10 SMS Marketing Tips Every E-commerce Brand Should Know

When it comes to e-commerce marketing, email gets a lot of love, but SMS?

SMS is the secret weapon more brands should be using. Why? Because people actually read their texts.

SMS marketing allows you to effortlessly connect with your customers in real time, with open rates that leave email in the dust. But that great power comes with responsibility. Text the wrong thing at the wrong time (or worse, without permission,) and you’ll annoy your customers or run into compliance trouble.

Whether you’re just testing the waters with SMS or are already sending brilliant campaigns, these 10 text marketing tips might just be game-changers. And they'll help you get more from your e-commerce SMS strategy without overstepping.

1. Always Get Clear Consent

Before you send a single message, make sure the customer has explicitly agreed to hear from you via text. No shady checkboxes. No assumptions.

Best practices:

• Make it crystal clear what they’re opting in to
• Use double opt-in for extra peace of mind
• Keep a record of that consent — yes, really

Pro tip: If you're using pop-ups or checkout opt-ins, make sure they include compliant SMS language (and the required fine print.)

Because nothing tanks trust faster than an unexpected "HEY YOU!" from a brand they didn’t even remember visiting.

2. Time Your Messages Strategically

Yes, texts feel instant. But that doesn’t mean you should hit “send” whenever you want to promote a sale or engage. Here are some timing best practices to consider when building out your SMS schedule.

Try to avoid:

• Middle-of-the-night messages
• Anything before 9 AM or after 8 PM (in your customer’s time zone)

Instead, try:

• Mid-morning (10–11 AM)
• Late afternoon (3–5 PM)
• Key shopping windows (right before product drops, sales, or holidays)

Remember: good timing feels helpful. Bad timing feels intrusive.

Would you want a “limited-time offer” text while trying to wrangle bedtime with your kids? Exactly.

3. Start With a Strong Welcome Message

First impressions matter. If someone just gave you their phone number, don’t ghost them. And definitely don’t hit them with a bland or cookie-cutter “Thanks for signing up.”

This is your chance to start the relationship off right, and with something more meaningful.

Here’s what to include:

• Say who you are (seriously, don’t assume they’ll remember.)
• Remind them what they signed up for and why it’s worth it.
• Share something useful right away, like a discount code or freebie.
• Include a simple opt-out line (required, but also respectful.)

Think of it like a quick handshake, like “Hey, glad you’re here. Here’s what to expect. And here’s a little something for joining us.”

It doesn’t need to be fancy, just friendly. You're not writing Shakespeare. You're welcoming someone to your corner of the internet. Make it sound like your brand voice, not a legal template.

4. Keep It Short, Sweet, and Scannable

Your customer is reading this on their phone while, say, walking the dog, standing in line, or doomscrolling between meetings.

Respect their attention:

• Stick to 160 characters or less.
• Use plain language and avoid jargon.
• Add line breaks for clarity, but don’t over-format.

No one wants to read a novel in a text message. Get to the point, and get there fast. If you need more space to explain something? That’s what landing pages, emails, and your product description are for.

5. Make It Personal (Without Being Invasive)

Personalization works… until it feels invasive. Make text recipients feel like they're the only person receiving this particular message.

Good personalization:

• First name (“Hey Alex”)
• Past purchase info (“Your go-to cleanser is back in stock”)
• Local relevance (“Only in our NYC store this weekend”)

Bad personalization:

• Overuse of data that feels hyper-specific
• Trying too hard to sound like their best friend
• Anything that triggers a “how do you know that?” moment

Use what you know, but don’t be overly intrusive about it. If it feels natural, great. If it feels like surveillance? Maybe dial it back.

6. Include a Clear Call to Action

If your message doesn’t ask them to do something, what’s the point? Calls to action, even if they're super simple, are a must. Whether you're introducing them to a new product with a link or just want to share insights about a new trend, give them something to click or do next.

Examples that work:

• “Shop now”
• “Use code TXT15 at checkout”
• “Claim your offer before it expires at midnight”

And always — always — link directly to the relevant product or landing page. Don’t make them hunt for it.People are busy. Make clicking the next step feel effortless, not like a digital scavenger hunt.

7. Don’t Text Too Often

It’s tempting to blast your list every time you’ve got something new to say. Resist the urge. Too many texts = unsubscribes.

Start with 2–4 texts per month and increase only if your audience stays engaged (and your opt-out rate stays low). Use SMS for your biggest moments, like launches, restocks, sales, not every minor update. Think of SMS as your “VIP line,” not your everything-all-the-time channel.

8. Use SMS and Email Together, Not Separately

These two channels are stronger together (https://www.privy.com/blog/futureofecommerce). Use email for the details, including images, longer copy, and product storytelling. Use SMS for speed, as in short reminders, urgent promos, quick CTAs.

For example:

• Send an email announcing your sale
• Follow up with an SMS the day before it ends

9. Stay Compliant with Every Send

SMS marketing is regulated, and ignoring the rules can get expensive fast.

At a minimum:

• Don’t text anyone without clear, written consent.
• Include opt-out instructions in every message (like “Text STOP to unsubscribe.”)
• Stay updated on TCPA, CTIA, and carrier-specific guidelines.

It’s about respecting your audience. And remember: a clean SMS list is a happy list.

10. Track Performance and Keep Optimizing

Don’t just send texts and hope for the best. Be mindful to set up methods for tracking and reviewing recipient engagement. These trackables might include:

• Delivery rate
• Click-through rate
• Opt-out rate
• Conversion rate

Use that data to:

• A/B test your copy and timing
• Adjust your sending schedule
• Refine your offers and segmentation

Your gut instinct might be good, but real numbers tell the truth. Let your data lead and tweak as you go.

Ready to Text Smarter?

SMS marketing can be a game-changer for any e-commerce brand, but only when it’s done right. With smart timing, helpful content, and a little personalization, you can turn a short message into a serious revenue driver.

Want help building an e-commerce SMS strategy that actually converts? Contact our team and let’s make your messages matter.