SMS Marketing for Local Businesses: Do’s and Don’ts

SMS marketing for local businesses is one of the most powerful tools available in today’s digital marketing arsenal. Virtually every adult in the U.S. owns a mobile phone, giving text messages a wider reach than any social media platform.

With open rates averaging around 98% and over half of marketers reporting higher engagement from SMS than from other channels, texting presents a huge opportunity for small businesses, retail shops, restaurants, service providers, healthcare clinics, and more to connect with their customers.

However, with great power comes great responsibility – misuse of SMS can annoy customers or even violate laws. This comprehensive guide covers the do’s and don’ts of SMS marketing for local businesses, ensuring you maximize the benefits while avoiding common pitfalls.

In this article, we’ll explain what SMS marketing is and why it’s so effective for local businesses. We’ll then dive into detailed best practices (the “Do’s”) you should follow, as well as critical mistakes to avoid (the “Don’ts”).

By the end, you’ll have a clear roadmap for running successful, compliant, and customer-friendly SMS campaigns – whether you’re a small business owner, a marketing manager, or an agency professional in the United States. Let’s get started!

Understanding SMS Marketing for Local Businesses

SMS marketing (short message service marketing) refers to sending promotional or informational text messages (typically 160 characters or less) to a list of subscribers who have opted in to receive them.

In simple terms, it’s a way for businesses to communicate with customers through standard text messages on their mobile phones. Large corporations, small local businesses, and even nonprofits alike can use SMS marketing to share special offers, promotions, updates, and alerts directly to customers’ pockets.

For local businesses in particular, SMS marketing offers unique advantages:

Direct & Immediate Reach: Text messages are delivered instantly and typically read within minutes. Unlike email which might sit unopened, people nearly always check texts – hence the staggering ~98% open rate for SMS.

This immediacy is golden for local restaurants, retailers, or service providers who want to drive real-time foot traffic with flash sales (“Today only: 50% off until 5 PM!”) or send last-minute appointment reminders and updates.
Widespread Usage: Almost everyone carries a cell phone. In fact, SMS can reach essentially everyone, far surpassing the reach of any single social network or advertising channel.

Whether your target audience is young or old, tech-savvy or not, you can reliably reach them via text. This ubiquity is especially valuable for community-based businesses aiming to engage a broad local audience.
High Engagement & ROI: Not only are texts opened at high rates, they also engage customers. Over 60% of U.S. marketers using SMS report higher customer engagement compared to other channels.

Many businesses see better click-through rates and conversion from text campaigns, leading to strong returns on investment. When implemented properly, SMS marketing can boost sales and customer loyalty cost-effectively.
No Internet Required: SMS does not depend on mobile data or WiFi – messages get through as long as there is a cellular signal.

This means local businesses can reach customers even in areas with poor internet connectivity. For example, a rural service provider or a food truck at a festival can still communicate offers via text when other channels might fail.
Complements Other Channels: SMS works well alongside email, social media, and in-person marketing. It can amplify your other efforts by providing a more immediate, attention-grabbing touchpoint.

For instance, you might send an email newsletter weekly, but use SMS sparingly for urgent or exclusive updates (like a one-day sale or event reminder) to avoid getting lost in crowded inboxes.

In other words, SMS is best used as part of an omnichannel strategy – supporting your offline interactions and other marketing channels for maximum impact.

However, SMS marketing is a permission-based channel. This means you must have the customer’s consent to send them marketing texts. Unsolicited texts aren’t just annoying – in the U.S. they’re illegal under laws like the Telephone Consumer Protection Act (TCPA).

Additionally, because texting is a very personal medium (buzzing someone’s phone feels more intrusive than an email), it’s crucial to use this channel thoughtfully. The following sections will delve into exactly how to do that, with a breakdown of key do’s and don’ts specifically tailored for local businesses.

(Before implementing SMS marketing, ensure you have an SMS service/platform to manage your campaigns and compliance – many affordable tools exist that cater to small businesses. They can help automate messaging, scheduling, and list management so you can focus on strategy.)

Do’s of SMS Marketing for Local Businesses

In order to run successful SMS marketing campaigns, local businesses should follow established best practices. These “Do’s” will help you engage customers positively, protect your business’s reputation, and stay within legal boundaries. Let’s explore each one in detail.

DO Obtain Clear Permission and Opt-Ins

The number one rule of SMS marketing is to get explicit permission from your customers before texting them. Never send unsolicited marketing texts – not only will this annoy people, it can lead to high opt-out rates and even penalties under the TCPA law.

Under U.S. regulations, businesses must obtain prior express written consent (opt-in) from consumers to send them marketing messages. This consent should be documented and stored in case you ever need to prove it.

Some best practices for obtaining opt-in permission:

Sign-Up Forms & Keywords: Provide convenient ways for customers to subscribe. For instance, a website form or a paper sign-up sheet at checkout can invite people to opt in by providing their phone number and agreement.

Additionally, use SMS keywords: e.g., a retailer might display a sign, “Text JOIN to 12345 to get exclusive deals via text.”

When customers text that keyword, it’s considered consent to receive future messages. (Make sure the sign-up call-to-action clearly states what they’re signing up for and how often they can expect texts.)

For example, a store could say “Text DEALS to 12345 to get sale alerts (max 4 msgs/month).” This sets expectations and fulfills a legal requirement to disclose the program details.
Double Opt-In (Recommended): While not strictly required in the U.S., a double opt-in process can ensure the person truly wants to receive texts.

This means after someone signs up (via form or texting a keyword), you send one initial confirmation message asking them to reply “YES” to confirm subscription. Only if they reply yes will they start getting marketing texts.

If they don’t respond or reply “NO,” you do not message them again. This extra step can filter out accidental sign-ups and protects you from messaging people who aren’t 100% on board.
Opt-In Compliance: Always keep records of when and how each subscriber gave consent. Your SMS marketing platform will typically handle this.

Also, your opt-in invitation (whether on a website, paper form, or ad) should include a disclaimer that they consent to receive automated texts and that message/data rates may apply, as well as a brief mention of frequency and a link to terms if applicable.

These practices keep you compliant with TCPA and Cellular Telecommunications Industry Association (CTIA) guidelines in the U.S..

Remember: Quality over quantity – it’s better to have a smaller list of customers who genuinely want your texts than a huge list of people who will be annoyed or report your messages as spam. By obtaining clear permission, you set the foundation for a successful SMS program.

DO Identify Your Business in Every Message

Always make it immediately clear who is texting the customer. When a customer receives an SMS, the sender appears as a phone number (or short code), which likely isn’t recognizable. Unlike email or social media, there’s no branded sender name by default in an SMS.

Therefore, you should include your business name or a recognizable brand keyword in the message content every time.

For example, start your text with your name in brackets or your store name as the first word: e.g., “Acme Dental: Don’t forget your cleaning tomorrow at 10am…”.

This way, the recipient isn’t left guessing who the message is from. Identifying yourself is not only a best practice – in the U.S. it’s actually a requirement of SMS compliance guidelines.

