Despite what the noise says, SMS isn’t dead — it’s just being underutilized by marketers chasing the next shiny object.

I’ve been using SMS for over a decade in cold outreach and warm campaigns alike, and I can tell you firsthand that while people may not answer your calls anymore, they still open their texts.

When done right, SMS is fast, personal, and frictionless. It’s also one of the last direct lines to a customer’s attention.

If you’re setting up or optimizing your SMS workflows, consider these best practices to maximize results without annoying your audience or causing compliance issues.

1. Start Small. Prove the Value. Then Scale.

Too many people overbuild their SMS strategy out of the gate. Instead of launching ten automations at once, pick one workflow that can move the needle — a lead follow-up, an abandoned cart reminder, or a demo confirmation. Test it. Watch the replies. Tweak and expand based on what’s working.

Small, focused workflows build momentum. Bloated ones kill it.

2. Personalization Is Non-Negotiable

This is not an email. SMS is inherently personal — you’re dropping a message into someone’s most-used app. If it sounds robotic or mass-blasted, you’re toast.

At a minimum, use the recipient’s first name. Even better: reference something contextual (“saw you checked out our pricing page”) or tie it to their last interaction.

3. Don’t Over-Automate Conversations That Need a Human

If your automation consistently ends with the user asking, “Can I talk to someone?” — take the hint.

Automation is great for routing, reminding, and nudging. But when the message thread turns into a real conversation (sales questions, emotional concerns, objections), that’s where a human needs to step in.

Automation should open the door — not close the deal.

4. Be Honest: Let Them Know It’s Automated

There’s no harm in saying “This is an automated message” right up front. In fact, it’s helpful.

When someone thinks they’re talking to a human — and they’re not — it creates confusion and distrust. Setting expectations clearly protects both the user experience and your brand.

5. Test Everything — On Yourself First

Before you go live, run the SMS workflow on your own phone. Look at it with fresh eyes:

• Does the timing make sense?

• Is the message clear and typo-free?

• Do the links work?

• Does it feel human or hollow?

And if you can, test across carriers. Not all delivery behaves the same between AT&T, Verizon, T-Mobile, etc.

6. Stay Compliant or Pay the Price

This isn’t optional. SMS is regulated — and violations aren’t cheap.

Here’s the bare minimum:

• Always get clear consent before texting someone.

• Provide an easy way to opt out (e.g., “Reply STOP to unsubscribe”).

• Honor opt-outs immediately.

• Understand TCPA, CTIA, and carrier-specific rules if you’re marketing in the U.S.

A single mistake can lead to blocked numbers, carrier suspensions, or legal trouble.

Final Thought: SMS Still Works — If You Respect the Channel

Used smartly, SMS can dramatically improve your marketing ROI. It can speed up conversations, recover lost leads, and deliver helpful info with minimal friction. But it’s also easy to overdo — or worse, misuse.

Start where it matters most. Keep it personal and clear. Test ruthlessly. And respect your audience’s space.

Done right, SMS doesn’t feel like marketing. It feels like relevance.