In today’s fast-paced digital landscape, businesses are continuously seeking innovative ways to connect with their customers. Among the sea of communication channels, text message marketing has carved out a crucial place. But what exactly is text message marketing called? Is it easily ‘SMS marketing,’ or is there a bigger picture?
Let’s dive deep into the terminology, strategies, benefits, and best practices of text message marketing.
Understanding the Basic Terms
At its core, text message marketing refers to the use of text messaging to promote products, services, or engage with an audience. However, the specific terminology can vary:
- SMS Marketing: SMS stands for Short Message Service. It is the traditional 160-character text messaging service that has been around since the early 1990s.
- MMS Marketing: MMS stands for Multimedia Messaging Service, allowing images, videos, & audio in messages — making it richer than SMS.
- Text Message Marketing: A broader term that includes both SMS and MMS communications used for marketing purposes.
- Mobile Messaging Marketing: A slightly broader term still, encompassing SMS, MMS, push notifications, and in-app messaging.
Thus, when people ask “what is text message marketing called,” the most common answer is SMS marketing. But depending on the content type and strategy, it could be MMS marketing or mobile messaging marketing too.
Why Has Text Message Marketing Grown So Much?
1. Immediate Reach:
With an impressive 98% open rate, text messages far outperform the normal 20–30% open rates of email marketing. SMS is almost always read within minutes.
2. Universal Accessibility:
All mobile phones, whether smartphones or basic models, are capable of receiving SMS messages. No apps, no internet — just the core network.
3. Personalization:
SMS feels intimate. Businesses can personalize offers, reminders, and updates to create stronger customer loyalty.
4. High ROI:
Due to its low cost and high engagement rates, text message marketing offers one of the highest returns on investment among marketing channels.
5. Regulation-Driven Trust:
With strict regulations like TCPA in the U.S. & Under GDPR in Europe, recipients must provide consent before receiving messages. This has made SMS marketing more respectful and less spammy than some email campaigns.
Key Strategies in Text Message Marketing
If you’re planning to dive into SMS marketing, understanding the right strategies is crucial.
1. Building a Strong Opt-In List
You must have permission to send marketing texts. Some popular ways to gather opt-ins include:
- Website popups
- In-store signage
- Online checkout prompts
- Keyword campaigns (e.g., “Text JOIN to 12345”)
2. Personalized Campaigns
The days of delivering the same message to thousands of people are over. Segment your audience based on demographics, purchase history, and engagement level to send tailored offers.
3. Timing Matters
Text messages are often read immediately, so timing your messages is vital. For example:
- Send promotional texts during lunchtime for restaurant specials.
- Remind customers about appointments a day prior.
4. Clear Call-to-Action (CTA)
Every message should have a clear goal:
- Click a link
- Use a discount code
- Confirm an appointment
- Visit a physical location
5. Automation and Drip Campaigns
Using marketing platforms, you can automate welcome messages, cart abandonment reminders, birthday offers, and more, making SMS work while you sleep.
SMS vs. MMS Marketing: What’s the Difference?
| Feature | SMS Marketing | MMS Marketing |
|---|---|---|
| Type of content | Text message (up to 160 characters) | Text combined with images, videos, and GIFs |
| Cost | Lower | Higher |
| Engagement | High | Higher (due to rich media) |
| Ideal for | Quick updates, alerts, and discount codes | Promotions, event invites, product showcases |
MMS can create a stronger emotional impact, but SMS remains the go-to for fast, efficient communication.
Best Practices for Text Message Marketing
Following the best practices ensures not only compliance but also enhances the effectiveness of your campaigns.
1. Always Get Consent
You cannot legally send marketing texts without explicit opt-in permission. Use double opt-ins when possible for added security.
2. Provide Value
Recipients should feel excited to receive your texts. Offer discounts, early access, helpful tips, or exclusive content.
3. Keep it Short and Sweet
Your messages should be concise. Respect your customers’ time.
Example:
“Big Sale! 25% off all items today only. Visit [yourstore.com] or show this message in-store. Hurry!”
4. Make It Easy to Opt Out
Include instructions on how to unsubscribe in all messages:
“Reply STOP to unsubscribe.”
5. Stay Compliant
Familiarize yourself with TCPA, GDPR, & other relevant regulations. Non-compliance can result in hefty fines.
Popular Use Cases for Text Message Marketing
SMS & MMS marketing can be adapted for many industries. Here are just a few examples:
Retail
- Flash sales
- Restock alerts
- Loyalty program updates
Healthcare
- Appointment reminders
- Prescription refill notices
- Health tips
Hospitality
- Booking confirmations
- Check-in/out reminders
- Customer satisfaction surveys
Education
- Class cancellations
- Event notifications
- Assignment reminders
Financial Services
- Fraud alerts
- Account updates
- Payment due notices
Real Estate
- New listings
- Open house invitations
- Application status updates
If you have a customer base, there’s almost certainly a way to enhance your engagement via SMS or MMS marketing.
How Text Message Marketing Platforms Work
To run successful campaigns, most businesses use specialized text message marketing platforms. These tools offer:
- List management
- Automation and scheduling
- Keyword campaigns
- Segmentation
- Compliance support
- Analytics and reporting
Top platforms in 2025 include:
- SimpleTexting
- EZ Texting
- Postscript (for eCommerce)
- Attentive Mobile
- SlickText
Choosing the right platform depends on your budget, needs, & the complexity of your campaigns.
Metrics to Measure SMS Marketing Success
Monitoring the performance of your campaigns is essential. Key metrics include:
- Delivery rate: The rate at which sent messages are successfully delivered to their intended recipients
- Open rate: SMS open rates are nearly 98% — but check your specific stats.
- Click-through rate (CTR): How many recipients interacted with your link?
- Conversion rate: How many recipients followed through with the action you intended?
- Unsubscribe rate: An increasing unsubscribe rate indicates it’s time to adjust your content.
By closely monitoring these metrics, you can continuously improve your campaigns.
The Future of Text Message Marketing
The future of SMS & MMS marketing is bright & evolving.
AI and Personalization:
Artificial intelligence tools are getting better at creating hyper-personalized messages at scale, making customer experiences even more customized.
Rich Communication Services (RCS):
RCS is the next generation of SMS — allowing branded messaging, richer media, & enhanced interactions. Think of it as SMS on steroids, but it’s not universally adopted yet.
Integration with Other Channels:
Marketers are increasingly blending SMS with email, social media, & push notifications to create omnichannel experiences.
Interactive SMS:
Two-way conversations, surveys, and polls over text are becoming more popular, deepening engagement.
Conclusion: More Than Just “Texting”
So, what is text message marketing called?
Primarily, it’s known as SMS marketing — but it also includes MMS marketing and is part of a broader field of mobile messaging marketing.
Whatever you call it, one thing is certain: text message marketing has become a vital tool for businesses in 2025. It offers direct, personal, and highly effective communication with audiences who increasingly expect instant and convenient interactions.
If you’re not yet using text message marketing as part of your strategy, now is the perfect time to start — before your competitors text your customers first.