Marketers have a lot going on. Email inboxes are packed, social feeds are crowded, and ad costs keep climbing. Amid all that noise, one channel remains surprisingly underused yet incredibly effective: SMS. Text message marketing is direct, fast, and highly visible. If you want to connect in real time and cut through the clutter, it’s time to give SMS the attention it deserves.
The Power of Immediacy
According to Gartner, SMS open rates average between 90% and 98%, and most messages are read within minutes of being received. That’s an engagement level most channels can’t touch. Deloitte’s Global Mobile Consumer Survey reports that more than 96% of adults worldwide own a smartphone, which makes SMS one of the most universally accessible marketing channels available.
There are no algorithms to beat, no spam filters to navigate, and no complex design considerations. Your message appears where your audience spends most of their time: on their phone screen.
Strategic Uses for SMS
The strength of SMS lies in its timing and simplicity. It’s perfect for communications that need to be seen and acted on quickly, like appointment reminders, flash sales, shipping notifications, or event confirmations.
Here are a few smart ways marketers are using SMS today:
- Promotional reminders: Drive urgency for limited time offers or seasonal sales.
- Appointment confirmations and updates: Reduce no-shows and keep customers informed.
- Event engagement: Send reminders, venue details, or post-event follow-ups.
- Loyalty and rewards programs: Notify customers of new perks or point balances.
- Abandoned cart nudges: Encourage customers to complete a purchase they started.
- Service notifications: Share order updates, delivery tracking, or maintenance alerts.
SMS also works best as a partner channel. If you send a promotional email in the morning, a follow-up text later that day can serve as a friendly reminder to act before time runs out. Used together, email and SMS create a seamless customer experience that drives higher engagement and conversion rates.
Why Marketers Hesitate
Despite the performance numbers, many marketers are hesitant to add SMS. Some worry about compliance and opt-ins, while others fear it might feel too intrusive. The truth is that when handled correctly, SMS is one of the most welcomed forms of communication.
A 2024 Deloitte Digital study found that nearly half of consumers prefer receiving urgent or transactional updates by text. The key is permission and relevance. When people opt in to receive texts and find them useful, it builds trust and deepens brand loyalty.
The ROI Argument
According to the Mobile Marketing Association, SMS campaigns achieve open rates of about 97% and Gartner reports that response rates for SMS can be up to seven times higher than email. Those numbers translate to measurable impact: appointment confirmations, coupon redemptions, and event attendance all improve when SMS is part of the channel mix.
SMS marketing isn’t about volume. It’s about precision. A short, well-timed message can drive action faster than an entire email series.
Integrating SMS Into Your Marketing Mix
You don’t need to overhaul your strategy to use SMS effectively. Start small by identifying moments where speed matters most. Add texts to existing campaigns as reminders, confirmations, or quick follow-ups. Keep your messages concise, actionable, and aligned with your brand voice.
Track opt-ins, engagement rates, and conversions to understand what resonates. Like any marketing channel, success with SMS comes from testing, refinement, and respecting your audience’s attention.
Bringing It All Together
SMS marketing delivers speed, visibility, and results. When combined with email, social, and automation, it becomes a powerful way to move customers from awareness to action.
The emfluence Marketing Platform includes built-in SMS functionality that makes it easy to add text messages to your automated campaigns. Whether you use it for reminders, promotions, or personalized follow-ups, SMS deserves a permanent place in your marketing mix.
Ready to see what SMS marketing looks like in action? Schedule a demo to explore how the emfluence Marketing Platform can help you connect with customers faster and more effectively.
