Many owners assume SMS marketing means blasting your whole customer list with a discount code whenever business goes quiet. It doesn't work well, and in Australia it can put you on the wrong side of the Spam Act. Done properly, SMS marketing for small business is closer to a quick, useful tap on the shoulder than a megaphone.
Below are the mistakes I see most often, and how to fix each one in an afternoon or less.
What good SMS marketing for small business looks like
It is a short text sent to people who asked to hear from you, with one clear reason to read it. School holiday slots now open. Stock back in. Two spots left this Saturday.
Here is a generic example: Hi Jess, Northside Bike Repairs here. School holiday service slots are open. Book at the link below. Reply STOP to opt out.
It names the business, gives one useful piece of news, has one action and a way out. Keep messages close to the 160 characters of a single standard text, because longer ones are often split into several messages and can cost more.
Mistake one: texting people who never said yes
The Spam Act 2003 covers commercial electronic messages, and that includes SMS. In general, you need a person's consent before sending marketing, the message must identify who sent it, and it must include a working way to opt out. This is general information, not legal advice, so check the ACMA website for the current detail.
Having someone's phone number does not mean you have their consent. Buying a list is the fastest route to complaints and poor results.
Easy ways to collect genuine opt-ins:
- An unticked box on your online booking or enquiry form that says something like 'Yes, text me occasional offers and updates'.
- A sign-up sheet or tablet at the counter, with the wording written clearly above the line.
- A keyword people can text to you, mentioned on your invoices or at the front desk.
Then record when and how each person opted in. A spreadsheet column is enough, and it saves you a headache later.
Mistake two: forgetting to say who you are and how to leave
Most people don't have your number saved. If the text arrives without a name, it looks like a scam and gets deleted, or reported.
Compare these two.
Before: Weekend sale, 20% off everything. Ends Sunday.
After: Hi Jess, Northside Bike Repairs here. 20% off helmets and lights until Sunday. Reply STOP to opt out.
The second is barely longer and does the job on both trust and compliance. When someone does opt out, the rules expect you to action it within five business days, but do it the same day. Most SMS platforms handle STOP replies automatically, which is a good reason to use one rather than texting from your own mobile.
Mistake three: sending the same message to everyone
A customer who visited last week and one who hasn't been in for a year need different messages. Treating them the same wastes the send.
You don't need fancy software. Three simple groups cover most small businesses:
- Recent customers (last three months): a thank you, a related product or a reminder that their next service is coming up.
- Lapsed customers (six months or more): a short 'we haven't seen you in a while' note with a reason to come back.
- Enquired but never booked: a gentle nudge that you have availability this week.
Also resist the urge to discount every time. Early access, a free add-on or a limited booking window can work without eating into your margin.
Mistake four: bad timing and too many messages
Most people don't want a promotion at 9pm or first thing Sunday morning. Send during normal business hours, when someone can actually act on it.
For frequency, one or two promotional texts a month is plenty for most small businesses. If opt-outs jump after a send, you are being too loud or too irrelevant.
Keep service messages separate from promotions. A booking confirmation or appointment reminder is a different thing from a sales message. Once you start adding offers to those, they may be treated as marketing, so it is worth checking the ACMA guidance.
Mistake five: sending people to a page that doesn't help
This is where a lot of good texts fall over. Someone taps the link on their phone and lands on a slow homepage with a tiny menu and no obvious next step.
Link to the specific page that matches the message: the booking page, the product, the offer. Before you send anything, do this test:
- Open the link on your own phone using mobile data, not wifi.
- See how long it takes to load and whether the main button is visible without scrolling.
- Try to complete the action in under a minute.
If it is clunky, fix the page first. A text that sends people to a bad page costs you the send and a little goodwill.
Mistake six: no way to tell what worked
If you can't say which texts brought in bookings, you can't improve them. Tracking doesn't need to be complicated.
Add ?utm_source=sms to the end of your link so your website analytics can show visits from that send. Or use a simple code word, like 'mention TEXT20 at the counter', so staff can tally it.
Bulk SMS usually costs cents per message, with prices varying by platform and volume. Work out what one extra booking is worth to you and compare that to the cost of the send. Most owners are surprised how quickly a small list pays for itself, provided the list is genuine.
Things to do this week
- Add an unticked SMS opt-in box to your booking or contact form, with clear wording.
- Write one message in the before and after style above, naming your business and including a STOP instruction.
- Split your existing opted-in contacts into recent, lapsed and enquired-only.
- Check your target page on your phone using mobile data and fix the slowest or most confusing part.
- Decide how you will track the result before you hit send.
SMS works best when your website is ready to catch the people who tap through. If you'd like a site with proper sign-up forms and fast mobile pages behind your messages, you're welcome to get in touch with the WebDevise team for a no-pressure chat.