eCommerce SMS Marketing in 2025 (The Ultimate Guide)

As we have noticed, SMS marketing is a leading channel for personalized communication and direct engagement. In this guide, we will explore best practices, compliance requirements, and strategies for launching successful SMS campaigns in 2025. Discover how to optimize your business SMS marketing with IMPRO’s insights.

SMS List: The Foundation of SMS Marketing

Building an SMS list is the first step in SMS marketing for businesses. From our experience, I can assure you that even if you are not ready to launch campaigns yet, collecting numbers for future promotions, Black Friday deals, or personalized offers is essential. A well-segmented SMS marketing list allows businesses to send highly targeted and personalized SMS marketing promotions, improving conversion rates and brand loyalty.

Why SMS List Segmentation is Essential

Effective SMS marketing solutions rely on segmentation to deliver relevant messages to different customer groups. Segmentation criteria may include:

• Customer behavior (repeat vs. first-time buyers)
• Purchase history (recent purchases, high-value customers)
• Engagement level (active vs. inactive subscribers)
• Geolocation (targeted SMS marketing in the USA or globally)

Niche Considerations

Industry Restrictions on SMS Marketing

Some industries have restrictions on SMS and MMS marketing based on country regulations:

• Alcohol & Tobacco
• Cryptocurrency, ICOs, and financial schemes
• Gambling & Betting (may require additional licenses)
• CBD, Cannabis, and Medical Marijuana
• Adult & Sexual Products

Case Study: Optimizing SMS & Email for a CBD Brand

Despite the fact thatSMS marketing was impossible for one of our CBD clients due to regulations, we optimized their email marketing strategy to maximize results.
For a CBD brand, we optimized the abandoned cart flow by testing different timing intervals. Instead of the standard 30-90 minutes, we found that sending the first email after 20 minutes worked best. Optimized entry frequency based on customer visits, order history, and price sensitivity led to a 7-day re-entry window, significantly improving conversion rates.

Find our top profitable email flows of 2025 here.

Compliance: SMS Marketing Regulations & Best Practices

Key Compliance Steps:

To avoid penalties and ensure a seamless user experience, compliance is critical in SMS marketing solutions. The following legal aspects should be considered before launching any SMS campaigns:

1. Create a Mobile Terms of Service (TOS)
   • Define your SMS marketing website’s communication policies.
   • Provides legal protection and ensures transparency.
2. Update Your Privacy Policy
   • Must explicitly state how user data (phone numbers, location data) is stored and used.
   • Clearly define the purpose of SMS communication.
3. Create SMS Disclosure Language
   • Clearly states that users are opting into receiving messages.
   • Must mention that message and data rates may apply.
   • Should include links to privacy policies and terms of service.

By ensuring transparency, businesses build trust and improve deliverability in SMS marketing solutions.

Where & How to Collect SMS Subscribers

✅ Pop-Ups (Sign-Up Forms): Offer exclusive deals to increase conversions.

Pro Tip: Offer an exclusive discount or special deal to encourage sign-ups. People are more likely to share their number when they receive something valuable in return.

✅ Checkout Page Opt-In: Capture numbers at the point of purchase.

Pro Tip: Provide a clear benefit like order tracking for a higher submit rate and ensure your initial communication reflects it and does not overwhelm you with additional offers, etc.

✅ Account Creation Page: Engage repeat customers.

✅ Website Footer or Banner: Passive collection strategy.
Pro Tip: Allow users to toggle SMS preferences anytime. Keep the message short and compelling, e.g., “Sign up for VIP deals via SMS” with a simple one-click opt-in

✅ Dedicated Landing Page: Perfect for SMS marketing website campaigns & social traffic.

Pro Tip: Use a short, engaging form with manage preferences options.

✅ Post-Purchase Thank You Page: Convert buyers into subscribers.

How to Collect SMS Consent Properly

• Use an Explicit Opt-In Checkbox (No Pre-Checked Boxes) for marketing via SMS

Case Study: Pre-Checked Consent Boxes

One of our clients initially used pre-checked boxes for SMS opt-ins. While this approach slightly increased subscriber numbers, it did not result in higher revenue. Instead, it negatively impacted deliverability and retention rates. Many users unsubscribed immediately, marked messages as spam, or ignored communications altogether. This led to lower engagement and a weakened customer retention strategy.
After the changes implemented by IMPRO team, we saw positive changes in deliverability and, as a result, in the retention rate

Remember: Quality over quantity is the golden rule in marketing solutions. That’s the rule we personally try to follow and it shows good results. A well-segmented and genuinely interested subscriber list performs significantly better than a bloated list of disengaged users.

