SMS Marketing 101: Engaging Customers Beyond the Inbox

If acquisition is the spark, SMS is the tap on the shoulder that stops a good intention from turning into a lost tab. It’s not a billboard. It’s not a megaphone. It’s a quiet nudge delivered at the moment your customer needs clarity, control, or a single, honest reason to act. Most teams underestimate it because they remember 2009—the “TXT SAVE10 NOW!!!” era. The modern version is smarter, kinder, and vastly more profitable for retention-minded brands.

At Sticky Digital, we treat SMS as a pillar of the retention OS—alongside email, push, loyalty, and subscriptions. We don’t blast. We design. We decide when SMS should speak (and when it should remain silent), what it should say in less than 160 characters, and how it should compose with email and site so the customer experiences one conversation instead of three simultaneous shouts.

This is your beginner-friendly, operator-level guide to SMS marketing for DTC. You’ll get:

  • Plain-English compliance (TCPA/CTIA + GDPR/PECR) and consent language you can copy today
  • Opt-in growth that respects users (pre-permission, preference capture, quiet hours)
  • Segmentation that sends fewer, better texts (intent tiers + zero-party data)
  • Flow strategies that print ROI (cart, browse, replenishment, subscription saves, winbacks)
  • Copy frameworks, MMS guidelines, timing & frequency caps
  • Benchmarks, holdouts, and finance-ready measurement
  • A 90-day roadmap from zero to scaled, with troubleshooting if carriers get grumpy

Compliance Without the Panic: TCPA/CTIA, GDPR/PECR, and 10DLC — in Plain English

Analogy: Think of SMS like a gated community. The opt-in is your gate fob. Quiet hours are the neighborhood rules. 10DLC is your vehicle permit. If you drive nicely, the gate stays open. If you ignore the signs, the guard—your carriers—revokes access.

United States: TCPA + CTIA + 10DLC (the non-negotiables)

  • TCPA (law): you need express consent for marketing texts; disclose that consent isn’t required to purchase; provide HELP/STOP; keep records (timestamp, user agent/IP, the exact language shown).
  • CTIA (industry rules): program name, brand identity in every thread, frequency disclosure (“msg freq varies”), and functional HELP/STOP. This isn’t optional; carriers enforce it.
  • 10DLC (carrier registration): register your brand and use cases. Your SMS platform will manage filings, but you must provide legitimate business info and sample messages that match how you’ll actually text.

EU/UK (GDPR + PECR) and Canada (CASL)

  • GDPR: consent must be freely given, specific, informed, and unambiguous. Make opt-out as easy as opt-in. Keep an audit trail.
  • PECR/CASL: treat SMS like email: opt-in by default, privacy/terms links visible, immediate STOP functionality.

Copy blocks you can paste

US (web pre-permission):
Get: order updates, back-in-stock alerts, & 2×/month early access. Msg & data rates may apply. Msg freq varies. Consent not required to buy. Reply HELP for help, STOP to cancel. Privacy & Terms.
[  ] Deals only   [  ] New drops   [  ] Order updates (recommended)

EU/UK (GDPR/PECR):
I consent to receive SMS from YourBrand for order updates, limited-time product alerts, and up to 2 messages per month. I can withdraw consent anytime by replying STOP. Msg & data rates may apply. Privacy & Terms.
[  ] I agree  Preferences: [Deals only] [New drops] [Order updates]

Bookmark your SMS platform’s compliance hub and keep HELP/STOP working. If you’re building with a platform like Attentive, Postscript, Yotpo SMS, or Klaviyo SMS, use their baked-in compliance settings—and don’t “get creative” with required disclosures.

Growing Opt-Ins You Won’t Regret: Pre-Permission, Preferences, and Quiet Hours

The fastest way to tank an SMS program is to treat opt-in like a one-time hack. The second fastest is to ask permission before you’ve offered value. Do it right and your list grows and stays.

Pre-permission (why before ask)

  • Explain outcomes: delivery clarity, back-in-stock, limited early access by theme.
  • Let customers choose a content theme: deals only, new drops, or order updates. Store as content_theme.
  • Offer quiet hours: default 8pm–8am local. Store as quiet_hours and honor it (yes, really).

