4 of the best SMS marketing examples you’ve ever seen (And why they’re awesome)

By Stu Thom | 5 August 2015
4 of the best SMS marketing examples you’ve ever seen (And why they’re awesome)

It’s not difficult to find inspiration for your new website, content marketing, banner ads and letterbox flyers. But when it comes to SMS marketing, the very thing that makes it so effective – its personal nature – means the best campaigns are hidden from sight. Unless you happen to subscribe to the right SMS marketing lists, you'll miss out on the inspiration you're seeking.

To help, we’ve compiled the top SMS marketing campaigns for you, along with a lowdown of makes them great.



When it comes to engaging customers from the outset, Australia’s appliance and electronics retailer, The Good Guys has it covered. How? By leading with the thing that is guaranteed to grab people’s attention and make them read on: the discount. Plus, they use capital letters for maximum impact.

Another great thing about The Good Guys’ SMS marketing campaign is the spending gate; they offer $25 off when you spend $100. This means the company is guaranteed at least $100 in sales before giving anything away. Plus, when it comes to offers, dollars tend to have a higher perceived value than percentages.

Finally, by adding an expiry date, The Good Guys add urgency to their campaign and entice people to act now.

How to make it better:

  • Vary your offer. Don’t send the same offer, over and over again. Customers will stop paying attention unless you keep the offers unique and exciting.
  • Use words for urgency. When it comes to instilling urgency, “Valid for 3 days only” is more powerful than “expiry: 1/3/15”.



An undisputed standout when it comes to SMS marketing, Laser Clinics Australia knows how to establish trust, provide irresistible offers and generate immediate conversions.

Each SMS message either starts with the brand ("LCA") or with a compelling offer. The branding means the recipient instantly knows who is getting in touch while the offer draws them in and persuades them to read on. Win, win.

Every SMS is concise and to the point. Plus, Laser Clinics Australia sends a different offer each time. But because they are consistent with the frequency, and all messages come from the same number, the subscriber looks forward to the next message.

The beauty franchise’s SMS messages are a great example of how to effectively use shortened URLs. They click through to a well-designed mobile landing page, where subscribers can “click to call” their local clinic.

How to make it better:

  • Add opt-out confirmation. Don’t leave consumers guessing when they opt out. Send a confirmation message to tell them they will be removed from the list. Easy.



There are a couple of things we love about Suttons’ SMS marketing campaign. First up is the fact that Suttons knows the importance of mobile websites. The Sydney-based automotive retail group not only includes a URL to send subscribers to a mobile-optimised site, but they've also ensured the site has a strong banner shouting about the latest offer and big buttons to navigate users to their vehicle of choice.

Urgency is a key element to SMS marketing campaigns, which is why Suttons includes timelines on its the sales announcements, such as “72 hour sale”. The countdown of hours, rather than days, encourages people to move fast.

Kudos to Suttons for providing a simple opt-out too – something every SMS marketing campaign should do by law.

How to make it better:

  • Add a header. Brand your SMS campaigns to ensure subscribers know immediately who the message is from.
  • Make an offer they can’t refuse. A sale alone isn’t always enough to entice people to act. Use SMS to provide a strong monetary benefit to customers.
  • Make it personal. Give customers a little bit of love with messages that feel personal, rather than mass produced. Even using words like “EXCLUSIVE” will makes SMS recipients feel special.



Oporto’s Steak My Day campaign is a great example of how you can combine the power of SMS with social media to fuel customer engagement. The brand promoted a buy-1-get-1-free offer on its Facebook page, and when users clicked on the link, they were taken to a landing page to enter their name and mobile number. This is a fast and effective way to build your subscriber list.

Subscribers then received an SMS containing a coupon code for a free steak roll. The coupon had an expiry date and was easy to redeem in store. All in all, this is an excellent example of how to tap into the benefits of Facebook and SMS marketing to build and nurture customer loyalty.

How to make it better:

  • Clearer call-to-action. Provide a clear call-to-action on the Facebook post so it’s immediately obvious how to redeem the offer.
  • Don’t rely on posts alone. Facebook posts are quickly lost in all the noise. Use the campaign creative as your Facebook cover photo so every single fan gets the message loud and clear.


Not every SMS marketing campaign gets it right, but these examples show how some simple techniques can deliver winning results. What lessons will you apply to your next campaign?

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