Marketing SMS continues to be one of the most effective ways for brands to reach customers quickly and directly. With open rates far higher than email and a delivery speed that is almost instant, marketing SMS gives businesses a powerful channel to cut through the noise.
However, success does not come from sending the same message repeatedly. The most effective SMS campaigns use a mix of message types, each designed to suit a specific goal, audience or moment in the customer journey.
In this practical guide, we explore five different types of marketing SMS you can use to build stronger relationships, increase engagement and drive real results. You will also find examples, best practice tips and ideas for improving performance along the way.
Before we dive in, it is worth making sure you have a solid understanding of how marketing SMS works and how it fits into a wider strategy.
What are marketing messages?
Marketing messages are SMS messages sent to customers or subscribers with the aim of promoting a product, service, offer or brand. Unlike transactional SMS, which are usually triggered by a specific action such as a purchase or password reset, marketing SMS is focused on engagement, promotion and long term value.
Common goals of marketing SMS include:
- Driving sales through deals and offers
- Encouraging repeat purchases
- Promoting new products or services
- Increasing event attendance
- Re engaging inactive customers
Supporting wider marketing campaigns
Marketing SMS works best when it is timely, relevant and respectful of the recipient. Messages should always be sent to opted in contacts and comply with UK regulations.
With that foundation in place, let us explore five different types of marketing SMS and how to use them effectively.
Deals
Deal based marketing SMS focuses on clear, time sensitive savings. These messages work well because they create urgency and give customers a strong reason to act quickly.
Deals are particularly effective for retail, food and beverage, hospitality and eCommerce brands. They can also be used to support quieter trading periods or clear stock.
Examples of deal marketing SMS
“Flash sale today only. Get 20% off all orders with code FLASH20. Shop now: link”
“Lunch deal alert. Buy one get one free on all wraps between 12pm and 3pm. Show this message in store.”
“48 hour deal. Save £50 on selected products when you order online. Ends tomorrow.”
Best practice tips for deal messages
Keep the message simple and focused on the saving. Customers should understand the value immediately.
Use urgency carefully. Time limits and phrases like today only or ends soon can boost conversions, but they should always be genuine.
Include a clear call to action. Tell customers exactly what to do next, whether that is clicking a link, visiting a store or using a code.
Offers
While deals are often focused on price, offers can be broader. They may include exclusive access, added value or limited availability rather than a straight discount.
Offer based marketing SMS is ideal for making customers feel valued. It works particularly well for loyalty schemes, early access campaigns and VIP segments.
Examples of offer marketing SMS
“Exclusive for our SMS subscribers. Get early access to our new collection before it launches tomorrow. View now: link”
“Free dessert with any main this weekend. Just show this SMS when you order.”
“Members only offer. Earn double reward points on all purchases this week.”
Best practice tips for offer messages
Personalisation can make a big difference. Using a customer name or referencing past behaviour can increase engagement.
Highlight exclusivity. Make it clear why the recipient is receiving this message and what makes it special.
Do not overload the message. Focus on one clear offer to avoid confusion.
Reminders
Reminders are often associated with transactional messaging, but they can be a powerful form of marketing SMS when used correctly.
Marketing reminders help keep your brand top of mind and encourage customers to take an action they may otherwise forget. They are particularly effective for events, appointments, abandoned baskets and expiring offers.
Examples of reminder marketing SMS
“Just a reminder. Your 10% off code expires tonight. Use it before it is gone: link”
“We saved your basket. Complete your order now before items sell out.”
“Do not forget. Our sale ends tomorrow and there is still time to grab a bargain.”
Best practice tips for reminder messages
Timing is critical. Send reminders close enough to the deadline to prompt action, but not so late that customers feel rushed.
Be helpful rather than pushy. The tone should feel like a nudge, not pressure.
Where possible, include context so customers remember why the reminder matters.
Updates and announcements
Updates and announcements are a versatile type of marketing SMS. They keep customers informed while still supporting brand awareness and engagement.
These messages are useful for product launches, store openings, service updates and seasonal announcements. While they may not always drive immediate sales, they help build trust and familiarity over time.
Examples of update marketing SMS
“We have just launched something new. Discover our latest product range online: link”
“Good news. Our Swindon store is reopening this Saturday. We would love to see you.”
“We have updated our services to serve you better. Find out what is new here: link”
Best practice tips for update messages
Be clear about why the update matters to the customer.
Keep the tone positive and informative.
Avoid sending too many announcements, as this can reduce engagement over time.
Engagement and feedback messages
The final type of marketing SMS focuses on engagement rather than promotion. These messages invite customers to interact with your brand, share feedback or take part in something.
Engagement based marketing SMS can strengthen relationships and provide valuable insights that improve future campaigns.
Examples of engagement marketing SMS
“We would love your feedback. Tell us about your recent experience and help us improve: link”
“Quick question. Which product would you like to see next? Vote here: link”
“Thank you for being a customer. Rate your experience with us today.”
Best practice tips for engagement messages
Keep requests short and easy to complete.
Explain the benefit of responding, even if it is simply helping you improve.
Use engagement messages sparingly so they feel meaningful.
Bringing it all together: making marketing SMS work for you
Marketing SMS is most effective when it is varied, relevant and purposeful. By using a mix of deals, offers, reminders, updates and engagement messages, you can create campaigns that feel timely and valuable rather than repetitive.
Each type of marketing SMS plays a different role in the customer journey. Deals and offers can drive immediate action, reminders can boost conversion rates, updates can build trust and engagement messages can strengthen long term relationships.
The key is to plan your messages with the customer in mind. Think about what they need to hear, when they need to hear it and why it matters to them. When used strategically, marketing SMS can become one of your most reliable and high performing channels.
Start sending smarter marketing SMS
If you want to send smarter, more targeted marketing SMS at scale, explore how our SMS solutions can support your campaigns and integrate seamlessly with your existing systems.
Ready to improve your marketing SMS campaigns and send the right message at the right time? Get in touch with our team to see how our SMS solutions can help you plan, personalise and scale your campaigns with confidence.
