Running a small or mid-sized business in 2025 means wearing every hat at once. You’re juggling growth goals, customer expectations, and the constant pressure to stand out in a crowded digital world. Between algorithms changing and inboxes overflowing, it’s harder than ever to make your message heard.
That’s exactly where SMS marketing shines.
It’s perhaps the most immediate, personal, and powerful way to reach customers right when it matters most. Your customers carry their phones everywhere, and when you text them, they actually open your message. No feeds, no filters, no problem… as long as you know how to avoid abusing it.
Online eyewear retailer, Zenni, saw a 16% improvement in active engagement just 2 months after leveraging SMS to deliver timely and relevant content.
The best SMS strategies are about pairing intentional messaging tactics with the best SMS software—SMS software that helps you create meaningful conversations that convert, without demanding all your time or resources.
Why SMS software matters more than ever for SMBs
For small and mid-sized businesses, every customer interaction counts. Each touchpoint can build trust, drive a sale, or risk being ignored.
That’s why SMS still holds so much potential, even in 2025. It’s a direct line to your customers’ hands, literally. Getting a phone number is still one of the most valuable pieces of customer data you can earn, and using it well takes the right SMS software.
The best SMS platforms do far more than send bulk messages. They help you:
- Craft personalized campaigns that feel human
- Automate engagement to save time
- Build loyalty through timely, relevant communication
At OneSignal, we’ve seen firsthand how powerful this can be. Over a million businesses, many of them SMBs, use OneSignal’s unified messaging platform to reach customers through SMS, email, and push notifications.
And with open rates near 98% and instant read times, SMS remains one of the fastest, most reliable ways to drive real results, especially when time, budget, and attention are limited.
The ROI reality check: Making your SMS campaigns pay off
Let’s talk numbers. SMS marketing delivers an average ROI of $36 per $1 spent. That’s huge for businesses looking for quick, measurable returns.
Here’s a simple formula for measuring your ROI:
ROI = [(Revenue from SMS - Cost of SMS Campaign) / Cost of SMS Campaign] × 100%
Example: If you spend $100 on an SMS campaign that drives $500 in revenue, that’s a 400% ROI, often within hours.
But results like that depend on using the right SMS software. One that helps you respect customer attention, automate intelligently, and measure what truly matters.
Key features your SMS platform must have as an SMB
Choosing an SMS platform can feel like comparing apples to APIs. Here’s what to look for if you’re running lean but aiming high:
1. Ease of Use & Intuitive Interface
You’re not a developer—you need a tool that’s simple and effective. Look for drag-and-drop message builders, easy automation workflows, and clear analytics dashboards so you can focus on content, not code.
2. Multi-Channel Integration
Your customers don’t live in an SMS-only world. The best platforms, like OneSignal, unite SMS, email, and push notifications in one place. That way, you can send a detailed offer via email, follow up with an SMS reminder, and close with a push notification for app users… all from a single dashboard.
3. Advanced Segmentation
Sending one message to everyone is like shouting in a crowded room. Segmentation lets you whisper to the right people at the right time.
4. Automation Workflows
Start with manual campaigns, but scale with automation. Common workflows include:
- Welcome series for new sign-ups
- Abandoned cart recovery
- Appointment reminders
- Win-back campaigns for lapsed customers
5. Compliance & Deliverability Tools
TCPA compliance isn’t optional. Choose software that manages opt-ins, opt-outs, and consent tracking automatically.
6. Analytics That Actually Matter
Don’t stop at delivery rates. Track conversions, revenue per message, and customer lifetime value. The best SMS tools help you see not just what was sent, but what sold.
Real-world SMS strategies that work for SMBs
1. The Welcome Mat: SMS Welcome Series
When someone opts into your SMS list, they’re showing real interest. Don’t let it fade.
- Message 1: Thank them, confirm subscription, share an immediate perk or discount.
- Message 2 (few days later): Highlight your top products or services.
- Message 3 (week later): Add value — a helpful tip, content, or bonus offer.
2. Bringing Them Back: Abandoned Cart Recovery
For eCommerce brands, this is money left on the table.
- 30 mins: Gentle reminder with cart link.
- 4 hours: Add small incentive (free shipping or 10% off).
- 24 hours: Final reminder with urgency or social proof.
3. Time-Sensitive Promotions & Flash Sales
Nothing drives urgency like SMS. Example:
“⚡ Flash Sale: 50% off ends in 3 hours! Use code FLASH50 → [link]”
4. Appointment Reminders & Customer Service
For service-based SMBs, SMS can dramatically reduce no-shows and increase satisfaction. Confirm appointments, send follow-ups, and offer support without tying up your phone lines.
The technology behind the magic: A unified approach
Modern SMS platforms aren’t just about sending texts — they orchestrate customer experiences across every channel.
OneSignal’s unified messaging platform offers:
- API access for developers
- Visual workflow builders for marketers
- Real-time analytics and A/B testing for continuous improvement
You can manage SMS, email, and push notifications in one place — ensuring every customer interaction feels connected and intentional.
Choosing the Right Messaging Channels: SMS vs. Email vs. Push Notifications
The smartest strategy isn’t picking one channel — it’s combining them. Use SMS for urgency, email for depth, and push for instant app engagement. OneSignal helps you manage all three in one place for seamless orchestration.
Pricing models that make sense for SMBs
SMS typically costs between $0.024–$0.049 per message. That’s more than email, but the immediate visibility and conversion rates make it worth every cent.
When evaluating pricing, look for:
- Transparent per-message costs
- Volume discounts as you grow
- Free trials or credits to test campaigns
- Bundled plans that include email and push for more value
For more details, see OneSignal’s pricing page.
Common SMS mistakes SMBs make (and how to avoid them)
- Being Too Pushy: Quality beats frequency — don’t text daily unless it’s relevant.
- Ignoring Compliance: Always get consent and make opting out easy.
- Poor Timing: Respect time zones and waking hours.
- Weak CTAs: Every word counts; be specific.
- Not Integrating Channels: Use SMS with email and push for cohesive campaigns.
- Skipping Personalization: “Hi [Name]” still goes a long way.
The future is multi-channel, powered by SMS
In 2025, marketing isn’t about picking one channel—it’s about building cohesive experiences that follow your customer from inbox to lock screen. SMS is your fastest way to break through the noise, and when combined with email and push notifications, it becomes unstoppable.
The brands winning today are those sending targeted, timely messages that meet customers where they are — and SMS is at the center of it all.
Getting started: Your next steps
Ready to harness the power of SMS for your business? Start with these steps:
- Audit Your Current Communication: Identify where you’re missing real-time connection opportunities.
- Choose the Right SMS Platform: Use one that integrates with your existing stack — like OneSignal.
- Start Small, Test Often: Begin with a welcome series or cart recovery flow.
- Focus on Value: Make every SMS worth the read.
- Measure What Matters: Track ROI, conversions, and retention — not just clicks.
The best SMS software isn’t just about sending messages; it’s about building real connections that move your business forward. Your customers are already carrying their phones — now’s your chance to meet them there.
Get started for free with OneSignal and see how simple it can be to send smarter messages that deliver results fast.
Get Started for Free