Including your name builds trust and increases the likelihood the customer will read and act on the message. If they don’t recognize the sender, they might ignore it or feel suspicious (especially with the rise of phishing texts).

Make it easy for them to save your contact as well – you can even send a vCard/contact card link in one of your early messages so they can add your business to their contacts for future reference.

Bottom line: Every text should answer the question “Who is this?” at a glance. Never assume the customer knows it’s you because they gave you their number – always tell them within the message text itself.

DO Provide Value in Every Message

Respect your customers’ time and attention by ensuring that every SMS you send provides real value to them. SMS is a very direct, interruptive channel – a buzz on their phone – so make it worth their while.

If messages don’t consistently offer something the customer cares about, they will quickly unsubscribe or ignore future texts.

How can you provide value? Here are some ideas relevant to local businesses:

Exclusive Deals and Discounts: Reward your SMS subscribers with special offers they can’t get elsewhere. For instance, a restaurant could text out a “VIP Text Club” coupon (“Show this text for a free appetizer”).

A boutique might announce a flash sale only for text subscribers, or a service provider might offer a limited-time discount on seasonal services. Emphasize exclusivity or urgency to give people a reason to act now.
Timely Updates and Alerts: Use SMS for time-sensitive announcements. If you’re a retail shop, you might alert subscribers to a one-day pop-up event or a new product drop happening today.

A fitness studio could send a reminder about a class with open spots starting in an hour. Real-time updates play to SMS’s strength – immediacy.
Useful Information or Tips: Not every text has to be a coupon. You can also send brief helpful content that aligns with your business.

For example, a local hardware store might send a tip like “Reminder from Smith’s Hardware: Freeze warning tonight – drip your faucets! (Need supplies? We’re open till 6.)”.

A clinic might send a wellness tip during flu season with a note about available flu shots. As long as it’s relevant and helpful, customers will appreciate it.
Personalized Notices: Thank customers or acknowledge milestones via text. A salon could send a “Happy Birthday! Enjoy 20% off this month” message to a client.

Or a loyalty program update: “You’ve earned a free coffee on your next visit!” Such messages strengthen customer relationships.

Crucially, keep messages concise while still delivering value. You only have 160 characters per SMS (beyond that, messages may split). Use simple language, get to the point quickly, and include a clear benefit or call-to-action (CTA).

If more details are needed, include a shortened link to a webpage for the full info (e.g., event details, menu, etc.). Don’t waste characters on filler or overly flowery language – your customers prefer brevity.

By consistently providing value – whether savings, convenience, or information – you train your subscribers to look forward to your texts instead of viewing them as spam. Each message should answer “What’s in it for the customer?” in a compelling way.

DO Personalize and Segment Your Audience

Treating all your customers the same in SMS blasts is a missed opportunity. Personalization and segmentation can significantly improve engagement. Nobody likes to receive generic, one-size-fits-all messages that don’t apply to them. Aim to tailor your texts as much as possible:

Use Customer Names: This is a simple touch – if your SMS platform allows merge fields, include the recipient’s first name in the message (“Hi John, thanks for being a loyal customer – enjoy a free coffee on us!”).

Even this basic personalization makes the message feel more human and relevant. It shows that the text is meant for them, not just a mass anonymous blast.
Segment by Interests/Behavior: Divide your SMS list into meaningful groups so you can send targeted campaigns.

For example, a local retail store could segment customers by purchase history (those who bought kids’ products vs. those who bought adult apparel) and send them different promotions relevant to their interests.

A clinic might segment by service (dental vs. medical spa) to send only pertinent tips/offers. By sending more relevant, personalized messages, you avoid the trap of sending “generic, impersonal messages that are unlikely to engage customers”.
Local Segmentation: If you have multiple locations or serve different neighborhoods, segment by geography. You can send location-specific updates (e.g., an event at your downtown location only to subscribers who live near that area). This prevents people from getting info that doesn’t apply to them.
Special Dates and Triggers: Use personalization triggers like birthdays, anniversaries, or time since last visit. As mentioned, a birthday message with a special offer is a nice personal touch.

If someone hasn’t shopped in a few months, a personalized “We miss you, here’s 15% off your next visit” re-engagement text can win them back.

Modern SMS marketing platforms make personalization easier – you can often segment lists and automate personalized messages based on tags or attributes. Taking the time to set this up pays off in customer satisfaction.

In short, DO send the right messages to the right people. You’ll see better results than a blanket approach, and customers will appreciate content that fits their needs.

DO Keep Messages Short, Clear, and Conversational

When crafting your SMS content, brevity and clarity are key. An SMS is not the medium for long-winded explanations or complex terms. Follow these guidelines:

Stay Within 160 Characters: As noted earlier, SMS messages are best kept to the standard 160-character limit so that they deliver as one message.

Longer messages may be split or sent as multiple texts, which can frustrate users (and potentially cost you more).

Get to the point quickly. If you find yourself needing more space, consider whether part of the message could be conveyed via a link to a mobile-friendly landing page instead.
Use Simple Language: Write in a friendly, conversational tone, as if you are texting a friend (but still professionally). Avoid jargon, marketing buzzwords, or overly formal language.

Overly “salesy” or complex text can be off-putting. For example, instead of “We cordially invite you to partake in our exclusive promotional event,” say “You’re invited to a special sale at Mike’s Bikes this Saturday – show this text for 20% off any helmet!”. It’s clear and approachable.
Avoid All Caps & Excessive Punctuation: Using ALL CAPS can come across as shouting (e.g., “50% OFF EVERYTHING!!!”), and too many exclamation points or symbols might trigger spam filters or just annoy readers.

One exclamation for excitement is fine, but don’t go overboard. Keep formatting simple to ensure the message is easy to read.
One Message = One Purpose: Don’t cram multiple offers or topics into one text. Each SMS should have a single clear purpose or CTA.

If you need to communicate two completely different things (e.g., a sale on one product line and a reminder about an event next week), send separate messages on different days. Overloading a single SMS will dilute the impact and possibly confuse the customer.
Proofread and Test: Always double-check spelling, dates, and any links in your text. A typo or broken link in a SMS can harm your credibility.

It’s wise to send a test message to yourself or a colleague to see how it appears on the phone, ensuring formatting is okay and the core message stands out.

By keeping texts short, clear, and pleasant in tone, you respect your customers’ time and make it more likely they’ll read and respond positively. The goal is to communicate just enough information to drive action, and no more. As one industry expert succinctly put it: “Less is more” is a good rule of thumb for SMS content.

DO Send Messages at the Right Time

Timing is crucial in SMS marketing. Because texts tend to be read almost immediately, you want to send them at times that make sense for your audience and avoid times that could be intrusive. Here are some timing best practices:

Business Hours and Friendly Hours: As a rule, stick to sending marketing texts during normal waking hours (e.g., 8 AM to 9 PM local time) for your recipients. In fact, the U.S. TCPA regulations explicitly prohibit businesses from sending marketing texts to any recipient before 8 a.m. or after 9 p.m. their time.

