Best SMS Marketing Platforms
Cut through inbox noise with messages that actually get read—98% open rates
TL;DR
Klaviyo is best for e-commerce brands wanting SMS integrated with email marketing. Attentive specializes in conversational SMS for retail and DTC. Twilio offers maximum flexibility for developers building custom solutions. For small businesses starting out, SimpleTexting provides easy entry with good features.
SMS marketing has 98% open rates compared to email's 20%. Messages are read within minutes, not hours. For time-sensitive offers, abandoned cart recovery, and transactional updates, nothing else comes close. But SMS also carries risk—annoying customers means instant unsubscribes and potential legal issues. Here's how to choose the right platform for effective, compliant SMS marketing.
What is SMS Marketing?
SMS marketing platforms send text messages to customers for promotions, updates, and engagement. They handle subscriber management, message composition, segmentation, automation, compliance (TCPA, GDPR), and analytics. Modern platforms go beyond blast messages to include two-way conversations, MMS, and integration with broader marketing automation.
Why SMS Marketing Matters
SMS cuts through the noise that email can't. With 98% open rates and 90% of messages read within 3 minutes, it's the most direct channel available. For flash sales, appointment reminders, shipping updates, and cart recovery, SMS dramatically outperforms email. But it requires respect—abuse the channel and customers opt out permanently.
Key Features to Look For
Compliance Management
essentialBuilt-in TCPA compliance, opt-in/opt-out handling, quiet hours
Segmentation
essentialTarget messages based on behavior, purchase history, preferences
Automation
essentialTriggered messages for cart abandonment, welcome series, etc.
Two-Way Messaging
importantConversational SMS where customers can reply
MMS Support
importantSend images and rich media, not just text
E-commerce Integration
importantConnect with Shopify, Klaviyo, etc. for triggered campaigns
Analytics
importantTrack deliverability, clicks, conversions, and revenue attribution
A/B Testing
nice-to-haveTest message variations to optimize performance
Key Factors to Consider
- Message volume: pricing usually scales with messages sent
- E-commerce integration depth matters if SMS is tied to shopping behavior
- Compliance features: TCPA violations are expensive—ensure the platform handles this
- International sending: rates and capabilities vary by country
- Conversational vs. broadcast: do you need two-way messaging?
Pricing Overview
SMS pricing is typically per-message or credits, ranging from $0.01-$0.05 per message plus platform fees.
Starter
$25-$75/month + messages
Small lists, basic automation
Growth
$100-$500/month + messages
Serious SMS programs, full features
Enterprise
$500+/month + messages
High volume, advanced needs
Top Picks
Based on features, user feedback, and value for money.
Klaviyo
Top PickBest-in-class e-commerce SMS integrated with email
Best for: E-commerce brands wanting unified email and SMS in one platform
Pros
- Excellent e-commerce integration
- Unified with email marketing
- Strong automation
- Good analytics
Cons
- Premium pricing
- SMS-only users pay for email features too
- Learning curve
- Message costs add up
Attentive
Conversational SMS for retail and DTC brands
Best for: Brands wanting sophisticated SMS with conversational capabilities
Pros
- Excellent conversational features
- Strong retail focus
- Good subscriber growth tools
- AI-powered optimization
Cons
- Enterprise pricing
- Requires commitment
- Less suitable for small businesses
- Can be complex
SimpleTexting
Easy SMS marketing for small businesses
Best for: Small businesses wanting straightforward, affordable SMS
Pros
- Very easy to use
- Affordable
- Good customer support
- Quick setup
Cons
- Less sophisticated automation
- Basic integrations
- Limited for enterprise
- Analytics less deep
Common Mistakes to Avoid
- Sending too frequently—SMS tolerance is much lower than email
- Not getting proper opt-in—TCPA violations cost $500-$1500 per message
- Ignoring quiet hours—messages at 3am destroy relationships
- Treating SMS like email—keep messages short and valuable
- No clear opt-out—legally required and practically essential
Expert Tips
- Limit to 4-6 messages per month maximum—less is more with SMS
- Use SMS for time-sensitive content: flash sales, restocks, appointments
- Combine with email—SMS for urgency, email for detail
- Include clear value in every message—exclusive offers, not just updates
- Test timing carefully—optimal send times vary significantly by audience
The Bottom Line
Klaviyo is the clear choice for e-commerce brands wanting SMS integrated with email marketing. Attentive offers more sophisticated conversational SMS for larger brands. SimpleTexting or Postscript works well for smaller operations. Remember: SMS is high-impact but high-risk. Respect the channel or lose subscribers fast.
Frequently Asked Questions
What's a good SMS opt-in rate?
2-5% of website visitors or email subscribers is typical. Incentives (discounts, exclusive access) can push this higher. Quality matters more than quantity—engaged subscribers drive revenue; disengaged ones will opt out.
How much does SMS marketing cost per message?
Typically $0.01-$0.03 per SMS in the US, more for MMS ($0.02-$0.05). International rates vary significantly. Plus platform fees. Budget $50-500/month for a program of 5,000-50,000 messages.
How do I stay TCPA compliant?
Get explicit opt-in consent (not implied), honor opt-outs immediately, respect quiet hours (typically 8am-9pm), identify yourself in messages, and maintain consent records. Good platforms handle most of this automatically.
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