Where to ask

  • Checkout: most trust-rich; disclose clearly.
  • Pop-ups/slide-outs: only after a “yes, tell me more” pre-permission card. Don’t hijack first paint.
  • Account center: a preferences page that works even for prior “no.” People change their minds when they have control.

Proof you can show your CFO

  • Opt-in rate (sitewide): 3–8% of unique sessions is a healthy range; higher with clear value + preferences.
  • 30-day retained subscribers (% who didn’t opt out): aim for ≥85% with quiet hours + themes enforced.
  • RPR from SMS flows vs. campaigns: flows should out-earn campaigns on a per-recipient basis.

Segmentation: Send Fewer, Better Texts

Analogy: Your SMS list is a theater. “Deals only” didn’t buy tickets to a three-hour director’s cut; let them watch highlights. Save the deep dive for email.

Four intent tiers

  • High Intent: checkout started; cart started; repeated PDP views; restock watcher.
  • Medium Intent: new subscriber who browsed in 7 days; wishlist add; engaged email reader.
  • Low Intent: opted-in but no activity in 30–60 days (send education and “show me something new,” not a coupon spray).
  • Transactional Only: chose “order updates”—keep SMS utility-only and market by email/push.

Layer zero-party data

  • content_theme (“deals | drops | updates”) governs which automations a user ever sees.
  • variant_pref (size/shade/flavor) sends to the correct PDP anchor.
  • primary_goal (Hydration | Performance | Calm, etc.) informs copy and product choices.

Suppression and frequency

  • Cap promotional SMS to ≤1 per 48 hours per person (transactional exempt, but watch experience).
  • Recency gate: suppress SMS if an email fired in the past 15–30 minutes or vice-versa.
  • Quiet hours: enforce per profile; transactional exceptions only if explicitly requested (e.g., delivery today).
  • Add a Snooze 7 days link; reducing hard opt-outs improves long-run reach.

Flow Strategies That Print ROI (Cart, Browse, Replenishment, Subscription Save, Winback)

Flows pay the rent; campaigns decorate the house. Here are the five flows we launch on week one and tune for the life of the program.

1) Abandoned Cart (the money flow)

  • Trigger: checkout_started, no purchase in 15–30 minutes, SMS consent present.
  • Touch 1 (T+15–30 min): “Still thinking it over? Your {product} is waiting. 1-tap checkout: {short_link}”
  • Touch 2 (T+2–3 hrs): “Questions about size/fit/shipping? Reply here—we’ll help. Finish in 1 tap: {short_link}”
  • Touch 3 (T+20–24 hrs): “Cart saved—{limited stock or real deadline}. 1 tap: {short_link}”
  • Theme split: deals → value framing; drops → variant appeal or social proof.

2) Browse Abandonment (gentle rescue)

  • Trigger: PDP viewed ≥2× in 24–48h, no add-to-cart; SMS consent present.
  • Copy: “Still eyeing {variant}? Here are the fit/ingredients people ask about → {short_link}. Not sure? Reply your question.”
  • Note: Email carries comparisons and long-form proof. SMS is the one helpful nudge.

3) Replenishment (fit cadence to reality)

  • Trigger: predicted run-out based on order cadence or declared cadence_intent.
  • Copy: “Running low? Reorder in 1 tap or snooze a week → {short_link}”
  • CTA: Reorder (1 tap), Snooze (respect quiet hours), “try a new flavor” if variant_pref present.

4) Subscription Upcoming Charge & Save (control first, perk second)

  • Trigger: subscription_upcoming_charge (T-3 & T-1 days), or cancel_initiated.
  • Copy: “Ships in 2 days — skip/swap/pause in 1 tap → {short_link}. Want to add a favorite?”
  • Reason-based save: “Too much?” → cadence/quantity change; “Didn’t work?” → variant swap + education; “Price?” → one-time points boost, not a permanent code.
  • Outcome: Control keeps people; global codes keep them for a minute.

5) Winback (value before incentives)

  • Trigger: no purchase 60–90 days (segment by product cadence).
  • Copy 1: “We picked 3 best fits for your {goal}. Want to see? → {short_link}”
  • Copy 2: “Prefer deals only? Reply DEALS—we’ll text only when value is real.” (Classify responders to deals.)
Flowchart (describe for your team): Triggers → Theme split (deals/drops/updates) → Variant/goal split → Copy block selection → Deep link to checkout/PDP → Fallback to email with proof if no click in 30–60 minutes.