A text in the middle of the night or very early morning is a quick way to upset customers and even “lose a customer for life” if you wake them up. Always consider time zones if your subscribers are spread across the country – an 8 AM text in New York would hit at 5 AM in California, which is a DON’T.

If you collect subscribers’ phone numbers, you can often infer their time zone by area code and schedule accordingly.
Optimize Timing for Content: Think about when your message will be most relevant. If you run a restaurant, late morning (around 11 AM) might be ideal to send a lunch special promotion right before the lunch rush, or mid-afternoon for a dinner deal.

A retail store might announce a weekend sale on a Thursday or Friday early evening when people are making plans. Immediately after work hours (around 5-6 PM) on weekdays or mid-morning on Saturdays can be effective for promotional texts, as people are out and about or checking phones.
Consider Frequency and Cadence: Timing isn’t just about time of day, but also how often you text (more on frequency in the next point). Space out your messages reasonably.

For instance, you might find that sending one promotional text per week at a consistent time (like every Wednesday at 10 AM) trains customers to expect and welcome it. On the other hand, texting every single day – even if during allowed hours – could feel like bombardment.

We’ll discuss the “don’t” of over-texting later, but in general, maintain a “steady drip” instead of a firehose. Regular, predictable schedules (e.g., weekly or bi-weekly messages) often work well, with occasional extra messages for truly urgent or special events.
Test and Learn: If you’re unsure when your customers are most responsive, do some A/B testing by varying send times. Perhaps half your list gets a text in the morning and half in the early evening, and see which group engages more (clicks a link or redeems an offer).

Over time you’ll gather data on the optimal send times for your audience. Also monitor if certain times lead to higher unsubscribe rates and adjust accordingly.

Many SMS platforms allow scheduling texts in advance and even automating based on time triggers (for example, an automated “thank you” text an hour after a purchase or an appointment follow-up right after a visit).

Utilize these features to send messages at the moments they’re most likely to delight your customers – and never when they’d be unwelcome.

DO Include a Clear Call-to-Action (CTA)

Every marketing text you send should have a purpose and invite the customer to take some action – whether it’s redeeming an offer, visiting your store, replying with feedback, or simply clicking a link for more info. Make sure this call-to-action (CTA) is crystal clear and easy to follow:

Use Action-Oriented Language: Phrases like “Show this text to…,” “Click to claim…,” “Reply YES to…,” “Call now to…,” etc., tell the recipient exactly what to do next. For example: “20% off all services this week at Linda’s Salon.

Book now: [shortlink].” The phrase “Book now” coupled with the link makes it obvious how to act. If you’re a retail shop: “Today only – Buy 1 Get 1 Free on all books at Local Books Co. Visit us by 6pm and show this text!” gives a clear instruction (visit and show text) with a deadline.
Make the Value/Benefit Prominent: The CTA should typically highlight the benefit. In the examples above, the savings or offer is front and center, which motivates the action.

If you want them to click a link to read something (like a blog or an announcement), indicate why they should (e.g., “Read our latest tips on home gardening”).
One Primary CTA per Message: Avoid giving multiple different actions in one text – e.g., “Click here to view our catalog, and call us to schedule a fitting, and follow us on Instagram.”

That’s too many; pick the one most important action for that message. Too many CTAs can overwhelm or confuse, leading to no action at all.
Ensure Landing Pages or Redemption Methods Work: If your CTA involves clicking a link, use a mobile-friendly link (you can use URL shorteners to save space) and test that the landing page is mobile-optimized.

If the CTA is to show the text in-store for a discount, ensure your staff is aware and prepared to honor it. If it’s to reply to the text (e.g., “Reply YES to confirm appointment”), make sure your system can handle those replies properly.

Having a strong CTA not only increases the effectiveness of your campaign, it’s also part of compliance during opt-in. Recall that when obtaining consent, you should include a clear CTA in the opt-in invitation so people know what they’re signing up for (“Text SAVE to 12345 to join our SMS deals list” – here “Text SAVE” is the CTA to opt in).

But for ongoing messages, always give the next step. An SMS that just says something like “Hi, it’s Bob’s Store, just checking in” with no CTA is a wasted touch. Be friendly but purposeful.

DO Provide an Easy Way to Opt Out (Unsubscribe)

While it might sound counter-intuitive, making it easy for customers to opt out of your SMS list is absolutely essential. In fact, it’s both a best practice and a legal requirement in many jurisdictions (including the U.S.) to include clear opt-out instructions in marketing messages.

Don’t be afraid that mentioning “unsubscribe” will give people the idea to do so – if someone truly doesn’t want your messages, forcing them to stay only breeds negativity. Instead, by being transparent and giving an easy opt-out, you build trust and ensure your list is truly engaged.

Here’s what to do:

Include “Text STOP to unsubscribe” (or a similar phrase) in the footer of your messages, at least periodically. Many businesses include this in every marketing text, usually at the end: e.g., “… Reply STOP to opt out.”

If character space is tight, you can use short language like “Txt STOP to end” or have it in one out of every few messages if every message is not feasible. However, it’s safest to include it in each message if possible for compliance. Never hide the opt-out or make it hard to find.
Immediately Honor Opt-Outs: When someone texts “STOP,” your system should automatically cease messages to that number.

Legitimate SMS marketing platforms handle this for you – they will recognize common opt-out keywords (STOP, UNSUBSCRIBE, CANCEL, etc.) and automatically mark that subscriber as opted-out. Ensure this process works.

It’s also good to send a final confirmation: “You have been unsubscribed and will no longer receive messages.”
No Questions Asked: Do not require customers to jump through hoops (like calling or emailing) to opt out. The industry standard and expectation is that replying “STOP” to the text thread is sufficient to unsubscribe. Failing to allow this could put you in violation of carrier policies or laws.
Opt-Out at Opt-In: Interestingly, compliance guidelines suggest that when someone first opts in, the very first welcome message you send should include instructions to opt out if they change their mind.

For example: “Welcome to Joe’s Café Text Club! You’ll get 4 msgs/month with deals. Reply STOP to unsubscribe at any time.” This sets the precedent from day one that you respect their choice.
Monitor Unsubscribe Rates: It’s normal to have some opt-outs over time, especially right after sending a blast (because SMS open rates are high, unsubscribe rates might spike accordingly). Don’t panic about a few opt-outs.

However, do keep an eye on trends. If a particular message caused many people to unsubscribe, analyze why – was it sent at a bad time, or was the content off-target? By tracking your unsubscribe rate over time, you can gauge what your audience likes or dislikes and adjust your strategy to minimize churn.

By being honest and user-friendly about letting people leave your SMS list, you actually protect your brand. Customers will view your business as respectful.

Those who stay on the list truly want to hear from you, which means higher engagement. Remember, it’s better to have 100 enthusiastic subscribers than 1000 annoyed ones. So always DO provide that easy “STOP” option and stay compliant.

