What is SMS marketing and how does it work?

SMS marketing is sending promotional or transactional text messages to customers who have opted in.It works by importing contacts into a platform like Team-Connect, creating a message, and sending it to phone numbers.Messages are delivered to all major UK networks instantly.

What is the average SMS open rate?

SMS has an average open rate of 98%, compared to email's 20-30%.This high rate is because texts appear on a customer's lock screen and are read within 3 minutes on average.

What are the best times to send SMS messages?

Best times vary by industry, but generally: 9-11 AM and 4-6 PM weekdays perform well.Avoid sending between 9 PM-8 AM.Test timing with your audience to find the highest engagement windows.

How do I stay GDPR compliant with SMS?

Stay GDPR compliant by: getting explicit opt-in consent before sending, including an opt-out option in every message, storing consent proof, honouring unsubscribe requests immediately, and using a GDPR-compliant platform like Team-Connect.

How much should SMS messages cost?

SMS costs range from £0.04-£0.10 per message in the UK depending on volume and platform.Team-Connect offers bulk packs from £35 for 500 messages (£0.07 per SMS) to £549 for 10,000 messages (£0.055 per SMS).

Can I automate SMS campaigns?

Yes.Most SMS platforms including Team-Connect let you set up automated campaigns triggered by user actions like: welcome series after sign-up, appointment reminders, abandoned cart alerts, and post-purchase follow-ups.

What is the ideal SMS message length?

Keep SMS under 160 characters for a single message.If you need more, a second message adds to cost.Best practice: short, clear CTAs with a link rather than detailed text.

How do I measure SMS marketing ROI?

Track SMS ROI by: using short links with UTMs to track clicks, measuring conversions attributed to SMS, calculating revenue per SMS sent, comparing cost per acquisition vs.other channels, and monitoring engagement metrics like reply rates.

SMS Marketing Guide UK 2025 | Best Practices, Strategies & Tools

📱 WHAT IS SMS MARKETING?

Understanding SMS Marketing

SMS Marketing Definition

SMS marketing (text message marketing) is the practice of sending promotional, transactional or informational messages to customers who have opted in to receive them.Compared to email marketing (20-30% open rate), SMS messages achieve a 98% open rate and are typically read within 3 minutes.

Businesses use SMS for:

Promotional campaigns – Flash sales, discounts, limited-time offers
Transactional messages – Order confirmations, shipping updates, receipts
Appointment reminders – Reduce no-shows in salons, clinics, services
Customer engagement – Loyalty rewards, personalized offers, event invites
Two-way messaging – Enable customer replies for feedback and support

💰 WHY SMS MARKETING WORKS

Key Statistics That Show SMS Impact

📊 High Engagement Metrics

98% open rate – Messages appear on lock screen and are opened immediately

3 min average read time – Faster than email (30+ mins)

45% click-through rate – Customers actively engage with links

10x ROI vs email – More conversions per pound spent

📱 Mobile-First Advantage

99.8% smartphone penetration – Nearly every customer carries a phone

Instant delivery – Messages arrive within seconds across all UK networks

No inbox clutter – SMS stands out, unlike 100+ emails per day

Works offline-ready – Messages are downloaded and read even without active connection

SMS vs Email: The Comparison

Metric	SMS Marketing	Email Marketing
Typical Open Rate	95-98%	20-30%
Click Rate	35-45%	3-5%
Average Time to Read	3 minutes	30+ minutes
Character Limit	160 (1 SMS) or 1,000+ (multi-part)	Unlimited
Best For	Urgent updates, reminders, flash offers	Long-form content, newsletters, storytelling
Cost Per Message	£0.04–0.10	£0–0.02 (usually free tools)

