Insight
What Is an SMS Newsletter? A Complete Guide to Text Newsletters
An SMS newsletter, also sometimes called a text newsletter, is a recurring text message sent to contacts who have opted in to receive updates, promotions, tailored content, or other important information.
SMS newsletters are similar to email newsletters, but are formatted for text message-friendly reading or link to a more detailed newsletter webpage.
An SMS newsletter typically:
Is 160 characters or less, but you have the option to create a longer one if needed
Includes a link to the main newsletter or webpage
Reaches readers in seconds, right on their mobile devices
Text Request makes it possible for your business to build SMS subscriber lists, send SMS newsletters, and deliver them concisely and compliantly. You can format your SMS newsletters as a short message with a link to a landing page, blog, or article—depending on where you want to drive traffic. We'll cover how below.
Why Do SMS Newsletters Matter?
Text message open rates hover at around 98%, far surpassing the average open rate for emails. SMS newsletters offer exceptional engagement rates, which translates to a lot of attention and opportunity to drive higher conversions and foster stronger customer relationships.
4 Benefits of an SMS Newsletter
1. Gain immediate visibility.
Deliver your news, offers, or updates in real-time via the communication channel that your customers use the most.
2. High open and click-through rates.
Most texts are opened within 3 minutes after receiving them, compared to emails that tend to get lost in a cluttered inbox.
3. Cut through the noise.
Texts get straight to the point with information your audience actually wants to receive.
4. Mobile-native.
SMS newsletters can be delivered to any device that can receive text messages, so there’s no need for fancy formatting or HTML design.
SMS vs. Email Newsletters
SMS and email newsletters have their unique strengths and differences, but they work effectively when used symbiotically. Think of them as complementary tools for each other.
Email is best used for in-depth, long-form content and broad announcements while SMS is better suited for urgent, exclusive, and concise updates that require immediate attention.
So how can you use both together? Tease your latest newsletter by SMS and link to the full version via email.
3 Ways to Build an Effective SMS Newsletter Strategy
1. Define your goals and KPIs.
First, you need to figure out what you want to achieve. Do you aim to drive sales, increase website traffic, or maintain a consistent brand touchpoint? From there, define your key performance indicators (KPIs) such as click-through rates (CTR), conversions, and SMS subscriber growth to measure success.
2. Choose the right business texting platform.
A robust business texting platform is key to success. Text Request offers features like:
Keywords for opt-ins
Customizable text message templates to save time
Scheduled or repeating messages to automate repetitive communications
Audience segmenting so you can target your subscribers effectively
Built-in compliance tools such as opt-outs and TCPA features
3. Determine frequency and timing.
Figure out the sweet spot for your target audience. You don’t want to risk annoying your subscribers by sending text newsletters too frequently. On the other hand, you also want to remain relevant. If your texts are too infrequent, your audience might forget about you.
Test different times and days to see what works best for your subscribers. For example, you can try sending 1-2 SMS newsletters a month, and stick to a predictable schedule, like the first Wednesday of each month.
3 Steps to Building an SMS Newsletter Subscriber List
1. Abide by SMS compliance.
Always obtain clear, express consent (opt-in) from every subscriber before sending marketing messages.
To stay compliant, make sure every contact explicitly opts in to receive your texts. Do this by adding a disclaimer on contact forms, and use a tool like SMS Chat to automatically log opt-ins whenever someone texts you first. Be transparent about what types of texts you plan to send and how often, and always highlight the benefits to your subscribers. It’s also required to provide the option to opt-out of receiving texts from your business.
Read our full compliance guide here.
2. Use incentives.
Increase your SMS subscriber list by offering exclusive discounts, early access, or VIP-only content for anyone who opts-in to your text newsletter.
3. Promote sign-ups on all your channels.
Develop an omnichannel strategy to drive signups everywhere your customers are.
For example:
Use a pop-up or embedded form on your homepage
Promote your opt-in keyword on your social media pages
Display QR-codes on signage or receipts if you have an in-store location
Invite email subscribers to opt into texts for faster updates
Add an SMS opt-in checkbox at checkout
Check out our full guide on building SMS subscriber lists here.
5 Text Message Templates for Your SMS Newsletter
1. Exclusive Offers
Share special discounts or promotions that are only available for SMS subscribers.
Template: Just for you ❤️ BOGO 50%, ends tonight: [link] Happy shopping!
2. Event Updates
Announce upcoming webinars, live streams, or in-person events.
Template: You’re invited 🎤 Our live Q&A starts at 2PM EST [link] See you!
3. Product Launches or Back-in-Stock Alerts
Build hype and drive traffic by letting subscribers know the moment a new product is available.
Template: The wait is over: [link] Our limited fall line is here! 🍂
4. Customer Relationship Touchpoints
Keep subscribers in the loop with relevant updates they want to know, like plans for what’s ahead in the year to come.
Template: Thanks for an amazing year, Jennifer. [link] Here’s a little thank you from us! 🎁
5. Educational or Insightful Content
Share a link to a new blog post, case study, or industry report. This works well for those who cater to B2B audiences.
Template: Use these templates to follow up on leads [link] Win more sales today! 📈
View our full library of text message templates here.
6 Best Practices for Your SMS Newsletter
1. Keep it short and valuable.
What’s in it for your subscribers? Stick to concise messaging, and immediately communicate the value of clicking the link.
2. Use personalization and segmentation.
Are your subscribers interested in the content you send? Analyze customer data to segment your subscriber list and create targeted, relevant content.
3. Include compliance reminders.
Does your audience have the option to stop receiving texts from your business? Always give subscribers the option to opt-out of text message updates, and a link to your privacy policy for them to reference. A quality business text messaging platform will always automatically include a way for contacts to opt out.
4. Track your performance.
Is your current strategy producing the results you want? Analyze key metrics like CTR, conversions, and subscriber growth. This data is essential for refining your SMS newsletter strategy.
5. Use scheduled or repeating messages.
Schedule and automate your newsletters in advance to ensure they go out at the optimal day and time.
6. Choose the right business texting service.
The SMS platform you choose will help determine the success of your text newsletter. Look for a texting service that offers:
SMS subscriber list building tools, such as keywords, website forms, and mobile sign up options
Message scheduling features such as scheduled and repeating messages
Personalization with features like templates and merge fields
A user-friendly dashboard for team collaboration
Text Request checks all these boxes. Plus, our platform is built to scale with your success, whether you’re sending to a hundred people or thousands.
The Value of SMS Newsletters
SMS newsletters offer higher engagement, faster reach, and less inbox clutter. They work in conjunction with your existing email or social strategy, and require little effort to set up with the right platform.
Use SMS newsletters to connect directly with your audience by:
Sharing relevant content, boosting sales, and maintaining customer relationships
Sticking to concise, personal, and compliant messages
Tracking your results to optimize your strategy over time
By leveraging the high engagement rates of texting, your business can drive significant results depending on what your goals are.
Ready to supercharge your communication strategy by sending SMS newsletters? Schedule a demo and get started with Text Request today.