DO Stay Compliant with SMS Laws and Regulations

We’ve touched on legal requirements throughout the do’s, but it’s worth emphasizing compliance as a dedicated point.

In the U.S., SMS marketing is subject to laws like the Telephone Consumer Protection Act (TCPA) and guidelines from the CTIA (industry association). Non-compliance can result in hefty fines or lawsuits, so take this seriously. Key compliance do’s include:

Get Express Written Consent: We said it before because it’s critical – you must have a clear opt-in from each recipient before sending marketing texts.

This consent should be documented (e.g., via a checkbox on a signup form or a text-in confirmation). Purchased lists or web-scraped phone numbers are a big NO – only text those who directly gave you permission.
Keep Records: Maintain records of when/how each person opted in, and any opt-out requests, in case you need to demonstrate compliance. Most SMS platforms will do this automatically (storing timestamps of opt-ins/outs).
Identify Your Business: We already covered this as a do – compliance rules require you to clearly identify yourself in messages. Don’t try to be sneaky or anonymous.
Include Opt-Out Info: Also previously covered – make sure every marketing message contains an opt-out method like “Text STOP”.
Adhere to Quiet Hours: As noted, TCPA disallows texting recipients outside of 8am-9pm their local time for marketing. Stick to that window unless a customer has specifically requested something like an emergency alert at odd hours.
No Harassment or Auto-Dialer Abuse: Don’t spam people with multiple texts in a day or use automated systems to bombard users.

The spirit of the law is to prevent harassment. If someone opts out, do not text them again. If someone never opted in, definitely do not text them in the first place.
Privacy: Respect user privacy and data. If you gather phone numbers and personal info, protect that data. Also, never send sensitive personal information or ask for sensitive data via SMS.

For instance, don’t ask people to text back credit card numbers or social security numbers – SMS is not a secure channel. In fact, MasterCard and Visa mandate that you shouldn’t send credit card info via text. Stick to marketing and basic service info in texts.
GDPR/International Considerations: If you have any subscribers from other regions (like EU), be aware of their local laws (e.g., GDPR in Europe, CASL in Canada, etc., which have their own consent and privacy rules).

For U.S.-based local businesses, this is usually not an issue unless you collect foreign customers, but keep it in mind if relevant.

Staying compliant isn’t just about avoiding penalties; it also aligns with treating customers respectfully. The common-sense principles of these regulations are to only message people who want to hear from you, and give them control over communications.

By following that ethos, you’ll naturally be doing the right thing. When in doubt, consult resources on SMS marketing laws or seek legal advice, especially as your list grows. A compliant SMS strategy is a sustainable one.

DO Monitor Campaign Performance and Adjust

Just like any marketing effort, SMS campaigns should be continually monitored, measured, and optimized. Don’t “set and forget” your text messaging strategy – use analytics and feedback to improve over time. Here’s how:

Track Key Metrics: Most SMS marketing tools provide analytics. Pay attention to metrics such as delivery rate (were all messages delivered?), open rate (often nearly 98%, but if you have MMS or track link clicks you get a sense of open engagement), click-through rate (if using links), redemption rate (if it’s a coupon offer, how many used it), and unsubscribe rate after each campaign.

If you see, for example, an unusually high opt-out rate after a message, that’s a flag that something in that message didn’t sit well. If click rates are low, maybe the offer or CTA wasn’t compelling enough.
A/B Test Campaigns: Try variations of messages to see what resonates. This could be testing different wording, offers, or send times on small segments of your list before blasting to everyone.

Perhaps test a friendly tone vs. a more urgent tone, or a 10% off vs. $5 off to see which drives more action. Continual testing can fine-tune your approach.
Customer Feedback: SMS is a two-way channel. Encourage feedback occasionally: e.g., “Did you enjoy this service? Reply and let us know!” or use polls (“Reply A or B to vote in our poll”).

Even if you don’t do this in marketing blasts, some customers might reply to your messages with questions or comments. Make sure someone is checking inbound texts (or that your system forwards them to an email or dashboard).

Respond to customer questions promptly – this can turn SMS into a customer service channel in addition to marketing.
Avoid Neglecting Data: A common mistake is to run SMS campaigns without analyzing the results. Don’t just look at immediate sales spikes; also look at long-term engagement. Are people staying subscribed? Are certain types of messages consistently performing better? Use these insights to adjust your content calendar.

For instance, you might find quick flash sales announced via SMS get huge responses, whereas generic “newsletter-style” texts don’t – so do more of the former and less of the latter.
Maintain Your List Health: Over time, some numbers may become unreachable (people change numbers, etc.). Regularly scrub your list of numbers that are undeliverable or consistently unresponsive if your platform flags them.

Also, ensure new opt-ins are properly added and duplicates removed. A clean list improves performance metrics and reduces costs.
Stay Updated on Trends: SMS marketing is evolving. Keep an eye on new features (like MMS with images, or RCS messaging as it rolls out, etc.) and evolving best practices. What worked two years ago might not be optimal now. Resources like marketing blogs (including the sources cited in this article) can provide updated tips.

In 2024 and beyond, integration of SMS with AI chatbots and two-way conversational marketing is growing – something local businesses might leverage for things like automated appointment scheduling via text or answering FAQs. Stay curious and adapt as needed.

By monitoring and learning from your SMS campaign performance, you ensure that your marketing via text stays effective and doesn’t go stale. SMS offers plenty of data points to gauge success – use them to continually refine your approach and maximize your return on investment.

Now that we’ve covered the proactive best practices, let’s switch gears and look at what not to do. Avoiding these “don’ts” is equally important for a successful SMS marketing strategy.

Don’ts of SMS Marketing for Local Businesses

Just as there are crucial steps to take in SMS marketing, there are also several missteps to avoid. These “Don’ts” will help you steer clear of tactics that alienate customers, waste your marketing efforts, or run afoul of regulations. Make sure your team is aware of these common pitfalls:

DON’T Send Texts Without Consent

Sending marketing text messages to people who never agreed to receive them is one of the biggest mistakes you can make – and one of the costliest. Unsolicited messages are almost guaranteed to irritate recipients and damage your brand reputation.

From the user’s perspective, a random marketing text feels like an invasion of privacy. From a legal perspective, as discussed, it violates the TCPA in the U.S., which can lead to lawsuits or fines. So, never add someone to your SMS list without their permission.

This also means you shouldn’t assume that just because you collected a customer’s phone number (for example, during checkout or from business cards at an event) that you can automatically start texting them offers.

A phone number given for an order pickup notification is not blanket permission for marketing. You need a specific opt-in for promotional texts. Don’t treat SMS like “just another channel” to blast people because you have their number.

Additionally, don’t purchase lists of phone numbers or scrape contacts from the web/social media – those people have zero relationship with your business and will mark your messages as spam. Only text your own bona fide customers or leads who have willingly subscribed.

In short: If they didn’t opt in, don’t text them. It’s not worth the backlash or legal risk. Focus your energy on growing a permission-based list the right way (see the Do’s above).

