Pros of SMS marketing

Did you know that about 83% of the world’s population owns a smartphone? (techjury 2023) With technology on the rise, it’s no surprise that we are seeing a huge shift to prioritize mobile marketing.

The digital world has certainly taken over and it’s no surprise that it’s now made its way into our pockets. So, let's get started with how SMS marketing can give your business that extra edge in today's ever-changing market.

When used properly this powerful tool can help you connect with your target audience like never before. From boosting sales leads to increasing customer engagement, SMS marketing may just be the silver bullet you need for success. Keep reading to discover all of its incredible benefits!

Here are 5 pros of SMS marketing to consider:

Reach a wider audience

You can reach a larger audience with SMS marketing than you can with other marketing channels.

There are more than 3.5 billion active cell phone users worldwide, and within the sector, it is well known that texts have a 98 percent open rate. (For context, the average open rate for marketing emails is between 15 and 20 percent.)


SMS marketing is one of the most cost-effective marketing channels available. It’s also easy to set up and track results. The average SMS will only cost you a few pennies, and expenses will decline as you send more messages.

Compared to physical mailers, advertisements, or even email, that is much less (when you account for expensive CMS contracts).


You can personalize your text messages to include the recipient’s name or other information that will make the message more relevant to them. People use SMS as a means of communication with their immediate families and friends.

Your company occupies the same space when it has access to someone's email. It's a personal channel right away.


You can target your SMS campaigns to specific segments of your audience, such as those who have made a purchase from you in the past or those who live in a certain geographic area.

Receiving direct interactions via text can grow a stronger connection between businesses and their customers. It also provides the opportunity to help you design your next marketing campaign through customer feedback.

Cons of SMS marketing

As much as we’d like to suggest SMS marketing for everyone, that wouldn’t be fair to say.

It’s not a set-it-and-forget type of marketing. There are elements of SMS marketing that shouldn’t be overlooked. You’ll want to review 5 things to make sure their benefits outweigh the risks.

Spam potential

Because SMS is a direct marketing channel, there is a risk that your messages will be considered spam if they are not relevant or interesting to the recipient.

Opt-in required

You can’t send text messages to people who have not opted in to receive them. In fact, if you plan on sending out any promotional messages you need to obtain Express Written Consent first.

This means you need to have a way for people to sign up to receive your texts, which can be a challenge.

Limited character count

There’s a character limitation for SMS messages (160 characters) that can present a challenge when it comes to creating concise and effective messages.

Although character restrictions aren’t a major barrier to transmission, sending a longer SMS message (280 characters) may reduce your engagement due to the amount of visible space they take up.

In this case, email marketing might be a better medium for these messages.

Frequency of messages

Sending too many messages to customers can result in them unsubscribing from your SMS list, leading to a loss of potential revenue.


Creating and managing an SMS marketing campaign can be time-consuming, especially if you have a large list of contacts.

Other things to consider before implementation

In our fast-paced world of technology and digital advances, it's no surprise that people love to get notifications and mobile communications right at their fingertips! Aside from the most popular pros and cons of SMS marketing, there are a few other things to consider:

  • Audience
  • Compliance
  • Strategy
  • Budget


You’re not only going to want to consider the pros and cons, but you’ll want to start by analyzing your audience first.

Do you know if your audience is in favor of promotional, transactional, or subscription-based SMS notifications?

If your audience isn’t adept at utilizing SMS for the type of service or offer you provide then it’s possible that it may not work.

But, there’s always room to test and evaluate whether this is a viable option to invest in.

If you’d like to dig deeper into consumer data, check out this blog post.


What are the regulations around SMS marketing in your industry or location? You’ll want to ensure that your campaign is compliant with all relevant regulations, such as obtaining express written consent from recipients.


What are your goals for the SMS marketing campaign? What type of content will you send? How often will you send messages? How will you measure success?


How will SMS marketing integrate with your existing marketing strategy? Will it complement other channels such as email and social media, or will it replace them?


What is the budget for the SMS marketing campaign? Consider the cost of SMS messaging services, any necessary software or hardware, and the time and effort required to create and manage the campaign.


SMS marketing is an effective form of communication that offers many pros and cons, which need to be carefully examined before launching a successful campaign. Consider the target audience, compliance, strategy, integration, and budget elements when deciding if it’s the right approach for your situation. Ultimately, the potential for personalized messages and wide reach makes SMS a valuable option deserving of examination. If you’re interested in giving SMS marketing a try, why not give Subflow a go? Sign up for free for 14 days – you won’t be disappointed! Best of luck with your SMS campaigns!