Your Complete Guide to SMS Campaigns: Tips, Types & Tools

In simple words, SMS campaigns are text messages sent to a targeted group of people to promote your product or service or provide information directly on their phones.  

But why SMS? Here are some stats that prove SMS campaigns are effective: 

• 90% of customers read texts within 3 minutes 
• 98% open rates for an SMS campaign 
• 45% of people even respond to text messages

In short, SMS is the way to go if you want to reach people fast and get them to act.

In this blog, we will go deep into how an SMS campaign can help your business.

Types of SMS campaigns

Not all messages serve the same purpose. Depending on your goal, SMS campaigns usually fall into one of three categories:

1. Promotional SMS: As the name suggests, you send a message to promote your products or services. They mainly drive marketing and sales objectives. It turns out that these promotional SMS campaigns help you sell because 60% of customers make a purchase after receiving them! 

Here are some examples of promotional messages: 

• Special offers and discounts
• Event invites and announcements
• Product launches or restock alerts

2. Transactional SMS: These are mainly automated, triggered messages to customers, based on how they interact with the business. 

Here is the best part: 64% of customers say they value the text reminders sent to them! 

Some examples include:

• Order confirmations and receipts 
• Appointment reminders or rescheduling notices
• Shipping or delivery alerts

3. Conversational SMS: This type of messaging offers two-way communication between the business and customers. They support campaigns like: 

• Customer service inquiries
• Feedback and survey collection
• Event RSVPs or follow-ups

Let’s understand this by the example of a famous burger joint, Carl’s Jr. 

Now that you’re familiar with the different types of SMS campaigns, it’s time to track how well they’re working. 

SMS campaigns metrics that matter

Numbers and data are the current trend in the world. With key metrics, you can back up the SMS campaigns you launch. In fact, Data-driven organizations are 23x more likely to acquire customers and 19x more likely to be profitable. 

These metrics will tell you what worked for you and what needs fixing.  

Metric	What does it mean?	How to measure	Typical benchmark
Delivery rate	percentage of SMS messages successfully delivered to recipients	(Delivered ÷ Sent) × 100	98%–99%
Open rate	Percentage of delivered messages that are opened	(Opened ÷ Delivered) × 100	90%–98%
Click-through rate	Percentage of recipients who click a link in your SMS	(Clicks ÷ Delivered) × 100	2%–5%
Conversion rate	Percentage of recipients who complete a desired action (e.g., purchase)	(Conversions ÷ Delivered) × 100	1%–3%
Unsubscribe rate	Percentage of recipients who opt out after receiving an SMS	(Opt-outs ÷ Delivered) × 100	0.2%–0.5%

Upon understanding the numbers, you are ready to strategise your actions for upcoming sms campaigns. 

Strategies that work for SMS campaigns

Carlos Ghosn, former CEO of Nissan and Renault, said: 

“Five percent of the challenge is the strategy. Ninety-five percent is the execution.”

Sounds like strategy is the easy part, right? But think about it—without that 5%, the rest doesn’t stand a chance. It’s the base that holds everything up.

That’s how SMS campaigns work, too—a solid strategy might seem small, but it makes all the difference. Here are a few that set the strategy for your sms campaign success: 

1. Be compliant

Start with being compliant. Make sure to always get permission from your contacts before sending them any promotional message. Follow FCC guidelines to get opt-ins.

            Also, provide easy opt-out options as well. 

Here is an example 

• Create an account on Gaglers and select the “Text-to-Join” campaign. 
• Create a campaign and rent a shortcode (usually 5-6 digits)
• Select a keyword that is easy and relevant for your campaign (i.e., SALE, GLOW)
• Promote your shortcode + keyword everywhere—social media, flyers, posters, your website, even in-store signage.

Once they opt in, set up an automatic response that confirms their subscription and let them know what to expect. Here is an example message: 

2. High-quality contact list

Quality rules over quantity always. Here’s how to keep your list effective:

• Segment contacts by their interests, behavior, or purchase history for targeted messaging.
• Remove opt-outs and inactive numbers regularly.

Regular list hygiene helps improve delivery rates and engagement.

3. Use different texting tools for different campaigns

Different texting formats and tools work for different campaigns. Here are the top tools available today:

• Mass Texting: Mass texting allows you to send the same message to a large group of people at once. This tool is ideal for reaching many contacts simultaneously with a uniform message, spreading information, and saving time and money. 