DON’T Hide Your Identity or Use Vague Senders

This is basically the flip side of the “Do identify yourself.” Failing to mention who the message is from – or sending from some random number with no context – is a recipe for confusion and mistrust. If a person can’t quickly tell the text is from a business they know, they may delete it or assume it’s a scam.

Never send an SMS campaign that doesn’t clearly state your business name or an identifier in the message. For example, a message that just says “Huge sale this week, don’t miss out!” with a link, but no business name, will likely be ignored or get a “WHO IS THIS?” response.

Also, avoid using different phone numbers every time you send (if possible). Consistency helps; if they’ve saved your number or recognize the short code, they’ll be more comfortable. If you do have to use multiple numbers (some services rotate sender numbers), at least the message itself should always introduce your business.

DON’T Bombard Customers with Too Many Messages

Frequency matters enormously. Do not overdo it. One of the fastest ways to get people to unsubscribe (or to mentally tune out your texts) is to send messages too often.

Remember, 81% of U.S. consumers will unsubscribe if they feel a brand’s messages are too frequent or spammy. People are protective of their text message inbox; if you abuse that by pinging them constantly, you’ll erode trust.

Guidelines to avoid bombardment:

Don’t send daily promotions unless a customer specifically signed up for something like daily alerts (which is rare for local businesses and not recommended).

Most small businesses do well with somewhere between 1 to 4 messages a month for general promotions, or weekly at most. If you have multiple different programs (e.g., promo offers vs. appointment reminders), consider the overall volume a single person might get.
Avoid sending multiple texts in one day to the same list, except in very special circumstances (for example, a follow-up to a critical alert). Certainly, sending multiple blasts per day as a routine will feel like spam.
Don’t resend the same message over and over to those who didn’t respond. Unlike email where you might do a resend to non-openers, with SMS you can assume they saw it (the open rate is high). If they didn’t act, sending it again will likely annoy them unless done much later with a new twist.
Respect “No” or silence: If you tried a double opt-in and someone didn’t confirm, do not continue messaging them. And if a subscriber isn’t engaging with any messages over a long time, you might reduce frequency or pause messaging them for a while.

Think of SMS like a high-value currency – spend it wisely on your best content, not on every trivial update. As the saying goes, “less is more.”

It’s better that customers eagerly anticipate your once-a-week text with a great deal, rather than ignoring your daily pings. When in doubt, err on the side of fewer messages that make a bigger impact. Quality and timing (as discussed in Do’s) will beat sheer quantity.

DON’T Send Texts at Inappropriate Hours

Timing mistakes can be costly. As we covered, texting people in the middle of the night or very early morning is a huge no-no. It’s not only potentially illegal under TCPA to do so for marketing, but it’s also just bad business that can lead to immediate anger from customers.

Many people have their phones on or near them 24/7; a 2 AM marketing text that lights up their phone will feel extremely intrusive. “A text in the middle of the night promoting your business is a great way to lose a customer for life,” as one expert put it bluntly.

So, don’t ignore time zones or appropriate hours:

Never send outside of 8am-9pm local time of the recipient. Even within that, think of when people are most receptive. Early morning (8-9am) might be okay for some service reminders (like a 10am appointment reminder), but not for a sale announcement which could wait until later in the morning.
Avoid meal times if irrelevant: For example, blasting a non-food-related promo right at dinnertime might catch people at a busy moment. However, if you’re a restaurant, that might be exactly when to send your “Tonight’s special” text. Use common sense according to your industry.
Consider Workdays vs. Weekends: A work-related service (like a B2B or professional service) should avoid weekend texts. A consumer retail might hit Saturday midday which is fine. But very early Sunday morning or late Sunday night is probably unwelcome.
No holiday/bad moment surprises: Unless it’s extremely relevant, avoid texting very early on major holidays or times people traditionally relax. And certainly don’t text customers during crises or sensitive times with marketing offers (read the room in terms of current events).

The Don’t here is essentially: Don’t treat SMS as a 24/7 medium. It’s not email where off-hours sends might simply be ignored until morning – texts feel much more immediate. So keep your scheduling human-friendly. If you use an automated system, double-check your send times and time zones to prevent mishaps.

DON’T Use Spammy Language or Tactics

To keep subscribers receptive, avoid anything that makes your messages look or feel like spam. This includes both the wording/content of your texts and shady tactics. Here’s what to watch out for:

Avoid ALL CAPS and Excessive Punctuation: As mentioned earlier, writing messages in all caps or with lots of “!!!!” or “$$$” can trigger spam filters and just looks unprofessional. “WIN CASH NOW!!! CLICK LINK!!!” is the archetype of a spam message – don’t emulate that style.
Don’t Use Deceptive Hook Messages: Some spammers send a vague “Your account is compromised, click here” or “URGENT response needed” to trick people. Never attempt to mislead recipients about the purpose of your text. Be clear about who you are and why you’re texting.
Steer Clear of Shady Links: Only include links that are necessary and from reputable domains. URL shorteners are fine (and save space), but some consumers are wary of unfamiliar shortened links.

If possible, use a branded short domain or at least ensure the landing page clearly shows your business branding to reassure them after the click.
Don’t Ask for Personal Data via Text: As a marketing message, you should not be asking people to provide sensitive info by replying. For example, “reply with your credit card to pay” – absolutely not.

That looks scammy and violates trust and possibly financial regulations. If you need to update customer info, direct them to a secure website or have them call your business. (Also, recall never asking for things like passwords or SSN via SMS – it’s not secure).
Avoid Overusing Keywords that Trigger Filters: While SMS filters are not as complex as email spam filters, carriers do have some filtering to block obvious spam/scam texts (especially since 2021 with increased SMS fraud).

Words like “FREE”, “WIN”, “URGENT” in all caps, or too many emojis could raise red flags if abused. It’s fine to say “free” in context (e.g., “Buy 1 get 1 free”) but don’t make it every other word.
Don’t Pretend to Be Conversational if It’s a Mass Text: Some marketers try to trick recipients by sending a message that looks like it was personally typed to them, e.g., “Hey, it’s Mike, can you come by today?” when it’s actually a business promo.

This often backfires when the customer replies and gets no human response. It’s okay to be conversational in tone, but be honest that you’re a business texting them. Never outright lie or impersonate an individual if it’s a bulk campaign.

Essentially, keep it honest, professional, and straightforward. If your text content feels like those generic spam texts we all hate, rewrite it. Not only will customers appreciate the candor, but maintaining a good reputation with carriers is important too (carriers can block numbers that send spam-like content).

Always put yourself in the customer’s shoes – would you find this message helpful or annoying? Does it sound like a legitimate message from a business you trust, or like a scam? If it’s the latter, revise it.

DON’T Neglect Relevance – Avoid Off-Topic or Irrelevant Messages

When someone opts into your SMS list, it’s usually for a particular type of content or updates. Do not violate that expectation by sending completely unrelated messages.

