Text Messages Have a 98% Open Rate — Higher Than Any Other Channel.
SMS marketing — sending promotional or transactional text messages to customers who have opted in — is one of the most direct and effective marketing channels available. According to a 2025 study by Gartner, SMS messages have a 98% open rate within 3 minutes of delivery, compared to email open rates of 20-30%. SMS also drives 6x higher engagement rates than email for time-sensitive offers.
At x13apps, we help businesses implement SMS marketing as part of their multi-channel strategy. Here is what works.
Build Your SMS List with Permission
Compliance is critical for SMS marketing. In most countries, you must obtain explicit consent before sending marketing texts. Use a clear opt-in process: a web form with a checkbox, a keyword-to-shortcode setup (e.g., "Text JOIN to 55555"), or in-store signup with written consent. Document consent records — you need to prove permission if challenged.
Offer a clear incentive for opting in: "Text JOIN for exclusive deals and 10% off your first order." Make the opt-in process as simple as possible. Include the frequency of messages, what types of messages they will receive, and how to opt out in every promotional text.
Send Messages That Provide Value
SMS is an intimate channel — customers share their personal phone numbers. Respect that trust by sending only valuable, timely messages. Use SMS for: time-sensitive offers (flash sales, limited inventory), appointment reminders and confirmations, order status updates (shipped, delivered), exclusive subscriber deals, and important account notifications.
Keep messages concise — 160 characters or fewer for a single SMS. Include one clear call to action. Use shortened links for tracking. Personalize with the customer name when possible. A/B test message timing, offers, and wording to optimize performance.
Follow Compliance Requirements
Understand the regulations in your region. In the US, the TCPA and CTIA guidelines govern SMS marketing. In Europe, GDPR applies. Key requirements: obtain prior written consent, provide clear opt-out instructions in every message, honor opt-outs immediately, and maintain consent records. Non-compliance can result in significant fines.
Integrate SMS with Your Marketing Stack
Use SMS platforms like Twilio, Klaviyo, or Postscript that integrate with your e-commerce or CRM platform. Set up triggered messages for cart abandonment, order confirmation, and shipping updates. Combine SMS with email for a coordinated multi-channel approach. At x13apps, we integrate SMS marketing into comprehensive customer engagement strategies. For more, read our email marketing guide.