Scenarios for using mass texting:

1. Promoting new product launches or collections
2. Sending event reminders or updates
3. Announcing flash sales or limited-time offers
4. Broadcasting emergency alerts or important company news

• Two-way SMS: This SMS facilitates interactive communication, allowing customers to respond directly to messages sent by the business. This format is perfect for customer engagement. 

Scenarios for using two-way texting:

1. Customer support queries and troubleshooting
2. Booking, confirming, or rescheduling appointments
3. Conducting surveys or collecting feedback
4. Handling order status inquiries

• MMS: This allows you to send the same message with multimedia content like images, videos, audio, or even documents, which enhances visual appeal to communications. 

Scenarios for using MMS texting:

1. Sending product images or video demos for new launches
2. Delivering digital coupons or scannable codes
3. Sharing event invitations with branded graphics

• RCS: Rich communication services(RCS) is the next-gen messaging that combines SMS + MMS. It supports high-quality media, carousels, polls, surveys, and suggested reply buttons.

Scenarios for using RCS texting:

1. Interactive product showcases with purchase buttons
2. Sending order confirmations with maps and tracking
3. Collecting customer preferences via tappable surveys

4. Write messages that get clicks. 

Make sure to write clear, compelling, and action-driven messages. Always include a strong call-to-action (CTA) and personalize as much as possible. 

Let’s see how this babyware business got a 2000% ROI from personalized sms campaigns. 

            Here are a few examples of how clear messaging makes a difference. 

Industry	Instead of this ❌	Use this ✅
Retail	Hey, Big sale today.  Check it out.	Hi [first_name]!  Flash Sale: 40% off on all products—today only!  Tap to shop your favorites: [link]
Logistics	Hi, your package is arriving today at 5 PM.	Hey [first_name]!   Your order #45678 is out for delivery and will arrive by 5 PM.  Track here: [link]
E-commerce	Hello, Thanks for your order. Your order will be dispatched soon	Thanks for your order, [first_name]   Your items are packed and ready to dispatch.  Track or reorder here: [link]

5. Timing

At the end, timing is everything. If you have everything right, but send your messages at the wrong time, you won’t get the expected results. Generally, the best times of the day are categorized into three types: 

• Mid-morning: 10 AM – 12 PM
• Lunch hours: 12 PM – 2 PM
• Early evening: 5 PM – 7 PM

Ultimately, make sure to send messages as per your customers’ needs. 

6. A/B testing

As Jeff Lawson, founder of Twilio, quotes: 

“Fail fast is half the rule—learn fast is the other half.” 

That’s exactly what A/B testing empowers you to do—experiment quickly, gather insights, and improve continuously. 

Run A/B tests on different versions of your SMS campaigns to find out what works best for your audience. Effective A/B testing can improve your ROI by 30%. Some examples where changes can be made are: 

• Changing CTAs
• The way of writing messages
• Timing 
• Personalization 

Even a minor tweak through A/B testing can dramatically boost conversion rates by 25%. With each test, you get closer to the perfect message—one your audience is most likely to click, read, and act on.

Your strategies are set, now it’s time to execute. To execute, you need the right software on your side. That is the next section about! 

Top companies to consider for your SMS campaigns

Choosing the right SMS marketing platform can make all the difference in campaign success. Here’s an overview of the top platforms: 

1. Gaglers

Gaglers is a modern SMS marketing platform built for businesses that want to send bulk texts, automate campaigns, and have honest conversations. Best for businesses of all sizes are looking for bulk SMS, automation, and personalized engagement

Here are some significant features: 

• A range of texting formats is supported, such as SMS, MMS, two-way texting, and RCS.
• Schedule text messages to send them at your desired time.
• Set ready-to-go replies to some common questions asked. 
• URL shortener and tracker to get trackable branded links and better click-through rates.are
• Profanity filter to block foul language and safeguard your agents.
• Advanced analytics for each campaign is powered by AI. 
• Compliance support (10DLC, opt-out management, TCPA compliant)
• Omnichannel outreach

Pricing: Pay-as-you-go model with no monthly fees.

It stands out for: 

Gaglers offers a feature-rich, pay-as-you-go solution. Making it a top choice for businesses that value flexibility in spending money, and no compromise on features. 

2. Omnisend

As the name suggests, Omnisend is an omnichannel designed to help brands with SMS, email, and push notifications. Best for e-commerce businesses aiming to integrate SMS into their marketing strategies. 

Main features:

• Two-way messaging
• TCPA complaint
• SMS channel-level report
• MMS messages
• SMS list-building tools
• Deep integrations with Shopify, WooCommerce, BigCommerce, and more

Pricing: Starts at $11.20 per month. For more details, check out their pricing page. 