✨ BEST PRACTICES

12 SMS Marketing Best Practices for Success

Get Explicit Opt-In Consent – Always ask permission before sending.Store consent proof for GDPR compliance.
Keep Messages Under 160 Characters – Single-part SMS cost less and are read instantly.If longer, use short links.
Use a Strong Call-to-Action (CTA) – Tell customers exactly what to do: "Shop now", "Book appointment", "Reply YES".
Personalize Messages – Include customer name, location or purchase history.Personalized texts get 2x higher response.
Send at Optimal Times – 9-11 AM and 4-6 PM weekdays work best.Avoid 9 PM–8 AM.Test timing with your audience.
Segment Your Audience – Don't send the same message to everyone.Use tags and filters for targeted campaigns.
Honor GDPR and PECR Rules – Include opt-out in every message.Never send to landlines or premium numbers.
Use Short Links with UTMs – Track clicks and conversions by appending UTM parameters to links in your SMS.
Two-Way Messaging for Engagement – Enable customer replies to boost loyalty and gather real-time feedback.
Test Before Sending – Always send a test SMS to yourself to check formatting, links and tone.
Monitor Delivery & Engagement – Track open rates, click rates and unsubscribes.Adjust strategy based on data.
Provide Value, Not Just Promotions – Mix offers with helpful tips, reminders and exclusive updates to avoid opt-outs.

📧 CAMPAIGN TYPES

Types of SMS Campaigns

🎯 Promotional SMS

Flash sales, discounts, and limited-time offers.Example: "48-hour flash sale! Get 30% off all winter wear.Shop: [link] Reply STOP to opt out."

Best for retail, e-commerce, salons, restaurants.

📅 Transactional SMS

Order confirmations, delivery updates, receipt notices.Example: "Your order #12345 has shipped! Track: [link]"

Best for e-commerce, delivery, and retail businesses.

⏰ Appointment Reminders

Reduce no-shows by 25-40%.Example: "Hi Sarah, your salon appointment is tomorrow at 2 PM.Reply YES to confirm or call 020 XXXX."

Best for salons, clinics, dental practices, trades.

💳 Loyalty & Rewards

Exclusive offers for repeat customers.Example: "You've unlocked a £5 reward! Use code MEMBER5 at checkout."

Best for retail, restaurants, subscription services.

🤝 Two-Way Messaging

Enable customer replies with keyword automation.Example: "Need help? Reply SUPPORT and we'll call you within 1 hour."

Best for customer service, support, engagement.

📢 Broadcast Alerts

Time-sensitive announcements.Example: "Important: Network maintenance tonight 10 PM–6 AM.[More info]"

Best for urgent updates, events, weather alerts.

⚖️ COMPLIANCE

SMS Marketing Compliance: UK GDPR & PECR

Key Compliance Rules for UK SMS Marketing

Explicit Opt-In Required – Get clear, written consent before sending promotional SMS.Transactional messages (receipts, confirmations) have more flexibility.
Consent Proof – Store records of when and how consent was given (forms, email confirmations, etc.).
Opt-Out in Every Message – Include "Reply STOP to unsubscribe" or similar in every promotional SMS.Honor opt-outs immediately.
Sender Identification – Identify yourself clearly (brand name) so customers know who is texting them.
Timing Restrictions – Don't send between 9 PM–8 AM unless you have explicit permission to do so.
No Spam or Misleading Content – Avoid misleading subject lines or deceptive offers.Spam reports hurt deliverability.
Data Protection – Protect customer data with encryption.Follow GDPR data retention and deletion rules.
Premium Number Rules – Never send unsolicited SMS to premium (0900) numbers.Additional rules apply.
B2B vs B2C – B2B (business-to-business) has looser rules.B2C (business-to-consumer) requires strict opt-in compliance.

How to Stay Compliant

Use a GDPR-compliant platform like Team-Connect that includes:

Consent tracking and proof storage
Automatic opt-out management
Built-in STOP keyword handling
Data encryption and secure storage
Audit logs for compliance reporting
Regular compliance updates as rules change

📡 DELIVERY

SMS Delivery & Reliability in the UK

🔗 Direct UK Network Routes

Premium SMS platforms connect directly to major UK carriers (Vodafone, EE, O2, Three).This ensures 98%+ delivery rates and avoids spam filters.

⚡ Instant Delivery Speed

Most UK SMS are delivered within 2-5 seconds.Direct routes mean your message lands before the customer even locks their phone.

🔄 Smart Retry & Failover

If a message fails to deliver (network down, invalid number), platforms automatically retry via backup routes to maximize successful delivery.

🌍 International Support

Send SMS to international numbers at higher rates.Local numbers are cheaper and deliver faster than global routes.

