An SMS has limited space and a direct place in the customer’s day. A campaign works best when its purpose is easy to understand: return to a checkout, discover a launch or see a relevant offer. Start with that purpose, then build the message around it.
When to use an SMS campaign or an automation
Use a campaign when you have one offer or announcement for a selected audience, such as a collection launch or a seasonal sale. Use an automation when a supported customer event should trigger a relevant message, such as a welcome, an unfinished checkout or a shipping update. The two approaches serve different moments in the same customer relationship.
SMS Marketing Hub includes ten automation presets across relationship building, recovery and order updates. Pick the customer moment before writing the message. A recovery reminder should return to the unfinished purchase; an order update should make the order status clear rather than bury it beneath a sales pitch.
Choose one campaign goal
Decide what the customer should do next. A cart reminder needs a route back to the purchase. A launch message needs a clear reason to explore the new collection.
Choose an audience that fits the goal and is eligible to receive the message. A broad audience is not automatically a useful audience.
Review the message as a customer
Read the final message with personalization included. Check that the first name, offer and destination make sense together and that the next action is clear.
Use a direct CTA and a working destination. Include the required opt-out mechanism and respect subscriber preferences rather than treating them as an afterthought.
Know the cost before sending
Destination, character encoding and message length affect SMS cost. Names and unsubscribe links can also change the final number of message parts.
Review the personalized campaign estimate before confirmation. After sending, distinguish sent messages from confirmed deliveries when assessing the campaign.
Write an SMS with one clear next step
For an illustrative collection campaign: “Hi Alex, our new everyday collection is here. Explore the latest arrivals: [collection link]. [unsubscribe link]”. Replace the placeholders with your actual destination and required unsubscribe mechanism, then check the final personalized version. The example is a writing pattern, not a ready-to-send campaign.
If you include a discount, state the real offer and make its conditions accessible at the destination. Do not add an expiry date, stock warning or exclusive claim unless it is true. A concise message gives the customer enough context to decide whether to open the link.
Keep European SMS costs and results visible
SMS Marketing Hub is priced at €29 every 30 days, with SMS usage paid separately through prepaid EUR credit. Compare destination rates on the product page and review the campaign estimate for the actual audience. A per-message rate alone does not describe the cost of a campaign containing multiple destinations or message parts.
After sending, review sent messages, confirmed deliveries and SMS spend. A delivery confirms that a message reached its destination; it does not establish that the customer purchased because of it. Compare campaigns with similar audiences and offers, and use your store’s own sales reporting to understand the wider result. Keep subscriber permission and opt-outs part of every campaign review.
Before confirming your next campaign, check the audience, the personalized message, the destination and the full cost. Each should support the same campaign goal.