What stands out:

The seamless automation across channels and e-commerce integration with 160+ app integrations.

3. Attentive

Attentive supports an AI-driven SMS platform that helps brands to engage customers with personalized messaging throughout the entire customer lifecycle. It’s best for medium to large-scale companies looking to automate their SMS marketing strategies. 

Key features: 

• MMS + RCS messaging support
• AI copy assistant to write apt messages
• Suggested replies
• Multi-channel outreach 

Pricing: Attentive offers pricing based on business needs. Contact them via their official website. 

What stands out: 

Its powerful AI features help you personalize and automate customer engagement. 

4. Textedly

Textedly is a user-friendly SMS marketing platform for businesses seeking mass texting and personalized two-way customer communication. Considered best for businesses of all sizes. 

Main features include: 

• Two-way messaging
• Rich fonts for your text messages
• AI in text messaging is used to generate messages using prompts
• Schedule texts
• MMS support 
• Auto-reply to texts

Pricing: You can start your first month for free with 50 text messages. For more plans, check the pricing page. 

What’s best: Offers a broad feature set with a free starter package—ideal for business scaling to grow.

5. Textmagic 

Textmagic is a comprehensive SMS marketing platform designed for businesses to send mass text messages, manage two-way conversations, and automate notifications. It’s suitable for small to medium-sized businesses seeking a user-friendly texting solution.

Main features include: 

• Multi-channel communication
• Automate replies with Point AI
• Two-way communication
• GDPR compliant
• Mass texting
• 10DLC texting

Pricing: Offers a pay-as-you-go model, starting with $59/month. 

What’s best: Messaging with automation tools and built-in compliance, all within an easy-to-use interface. 

Bonus: SMS platforms rated by budget, features & trials

Platform	Budget	Automation	Integration	Compliance	Free Trial/Starter
Gaglers	★★★★★	★★★★☆	★★★★☆	★★★★★	Yes, $10 free credit
Omnisend	★★★★☆	★★★★☆	★★★★★	★★★★☆	Yes
Attentive	★★★☆☆	★★★★☆	★★★★☆	★★★★☆	No
Textedly	★★★★☆	★★★☆☆	★★★☆☆	★★★★☆	Yes
Textmagic	★★★★☆	★★★☆☆	★★★☆☆	★★★★☆	Yes

Now, it’s in your hands to choose the best one. Last but not least, you must be aware of the rules before sending SMS campaigns. Let’s see those. 

Read also: The Complete Guide to Text Messaging Software for Business.

SMS campaigns rules and regulations you must know

These rules protect your businesses from paying hefty fines and lawsuits, as well as reputational damage. TCPA can charge penalties upto $ 500/message if companies do not follow proper rules. 

That’s why we are here to help you. Follow these rules to avoid penalties: 

1. Always get explicit consent: 

75% of consumers are comfortable getting messages as long as they have opted in to receive them. Use opt-in forms, checkboxes, or keywords like:  

“Text MERCH to 80808.” 

This helps to collect permission. Keep records of when and how users opted in. This helps with compliance if issues arise.

2. Avoid spam trigger words: 

Stay away from words like: 

• “Free!!!”
• “Click now.”
• “Act fast.” 
• Using ALL CAPS like “CLICK NOW” 
• Excessive punctuation!!! 

Keep your tone natural, conversational, and trustworthy.

3. Always have an opt-out option: 

This is for the remaining 25% of consumers who are uncomfortable even after opting in. For such people, keep a simple line like: 

“Reply STOP to unsubscribe.” 

This keeps you compliant with TCPA—and builds credibility.

4. Watch how frequently you send messages: 

Don’t bombard people with messages—56% of people unsubscribe from a brand if they receive 4–6 texts/week. The best practice is to send just 1 to 2 texts/week, which is usually safe. More frequent messaging can quickly lead to higher opt-out rates and more complaints.

5. Have your list cleaned: 

Remove inactive numbers, bounced messages, and users who haven’t engaged in months. A clean list improves deliverability and reduces your chances of being flagged. 

6. Use a trusted platform: 

Finally, choose a notable SMS marketing platform that complies with industry standards and regulations. This helps ensure your campaigns are executed legally and effectively.

Begin your SMS campaigns with Gaglers

You are now all set to start your SMS campaigns. You know: 

• Which type of sms campaign to choose
• What metrics to track
• Strategies to follow
• The rules you must be aware of
• And, the only thing you have to choose is the software? 

Choose Gaglers—the software that not only simplifies your SMS campaigns, but is also friendly on your pocket!