Why Delivery Rates Matter

If you send 1,000 SMS:

98% delivery rate: 980 messages arrive. Low-cost providers often deliver 90-95% (50-100 lost messages per 1,000).
Invalid numbers: Platforms validate phone numbers before sending to avoid wasted credits on disconnected or fake numbers.
Network congestion: Direct routes bypass congestion and ensure messages reach customers even during peak times.

📊 ANALYTICS

Measuring SMS Marketing Success

Key SMS Marketing Metrics to Track

Delivery Rate – % of SMS successfully delivered to carriers. Target: 98%+
Open Rate – % of SMS read by recipients.SMS: 95-98%.Email: 20-30%.
Click-Through Rate (CTR) – % of recipients who click your link.Target: 20-45% depending on offer.
Conversion Rate – % of clicks that result in a purchase, booking or desired action.This is your ROI indicator.
Cost Per Conversion – How much you spend per successful outcome.If you send 1,000 SMS at £0.07 = £70 cost. If 50 convert = £1.40 per conversion.
Unsubscribe Rate – % of recipients who reply STOP. High unsubscribe = poor message quality or frequency.
Reply Rate – % of two-way messages that get customer responses.Shows engagement and loyalty.

🔗 Using Short Links & UTMs

Add UTM parameters to track which SMS campaigns drive traffic. Example: "Shop now: team-connect.co.uk/? utm_source=sms&utm_campaign=flash_sale"

Allows you to measure conversions directly in Google Analytics and attribute revenue to SMS.

📈 A/B Testing SMS

Test different elements to optimize performance: different CTAs, sending times, personalization, or offers. Send test to 10% of list first.

Even 1-2% improvement in click rate = significant ROI boost over thousands of messages.

💷 PRICING

How Much Does SMS Marketing Cost?

UK SMS Pricing Breakdown

SMS costs vary based on volume, platform and delivery guarantees.Typical UK rates:

Small Volume (1-500): £0.08–£0.10 per SMS. Pay-per-message pricing.
Medium Volume (500–5,000): £0.06–£0.08 per SMS.Bulk discounts apply.
Large Volume (5,000+): £0.04–£0.06 per SMS.Enterprise pricing available.

Team-Connect SMS Pricing

Starter Pack – 500 SMS: £35 (£0.07 per SMS).Best for testing campaigns.
Growth Pack – 1,500 SMS: £95 (£0.063 per SMS).Most popular for SMBs.
Professional Pack – 3,000 SMS: £175 (£0.058 per SMS).For regular campaigning.
Enterprise Pack – 10,000 SMS: £549 (£0.055 per SMS).Best value for high volume.

No monthly fees. Credits never expire – use them whenever you need. Pay-as-you-go means you only pay for messages you send.

💰 ROI Example

Scenario: You send 1,000 SMS for a flash sale at £0.07 each = £70 cost.

Results: 450 open (45% open rate), 100 click (22% CTR), 20 purchase (20% conversion).

If average order value = £50: Revenue = £1,000.ROI = 1,330% (£1,000 revenue – £70 cost = £930 profit).

📊 Cost vs Email & Paid Ads

SMS: £0.055–£0.10 per message.45% CTR.10x ROI vs email.

Email: Near-free.3-5% CTR.Gets lost in inbox clutter.

Google Ads: £1–£5+ per click.Requires more budget but reaches cold audiences.

Winner: SMS for existing customers.Ads for new customers.

🔗 TOOLS & INTEGRATION

SMS Marketing Tools & Platform Integration

Popular SMS Platform Features

Contact Management: Import, segment and organize customer lists.Tag contacts for targeted campaigns.
Message Builder: Drag-and-drop or code editor to create professional SMS. Personalization with {FirstName}, {Location}, etc.
Scheduling: Send immediately or schedule for optimal times (9-11 AM, 4-6 PM).
Automation: Trigger SMS based on events (sign-up, purchase, birthday, abandoned cart).
Two-Way Messaging: Receive customer replies and route to team or chatbot.
Analytics Dashboard: Real-time tracking of delivery, opens, clicks and conversions.
API Access: Connect to your CRM, e-commerce or custom systems.
GDPR Compliance Tools: Consent tracking, opt-out management, data encryption.

