Marketing Channels

SMS

Text message marketing has a 98% open rate and most messages are read within 3 minutes. No other channel comes close for immediacy — and it costs almost nothing per message.

Why SMS works

98%

open rate (vs. ~20% for email)

3 min

average time to read after delivery

45%

response rate for SMS offers (vs. 6% for email)

SMS works because it lands directly on someone's lock screen at the moment you send it. People have conditioned themselves to check texts immediately. Email can sit unread for days; a text almost never does.

When to use SMS

SMS is most effective for existing customers — people who already know and trust your business. Using it for cold outreach to people who haven't opted in is both illegal (TCPA) and ineffective.

Best use cases:

Flash promotions — "Today only: 20% off if you come in before 6pm"
Appointment reminders — reduce no-shows dramatically
Loyalty milestones — "You've visited 10 times — here's a free [X]"
Re-engagement — "We haven't seen you in a while. Here's $10 off your next visit."
Event announcements — grand openings, seasonal specials, new product launches

Legal requirements (TCPA)

In the US, the Telephone Consumer Protection Act (TCPA) requires that you have explicit written consent before texting anyone for marketing purposes. Violating TCPA can result in fines of $500–$1,500 per message.

Compliant opt-in methods include:

A sign-up form on your website with a clear disclosure
A paper form at your location with opt-in language
Texting a keyword to your number ("Text DEALS to 555-0100")

Any reputable SMS platform (Podium, Attentive, SimpleTexting) handles consent collection and unsubscribe management automatically.

Recommended tools

Podium — best all-in-one for local businesses; handles reviews, payments, and SMS ($249+/mo)
SimpleTexting — straightforward and affordable; good for campaigns ($29+/mo)
Attentive — enterprise-grade for high-volume retail; overkill for most small businesses
Klaviyo — best if you also do email marketing; SMS and email in one platform ($45+/mo)

Frequency guidelines

More than 4 texts per month to the same person will drive opt-outs. Keep it to 2–4 per month maximum. Make every message earn its place — a text that delivers real value is welcomed; a text that feels like spam costs you an opt-out.

Connect to your territory data If your SMS platform allows segmentation by zip code, use TerritoryIQ's heatmap to identify your stronghold neighborhoods and send loyalty-focused messages to customers there. For contested areas, send re-engagement or competitive offers.