Let’s be real: email inboxes are overflowing, social feeds are unpredictable, and even the best push notifications get ignored. So how do you actually reach your audience, let alone connect with them? Two words: SMS marketing.

Let’s be clear: we’re not talking about blasting messages to your entire list. Today’s SMS marketing is built for two-way conversations, giving brands a direct, personal, and compliant way to engage their audiences at scale, from day one. 

Texting gives brands something no other channel can: immediacy, intimacy, and a direct line to the people who actually want to hear from you. Whether you’re launching a product, nurturing a customer community, or driving conversions, the most effective SMS strategies are built on real relationships, not just reach.

So if you’re ready to rethink your mass SMS marketing strategy, we’ve got you! Below are four best practices and four common pitfalls to help brands get the most out of their SMS marketing. Ready to engage with your audience in a more direct, personal, and authentic way?

What Is SMS Marketing Software and Why Are Leaders Investing in It?

Before we get into what works (and what really doesn’t), let’s talk about why SMS is so valuable and why more brands are investing in it.

SMS marketing is a permission-based way to connect with your audience via text. That means your messages are going to people who’ve opted in and want to hear from you!

But it’s more than just sending messages. It’s about starting conversations. Unlike one-way blasts, modern SMS marketing creates opportunities for two-way, real-time engagement that feels personal, not promotional. 

And here’s the kicker: SMS messages have a 98% open rate, with 90% of messages read within minutes. It’s no surprise that retail brands, creators, and enterprise marketers alike are leaning into this channel to drive real engagement and measurable results.

So what exactly is SMS marketing software? It’s the platform that powers this kind of high-touch outreach and helps you:

• Build and manage your audience
• Personalize content based on user behavior and preferences
• Automate messages at scale while keeping them human
• Stay compliant with legal requirements
• Track performance, gather insights, and optimize in real-time

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As more brands pull back from noisy, algorithm-driven spaces like social media and move away from overstuffed email inboxes, they’re investing in owned, conversational channels that give them control, build real relationships, and let their audience be heard. 

And SMS? It’s leading that charge. 

SMS Marketing Do’s: How to Do It Right

Let’s start with the good stuff! Here are the 4 best practices for a winning SMS marketing strategy:

Do #1: Personalize Your SMS Messages (Even at Scale)

No one wants to feel like “just another contact” and personalization isn’t just a [First Name] insert. It’s sending the right message, at the right time, to the right people based on what they care about: behaviors, locations, intent, and interests.

With Community, brands can use features like AI-powered clustering to segment audiences at scale based on responses and preferences so you’re not sending everyone the same message and hoping it lands. Automating this process ensures time isn’t wasted manually sorting through individual messages and routing them to the right campaign. You’re sending messages that matter, the smart way.

Do #2: Use First- and Zero-Party Data to Your Advantage

SMS is inherently permission-based, which means you’re starting with a huge trust advantage.

From there, you collect additional data like preferences or purchase intent within the conversation itself! 

Want to know what product they’re most excited about? Ask. Want to build a loyalty segment based on engagement? Easy. The more relevant your messaging, the more your audience will engage, stick around, and even reply.

Do #3: Keep Texts Focused and Intentional 

Here’s the golden rule: one text, one goal.

First, decide what your message is trying to do. Think early access, last call for a sale, joining an event, RSVP reminders and more. Then consider a clear call-to-action (CTA) and one link. That’s it.

But it’s not just what you send; it’s how often and to whom. With tools like Community, you can send messages based on real-time preferences, behaviors, and engagement levels. That means your most active members might hear from you more often while less engaged folks get fewer, more relevant touchpoints. 

SMS isn’t built for newsletters or content roundups. Instead, it’s a “see it, tap it, done” kind of a channel. And that’s what makes it so powerful!

Make sure to also send messages during local business hours, avoid too much slang or jargon, and keep things brief. 

Do #4: Make Compliance and Trust a Priority

With SMS marketing comes great responsibility! People are trusting you with their phone numbers so it’s up to you to build and maintain that trust. 

‍Stay compliant with opt-in/opt-out laws like TCPA, be transparent about what your audience can expect, and make it easy to unsubscribe from your network. Not only is it legally required, but it builds real trust with your audience.

Pro tip: Platforms like Community bake compliance into the workflow so you can focus on the message, and not the fine print.

SMS Marketing Don’ts: What to Avoid

Even with great software, bad strategy can tank your SMS game. Here’s what not to do:

Don’t #1: Blast Non-Personalized Messages

Here’s the fastest way to lose trust: treat your audience like a faceless list. 

When someone opts in to receive texts from your brand, they’re giving you direct access to their attention and that comes with an expectation of relevance and respect. Blasting the same generic message to your list might be fast, but it’s the digital equivalent of shouting into a crowd.

SMS isn’t about mass communication; it’s about meaningful interaction. If your messages don’t feel personal, intentional, or timely, your audience will tune out or worse, opt out. 

Don’t #2: Over-Message or Over-Segment Without a Strategy

There’s no one-size-fits-all rule for SMS frequency. Some audiences are thrilled to hear from you a few times a week (if the content is relevant and adds value). Others may prefer fewer touchpoints.

The real danger isn’t sending too often. It’s sending bad or irrelevant messages to people who didn’t ask for them. Remember that texting is inherently personal and permission-based, which means you’re starting with trust. Don’t lose it by overloading people with generic or unhelpful messages!

Don’t #3: Ignore the Opt-Out Experience

Yes, you legally have to include “Text STOP to unsubscribe” but don’t treat it like a checkbox item! Make opting out as seamless and transparent as opting in. 

And when people do leave? Pay attention. Unsubscribes are data, too, and they might tell you more than your click-through rates. Use that data to inform your future content, sending schedules and connection points for future messages! 

Don’t #4: Try to Do It Manually

Sending SMS marketing messages from your personal phone? Yikes. Not only is it unsustainable, it’s risky. 

SMS marketing needs tools built for scale. With Community, you can manage lists, automate sends, schedule campaigns, segment audiences, gather data and insights, handle unsubscribers, and stay compliant, all from one place.

Basically, it takes care of the hard stuff for you, so you can stay focused on the fun part: growing your brand and connecting with your audience.

SMS Marketing Is the #1 Channel You’re Not Using Enough

It’s time to stop thinking of SMS as a “bonus channel.”

SMS marketing is the foundation of modern, owned engagement. It’s where real conversations happen, where your audience sees your message, and where brands can build lasting relationships without relying on algorithms, rented lists, or guesswork.

The marketers who are winning right now? They’re not just chasing reach. They’re building long-lasting relationships. And they’re doing it with tools that make every message count.

Ready to scale your SMS strategy in a way that feels personal, powerful and totally you? Community is here to help.

Learn how brands are texting smarter with Community. Book a demo here!