If people signed up to get, say, weekly deals on clothing from your boutique, don’t suddenly start texting political opinions or promoting a partner business unless you made it clear upfront.

Even within your domain, stay focused: if they opted for flash sale alerts, don’t start sending them general newsletters or product launch announcements that they didn’t ask for.

Key points here:

Stick to What They Opted In For: As ActiveCampaign advises, “If you told people they’d receive messages about flash sales as they happen, do not send anything but messages about flash sales.”

Of course, if your opt-in was general (e.g., “occasional updates and offers”), you have more leeway, but still ensure relevance to your business and the customer’s interests.
Don’t Cross-Promote Excessively: If you own multiple businesses or partner with others, don’t start texting your restaurant subscribers about a completely unrelated carwash business, for example.

That can feel like a bait-and-switch. If you have a related offering (like a second location or a new service line), you can introduce it gently, but don’t overdo it.
Segment to Maintain Relevance: Use segmentation (from our Do’s) to avoid blasting irrelevant content. For instance, a local gym shouldn’t text their yoga class schedule to members who only attend weightlifting and never opted for yoga updates. Irrelevant messages can prompt people to opt out because they feel spammy or wasteful.
Don’t Spam With Non-Value Adds: Also consider relevance in terms of value – if a message doesn’t provide some benefit, think twice. For example, “We’re thinking of you!” with no offer or info is nice but not really relevant or actionable. It might confuse people more than charm them.

Respect the trust the customer gave when they shared their number. Keep your texts on-topic, relevant, and consistent with what they expect from you. If you need to communicate a different type of message, consider getting a separate opt-in for that (like a distinct list or keyword).

DON’T Forget to Test and Proofread

This might seem minor compared to legal compliance, but it’s still important: don’t send out SMS campaigns without testing and proofreading them. An SMS with errors can make your business look unprofessional or cause customer confusion.

Common pitfalls to avoid:

Broken Links: If your message includes a link, test it on a mobile device to ensure it goes to the correct destination and the page loads properly. A typo in a URL or a missing character in a shortlink can render it useless, frustrating users. Always double-check links before mass texting.
Typos or Autocorrect Fails: A small typo might be forgivable, but multiple mistakes in a 1-2 sentence message stand out. It takes only a minute to proofread or have someone else quickly review your text.

Also be cautious of any text-to-replace shortcuts; for example, some systems might unexpectedly convert “Jan 1” to “Jan 1st” with formatting issues – verify the final output.
Personalization Placeholders: If you’re using personalization tags (like {FirstName}), send a test to ensure they populate correctly. You don’t want a message to go out saying “Hi {FirstName}” because of a setup error.
Message Split Issues: If your text is near the character limit, verify if your provider will split it or trim it. You might test sending it to yourself to see if it arrives as one or two messages. If it splits awkwardly, you might shorten the content.
Opt-Out Wording: Check that your opt-out instruction is clear and spelled right. “Text STOP to unsubscribe” should not become “Text STOP to unsubscribe” – these little things matter for clarity.
Test Across Devices (if MMS): If you send an MMS (image or emoji-rich message), test on different phone types if possible. Some older phones or certain carriers might display things differently. At least ensure it looks okay on both an iPhone and an Android if you can.

By testing your messages on a small scale (sent to your own phone or a few team members), you can catch and correct any issues before it reaches customers.

It’s a DON’T to skip this step and then face avoidable errors that can embarrass your brand or reduce the campaign’s effectiveness.

DON’T Neglect Integrating SMS into Your Overall Strategy

Finally, don’t treat SMS marketing in isolation. While SMS is a powerful channel on its own, it works best when integrated into your overall marketing and customer communication strategy. If you silo it, you might miss opportunities or, worse, send mixed messages across channels.

Avoid these mistakes:

Inconsistent Messaging: Don’t offer a 20% off coupon via SMS while your email newsletter advertises only 10% off for the same thing – unless you clearly make the SMS a special exclusive (which you should mention).

Ensure your promotions and branding are aligned across text, email, social media, and in-store signage. Customers should get a coherent experience; inconsistency can cause confusion or feel unfair.
Overlooking Other Channels: Some info might be better suited for email or social media and not via SMS. Don’t try to force everything into text messages.

For example, a detailed monthly newsletter is better sent via email with full content, perhaps using SMS only to nudge people “Check your email for our November newsletter with holiday tips!”.

Similarly, big announcements can go on social media for sharing, while SMS can be a supporting alert (“We just launched our new menu – see it on our website!”).
Not Leveraging Cross-Channel Data: If someone clicks a link in an SMS and makes a purchase, don’t fail to follow up via other channels too (like a thank-you email or a prompt for a review).

Your CRM or marketing software should tie these together. If you know a customer never reacts to emails but always opens texts, you might adjust your strategy to use SMS for that person more.

Conversely, if someone isn’t clicking your texts but responds to emails, maybe scale back SMS to them.
Separate Teams or Voices: Ensure whoever handles your SMS marketing is in sync with those handling your other marketing efforts. All should share insights about customer behavior.

For a small business, this might be the same person anyway, but be mindful of tone and timing. For example, don’t have your social media manager and SMS marketer unknowingly double-message the same info on the same day in an uncoordinated way.
Ignoring Customer Preferences: Some customers might prefer one channel over another. Offer options when possible – e.g., during opt-in, you could ask if they want just texts, or just emails, or both.

Don’t assume everyone on your email list wants texts or vice versa; each opted in channel should be treated according to their preference.

The big Don’t here is: don’t operate SMS in a vacuum. Make it a harmonious part of your marketing mix. SMS can drive people to your store, to your website, to your social pages, and more – use it in concert with those channels for a unified strategy.

Businesses that integrate channels tend to see better overall customer engagement and loyalty. Remember, the goal is to create a seamless customer experience, and SMS is one very important piece of that puzzle.

FAQs

Q1. Is SMS marketing legal for local businesses in the US, and what laws should I be aware of?

A1. Yes, SMS marketing is legal for businesses of all sizes provided you follow the rules. The key law in the U.S. is the Telephone Consumer Protection Act (TCPA), which requires that you obtain prior express written consent from individuals before sending them marketing text messages.

In practice, this means the person must opt in (e.g., via a form or texting a keyword to join). The TCPA also enforces rules like not texting people on the Do-Not-Call list and only using auto-dialed texts within allowed hours (8am-9pm).

Additionally, industry guidelines from the CTIA require clear identification of your business and an opt-out mechanism in every message. As long as you get permission, honor opt-outs, and respect timing and content guidelines, SMS marketing is perfectly legal and can be very beneficial.

Ignoring these rules can lead to legal penalties (the TCPA allows consumers to sue violators, and fines can be steep), so compliance is a must. Always ensure you have records of consent and work with a reputable SMS service that supports compliance features.

Q2. How can customers opt in to receive my text messages, and how can I build an SMS subscriber list from scratch?