• Ensure TCPA/GDPR Compliance: Include frequency, cost details, and opt-out instructions.
• Leverage Incentives: Discounts, early access, or exclusive deals encourage sign-ups.
• Make It Mobile-Friendly: Use tap-to-text links for seamless opt-in.

Choosing the Right SMS Marketing Platform

To select the best SMS marketing service provider, start by evaluating your current marketing needs, expected sending volumes, and future growth plans. If you plan to integrate email marketing with SMS or add push notifications, choose a platform that supports multi-channel communication.

Key Considerations:

• Single vs. Multi-Channel – Do you need SMS-only solutions or combined SMS and email marketing?
• Scalability – Can the platform grow with your business needs?
• Attribution Accuracy – Ensure clear revenue tracking to prevent duplicate attribution.

Pro Tip: Selecting a unified SMS marketing automation for a business platform helps streamline operations, improve business SMS marketing performance, and enhance ROI tracking. Making an informed choice early avoids costly migrations later.

Case Study: How Multi-Channel Solutions Can Impact Your Understanding of Effectiveness

While working with one of our clients, the IMPRO team’s data analyst noticed an overlap in attribution due to the use of two different platforms for email and SMS marketing: Klaviyo for emails and Attentive for SMS. After a deeper analysis, we confirmed that the revenue attribution was not unique, as the two platforms were essentially competing with each other. This overlap was distorting the reports and obscuring the true impact of these marketing initiatives.

Integrating third-party platforms for analysis posed further challenges, so the team recommended consolidating email and SMS marketing into a single omni-channel platform.
To achieve this, we supported the full migration of SMS from Attentive to Klaviyo, including the migration of the database to avoid duplicates, along with the existing flow setups and all relevant configurations.

A month later, we observed how the attribution model had changed. This allowed the marketing team to gain a clearer understanding, leading to more accurate reports and a better idea of how to move forward with their marketing strategies.

Here’s a breakdown of the top platforms for your usage and what makes them unique:

Top 3 SMS Marketing Platforms for eCommerce:

1️. Klaviyo

• Best for brands that want email marketing with SMS integration.
• Advanced segmentation, automation, and analytics for omnichannel marketing.
• Offers push notifications, personalized flows, and SMS marketing automation for businesses.

2️. Postscript

• Focused exclusively on SMS marketing solutions.
• Ideal for D2C eCommerce brands looking for deep Shopify integration.
• Provides automated SMS flows, campaign tracking, and creative SMS marketing strategies.

3️. Attentive

• Full SMS and email marketing solutions for businesses.
• AI-powered customer engagement platform with A/B testing capabilities.
• Ideal for brands looking for affordable SMS marketing at scale.

While there are many SMS marketing service providers, the best platform depends on your brand’s specific needs and there can always be a perfect solution for you.

Need Expert Guidance? Our team is here to help you choose the right platform for your business. Contact us today for a consultation!

SMS Campaigns: Boosting Revenue & Engagement

• Segmentation is a Must-Have – Just like email, targeted messaging works best.
• High-Value Content – Avoid sending just promotional messages.
• Combine Email & SMS – Use both channels for higher impact.
• Leverage Personalization – Tailor SMS offers based on user behavior.

Pro Tip: Never start an SMS text marketing message with a link—it increases spam complaints!

SMS Flows: Automation for Maximum Impact

Prioritize SMS vs. Email based on your business goals.
Best practices include:
📌 Send SMS only after an unopened email to reduce irritation.
📌 Optimize SMS flows during sales events (e.g., Black Friday) for higher revenue.

Case Study: SMS vs. MMS Click-Through Rates

Through extensive testing, we confirmed that SMS messages achieve 120-150% higher click rates than MMS. Optimize your marketing through SMS accordingly.

Conclusion

SMS digital marketing is evolving rapidly. 2025 is the perfect time to make SMS a core channel for customer engagement and revenue growth. These best practices will ensure you follow appropriate strategies that will become your strong foundation for future growth.