What is the open rate for SMS marketing?

SMS marketing has an average open rate of 98%, compared to approximately 21% for email. The average response time for SMS is 90 seconds vs 90 minutes for email, making it the most immediately read marketing channel available.

Do I need legal consent to send marketing SMS?

Yes. In Canada, CASL requires express consent before sending commercial SMS messages. In the US, TCPA requires written consent for marketing texts. You must disclose message frequency, obtain opt-in, and provide an easy opt-out mechanism.

What should I send via SMS vs email?

SMS is best for time-sensitive offers, appointment reminders, flash sales, abandoned cart alerts, and last-minute changes. Email is better for newsletters, detailed content, product catalogs, event invitations, and communications that benefit from images and longer format.

What is a good SMS marketing opt-in rate?

SMS opt-in rates are typically lower than email because the medium feels more personal. A 5-15% opt-in rate from website visitors is typical. Offering an exclusive incentive (10% off, early access) at the point of opt-in significantly improves conversion rates.

SMS Marketing for Small Businesses: The 98% Open Rate Channel You're Not Using

Email marketing has a 21% open rate. SMS marketing has a 98% open rate. The average person reads a text message within 3 minutes of receiving it. If you're only using email to reach your customers, you're reaching about 1 in 5 of them immediately. SMS reaches almost all of them, almost immediately. Yet most small businesses aren't using it — which means it's still a significant competitive advantage for those who do.

SMS vs Email: When to Use Which Channel

SMS and email aren't competitors — they're complements. Each excels in different contexts:

SMS works best for:

Time-sensitive promotions ("Flash sale: 30% off for the next 4 hours")
Appointment reminders and confirmations
Abandoned cart follow-ups while the window is still open
Last-minute availability ("Table available at 7pm tonight — interested?")
Post-visit follow-ups and review requests
VIP and loyalty program updates

Email works better for:

Newsletters and longer-form content
Detailed product descriptions with images and multiple CTAs
Event invitations with full details and registration links
Welcome sequences and client onboarding flows
Any communication that benefits from visual design or attachments

The highest-performing businesses use SMS for immediacy and email for depth. A retail store might email a full sale announcement with photos and categories, then follow up via SMS to non-openers after 48 hours: "Our biggest sale of the year ends tomorrow — use code SUMMER30." The SMS converts the non-openers that email missed.

Canadian and US Compliance (CASL and TCPA)

Before sending a single marketing text, understand the legal requirements:

In Canada (CASL): Express consent is required before sending commercial electronic messages — including SMS. Express consent means the subscriber clearly agreed to receive marketing texts from you specifically, typically through a checkbox or keyword opt-in. You must identify your business in every message and provide a free, accessible opt-out mechanism. Implied consent from a previous purchase is generally not sufficient for marketing SMS under CASL.

In the US (TCPA): Written consent is required before sending marketing text messages to mobile phones. Violations can result in substantial fines per message — class action lawsuits have cost companies millions. Use a reputable SMS platform (Klaviyo, Attentive, SimpleTexting) that provides compliant opt-in flows and manages consent records automatically.

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Building Your SMS Subscriber List

Your SMS list must be built on genuine opt-ins. The most effective methods for small businesses:

Keyword opt-in: "Text DEALS to 12345 to get exclusive offers" — promoted on your website, in-store signage, and email campaigns.
Checkout opt-in: Add an SMS consent checkbox to your checkout process, clearly separate from email consent.
Web form opt-in: Add an SMS field to contact and subscription forms with clear consent disclosure.
Incentivize: "Text SAVE10 to get 10% off your next purchase" dramatically improves opt-in rates by offering immediate value.

Your SMS list will typically be smaller than your email list — SMS feels more personal. But because engagement is dramatically higher, a smaller SMS list often outperforms a much larger email list in direct revenue terms.

SMS Campaign Best Practices

Under 160 characters: This is a single SMS segment. Longer messages split awkwardly and cost more to send.
Lead with value: Get to the offer or point in the first 5 words. Recipients decide immediately.
One clear CTA: Click this link, use this code, reply YES, call this number — one action per message.
Identify yourself: Always include your business name — recipients may not have your number saved.
Timing: Send between 10am–8pm local time. Never after 9pm or before 8am. Respect time zones.
Frequency: 2–4 messages per month is the typical sweet spot. More than weekly drives opt-outs.

Measuring SMS Marketing Success

Key metrics to track: delivery rate (should be 95%+), opt-out rate per campaign (under 1% is healthy; above 3% signals frequency or relevance problems), click-through rate on link-based campaigns (10–30% is strong for SMS), and conversion rate from click to purchase or booking. Because SMS is read almost immediately, you can measure campaign impact within hours rather than days.

Let's add SMS to your marketing mix

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