Bulk SMS Marketing: What It Is and How to Leverage It

While SMS marketing isn’t the most rapidly developing marketing avenue, growing only at about 2% annually, SMS messages do have their unique flavor: they can be sent to thousands of subscribers at a time to translate the gist of the offer.

Indeed, bulk SMS marketing is a great tool to reach out to all your subscribers simultaneously.

But it’s not that simple.

For mass SMS to be effective, you should ensure all your texts are delivered, opened, and interacted with – ideally, converted into clicks and sales. Likewise, you must ensure all your messages are TCPA-compliant.

via GIPHY

Read on to learn more about bulk SMS marketing and how to grow your business with it.

The Advantages of Bulk SMS Marketing

As you likely know, bulk SMS marketing boils down to sending SMS to as many potential clients as you can reach at one time. And it is quite effective in some industries.

In healthcare, 55.4% of consumers would opt into SMS messages from their providers; in finance – 46%; in e-commerce and retail – 45.9%. Even in the industries with the lowest opt-in rates, like insurance (14%) or real estate (5%), a well-thought-out SMS campaign can generate clicks, conversions, and sales organically and without putting your reputation at risk.

Source: Statista

Here are the benefits of bulk SMS marketing:

The Widest Reach	It’s hard to imagine a consumer who doesn’t use the Internet nowadays, but SMS does increase your reach nonetheless.
High Deliverability	Unlike emails, SMS messages are not subject to rigorous spam filters, which usually allows delivering thousands of messages instantly without any of them being filtered. That said, you have to comply with CAN-SPAM and TCPA.
High Open Rates	An impressive 98% of SMS are actually opened by recipients, with 10% of them clicking on the links within. Around 30% of the clickers convert.
Easy Integration	Bulk SMS campaigns perfectly synergize with email marketing and other campaigns.

How To Do Bulk SMS Marketing

Sending bulk SMS messages is done in just a few clicks or automatically if pre-scheduled. 

Here’s what you should do step-by-step to launch a bulk SMS campaign:

1. Choose an SMS service provider (I would recommend Phonexa’s E-Delivery)
2. Build and upload your subscriber list (ensure TCPA compliance)
3. Segment subscribers by demographics, history of purchases, etc.
4. Write short, conversion-focused SMS messages with a clear CTA
5. Send or schedule your bulk SMS marketing campaign

 

To increase conversions with your bulk SMS campaigns, stick to these practices:

#1. Only Send SMS to Opted-In Users

First of all, make sure to obtain prior express written consent from everyone on your SMS list. After the FCC’s TCPA update, not only is it necessary to obtain one-to-one consent from every consumer you contact via a marketing SMS message, but you also have to store the consent record.

#2. Guarantee Easy Opt-Out

Including an easy-to-opt-out method is not only a legal requirement but also a good way to foster customer trust and engagement. A short instruction at the end of an SMS message like, “Text STOP to opt-out” should be enough.

#3. Keep SMS Messages Under 160 Symbols

Any SMS longer than 160 symbols is split into two segments, which implies:

• Delivery risks – long messages may not be reassembled properly
• Higher costs – any message longer than 160 symbols is billed as two SMS
• Suboptimal user experience – shorter texts are easier to perceive and more engaging

#4. Include a Single CTA

Consumers perceive SMS as a straightforward communication channel, so one CTA per message is usually the best choice. You don’t want them to ponder over the next step – you want them to know exactly what they need to do.

For example: “Flash Sale! 25% off all items during the next 24 hours. Shop now: [Store link]. Text STOP to opt out.”

#5. Segment Your SMS Campaigns Based on Demographics and Engagement

For most bulk SMS marketing campaigns, you have to segment your subscribers into several groups and craft a resonating message for each group – just like it’s done in email marketing.

High-Intent Subscribers	Like most other marketing domains, SMS marketing shows the best results with active subscribers, so it might be reasonable to design a unique message for them.
Low-Intent Subscribers	Unengaged subscribers may need an additional incentive, a nudge that gently pushes them towards taking action.
Previous Customers	For users who have already made a purchase with your brand, you can offer some incentives to strengthen their loyalty.
High-Ticket Customers	High-ticket customers surely need an individual approach: lower prices, early access, and different timing. For example, you can message them a day earlier to give them a head start with time-sensitive offers.
Geo and Time Zones	For nationwide and international campaigns, you have to respect the recipient’s location and time zone.

Here’s an example of the same core bulk SMS adjusted for different target recipients:

High-Intent Subscribers	“Hi [Name], you’re almost there! Lock in your savings with [Brand]—save up to 20% on car insurance. Get your personalized quote now: [Link].”
Low-Intent Subscribers	“Hi [Name], shopping for car insurance? Let us help! Get coverage tailored to your needs and save up to 20%. Get your personalized quote: [Link].”
Previous Customers	“Hi [Name], you’re on a streak! Renew your car insurance with [Brand] and get a 5% loyalty discount. Save today: [Link].”
High-Ticket Customers	“Hi [Name], safeguard your vehicle with insurance tailored for high-value cars. Save up to 20% with [Brand]’s exclusive coverage. Get your personalized quote now: [Link].”
Geo and Time Zones	“Hi [Name], ready for Alaskan snow? Protect your car with comprehensive insurance that fits your needs. Save up to 20% today: [Link].”

