Starting with the SMS Campaign: Build a Successful Strategy

SMS marketing has been around almost since people started using mobile phones. Therefore, an SMS marketing campaign is probably among the strategies of most businesses. If you are thinking of adding this efficient channel of communication to your brand, some things will help you get started.

Explore the world of the SMS campaign now. Please find out the steps to create your strategy and the best SMS campaign software to help you launch it.

All About SMS Campaigns

An SMS campaign is in essence a marketing strategy. When you are incorporating it, you will send text directly to your customers' phones.

These messages can be promotional, informational, or even transactional depending on your business and needs. The main goal for choosing to develop an SMS marketing campaign is to drive engagement and build strong customer relationships.

Why Use an SMS Campaign?

Adding an SMS campaign service to your marketing strategy has many advantages for your company. Namely, a campaign developed for mobile phones will benefit you in the following ways:

Difference Between SMS Campaigns and Marketing

Even though a campaign via text is a subset of marketing, it has some distinct features. To make things clear for you, we have compiled the differences between SMS strategies with other marketing strategies that utilize other channels:

Types of SMS Campaigns

An SMS is a very versatile means of communication. Therefore, the campaigns you will send can take several forms. In more detail, the most prevalent types of SMS campaigns are the following:

• Promotional SMS : this text aims to promote sales, discounts, or events. With this message, you can drive traffic to your online or physical store.
• Transactional SMS : this type of message focuses on providing users with information about your products, services, and latest updates. It is an automated message that recipients will get as a text or push notification. The transactional SMS is very versatile and you can use it in numerous industries.

• Reminder SMS : a restaurant or any other business that uses appointments can send reminders via text. In reality, text reminders are used to automatically remind your customers of an appointment or event. Plus, texts offer you an interactive way to confirm, cancel, or reschedule so that you don't lose any valuable business time.

• Surveys and Feedback : as a business, it is very important to know what your customers think. To do that, you can send an SMS marketing campaign with a survey, where your audience can give you feedback.
• Loyalty Programs : many companies utilize loyalty programs to engage their customers. Pair this strategy with SMS updates on exclusive offers and points updates.

Campaign Strategies: How to Plan Your SMS Marketing Campaigns

Now that you know the basics of the SMS campaign service, you can start planning your own. Even though it might seem like a daunting process at first, you can create an effective campaign by following a few, simple steps. And with the right SMS campaign software, you can further simplify the process.

The basic steps to plan an SMS campaign are the following:

1 Define Your Objectives

As you might already know, the most important step for a successful marketing strategy is to clearly define your objectives. Ask yourself what you want to achieve with this text message – do you want to raise awareness about a new product, inform your customers about ongoing sales, or simply want to keep them informed on their orders? Then, dive a bit deeper and decide whether you wish to drive more traffic to your e-shop, increase your conversation, or your engagement. This way, you will be in a position to evaluate the success of your SMS marketing campaign once it goes live.

2 Understand Your Audience

The following step is to understand your audience and divide it into different lists. For instance, you can segment your audience based on demographics, behaviors, or preferences. Then, you can craft campaigns for each segment for maximum impact and engagement. EngageLab is an SMS campaign software that gives you the option to create contact lists to make this process quick and easy.

3 Craft Concise Messages

Since SMS messages have a very short character limit, make every word count. Craft your text with a personalization element and a clear call to action. In EngageLab, you can create an SMS template, view the character count, and get a preview of what your customers will receive. This way, you can rest assured that you have created a compelling and clear message.

4 Timing is Key

In an SMS marketing campaign, you must ensure you send your messages at the best possible times. This way you can increase open rates and decrease the number of users that opt out. EngageLab allows you to schedule your texts so that they arrive at the right time. If you segment your audience by location, make sure to account for the time difference.

5 Check Your Campaign Analytics

Platforms like EngageLab and a Zoom SMS campaign give you access to advanced analytics. These reports show you the percentage of texts that were delivered, the open rate, and other relevant data that will make your future campaigns even more efficient.

5 SMS Campaign Examples

Successful SMS campaigns share certain traits, such as clarity, relevance, and value. If you take the time to write texts that incorporate these traits, you will get amazing results. To better help you, we give some SMS campaign examples that show you both the effective and less effective approaches. This way, you can discover the best practices and what you need to avoid.

