Steps to Building a Successful SMS Marketing Program

It was just a regular Tuesday when Sarah, owner of a small coffee shop, decided to try something different. Her business was struggling. Foot traffic was down. Her Instagram posts were getting fewer likes. Desperate for a change, she sent a simple text message to her customer list – hinting at free cookies with every coffee.

The result? Her tiny coffee shop made more than her previous weekly average that day.

What Sarah discovered wasn't just luck. She unlocked the most effective marketing tool hiding in plain sight — SMS marketing.

In this guide, we’ll walk you through how any business, big or small, can get started with SMS marketing and start seeing sales roll in fast. With easy-to-use platforms like Easify taking care of the tech stuff, there’s honestly never been a better time to step up your marketing game.

Steps to Building a Successful SMS Marketing Program

Curious what a few texts can do for your sales? Let’s dive in.

Step 1: Conceptualize Your SMS Marketing Strategy

Understand the purpose and benefits of SMS marketing

Imagine being able to reach your customers the same way they chat with friends — quick and straight to the point. That’s SMS marketing. It cuts through the noise of crowded inboxes and endless social feeds. No chasing algorithms or fighting for screen space — just a direct line to your audience. And the 98% open rates add to the glory. In short, texts are perfect for our short-attention-span world.

Also, let's talk about costs. SMS campaigns typically cost pennies per message while delivering insane response rates that would make other marketing channels jealous.

Besides being your go-to platform for SMS campaigns, Easify lets you see exactly how your messages are performing, and what each dollar is bringing in.

Align with overall marketing strategy

Your SMS strategy shouldn't be doing its own thing in the corner. It needs to work in sync with your other marketing channels.

Think about it: If your emails are formal and your social media is casual, what vibe should your texts have? They all should feel like they're coming from the same company, right?

Make sure that your messaging tone and goals align with your broader marketing strategy. When done right, SMS just fits right in with the rest of your marketing tools.

Define goals and objectives

Before sending even a single text, get clear on what you're trying to accomplish. Are you looking to:

• Drive more foot traffic to your store?
• Boost online sales during slow times?
• Get more reviews?
• Remind customers about appointments?

Each goal needs a different approach. Set specific targets and plan your SMS campaign accordingly.

Determine types of SMS campaigns to run

SMS isn't just for blasting out discount codes (though those work great too!). You've got options:

• Flash sales alerts
• Shipping notifications
• Appointment reminders
• Birthday offers
• Back-in-stock notifications
• Customer feedback requests

Mix it up to keep your audience engaged without feeling spammed. Also, remember to personalize your texts – always!

Step 2: Build a Mini Business Case to Determine the Value

Estimate ROI potential

Let's crunch some numbers. Say you spend $500 on an SMS campaign reaching 5,000 customers. If just 3% convert on a $50 average purchase, that's $7,500 in revenue - a 15x return!

The math is pretty straightforward:

• Cost per text: About $0.01 - 0.09
• Average SMS conversion rates: 2-5% (way higher than email)
• Return on investment: Often 10-15x or more

DISCLAIMER: Actual results may vary based on your industry, audience quality, offer, and timing. While SMS marketing can deliver strong returns, these figures are illustrative and not guaranteed. Always test and optimize your campaigns for the best performance.

ROI isn’t the only metric that matters. We’ve put together a guide highlighting key SMS marketing KPIs you should be tracking to get the full picture.

SMS effectiveness

We wouldn’t be exaggerating by saying that SMS is downright powerful. Check this out:

• 90% of texts are read within 3 minutes
• SMS response rates are 7.5x higher than email
• Customers opt out of SMS at lower rates than email when messages are valuable

These aren't just random stats. They're proof that SMS cuts through the digital clutter like nothing else.

SMS costs

Let’s stack SMS against other marketing channels:

• Email: Nearly free, but lower engagement
• Social ads: $5-10 CPM, with declining organic reach
• Google Ads: Often $1-2 per click with no guarantee of conversion
• SMS: About $0.01-0.09 per message with nearly guaranteed visibility

Step 3: Draft Key Criteria for Success

Set measurable KPIs

Tracking the KPIs are extremely important. For SMS, keep an eye on:

• Click-through rates
• Conversion rates
• Opt-out rates
• List growth rate

Align KPIs with marketing goals

Different goals need different metrics. If you're after:

• Brand awareness: Track subscriber growth and sharing
• Sales growth: Focus on conversion rates and ROI
• Customer loyalty: Monitor repeat purchase rates from SMS subscribers

Make sure your measuring stick matches what you're actually trying to achieve.

Define what success looks like for your brand

Success isn't one-size-fits-all. A local boutique might celebrate a 15% coupon redemption rate, while a SaaS company might focus on reducing churn through timely SMS notifications.

Ask yourself: "If this SMS program works perfectly, what specific results will we see in 3 months? 6 months? A year?" Write it down and share it with your team.

Send Your First Campaign in Minutes – Get Started with Easify Now.

Step 4: Secure Internal Stakeholder Support

Present business case and strategic alignment

To build a successful SMS marketing program, you’ll need to get a green light from different parts of your company. Getting everyone on the same page early makes things move faster and smoother. Here are a few things you should discuss:

The investment required

Projected returns

Timeline for implementation and results

How SMS supports existing business priorities

Involve marketing, legal, and IT teams early

SMS involves quite a few elements. Customer data, technical integration, compliance are all part of the picture. You’ll need input from a few key teams:

Marketing: For messaging and campaign planning

Legal: To ensure compliance with SMS regulations

IT: To help with setup and tech support

Having all hands on deck is extremely important.