A2. There are several effective ways to encourage customers to opt in:

In-Store or In-Person: If you have a physical location, use signage at the checkout or reception area inviting people to join your SMS list. For example, “Text JOIN to 12345 for 10% off your next purchase!” is a classic approach. You can also have a paper form or a digital tablet where customers enter their number and check a box agreeing to texts.
Online: Add an option on your website (pop-up or during checkout) for people to subscribe. Make sure to clearly explain what they’re signing up for (e.g., “Get occasional text alerts for exclusive deals and events”). If you have an email signup, include SMS as an additional option for those who prefer texts.
Social Media and Advertising: Promote your SMS keyword on social platforms or local ads. For example, an Instagram post might say “Join our Text VIP club for weekly specials – text VIP to 12345!” This can attract followers to become SMS subscribers.
During Events or Registrations: If you host events, have attendees opt in via SMS for updates. Or if customers register for an appointment (like at a salon or clinic), ask if they want text reminders and promotions.
Offer an Incentive: People are more likely to subscribe if there’s an immediate benefit. Offering a one-time discount, freebie, or entry into a prize drawing for signing up can boost opt-ins. Just ensure the incentive is relevant and valuable to your audience.

As your list grows, always follow the golden rule: only text those who opted in. Also, immediately welcome new subscribers – send a thank-you/confirmation message and maybe a first-time offer (like “Thanks for joining our text list! Here’s your 10% off code: WELCOME10.”). This sets a positive tone and confirms they’ve been added successfully.

Q3. What is the best time to send SMS marketing messages to customers?

A3. The best time can vary depending on your business and audience, but generally you’ll want to stick to daytime hours when people are awake and attentive:

In the U.S., between 8:00 AM and 9:00 PM local time is not only recommended, it’s legally mandated for marketing texts. Within that range, think about when your content is most relevant.

For example, a lunch promo text at 11:00 AM can work well for a restaurant. Retail promotional texts might perform better in the early evening when people are off work (say between 5:00–7:00 PM), or on weekend late mornings/afternoons.
Avoid early mornings (before 8 AM) and late nights (after 9 PM) entirely – nobody wants a marketing text while they’re sleeping or just waking up.
Early to mid-week (Tuesday through Thursday) often sees good engagement for marketing messages, but if you’re driving weekend foot traffic, a Friday message could be strategic.

For event reminders, the day of or day before the event is ideal (not too far in advance that they forget, but not last second either).
Know your audience’s routine: If you target working professionals, mid-morning coffee break or lunchtime might be optimal to catch them when they can glance at texts.

If you target stay-at-home parents, maybe early afternoon when kids nap might be calmer. Use your understanding of customers, and test different timings to see what yields the best response.
One special timing tip: If your business interacts in person with customers (like appointments), right after an interaction can be great for certain texts.

For instance, a dentist office might send a “Thank you for visiting, here’s a link to review us!” text an hour after the appointment – the person is likely not busy and the experience is fresh in mind.

In summary, the best time is when the customer is likely to be receptive: typically daylight hours, avoiding rush hour commutes (texts while driving are bad), and aligned with their interest in your message (meal times for food offers, etc.).

And always remember time zones if your customers span across them – schedule messages in batches by region if needed.

Q4. How often should my business send SMS marketing messages?

A4. Moderation is key. You want to stay on your customers’ radar without annoying them. A common sweet spot for many local businesses is around 2 to 4 messages per month. Here are some guidelines:

If you promised a certain frequency at opt-in (e.g., “max 4 msgs/month”), stick to that. Never exceed what you’ve stated.
For most small businesses, once a week or bi-weekly is sufficient for promotional texts. This could be a weekly deal or update. Some businesses even do just one big text blast per month with a major offer or newsletter-style update, and that can work if it’s high value.
Only send more often if you truly have something valuable and different each time. For example, a daily text might only be appropriate if you’re providing daily unique content such as a daily coupon or daily tip that subscribers find useful (and they opted in knowing it’s daily). Even then, daily is aggressive; it might lead to fatigue unless the value is extremely high.
Monitor engagement: If you notice people opting out frequently, you might be texting too often (or the content isn’t relevant). Also pay attention to reply to STOP messages – a surge indicates folks feeling spammed.
Seasonality can affect frequency. During a big sales season (like holidays), it might be okay to send an extra message or two because you have timely deals. But then after the season, pull back. Conversely, during quieter months you might text less.
A good strategy is to set a base schedule (say 2x a month) and then add occasional bonus texts for special events or urgent alerts. Just be sure not to string those “extras” too often.

Remember the advice: “Less is more” in SMS. It’s better that customers wish they heard a bit more from you, than feeling they hear too much and opting out.

Ultimately, the right frequency also depends on your content quality. If every text is genuinely valuable (a great deal or important info), people will tolerate more frequency. If texts are more fluff, even one a week could be too much. So focus on value and keep the cadence consistent and reasonable.

Q5. What should I include in an SMS marketing message?

A5. A good SMS marketing message for a local business should contain a few essential elements:

Your Business Name: Always identify yourself so the recipient knows who it’s from (e.g., start with “[Pete’s Pizza]” or work your name into the sentence). This builds trust and context.
The Offer or Message Content: Be clear and concise about why you’re texting. If it’s a promotion, state the deal (e.g., “Get 20% off all services this week”). If it’s an update, state it briefly (“We’ve moved to a new location at 123 Main St!”). Put the most important info up front.
Call-to-Action (CTA): Tell the customer what to do next. Examples: “Show this text in store to redeem,” “Click the link to shop now,” “Reply YES to RSVP,” or “Call to book your appointment.” Make it very easy to understand how to take advantage of the message.
Expiration or Urgency (if applicable): If the offer is time-bound, mention the deadline (“Today only,” “Expires Sunday,” or a specific date/time). This spurs action and sets correct expectations.
Opt-Out Instructions: Include a short unsubscribe mention like “Text STOP to opt out.” This is usually put at the end, and many companies abbreviate it to something like “Reply STOP to unsubscribe.” It’s required to provide this in marketing texts, and it shows you respect customer choice.
(Optional) Personalization: If you can, personalize with the customer’s name or other details (“Hi Amy, …”). It’s not required but can improve response if done properly.
(Optional) Link: If you have a webpage for more details or an online shop, include a link. Use a short URL to save space. Make sure the link is working and leads to a mobile-friendly page.
Brevity: Remember, you have limited characters. Ideally, the entire SMS should be one message bubble, not split into several. Aiming for around 30-50 words (150-160 characters) or fewer is a good practice. Cut filler words and focus on the value/offer.

Example of a well-structured SMS:

“Jenny’s Boutique: Hi Sarah! This weekend only – enjoy 25% off all dresses 👗. Show this text at checkout to save. Sale ends Sun 5pm. Opt-out: STOP”

In that example, the business is named upfront, the offer is clear (25% off dresses) with a bit of personalization (name, and even an emoji to catch the eye), there’s a CTA (show text at checkout), an expiration (ends Sun), and an opt-out instruction. It’s friendly, to the point, and useful.

