Emails often end up in the spam folder, and push notifications require an app to be installed. Nevertheless, many small and medium-sized businesses are looking for a channel that reliably reaches their audience at the right moment. This is exactly where text messages come in.
Almost everyone opens a text message within a few minutes. What may sound like an almost forgotten channel is actually one of the most direct ways to reach your customers.
This article shows you the strengths and limitations of SMS, the legal guidelines in the DACH region, and twelve ready-to-use text templates.
Why Text Messaging Is Once Again Relevant for Customer Retention
A text message reaches virtually every mobile device—without requiring an installed app, a data connection, or a spam filter. This technical robustness makes it unbeatable for certain types of messages. The second reason is attention: A text message is usually read within a few minutes.
The Role of SMS in Today's Communication Mix
Email remains the best option for in-depth information and storytelling. Push notifications are ideal for engagement-focused messages aimed at active app users. Text messages are reserved for the few, truly important messages that need to be seen right away. Learn more about the big picture in the article Push Notifications for Customer Retention.
When SMS Marketing Is Really Worth It
Three criteria can help you make this decision: The message is time-sensitive, it is personally relevant, and there is a clear next step. If any one of these three criteria does not apply, email or a push notification is almost always the better choice.
The Most Important Use Cases
- Appointment and Reservation Reminder: Usually 24 hours in advance, sent automatically by the system.
- Reward unlocked: Message detailing the specific benefit and the next step.
- Voucher Expiration Reminder: A single reminder a few days before the expiration date noticeably increases the number of redemptions.
- Short-term promotion: Notification of a time-sensitive promotion targeting a predefined segment.
- Order or pickup notification: a classic for Click & Collect, often combined with a loyalty message.
- Reactivation: as the final step in a multi-stage winback campaign, not as the first step.
12 ready-made SMS text templates to customize
Short, friendly, and to the point. All examples are under 160 characters and include an option to unsubscribe, unless they are transactional messages.
- Hair appointment: „Hi {First Name}, just a quick reminder: Your appointment at {Salon} is tomorrow at {Time}. Reply with 1 to confirm.“
- Restaurant Reservation: „We look forward to seeing you tonight at {time} at {Restaurant}. If you need to change your reservation, reply with “CANCEL.’”
- Points threshold reached: „{First Name}, your next coffee at {Café} is on the house. Just show this on your next visit.“
- Reward unlocked: „Congratulations, {First Name}, you’ve reached Gold status. See the app for details: {short link}. To unsubscribe: STOP“
- Voucher Expiration: „Hi {First Name}, your voucher for {Amount} expires on {Date}. Code: {CODE}. To unsubscribe: STOP“
- Order ready for pickup: „Your order #{No.} is ready for pickup at {Store}, open until {Time}.“
- Daily Special: „Today’s special: {dish}. Make a reservation at {link}. To unsubscribe: STOP“
- We miss you: „Hi {First Name}, 10 % until your next visit on {Date}. Book: {Link}. Unsubscribe: STOP“
Legal Guidelines in Germany, Austria, and Switzerland: A Concise Overview
- Opt-in required: Express consent is required; pre-checked boxes are not sufficient.
- Clear Purpose: When registering, it must be clear what the number is used for.
- Unsubscribe in every message: The default is „Unsubscribe: STOP“ or a short link.
- Sender clearly identifiable: The brand must be clearly identifiable.
- Transactional SMS messages are different: Confirmations are not considered advertising, but they still must comply with data protection regulations.
Text Message, Push Notification, or Email: The Decision Chart
| Criterion | Text Message | Push | |
|---|---|---|---|
| Unit Costs | high (5–10 cents) | very low | very low |
| Text Length | up to 160 characters | briefly | any |
| Useful for | time-sensitive, in person | Activation, Recall | Storytelling, Sequences |
| Not suitable for | Mass Email Newsletter | complex content | immediate response |
Frequency, Tonality, and Common Mistakes
A maximum of 2 to 4 text messages per month per recipient, a consistent sender name, and delivery times on weekdays between 10 a.m. and 7 p.m. are a safe bet. Common mistakes include sending messages too frequently, generic messages with no personal relevance, not providing an unsubscribe option, and using pushy phrases like „Last chance!“.
Anyone sending text messages as part of a loyalty program should obtain consent separately from other channels. You can read more about centralized management of all channels in the article Automate Customer Loyalty, and learn about the overall communication strategy in the Communication and Automation section of hello again.
Conclusion
SMS marketing isn't the right channel for every message, but for the right messages, it's unbeatable. When used sparingly, personally, and clearly, SMS provides a direct line to customers that no other channel can deliver as reliably.
Appointment and reservation reminders, reward activations, and short-term promotions with clear instructions belong in text messages. Newsletters and general updates should remain in email and the app.
Frequently Asked Questions
How much does each text message cost in the DACH region?
Per SMS, unit costs typically range from about 5 to 10 cents, depending on the provider and volume. In addition, there are often small setup or platform fees. Compared to email or push notifications, SMS is thus significantly more expensive, but it’s often competitive on a per-message-viewed basis. A rule of thumb: If the value of a triggered action exceeds about €1, SMS is cost-effective in most cases.
Do I need separate consent for each channel?
Yes. Email, push notifications, and text messages are legally distinct channels and each requires explicit consent. In practice, a clear distinction during the onboarding process is helpful—for example, a separate question for text messages alongside the newsletter opt-in. A blanket “opt-in” box is legally vulnerable and leads to problems in the long run.
What should the maximum unsubscribe rate be?
A healthy SMS unsubscribe rate is well below 1 % per campaign. If it rises above that, you almost always have one of two problems: too high a frequency or too little relevance. Monitor the unsubscribe rate on a campaign-by-campaign basis; SMS responds very quickly. If you notice a notably high number of unsubscribes in your next mailing, either reduce the frequency or refine the content.
Are transactional text messages subject to the same regulations?
Transactional SMS messages—that is, messages triggered by a specific action—are not considered advertising and do not require separate consent for advertising. However, they must comply with data protection regulations, provide clear information at the time of data collection, and not include any mixed advertising content. As soon as an advertising message appears in an order confirmation, the message quickly becomes promotional.
What kinds of text message content work best?
Anything that’s time-sensitive and personal: appointment reminders with a confirmation option, reward activations, pickup notifications, and coupon reminders. General newsletters or brand storytelling without a specific deadline don’t work as well. Rule of thumb: If the message would also work in an email, it doesn’t belong in a text message.
Do I need a separate SMS tool, or can I do this through the loyalty system?
Both are possible. If you use a modern loyalty program, SMS is often integrated directly as a channel, triggered by the same events as push notifications and email. The advantage of this is that frequency limits and metrics remain consistent across all channels. A standalone tool can be useful if you use SMS solely for transactional purposes.
Does SMS marketing work internationally, too?
Yes, but with caution. Unit costs and legal requirements vary significantly from country to country. In the DACH region, SMS is used less frequently than in the U.S., for example, which means that an SMS has a greater impact here. When sending messages across borders, you should pay attention to country-specific opt-out rules and delivery times.