#6 Use Short Codes to Increase Engagement

Short codes are memorable 5-digit or 6-digit numbers you can use to imprint your brand’s name into the subscriber’s mind and make it simpler for them to reply.

For example: “Hi [Name], Want to save on car insurance? Text QUOTE to 54321 for a free personalized quote!”

#7 Track and Update Your Bulk SMS Campaigns

Once you’ve launched your bulk SMS campaigns, track how they perform in real-time and compared to your previous campaigns.

Here are the marketing metrics you can measure for bulk SMS campaigns:

Delivery Rates	The percentage of SMS delivered to recipients
Bounce Rates	The percentage of SMS that were not delivered due to technical issues or issues like invalid phone numbers
Open Rates	The percentage of opens of the delivered SMS messages
Click-Through Rates	The percentage of clicks on links within SMS messages
Response Rates	The percentage of replies to your SMS messages if it suggests a reply
Response Time	The average time it takes for recipients to reply to your message
Retention Rates	The percentage of subscribers engaged in two or more SMS campaigns
Conversion Rates	The percentage of recipients who proceeded with a target action – making a purchase, subscribing, creating an account, etc. – after clicking a link in the SMS message
Opt-Out Rates	The percentage of recipients who unsubscribed after receiving a specific SMS message
ROI	The profitability of your SMS marketing campaigns

The Most Important Thing about Bulk SMS Marketing

With so many brands competing for the consumer’s attention, the latter only pay attention to personalized offers. In fact, 56% of consumers would become repeat buyers after a personalized shopping experience – and they are even willing to share personal data for it.

Even amidst toughening data privacy regulations, you can still legally collect consumers’ demographics and preferences. Make sure you use this data to synergize your SMS, email, social media, and other campaigns.

Phonexa’s E-Delivery to Synergize SMS and Email Marketing

Whether buying or selling web and call leads, you can market and remarket them with E-Delivery, a bulk email and SMS marketing software that guarantees 100% deliverability across campaigns.

Here’s what E-Delivery is capable of:

• Engaging and re-engaging consumers with coordinated SMS and email campaigns
• 100% SMS and email deliverability to thousands of recipients at a time
• Tailored targeting for various consumer groups across SMS and email campaigns
• Integrating with other seven Phonexa’s performance marketing solutions

 

Want to see E-Delivery in action? Book a demo now. 

SMS Marketing and the 2025 FCC Update

Digital marketing has changed dramatically in anticipation of the FCC update (scheduled for January 27, 2025). Businesses go the extra mile to implement one-to-one consent solutions that would allow them to capture and store consent records.

And I have a ready-made solution for you: Phonexa’s proprietary Consent Branches.

Consent Branches can ensure your lead generation forms contain the necessary consent disclosure – custom or shared consent language – for all your leads.

Here’s how Consent Branches work with Phonexa Smart Tree technology:

1. An affiliate sends non-PII info to Phonexa: consumer’s preferences, state-level location, or other general details that don’t allow the advertiser to identify the consumer yet allow them to understand whether they want to bid on this lead.
2. Phonexa sends non-PII info to matching advertisers and, based on their response, displays them on the consumer’s lead generation form.
3. The selected providers receive full consumer info and consent records.

 

 

Generic vs. Custom Consent Language for Bulk SMS Marketing

If the brands on a form provide the same type of services and ask for the same type of consent, you can use the same generic language for all of them:

 If, however, the advertisers request consent for different marketing communications, then custom consent language should be used:

Cover All Your Marketing Campaigns with Phonexa’s Software Suite

While E-Delivery might be the solution to your SMS marketing, chances are your marketing isn’t limited to SMS messages. If so, you might benefit immensely from Phonexa, an eight-in-one performance marketing software suite that, alongside SMS and email marketing, also covers social media, affiliate, referral, and other marketing avenues.

With Phonexa, you have all marketing campaigns coordinated for omnichannel coverage and can access all marketing data in a single dashboard. No hoop-jumping or switching systems – you get everything you need under one roof and are fully compliant with FCC, CAN-SPAM, and CCPA.

 

Here are the eight proprietary solutions you get at a single price (online price calculator):

 

Build your plan now, or book a demo to learn more about Phonexa.

Frequently Asked Questions

What is bulk SMS in marketing?

Bulk SMS are marketing messages sent to hundreds and thousands of consumers at the same time to promote a product or service. However, with the right bulk SMS marketing software, these messages can be personalized to meet the expectations of every recipient.

How to send bulk SMS for marketing purposes?

Sending bulk SMS with software boils down to uploading your contact list, drafting the SMS message, choosing campaign settings, and testing it out on various devices. Then, you can launch the campaigns, delivering thousands of messages to your target audience simultaneously.

Is bulk SMS marketing legal?

Bulk SMS marketing is legal as long as you’ve obtained prior express written consent from the consumers who received the message, according to the 2025 FCC’s TCPA update. Likewise, you cannot send marketing SMS to phone numbers on a Do-Not-Call Registry.