Copy That Earns Taps: Frameworks, MMS, and Guardrails

SMS isn’t a canvas; it’s a scalpel. The work is constraint. Here are frameworks that keep the language honest and the action obvious.

Frameworks

  • Context → Value → Action: “Your {variant} restocked. Hold one now → {short_link}”
  • Control + Help (subs): “Ships in 2 days — skip/swap in 1 tap → {short_link}. Qs? Reply HELP.”
  • Social proof in 8 words: “Best-seller for {use case}. 1-tap → {short_link}”

MMS (sparingly)

  • Use a single product or variant swatch; never a busy banner.
  • Compress media; clean alt text; keep it on brand.
  • Test MMS vs. no image; don’t assume “richer” wins if load time suffers.

Guardrails

  • Brand + opt-out/HELP present where required (and present in the first transactional touch of a thread).
  • No link shorteners that scream phishing; use your brand domain or platform branded shortener.
  • Respect “updates-only” and quiet hours or you’ll buy unsubscribes with your next send.

Templates you can paste

CART T+20: Still thinking it over? Your {product} is waiting. 1-tap checkout: {short_link}
BROWSE: Still eyeing {variant}? Fit/ingredients most asked → {short_link}. Qs? Reply here.
REPLENISH: Running low? Reorder in 1 tap or snooze a week → {short_link}
UPCOMING CHARGE: Ships in 2 days — skip/swap/pause in 1 tap → {short_link}
WINBACK: We picked 3 best fits for {goal}. See them → {short_link}

Orchestrating SMS with Email & Push: One Conversation, Not Double-Taps

SMS should rarely compete with email; it should steady it. If SMS fires, delay the matching email 15–30 minutes. Use push for “right now or never,” like delivery-today or last-hour reserve windows.

Weekly grid (describe): Rows: Mon–Sun. Columns: Email (depth), SMS (nudges), Push (moments). Arrows show delays. Notes show which flows run automatically. Reference the Holiday Retention Calendar for orchestrated examples.

Benchmarks & ROI: What “Good” Looks Like (Treat as Starting Lines, Not Ceilings)

  • Opt-in rate (sitewide prompts): 3–8% of unique sessions; higher with clear value + preference capture.
  • Click-through (targeted campaign SMS): 8–15% is common; broad blasts underperform (don’t blast).
  • Conversion from click: 2–5% typical; 5–12% on high-intent flows like cart and replenishment.
  • Unsub rate per send: < 1% targeted; if higher, you ignored preferences or sent off-theme.
  • RPR: Flows should out-earn campaigns on a per-recipient basis; track separately.

Holdouts & incrementality

  • Keep 10–20% randomized control for flows and for campaigns (message-level or audience-level). Attribute incremental orders conservatively.
  • Watch cannibalization: design tests where SMS fires instead of or after a delay relative to email—not in sync.

Finance-ready dials (weekly)

  • RPR by flow and campaign (with holdout delta)
  • Opt-in health: net list growth after unsubscribes/blocks; 30-day retained subscribers
  • Click-to-convert and AOV deltas (cart vs. replenishment vs. winback)
  • Complaint rate trends; reply SLAs (if two-way)

Platforms in the Real World: Attentive, Postscript, Klaviyo SMS, Yotpo SMS

Platform choice isn’t a personality test; it’s resourcing and roadmap. Here’s the quick operator’s view—what matters when you’re shipping every week.

Attentive

  • Why teams pick it: powerful growth tools (keywords, QR, pop-ups), 10DLC handling, journey builder, compliance guardrails, strong analytics.
  • Good fit: growth-focused DTC with complex opt-in surfaces and two-way needs; works well alongside Klaviyo email orchestration.

Postscript

  • Why teams pick it: lean, DTC-friendly builds; great Shopify depth.
  • Good fit: brands prioritizing speed to market with solid opt-in tooling.

Klaviyo SMS

  • Why teams pick it: single brain for email/SMS/push; simple to orchestrate delays and deduping.
  • Good fit: teams that want one interface and can live without advanced SMS-first features.

Yotpo SMS

  • Why teams pick it: tight tie-ins to Yotpo Loyalty/Reviews—useful for progress-to-perk and UGC prompts.
  • Good fit: loyalty-centric brands that want point/status logic in SMS easily.