Team-Connect SMS Integration Ecosystem

Connect SMS marketing with your existing business tools:

AI Receptionist: Send SMS appointment reminders automatically when calls are booked.
Salesforce CRM: Sync contacts, send campaigns based on pipeline stage.
HubSpot: Automate SMS workflows based on lead scoring and contact history.
Shopify: Send order confirmations, shipping updates and abandoned cart recovery SMS.
Mailchimp: Add SMS channel to email campaigns for multi-channel reach.
Zapier: Connect 1,000+ apps and trigger SMS on any event.
Webhooks & API: Build custom integrations for unique workflows.

⚠️ MISTAKES TO AVOID

Common SMS Marketing Mistakes & How to Fix Them

❌ Sending Too Frequently

Problem: More than 4-5 texts per week causes high unsubscribe rates.

Fix: Segment audiences.Send promotional SMS 1-2x per week, transactional SMS as needed.

❌ No Opt-In Consent

Problem: Sending to contacts who didn't agree = spam complaints and GDPR violations.

Fix: Always get explicit opt-in.Store consent proof.Honor opt-outs immediately.

❌ Messages Too Long or Unclear

Problem: 200-character SMS cost more and confuse customers. Weak CTAs get fewer clicks.

Fix: Keep under 160 chars.Use clear CTA: "Shop now", "Book", "Reply YES".Add short link.

❌ Wrong Sending Time

Problem: Sending at 11 PM gets lower engagement and causes complaints.

Fix: Send 9-11 AM or 4-6 PM weekdays.Test optimal times for your audience.

❌ No Link Tracking

Problem: Can't measure which campaigns drive sales.Wasting money on poor-performing offers.

Fix: Use short links with UTM parameters.Track clicks in Google Analytics.Calculate ROI per campaign.

❌ Impersonal Blasts

Problem: Generic "Dear Customer" messages get lower engagement and higher opt-outs.

Fix: Personalize with names.Send relevant offers based on purchase history or preferences.

❌ Ignoring Unsubscribes

Problem: Continuing to send after opt-out = legal risk and damage to reputation.

Fix: Automatically remove STOP replies.Maintain a clean suppression list.

❌ Only Promotional Messages

Problem: Constant sales pitches annoy customers and drive opt-outs.

Fix: Mix 60% promotional, 40% helpful content (tips, updates, reminders, rewards).

📈 REAL RESULTS

Proven SMS Marketing Results from UK Businesses

💇‍♀️ Salons & Beauty

Challenge: 20% no-show rate for appointments.

Solution: Send SMS reminder 24 hours before appointment.

Result: No-show rate dropped to 5%.+£2,000/month revenue from filled slots.

🛍️ Retail & E-commerce

Challenge: High cart abandonment (68% on average).

Solution: Send cart recovery SMS with discount code within 1 hour.

Result: 15% of abandoned carts recovered.+£5,000/month additional revenue.

🍽️ Restaurants

Challenge: Low repeat customer rate.

Solution: Send SMS with special offers, event invites, loyalty rewards 1x per week.

Result: 35% repeat customer increase.Average order value +12%.

🏥 Clinics & Healthcare

Challenge: Appointment cancellations waste resources.

Solution: Send appointment reminders + pre-visit instructions via SMS.

Result: Cancellations dropped 40%.Patient satisfaction +20%.

🚀 QUICK START

How to Launch Your First SMS Campaign in 5 Steps

Step 1: Sign Up & Choose a Package – Create account on Team-Connect.Pick a SMS credit pack (Starter, Growth, Professional, or Enterprise).
Step 2: Import & Segment Contacts – Upload your customer list (CSV or CRM sync).Tag contacts by type (VIP, new, inactive, etc.).
Step 3: Create Your Message – Write a clear message under 160 characters.Include strong CTA: "Shop now", "Book", "Reply YES".Add a short link if needed.
Step 4: Schedule & Send – Pick sending time (9-11 AM or 4-6 PM recommended).Use "Send now" or schedule for later.Review message preview before confirming.
Step 5: Track & Optimize – Monitor delivery, opens, clicks, conversions in dashboard.Test different messages, times, and offers.Repeat campaigns that work.

Your First Campaign Template

"Hi {FirstName}, [Your Offer Here].[Short Link].Free shipping on orders over £30.Reply STOP to opt out."

Replace {FirstName} with actual names.Keep offer clear and time-limited.Always include STOP option.

SMS Marketing Guide: Complete UK Strategy for 2025

Reach 98% Open Rates with SMS