with SMS. Avoid these common pitfalls: 

• Sending too frequently and irritating your subscribers 

• Forgetting to include a call to action 

• Using poor grammar or spelling in your SMS 

• Not testing links before sending 

• Sending to unsubscribed users and risking POPIA violations 

By steering clear of these mistakes, your SMS campaigns will be more professional, engaging, and compliant. 

Conclusion: Build SMS campaigns that actually work 

A successful SMS campaign isn’t luck; it’s a result of strategy, testing, and ongoing optimisation. From establishing objectives and grasping your audience’s needs to adhering to privacy regulations and providing genuine value, each stage is significant. When done right, SMS can be your most reliable marketing channel, delivering fast engagement, measurable results, and a high return on investment. 

Looking for a smarter way to manage SMS marketing in South Africa? Try our BulkSMS platform. It’s designed to make sending effective SMS campaigns simple, secure, and scalable. 

Want to see how our pricing competes to other SMS providers? Read our full blog here.