Text messages get opened within minutes, which makes SMS one of the most direct ways to reach a customer. But a text lands on the one device people keep within arm's reach all day, so it has to be genuinely useful and welcome, or it backfires. Get the tone right and it is brilliant for time-sensitive messages. Here are real SMS marketing examples you can adapt, grouped by what you are trying to do.
Every template below is short, clear, and includes an opt-out, because in the UK that is not optional.
What makes a good marketing text
- Lead with the value. People decide in a second, so put the offer or reason first.
- Keep it short. One clear message, ideally under 160 characters.
- Include your business name, so it is obvious who it is from.
- Always add an opt-out, such as 'Reply STOP to opt out'.
- Send at sensible times. A text at 9pm feels intrusive.
Offers and promotions
Hi [Name], it is [Business]. This weekend only, 20% off everything with code SAVE20 at [link]. Reply STOP to opt out.
Hi [Name], a quick thank-you for being a customer. Here is 15% off your next order: [link]. Valid until Sunday. [Business]. Reply STOP to opt out.
Appointment and booking reminders
Hi [Name], a reminder of your appointment with [Business] on [date] at [time]. Need to change it? Call us on [number]. Reply STOP to opt out.
Hi [Name], your booking is tomorrow at [time]. We look forward to seeing you. [Business]. Reply STOP to opt out.
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Hi [Name], thanks for choosing [Business]. If you have a moment, we would love a quick review, it really helps: [link]. Reply STOP to opt out.
Re-engagement and reminders
Hi [Name], we have not seen you in a while. Here is 10% off to welcome you back: [link]. [Business]. Reply STOP to opt out.
Hi [Name], your basket is still waiting. Complete your order here before it sells out: [link]. [Business]. Reply STOP to opt out.
The rules you must follow (UK)
SMS marketing in the UK is governed by PECR and GDPR, and the key points are simple:
- Get consent. Only text people who agreed to receive marketing, or existing customers under the soft opt-in.
- Identify yourself. Every message must make clear who it is from.
- Offer an easy opt-out in every message, and honour it promptly.
- Keep records of who opted in and when.
We cover this in full in our guide on SMS marketing and the PECR rules. Follow them and SMS is a powerful, low-cost channel. Ignore them and you risk complaints and fines.
Frequently asked questions
What is a good example of a marketing text message?
A good marketing text leads with the value, names your business, and includes an opt-out, for example: 'Hi Sam, it is [Business]. This weekend only, 20% off with code SAVE20 at [link]. Reply STOP to opt out.' Short, clear and useful.
How long should a marketing SMS be?
Ideally under 160 characters, which is one standard message. Keep it to a single clear point, lead with the offer or reason, and leave room for your business name and the opt-out.
Is SMS marketing legal in the UK?
Yes, when done properly. Under PECR and GDPR you need consent (or the soft opt-in for existing customers), you must identify your business, and you must include an easy opt-out in every message and honour it.
What should every marketing text include?
The value or reason up front, your business name, and a clear opt-out such as 'Reply STOP to opt out'. Sending at a sensible time of day matters too, a late-night text feels intrusive.
The takeaway
SMS works because it is direct, but that is also why it has to be short, useful and welcome. Lead with the value, keep it under 160 characters, name your business, and always include an opt-out. Use it for the time-sensitive things: offers, reminders, reviews and re-engagement.
The free SMS Builder helps you write and send compliant campaigns in minutes, with opt-outs handled, so you get the reach of SMS without the risk of getting the rules wrong.