![[Translate to EN:] sms marketing con 4Dem](/fileadmin/_processed_/6/9/csm_email_marketing_d68b7e78e1.jpg "[Translate to EN:] Sms marketing: come promuovere il tuo business")
SMS marketing means using text messages to send commercial, promotional or service communications straight to customers’ smartphones. In the age of WhatsApp, Instagram and TikTok it may look like an outdated channel, yet for many companies it is still one of the most effective direct marketing tools: it reaches any phone, needs no app or internet connection, and is almost always read within minutes.
In this guide we look at why SMS still works, when it beats other messaging channels, how to set up an effective campaign and which rules apply in Italy.
Why SMS marketing still works
The main strength of SMS is immediacy. The most widely quoted industry estimates put open rates above 90%, with most messages read within a few minutes of delivery. No other direct marketing channel is read this quickly.
It also has three features that are hard to find elsewhere:
- Universal reach: SMS reaches any mobile phone, even without a data connection and without the user installing an app or following a social page.
- Less noise: SMS inboxes are far less crowded than email inboxes or social notifications, so your message faces less competition.
- Instant action: a short text with a link to a landing page or a discount code takes the user to action in seconds.
That is why, while the use of SMS in private conversations has been falling for years (we covered this in The decline of SMS or not?), business use for promotions, notifications and services remains strong.
SMS, WhatsApp Business or RCS: which channel should you choose?
SMS is no longer the only way to reach a customer on their phone. Here is how it compares with the main alternatives:
| Channel | Strengths | Limits | When to use it |
|---|---|---|---|
| SMS | Reaches everyone, very fast reading, easy to manage | Text only, 160 characters per message | Time-limited offers, reminders, urgent messages, large volumes |
| WhatsApp Business | Rich content (images, buttons), two-way conversation | Users need WhatsApp and must have opted in to the brand’s messages; cost per conversation | Customer care, sales conversations, existing customers |
| RCS (rich messaging) | App-like experience: carousels, buttons, verified sender | Growing but not yet universal coverage | Visual campaigns on compatible audiences, with automatic SMS fallback |
In practice the channels are complementary: the most effective strategies use SMS as the “full coverage” channel and combine it with email and messaging apps in an omnichannel approach.
What SMS marketing can achieve
- Sales: time-limited promotions, discount codes, product launches, seasonal sales.
- Loyalty: customer-only offers, greetings, loyalty programmes, repurchase reminders. Learn more on our customer loyalty page.
- New customer acquisition: campaigns on audiences profiled by area, age or interests, linking to a landing page.
- Store traffic: in-store invitations, events and openings, as part of a drive to store strategy.
- Service: order confirmations, appointment reminders, delivery notices. These “transactional” messages are highly valued by users.
How to build an effective SMS campaign
SMS marketing does not mean sending the same text to everyone. A campaign that works follows a few clear steps:
- Set the goal: a sale, a store visit, a sign-up, a reactivation. Each goal needs different copy and a different success metric.
- Segment your audience: active, inactive and new contacts; location, age, interests, purchase history. The more relevant the message, the better it converts.
- Use a recognisable sender: your company name (alias) instead of a number builds trust and increases reading rates.
- Write short, clear copy: who you are, what you offer, until when, and what the user should do. 160 characters leave no room for padding.
- Add a measurable call to action: a short link to a dedicated landing page or a unique discount code tells you exactly how many people responded.
- Pick the right time: avoid evenings and public holidays, and send close to the decision moment (before the weekend for retail, early morning for B2B).
- Test and optimise: compare two versions of the text or timing on a sample, then send the best one to the rest of the list.
Rules to follow in Italy
Promotional SMS is a very direct tool, and for that reason it is carefully regulated:
- Consent: commercial SMS require the recipient’s prior, specific and documented consent, as set out by the GDPR and the Italian Privacy Code. If third-party lists are used, consent must also cover disclosure to third parties.
- Easy opt-out: every message must let recipients unsubscribe easily.
- Registered sender alias: AGCOM, the Italian communications authority, has introduced a register of SMS sender aliases to fight SMS scams (smishing). Messages with unregistered aliases can be blocked by operators, so it is essential to work with compliant platforms and providers.
Working with correctly collected data is not just an obligation: clean lists and clear consent also mean fewer complaints and better results.
How to measure results
One of the advantages of SMS is that almost everything can be measured. The key metrics are:
- Delivery rate: how many messages actually arrived.
- Link clicks: how many people opened the landing page.
- Conversions: purchases, contact requests, discount codes redeemed.
- Cost per result and ROI: campaign cost compared with the value generated.
By connecting the sending platform to your CRM or e-commerce, every campaign enriches customer profiles and makes the next one more precise.
Common mistakes
- Sending too often: SMS feels personal; too many messages lead to unsubscribes.
- Generic copy: the same message for everyone wastes the advantage of instant reading.
- No dedicated landing page: sending users to the homepage loses conversions.
- Not measuring: without tracked links or unique codes you cannot tell what worked.
- Using SMS on its own: the best results come when SMS works together with email marketing and other channels.
SMS marketing FAQ
Does SMS marketing still work?
Yes. Private use of SMS has declined, but for businesses it remains one of the channels with the fastest reading and the widest reach, especially for time-limited offers, reminders and service messages.
How much does an SMS campaign cost?
The cost depends on the number of messages, the type of sender and whether profiled lists are used. In general the cost per contact is low, which is why SMS also suits high-volume campaigns.
Do I need consent to send promotional SMS?
Yes, you need the recipient’s prior and specific consent. Without it, sending commercial SMS is not allowed.
SMS or WhatsApp: which is better?
It depends on the goal. SMS reaches everyone and is ideal for short, urgent messages; WhatsApp is better for conversations and existing customers. Often it pays to use both.
Ready to launch an SMS campaign?
E-Business Consulting runs SMS marketing campaigns for businesses end to end: audience definition, copywriting, sending with a custom sender, landing page and reporting, including GDPR-compliant profiled lists. If you want to make SMS part of a wider mobile marketing strategy, get in touch with us.
