Text Marketing 101: How to Send Your First Campaign

Most people delay their first SMS campaign because they think it’s harder than it is.

It isn’t.

This guide is for owners, admins, and marketers who want to send a real text campaign without guessing. By the end, you’ll know what to send, when to send it, and how to avoid the mistakes that make people opt out.

What Text Marketing Is (and What It Isn’t)

Text marketing means sending SMS messages to a list of people who gave you permission to text them. Each message is delivered one-to-one, even when you send to hundreds or thousands of contacts at once.

It is not:

• Group chats
• Social media DMs
• Email with fewer characters

Text works because it’s personal, immediate, and hard to ignore. When timing matters, SMS wins.

What You Need Before You Send Anything

You only need three things.

• A list of phone numbers: Customers, clients, staff, or subscribers.
• Permission to text them: Skip this, and engagement drops fast.
• A way to send messages at scale: Manual texting breaks the moment your list grows.

Before You Send Anything: A Quick Gut-Check

Ask yourself:

• Would I expect this text?
• Does it solve something right now?
• Can I act on it in under 30 seconds?

If not, rewrite the message.

How Opt-Ins Work (In Plain English)

Opt-in means someone clearly agreed to receive your texts.

Common ways businesses collect opt-ins:

• A checkbox on a website form.
• A keyword people text to your number.
• In-person signups at checkout or events.

Simple example:

“Text JOIN to 555-123-4567 to get updates and reminders. Reply STOP to opt out.”

If you skip opt-in, messages stop working, and legal trouble can come knocking.

How to Write Your First Text Message

Every effective text follows the same structure.

1. Who it’s from.
2. Why it matters.
3. What to do next.

Micro-Rules That Keep Texts Working

• One message. One goal.
• Links beat explanations.
• Names beat logos.

Examples That Follow the Rules

Promotion (urgency + link)

“Greenview Dental: Free whitening with cleanings this week. Book here: [link]. Reply STOP to opt out.”

Reminder (time + clarity)

“Reminder from Peak Fitness: Your session starts today at 5:30 PM. See you soon.”

Announcement (context + resolution)

“City Pool update: Closed today due to weather. Reopening tomorrow at 8 AM.”

What not to send

“Big update coming soon. Stay tuned!”

Vague texts get ignored. Clear ones get read.

When and How Often to Send Texts

Texts arrive instantly. That’s the upside and the risk.

When to Send

If unsure, send between 11 AM and 6 PM local time. Always respect time zones.

How Often

Start with one or two messages per month. Increase only if people keep responding.

If you wouldn’t want the text yourself, don’t send it.

What Text Marketing Works Best For

Text marketing works best when speed matters.

• Appointment reminders: Typically sent 24 hours before to reduce no-shows.
• Time-sensitive promotions: Sent once, with a clear deadline.
• Event updates: Sent close to start time or when details change.
• Internal alerts: Used sparingly to quickly reach teams.

If the message loses value after a few hours, SMS usually fits.

What Happens After You Send a Text

Most people won’t reply. That’s normal.

Some will opt out. That’s expected.

Replies usually mean interest or questions, not annoyance. Over time, your list gets smaller but more engaged. That’s a good trade.

Common Beginner Mistakes

These mistakes don’t just lower engagement. They make people opt out.

• Sending too often
• Being clever instead of clear
• Forgetting opt-out language
• Treating texts like emails
• Waiting too long to send the first message

Your first campaign doesn’t need to be perfect. It needs to exist.

What Text Marketing Won’t Do

Text marketing has limits.

• It won’t replace every channel.
• It won’t fix unclear messaging.
• It won’t work without permission.

Used correctly, it fills a gap that other channels miss.

Using Software to Make This Easier

Manual texting works for a handful of contacts, but it fails at scale.

Software helps you:

• Organize lists
• Schedule messages
• Automate reminders and follow-ups
• Manage replies in one place

The goal isn’t more tools but fewer things to think about.

Once you set up TextSpot, you don’t have to touch it again—unless you want to.

Your First Campaign, Step by Step

1. Create a list of opted-in contacts.
2. Write one clear message.
3. Add your name and opt-out line.
4. Schedule it for a reasonable time.
5. Watch responses.

That’s a real campaign.

Quick Start Summary

• Text people who asked to hear from you.
• Keep messages short and obvious.
• Send at reasonable hours.
• Start small.
• Learn by sending.

Ready to Send Your First Text?

Text marketing isn’t complicated. People just make it that way.

Send one message. See what happens. Then build from there.

If you want a simple way to do all of this without manual work, TextSpot makes getting started easy. Start with a 14-day free trial + 50 message credits to explore all our features.

Frequently Asked Questions

Do I need permission to send marketing texts?

Yes. People must clearly opt in before you text them. Purchased lists and scraped numbers do not count.

What counts as an opt-in?

Someone knowingly agrees to receive texts. This can happen through a form, a keyword, or an in-person signup with consent language. Silence is not consent.

Do people actually want business texts?

Yes, when messages are expected and useful. Reminders and updates perform best. Random promotions perform worst.

How long can a text message be?

A standard SMS message is 160 characters. Longer messages may split into multiple parts. Shorter messages are easier to read.

Should I include links in text messages?

Yes, when there’s something to act on. Links reduce confusion and shorten messages.

What should every marketing text include?

• Your business name.
• A clear reason for the message.
• An opt-out option like “Reply STOP to opt out.”

When is the best time to send texts?

If unsure, send between 11 AM and 6 PM local time. Avoid early mornings and late nights.

How often should I send text messages?

Start with one or two per month. Increase only if people keep engaging and staying subscribed.

What happens when someone replies?

Replies usually include questions, confirmations, or opt-out requests. Not every message gets a reply, and that’s normal.

Is it bad if people opt out?

No. Opt-outs are expected. Over time, your list becomes smaller but more engaged.

Do I need a short code?

No. Most businesses use standard 10-digit phone numbers. Short codes cost more and are rarely needed.

Are texts sent instantly?

Usually within seconds, though delivery timing can vary slightly. Schedule messages ahead of time when timing matters.

Can I automate text messages?

Yes. Automation is common for reminders, follow-ups, recurring alerts, and event notifications.

Is text marketing better than email?

They serve different purposes. Email handles longer messages. Text works best for short, time-sensitive communication.

What’s the fastest way to get started?

Send one message. You’ll learn more from one real campaign than from another guide.