We implement across all of the above. Pick the platform that best supports your consent model, growth surfaces, and analytics comfort. The strategy here will work anywhere.

90-Day Roadmap: From Zero to Scaled, Without Annoying Anyone

Phase 1 (Weeks 1–3): Foundations & Consent

  • Write the value promise: delivery clarity, restock alerts, 2×/month early access—then make it true.
  • Implement pre-permission + native prompt; store content_theme and quiet_hours on the profile.
  • Register 10DLC brand/campaign use-cases; test HELP/STOP; enable quiet hours enforcement.
  • Baseline metrics: opt-in rate by source, 30-day retention of subscribers, RPR by flow and campaign, unsub/complaints trend.

Phase 2 (Weeks 4–6): Lifecycle Spine

  • Turn on: Cart (3 touches), Browse (1–2), Replenishment, Winback (2), Subscription Upcoming Charge (2) with in-message control.
  • Enforce caps and recency gating; route replies to your helpdesk (e.g., Gorgias) with macros; staff for fast responses.
  • Holdouts live at the flow level (10–20%).

Phase 3 (Weeks 7–9): Growth & Personalization

  • Launch two new opt-in sources (keyword/QR; checkout opt-in). Add themed pop-ups.
  • Collect primary_goal and variant_pref via a micro-prompt; branch cart/browse by theme/goal.
  • Introduce MMS variant swatches only where they clarify, not distract.

Phase 4 (Weeks 10–12): Optimize & Prove

  • Weekly report: opt-in health, unsub, RPR by flow/campaign, click-to-convert, holdout lift, reply SLAs.
  • One test/week: timing, value framing, image vs. no image, Help vs. no Help, theme-specific CTAs.
  • Scale sends by engaged reach; maintain caps; re-permission lapsed subscribers with value-first asks.

Troubleshooting Cookbook: Symptoms → Causes → Fixes

“Opt-ins are high, unsubscribes are too.”

Causes: no themes; no quiet hours; rapid-fire promos; SMS duplicating email.

Fix: add content_theme and quiet_hours; recency-gate with email; cap to ≤1 promo/48h; send value (education, control) between promos.

“Cart SMS underperforms click-to-convert.”

Causes: generic link to homepage; missing objections; wrong timing.

Fix: deep link to checkout; add a help touch (“Reply with size/fit Qs”); test T+15 vs. T+30; segment by theme (deals vs. drops).

“Carriers throttled a campaign.”

Causes: non-compliant copy, link shorteners, sudden spikes, unregistered use case.

Fix: align to approved samples; pause broad promos; resume with engaged cohorts; review 10DLC filings.

“Reply volume overwhelmed the team.”

Causes: helper prompts without staffing; no macros; no clear hours.

Fix: route to helpdesk; add macros for size/fit/shipping; display response hours; add a self-serve link in replies.

“SMS cannibalizes email revenue.”

Causes: simultaneous sends; same creative; no policy.

Fix: set a choreography policy (SMS = nudge/control; email = proof/depth); delay email 15–30m after SMS or vice-versa; test holdout deltas.

FAQ: The Questions Your Legal Team Will Ask (and Your CMO Should)

Is SMS just a discount megaphone?

No. Discounts are the last resort, not the engine. SMS wins with control (skip/swap/snooze), clarity (restock/ship today), and relevance (goal/variant-specific nudges).

Will SMS cannibalize email?

Not if you choreograph. Make SMS a nudge and email the narrative. Measure with holdouts to keep yourself honest.

What’s the fastest way to get blocked?

Ignore 10DLC, send outside quiet hours, hide STOP/HELP, or use shady shorteners. Don’t do any of that.

Do we need a new platform to start?

No. Start where you are. The strategy here works on Attentive, Postscript, Klaviyo SMS, and Yotpo SMS. Your constraints shape your craft; they don’t prevent it.

Final Thought: SMS Is How Your Brand Keeps Its Promises

If email is your voice, SMS is your tap on the shoulder. It’s the message that shows up when a decision wobbles and nudges it back on track—without shouting. When done right, it’s the quietest, most respectful, most consistently profitable thing you send.

Whether you’re launching from zero or scaling a list that outgrew its training wheels, SMS belongs in your retention toolkit—and your customers are already reading it. If you want a partner who will build the system, not just the send:

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