Example 1: Promotional Offer

• Successful Campaign:

  "Flash Sale! Get 30% off all items today. Shop now: bit.ly/00000"


This example comes from a clothing brand that wants to promote special offers and sales. As you can see, the message is concise and urgent and includes a direct CTA. This way, customers can directly visit the e-shop and shop for clothing.

• Failed Campaign:

  "Check out our store for deals!"

The same clothing brand sends this failed message. The text lacks specifics and doesn't entice users to visit the e-shop in any way. Therefore, the company won't get anything from this Zoom SMS campaign.

Example 2: Appointment Reminder

• Successful Campaign:

  "Hi %Name%, your appointment with Dr. is scheduled for 10 AM tomorrow. Reply CONFIRM to confirm or RESCHEDULE to change."


This text reminds users about their upcoming appointments. However, it doesn't just inform them of the basics but also gives details. Furthermore, it asks for a confirmation. Keep in mind that to send a message like this, you need to find an SMS campaign service that allows two-way messaging.

• Failed Campaign:

  "Reminder: Your appointment is tomorrow."

In this case, the text lacks key details that inform the recipient about the appointment. Moreover, it doesn't have a CTA.

Example 3: Event Notification

• Successful Campaign:

  "Don't miss our webinar "Marketing 101" on Feb 01 at 3 PM. Register now:bit.ly/00000"


In this SMS marketing campaign, the event organizer manages to include all event information within the character limit. In addition to this, there is a CTA that recipients can use to register.

• Failed Campaign:

  "Don't miss your seat! Join our event now."

Like the other failed SMS campaign examples, this message is too generic and uninspiring. Even though there is a sense of urgency, the text doesn't say anything about the event itself.

Example 4: Loyalty Program Update

• Successful Campaign:

  "Congrats! You've earned 200 points this month. Redeem them for exclusive rewards: bit.ly/00000"


In this great example, the SMS gives a breakdown of the points earned by the recipient. Furthermore, it urges them to redeem them on exclusive products.

• Failed Campaign:

  "You have new points. Redeem them now."

On the contrary, a brand that just lets recipients know that they have new points lacks clarity and personalization. It's just a generic message that is probably a nuisance to the recipients.

Example 5: Feedback Request

• Successful Campaign:

  "Thanks for your recent purchase! Please share your feedback: bit.ly/00000"


In this example, you directly show your customers that you appreciate their orders and value their opinions. Therefore, you have a higher chance for them to tap on the link and share their opinion.

• Failed Campaign:

  "Share feedback: bit.ly/00000"

This example doesn't provide context or motivation. It's just a link and many recipients will think that it's spam or phishing.

Great SMS Campaign Software You Have to Try

Following the SMS campaign examples guarantees that you will craft engaging messages. Another important aspect of this marketing strategy though is the SMS campaign service you are going to use. Here are three top software that will help you create and send your campaigns:

#1 EngageLab

EngageLab is a versatile platform that allows you to develop and manage your SMS campaigns with ease. This tool offers you all the features you will need, such as advanced tools for personalization, segmentation, and reporting. However, what makes it stand out is its multichannel capabilities that enable you to develop your marketing strategies in multiple channels, all from just one dashboard.

#2 Twilio

Twilio is probably the most well-known player when it comes to SMS campaign software. It is a developer-friendly platform that gives you access to numerous customizable APIs that can handle your communications.

#3 EZ Texting

EZ Texting is a user-friendly SMS marketing tool that is perfect if you're just starting. Small to medium-sized businesses can easily develop their SMS strategies with a decent set of features.

These three tools offer you the SMS campaign service you need to develop an SMS marketing strategy. However, every one of these platforms is suitable for different companies with distinct focuses. While EZ Texting is great for small businesses, and Twilio is good for developers and large enterprises, EngageLab is the software that stands out. With its set of features, scalability, and omnichannel capabilities, it can meet the demands of businesses of all sizes.

Wrapping Up

Now you know everything about building your SMS campaign. Follow the steps we have explained in detail, get inspired by our examples, and sign up for the SMS campaign service that best fits your company. We recommend EngageLab as it offers you all the functions you will need at a versatile and dynamic price.