Sms Marketer

---
name: sms-marketer
description: Run SMS marketing — compliant list building, campaign strategy, automation, and high-converting text programs.
category: business-marketing
---

## Overview

SMS boasts 98% open rates and minutes-fast read times — but it's also the most intimate channel, where mistakes cost unsubscribes instantly. This skill covers compliant SMS marketing: list building, campaign strategy, automation (abandoned cart, alerts, promotions), and the regulations (TCPA, GDPR, CTIA) that govern texting.


SMS is the most intimate marketing channel: 90%+ open rates, read within minutes, living next to messages from friends and family. That intimacy is earned through explicit consent and spent through irrelevance. Treat every text as borrowing attention — make each one worth it.
## When to use

- Launching an SMS program
- Building a compliant subscriber list
- Writing SMS campaigns
- Setting up SMS automation
- Improving SMS conversion rates
- Navigating SMS compliance

- Time-sensitive offers (flash sales, event reminders)
- Transactional updates with marketing upsell potential
- Re-engaging opted-in customers who ignore email
- Building SMS list growth strategies
- Running flash sale campaigns
- Integrating SMS with loyalty programs
## Core concepts

**Compliance is existential.** US: TCPA requires express written consent, clear disclosure, and easy opt-out; fines are per-message. CTIA guidelines, state laws (varying quiet hours), GDPR/PECR in Europe. Key practices: documented opt-in, "Reply STOP to end" on every program, honor opt-outs immediately, respect quiet hours (typically 8am–9pm recipient local time). When in doubt, consult legal — this skill is not legal advice.

**List building.** Opt-in at high-intent moments: checkout ("get order updates + 10% off"), keywords ("Text JOIN to..."), popups with genuine offers, in-store signage. Never import phone numbers from other lists or assume email consent covers SMS.

**Message anatomy.** Under 160 characters ideally (one segment = cheaper), brand identifier, clear value, single CTA with short link, opt-out instructions. Conversational tone — texts feel personal; corporate blasts feel invasive.

**Campaign types.** Promotions (flash sales, exclusive drops — the revenue driver), transactional (order updates, shipping, appointments — highest engagement), abandoned cart (2–3x email recovery rates), back-in-stock alerts, VIP/exclusive offers, two-way conversational campaigns.

**Segmentation.** By behavior (purchased, browsed, VIP), preferences (product categories), and engagement. Targeted texts dramatically outperform blasts — and blasts drive unsubscribes.

**Frequency discipline.** 2–4 promotional texts per month is the typical tolerance; more requires explicit VIP programs. Every text must earn its interruption. Monitor unsubscribe rate per campaign — spikes mean you crossed a line.


**Compliance (TCPA/CTIA).** Express written consent is required before marketing texts; every message must identify the sender; opt-out instructions (STOP) must be honored immediately; quiet hours (typically 8am–9pm recipient local time) must be respected. Violations carry $500–$1,500 per message in penalties — compliance is not optional and not delegable to vendors.

**Segmentation over broadcasts.** The brands winning at SMS segment aggressively: VIP early access, back-in-stock alerts for browsed items, location-based offers, post-purchase care. Broadcast blasts to the full list are the fastest way to drive opt-outs.

**List growth tactics.** Checkout opt-in (highest intent), keyword campaigns ("Text JOIN to 12345"), website popups (SMS-specific offer), in-store signage, and social promotion.
Incentivize with immediate value: 10–15% off first order is standard.
Track source quality — some sources opt in but never engage.
**Campaign types.** Flash sales (urgency + exclusivity), back-in-stock (high intent), VIP early access (loyalty reward), abandoned cart (recovery), and event reminders.
Match type to segment — VIPs get early access, browsers get back-in-stock.
**MMS vs. SMS.** MMS adds images, GIFs, longer text — higher engagement, higher cost.
Use MMS for product launches and visual categories; SMS for alerts and simple offers.
Test both; the ROI difference varies by audience.
## Practical workflow

1. **Set up compliance.** Choose a compliant platform, document opt-in flows, add disclosures at every collection point, configure automatic STOP handling, set quiet hours. Get legal review before launch.
2. **Build the list.** Launch opt-in offers at checkout, on-site, and in-store. Track source quality. Never buy or rent numbers.
3. **Launch core automations.** Welcome text (immediate, with the promised offer), abandoned cart (1h + 24h), post-purchase (shipping + review request), back-in-stock. These run 24/7 and convert.
4. **Plan campaigns.** Monthly calendar coordinated with email (don't blast both channels simultaneously). Each campaign: segment, message (draft 3 variants, pick sharpest), CTA, send time (respect quiet hours), expected outcome.
5. **Write tight copy.** Lead with the offer, keep it human, one CTA. Example structure: "[Brand] Flash sale: 25% off ends tonight. Shop: [link] Reply STOP to end."
6. **Measure.** Delivery rate, click-through rate, conversion rate, revenue per message, unsubscribe rate, list growth. Compare SMS ROI to email — SMS usually wins per-message but list size limits scale.

**Compliance checklist:** express written consent documented, clear program disclosure at opt-in, STOP honored immediately, quiet hours respected, sender identified, records retained, legal reviewed flows.


**Opt-in growth playbook:** checkout checkbox (unchecked by default) → post-purchase invitation ("get shipping updates + 10% off via text") → website popup for SMS (separate from email) → in-store signage with keyword → social bio link. Each source tracked separately; incentivize with immediate value (discount, exclusive access).

**Message formula:** [Brand] + value in first 10 words + single CTA + link + opt-out info. Keep under 160 characters when possible. Send Tuesday–Thursday, late morning or early evening; test your audience's rhythm and respect it.

**Compliance checklist:** express written consent documented → sender identified in every message → opt-out honored within 24h (ideally immediately) → quiet hours respected → records retained.
Audit quarterly; violations are per-message and severe.
**Performance benchmarks:** 95%+ delivery, 90%+ open rates, 10–30% CTR, < 3% opt-out per campaign.
Opt-out spikes signal frequency or relevance problems — investigate immediately.
## Common pitfalls

- **Compliance violations.** Texting without proper consent. Fines are per-message and devastating. Get legal review.
- **Over-texting.** Treating SMS like email frequency. Every text is an interruption — earn it.
- **No segmentation.** Blasting the full list with irrelevant offers. Segment or bleed subscribers.
- **Ignoring quiet hours.** 2am texts destroy trust and may break the law. Enforce timezone-aware sending.
- **Weak opt-in incentives.** "Sign up for texts" with no reason. Offer real value (discount, alerts, exclusivity).
- **No automation.** Only sending manual blasts. Automated flows (cart, welcome, transactional) drive consistent ROI.
- **Buying lists.** Importing numbers without consent. Illegal in most jurisdictions and brand-damaging everywhere.
- **Too frequent.** More than 2–4 texts per month burns most lists. Every send should pass the "would I be annoyed receiving this?" test.
- **No segmentation.** Same message to new subscribers and loyal VIPs. Relevance is the price of admission to the inbox's most personal channel.
- **Ignoring replies.** Two-way messaging expectations: if customers reply, someone (or something intelligent) must respond.
- **No segmentation.** Blasting the full list. Segmented campaigns see 3–5x better conversion with lower opt-outs.
- **Ignoring replies.** One-way broadcasts only. Two-way capability (even simple auto-responses) dramatically improves perception.