Skip to content

The Small Business Owner’s Guide to Text Marketing

The Small Business Owner’s Guide to Text Marketing

Key Takeaways:

What text marketing is and why you should use it

Types of text marketing campaigns

Five text marketing rules to follow 

In the mobile-first world we live in, smartphones are at the core of daily life. Today’s consumers gravitate toward texting rather than making phone calls and writing emails. According to Simple Texting, “66% of consumers either prefer mobile messaging or consider it their second choice of communication.”

Text marketing upgrades the customer experience and will usher in higher engagement rates and increased sales for your business. Here’s what you should know about text marketing before you plug into this marketing tool. 

Text Marketing and Its Advantages

Text marketing, or SMS marketing, is a type of mobile marketing method in which businesses use text to communicate with current and prospective customers. These text messages take a variety of forms and can range from automated welcome messages and promotional offers to abandon cart alerts and shipping notifications. Some text marketing platforms let you send calendar invites, and surveys, as well as picture and video messages to customers.

Current statistics indicate that text communication is more effective than email at reaching modern consumers and encouraging them to take action. According to a recent Gartner study, text messages have a 98% open rate while emails have a 20% open rate. Texts also have a higher response rate (45%) compared to emails (6%).

Business texts can also complement the other marketing outlets your brand uses. For instance, you could link to an email newsletter or a promotion on your website in a text you send to customers. It can also create more personalized experiences for your clients, since you can customize messages, product suggestions, and special offers for different recipients.

“With […] SMS open and response rates as high as 98% and 45%, in contrast to corresponding figures of 20% and 6% for email, it’s hard to ignore texting as the next sales frontier.”


10 Types of Text Marketing Campaigns

Text marketing can really bolster your small business’s marketing. Here are just some of the types of campaigns you can send via SMS.

  1. Special Offers
  2. Flash Sales
  3. Text-to-Win Competitions
  4. “Thank You” and “Welcome” Messages
  5. New Product Alerts
  1. Abandoned Cart Reminders
  2. Order Confirmations and Tracking Info
  3. Restocked Item Notifications
  4. Exclusive Tips for SMS Subscribers
  5. Event Promos

5 Text Marketing Rules to Observe 

Like with any aspect of marketing, SMS marketing does have its own set of best practices you should follow. Organizations like the FCCMobile Marketing Association, and Cellular Telecommunications Industry Association are excellent resources to consult as you establish your brand’s text marketing strategy. We also recommend finding out your location’s specific SMS guidelines to avoid any potential fines from violating these regulations.

Regardless of where your business is located, however, there are some general rules of thumb to follow to ensure that you stay on the right side of the law while tapping into SMS marketing’s benefits.

1. Use a unique short code for your brand.

Get a dedicated short code for your business’s SMS texting. Visit the Short Code Registry here to obtain this five-to-six-digit number.

2. Invite customers to opt in.

Prioritizing consumers’ digital privacy and respecting their correspondence preferences are two “musts” with text marketing. It’s important to get a customer’s permission before you start flooding their text inbox with messages. Have them text a particular keyword back to you or fill out an online form to enroll in SMS correspondence from your business.

3. Introduce your brand early.

Identify yourself and your brand early on once you have a customer’s mobile number. With multiple short codes out there, you want the recipient to know the message came from your brand and isn’t a spam text.

4. Give customers the option to opt out.

Always give customers the option to unsubscribe from your brand’s SMS communications. For example, you could instruct message recipients to text “STOP” to your short code if they wish to stop receiving further texts from your brand.

5. Keep messages brief

With SMS, there’s a 160-character limit for each message you send a customer. So, keep your message short and on-point. Clearly state your business’s name, your customer’s name, the offer or notification you’re communicating with them, and any special terms. Then conclude the message with a CTA and an opt-out option.

Give customers an easy way to opt in and opt out of receiving text communication from your company. This shows that you respect their digital privacy and communication preferences.

Get Started with Text Marketing 

Ready to get started with text marketing for your business? Here at Technology Therapy Group, the top two text messaging platforms we recommend are Text Request and Simple Texting.* Find out more about these outstanding tools:

*DISCLAIMER: some links included in this post are affiliate links. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!

Text Request

Built for small businesses, Text Request’s customizable autoresponder options for different times of day, plus their desktop and app interfaces help keep you in touch with customers through real-time notifications.

Simple Texting

Send SMS marketing campaigns to your customers or offer support through 1-on-1 conversations using Simple Texting’s all-in-one text messaging service.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office