Q6. Is SMS marketing more effective than email marketing for local businesses?

A6. SMS and email each have their strengths, and many local businesses benefit from using both in complementary ways:

SMS boasts incredibly high open rates (often 90-98% as noted) and very fast read times – most texts are read within minutes. This makes SMS superb for urgent messages, limited-time offers, and brief alerts that you want nearly everyone to see.

It’s more personal and immediate. For example, if you’re having a flash sale that only lasts a day or need to fill last-minute appointment slots, an SMS will likely get the quickest attention.
Email typically has much lower open rates (20-30% is common in marketing) and can sit unread for hours or days. However, email allows for longer content, images, and detailed information.

It’s great for newsletters, catalogs of products, receipts, or any communication where the customer might want to refer back later. Email is less intrusive, so people tolerate more frequent emails than texts, generally.
Many businesses find SMS outperforms email in engagement – one stat showed over 60% of marketers saw higher engagement from SMS than other channels.

But SMS is not necessarily about replacing email; it’s about using it for what it does best. Some customers also have a strong preference – younger audiences might ignore emails but react to texts, for instance.
Combined strategy: You might announce a big promotion via email with all the details, and then send a short SMS nudge on the key day: “Sale ends today – check email or our site for details.

Don’t miss out!” This way, SMS drives attention to the email or directly to the store. Conversely, after an SMS campaign, you could follow up with an email to those who clicked, providing more info or a thank-you.
In terms of cost and consent, email is “cheaper” (no per-email cost typically) and doesn’t require explicit opt-in in the same way (though it’s best practice to have it). SMS often costs per message and must have consent.

So you likely want to reserve SMS for your most important communications to justify any costs and effort.

Overall, SMS can be more effective at cutting through the noise due to its immediacy and high visibility on phones, but it’s best used for succinct, time-sensitive messages. Email remains effective for deeper content and broader outreach.

For a local business, using both gives you more touchpoints: use email for regular updates and details, and SMS for highlights and urgent calls-to-action. One isn’t strictly “better” than the other; the two channels together, when used strategically, yield the best results.

Q7. Can SMS marketing work for any type of local business – even those in healthcare or professional services?

A7. Yes, virtually any local business can utilize SMS marketing, as long as it’s done thoughtfully and within any industry-specific regulations. Here are a few examples across sectors:

Retail Stores: Absolutely – likely the most common users of SMS marketing. They can send sale announcements, new arrival alerts, loyalty rewards, etc. (e.g., a clothing boutique texting about seasonal clearance).
Restaurants/Cafes: Very effective for daily specials, discounts during slow hours (“Happy hour starts now, show this text for 2-for-1 drinks!”), or reservation confirmations and waitlist notifications.
Service Providers: This includes salons, spas, plumbers, auto repair, etc. They benefit from appointment reminders (“Reminder: You have a massage appointment tomorrow at 3 PM”) and promotional texts during off-peak times.

For instance, a hair salon can text last-minute openings or a spa can promote a holiday gift card sale.
Healthcare Offices: Medical, dental, and veterinary practices mainly use SMS for appointment reminders and scheduling, which patients appreciate. They can also send occasional wellness tips or vaccine clinic announcements, but they must be extra careful about privacy (no sensitive health details over SMS).

Healthcare providers in the U.S. should ensure they’re compliant with HIPAA if any health info is involved – generally, marketing messages should stay generic (e.g., “It’s time for your check-up – call to schedule!”).
Real Estate and Professional Services: Realtors might use SMS to send new listing alerts or open house reminders to interested clients (with consent). Lawyers or accountants might use SMS to remind clients of appointments or deadlines.

Their marketing via SMS would be more limited (since it’s niche) but still, appointment management and quick check-ins can improve client experience.
Nonprofits/Community Organizations: Not exactly businesses, but local nonprofits or churches use SMS to engage their community, send event reminders, or fundraising appeals.
Healthcare & Emergency Services: Beyond marketing, local pharmacies or clinics might send refill reminders or public health alerts (like COVID vaccine availability). These are more informational but fall under the broader use of SMS for local outreach.

In all cases, the core principles remain: get permission, provide value (the content of value might differ: coupon vs. reminder vs. tip), and respect the audience’s boundaries. Even agencies or marketers working on behalf of local clients can apply these best practices to any industry.

The versatility of SMS is quite broad as long as you tailor the content appropriately (for example, a dentist’s “do’s and don’ts” for SMS would include not divulging health info, while a retailer’s would focus on enticing offers).

One more note: if an industry has specific regulations (e.g., healthcare and financial services have extra privacy laws), always check those.

But for pure marketing to willing subscribers, SMS is a channel open to all types of local enterprises. Many have found it extremely effective for driving engagement in their customer base, no matter the field.

Conclusion

SMS marketing for local businesses can be a game-changer when it comes to engaging customers and driving sales or repeat visits. It offers a direct line to your audience that nearly guarantees attention, given the ubiquity of cell phones and the high open rates of text messages.

Whether you run a boutique retail shop, a family restaurant, a home services company, or a healthcare practice, the principles remain the same: obtain permission, offer genuine value, communicate clearly, and respect the customer’s preferences and time.

By adhering to the do’s – like getting opt-ins, personalizing messages, timing them well, and including CTAs – you set your campaign up for success and customer goodwill.

And by steering clear of the don’ts – such as spamming, texting at odd hours, or ignoring compliance – you avoid the common pitfalls that can derail even the best intentions.

To recap a few highlights: Always start by building a compliant opt-in list; it’s the foundation of SMS marketing. Send messages that your customers will welcome and benefit from, whether that’s a great deal, a useful reminder, or timely news.

Keep it short, sweet, and on-brand – remember you’re popping up on their personal screen, so make it count. Be consistent and considerate in how often and when you text. And whenever in doubt, put yourself in your customer’s shoes: would this message delight you or annoy you?

When done right, SMS marketing can yield excellent ROI and deepen customer loyalty. People appreciate when their favorite local business keeps in touch with relevant, helpful texts – it can make them feel like insiders who get special treatment, thus strengthening their connection to your brand.

On the other hand, one misstep (like an unwelcome 6 AM promo text) can sour that relationship, so it’s a channel that demands attentiveness to best practices.

Finally, keep learning and adapting. The marketing landscape (including SMS) continues to evolve with new technologies and consumer expectations.

Stay updated on mobile marketing trends and adjust your strategies as needed – for example, exploring two-way texting for customer service, or using SMS in conjunction with loyalty programs and mobile wallets.

As of 2025, SMS remains one of the most reliable ways to reach customers instantly, especially in the U.S. market where texting is second nature to most people.

By using the guidance in this article as a roadmap, you can confidently implement SMS marketing to boost your local business.

Do respect your customers and the medium, and don’t abuse the privilege of texting them, and you’ll likely find SMS to be a rewarding and fruitful addition to your marketing efforts. Happy texting – and here’s to seeing your local business thrive with smart SMS outreach!