Highlight benefits to customer engagement and loyalty

SMS marketing makes it easy to connect with customers in real-time. When they feel seen and valued, they’re more likely to stick around. Let your team know how this can improve customer loyalty and satisfaction:

Creates direct, personal communication channels

Provides immediate value to customers

Improves customer experience with timely updates

Builds a sense of exclusivity for subscribers

Step 5: Select the Right SMS Marketing Platform

Platform capabilities

Not all messaging platforms are equal. Look for these must-haves:

• Compliance tools (opt-in management, 10DLC, TCPA compliances)
• Automation capabilities (drip campaigns, triggers)
• Two-way messaging options
• Integration with your existing tech stack
• Advanced segmentation features

Easify checks all these boxes and more, making it a solid choice for businesses exploring SMS marketing.

Ease of use and analytics dashboard

You don’t need a complicated tool to run great campaigns. Your SMS platform should be:

• Simple enough for anyone on your team to use
• Equipped with easy-to-use yet efficient tools
• Clear with real-time results you can actually understand
• Mobile-friendly so you can work on the go

Customer support and scalability

As your SMS program grows, your platform needs to grow with you. Consider:

• Quality of customer support
• Pricing structure as you scale
• API access for advanced customization
• Ability to handle increasing message volume without delays

Easify's pricing plans lets you scale along with the growth of your business.

Step 6: Technical Implementation

Integrate SMS platform with CRM and marketing tools

Your SMS platform shouldn't exist in a silo. Connect it with:

• Your CRM to use customer data wisely
• E-commerce platform for purchase triggers
• Email marketing for cross-channel campaigns
• Analytics tools to track full customer journeys

Ensure mobile-friendliness and opt-in compliance

Stay on the right side of the law and customer expectations:

• Create a clear and simple opt-in processes
• Include easy opt-out instructions in every message
• Follow TCPA guidelines religiously
• Test all links on multiple mobile devices

Remember: One compliance mistake can cost you big, so it’s wise to stay on the safe side of the law – always.

Set up automated workflows and contact list segmentation

2025 is all about working smarter and not harder, right? You could automate and segment with:

• Welcome sequences for new subscribers
• Birthday and anniversary automations
• Purchase follow-ups and review requests
• Abandoned cart reminders
• Segmented lists based on customer behavior and preferences

Step 7: Build and Launch Your SMS Campaigns

Create compelling offers with strong CTAs

Your messages need to grab attention fast:

• Lead with value, not sales pitch
• Keep it under 160 characters when possible
• Include a clear, urgent call to action
• Use simple, conversational language
• Add a touch of personality (emojis work well for many brands)

Example:

Segment your subscriber list for personalized messaging

Sending the same text to your whole text list? So last decade! Break your list into segments like:

• Recent vs. lapsed customers
• High-value vs. occasional shoppers
• Product interest categories
• Geographic location
• Past purchase behavior

Choose optimal timing for delivery

Timing can make or break your campaign:

• General retail: 10am-1pm or 5pm-7pm
• Restaurants: 30 minutes before typical mealtimes
• Weekend promotions: Friday afternoon

What are the not-a-good-time-to-send hours? 9am or after 9pm (seriously, don't be that brand.) Also, Test different times with your audience to find your sweet spot.

Manage subscriber replies effectively

Two-way texting is powerful, if you handle it right:

• Set up auto-replies for common questions
• Have a system for routing customer service issues
• Train staff on text communication etiquette
• Set expectations for response times

Easify's two-way messaging feature and a chat-style inbox make conversations with customers feel natural and responsive.

Step 8: Maximize Your SMS Marketing ROI

Test and optimize campaigns continuously

Just launching a campaign and hoping for the best? That’s a no-go. The best results come from tweaking, testing, and seeing what sticks.

Alway be testing:

• A/B test message wording (try different ways of saying the same message)
• Switch up your offers or discounts
• Play around with emojis vs. no emojis
• Test different send times and how often you’re reaching out

Even small tweaks can lead to big wins. Keep experimenting and keep leveling up your results.

Monitor campaign performance metrics

Keep your finger on the pulse with:

• Real-time delivery reports
• Click tracking on all links
• Conversion tracking from click to purchase
• Comparison reports across campaigns

Easify's dashboard puts these metrics front and center so you can spot trends and opportunities.

Avoid message fatigue - maintain frequency balance

More isn't always better with SMS. Find your frequency sweet spot:

• Retail: 4-6 messages per month maximum
• Services: 2-4 messages per month
• For time-sensitive businesses: Only when truly relevant

Watch your opt-out rates - if they climb above 3% per campaign, you're probably texting too often.

Use insights to refine future messages

Every campaign teaches us something:

• Which offers drive the most engagement
• What times get the best response
• Which customer segments are most responsive
• What types of language resonates with your audience

Use these insights to continuously improve your strategy.

Begin Your SMS Marketing Journey Today

Your free SMS Marketing Guide

Want to dig deeper? Head to Easify’s blog collection – we’ve curated guides covering everything you need to know about bulk SMS marketing.

Start with a small campaign and scale with success

You don't need to go all-in immediately:

• Start with your most engaged customers
• Run a simple welcome sequence
• Test a flash sale announcement
• Analyze results before scaling up

Each win gives you clarity, and a stronger foundation to grow your strategy.

Partner with the right platform for long-term growth

The right SMS partner makes all the difference. At Easify, we don’t just offer the technology. We bring the tools and support to help you succeed long-term:

• Multiple communication channels in one app
• Hands-on guidance at every step
• Tools built to grow with your business

We're here for more than just messages. We’re here for your growth.

Ready to get started? Easify offers a 7-day free trial with all features unlocked. The best part? You don’t even need a credit card to get started.

Try Easify for yourself and see why thousands of smart business owners are calling SMS marketing the most valuable addition to their marketing strategy. Ready to make the switch? Sign up today!