SMS Marketing Strategies

Top SMS Marketing Strategies That Still Work in 2025 (Nigerian Edition)

SMS isn’t dead. It just needs a better strategy. If you’re a Nigerian business owner, you’ve probably been told that email marketing is king or that you should be investing heavily in social media ads. And yes, those channels are great, but there’s one underrated platform that still drives real results in 2025:

Text messages.

Think about it: in a country where internet access isn’t always stable and data can be expensive, SMS continues to be one of the most reliable ways to reach people. It doesn’t require smartphones or apps. It just works. But here’s the thing: bulk SMS blasts alone won’t get you results. Strategy matters.

Let’s break down the top SMS marketing strategies that still work in 2025, especially for Nigerian startups, SMEs, e-commerce stores, and service-based businesses.

1. Time Your Messages for Engagement, Not Annoyance

Let’s start with the obvious but often ignored factor: timing.

Most SMS messages are indeed opened within 3 minutes. But that doesn’t mean you should send texts anytime.

Here’s what works in Nigeria:

✅ 8–9 AM – People are checking their phones before starting the day
✅ 12–1 PM – Lunch break scroll
✅ 5–6 PM – Close of business hours, before dinner and commute chaos

Avoid:
❌ Early mornings (before 7 AM)
❌ Late nights (after 9 PM)
❌ Sunday mornings or religious times (respect matters)

Example:
Let’s say you run a spa in Lagos and you’re offering a 20% weekday discount. Schedule your message for 8:30 AM Monday to catch people as they plan their week.

Pro tip: Use your SMS platform’s scheduling feature to automate this. No need to set reminders or send manually.

2. Always Use a Clear Call-to-Action (CTA)

Your audience is busy. They need to know what you want them to do instantly. A good SMS doesn’t just inform; it tells the recipient what to do next.

Examples of strong CTAs:

  • “Tap here to book your spot.”

  • “Reply YES to claim your discount.”

  • “Order now & get free delivery.”

Your CTA should come early in the message and be action-oriented.

Bad SMS CTA:
“Hello, we are having a sale.”

Better SMS CTA:
“Big 24-hour Sale Tap here to get 15% off everything before 10 PM!”

Notice the difference?

3. Personalise With First Names or Purchase Info

Which one would you open?

  1. “Get 10% off your next order!”

  2. “Hi Amaka, your favourite serum is back in stock. Grab 10% off today!”

The second feels personal. Like it was written just for you.

Even if you’re using a bulk SMS platform, many now let you insert:

  • First names

  • Previous order items

  • City or location

This works well for:

  • E-commerce brands

  • Health services (reminders for checkups)

  • Restaurants or spas with returning customers

Pro tip: Use tags like {first_name} In your SMS tool for automatic personalisation.

4. Use SMS for Flash Sales and Time-Sensitive Offers

SMS thrives on urgency.

If you’re running a short promo, say, 24 or 48 hours—SMS is the best way to get it seen fast.

Why?

Because:

  • People check texts faster than email

  • It’s short, direct, and not filtered into “Promotions” tabs

Example SMS:
“Flash Deal: Buy 2, get 1 free, valid till midnight! 🕛 Tap here to shop now.”

Even better? Combine it with a countdown:
“2 hours left ⏳ Your 20% off ends at 10 PM. Tap now to order.”

This works particularly well for e-commerce stores and local shops during:

  • Payday weekends

  • Holiday sales

  • Clearance promos

5. Segment Your List Like You Would in Email

Not all customers are the same. So why send everyone the same message?

Smart businesses in 2025 are segmenting their SMS list based on:

  • Location (e.g., Lagos-only offers)

  • Purchase history (e.g., “Loved your last shoes? New colours just dropped!”)

  • Customer status (e.g., VIPs vs. new customers)

This way, your messages are more relevant, and your campaign results improve.

Example:

  • New customers:
    “Welcome gift 🎁 Tap here to enjoy ₦1,000 off your first order.”

  • Returning VIPs:
    “Hey Femi, here’s 25% off your next booking—just for our loyal fam.”

Pro tip: Even basic segmentation can double your SMS engagement rates.

6. Don’t Over-Send: 1–3x Per Week is Enough

There’s a thin line between being helpful and being annoying.

While SMS gets high open rates, sending too often kills trust. People will unsubscribe—or worse, block your number.

Stick to 1–3 texts per week and only send when:

  • You have a real offer

  • You’re reminding me of something they asked for

  • You’re giving value (e.g., tips, order status, etc.)

Better yet, ask customers how often they want messages during opt-in.

Respect frequency = better long-term results.

7. Pair SMS With Other Channels (Email, WhatsApp, Social)

SMS is powerful, but it’s not the full campaign.

Use it as the entry point, then drive traffic to:

  • Email (for more info)

  • WhatsApp (for conversation)

  • Instagram (for product visuals)

Example Flow:
“Your 24-hour offer is live! Tap to check your inbox for details.”

Or:

“Hi Oyin, we’ve restocked your fave style. Tap here to chat on WhatsApp to reserve yours.”

This approach:

  • Saves SMS characters

  • Builds multichannel experiences

  • Increases conversion from curious to committed

8. Always Include an Opt-Out Option

In 2025, compliance matters more than ever.

If your business sends SMS in Nigeria, you’re expected to:

  • Include an opt-out instruction

  • Respect DND (Do-Not-Disturb) lists

  • Avoid misleading or spammy messages

Example opt-out lines:

  • “Reply STOP to unsubscribe.”

  • “Text EXIT to stop messages.”

Beyond just legal requirements, this also builds trust. Customers feel they’re in control.

Pro tip: Monitor opt-out rates—if they spike, your messaging frequency or content needs a fix.

9. Track Your Results and Optimise Campaigns

One of the biggest SMS marketing mistakes? Sending blindly.

Don’t just “spray and pray”. Use tools that help you:

  • Track delivery rates

  • See click-throughs

  • A/B test different messages

Let’s say you send 2 versions of a flash sale SMS:

  • A: “Flash Sale—Tap here for 20% off.”

  • B: “Today only! 🎉 Get 20% off everything—tap now.”

You’ll likely find one performs better. Use that insight to improve future campaigns.

Track metrics like:

  • Open rate

  • Click rate

  • Conversion (e.g., actual sales, bookings, form fills)

Then optimise, repeat, and grow.

Final Thoughts: Smart SMS Still Wins in 2025

In a world chasing the next big thing—AI-generated emails, viral TikToks, chatbot funnels—it’s easy to forget the basics.

But SMS, when used strategically, still delivers.

Why? Because:

  • It’s fast

  • It’s direct

  • It reaches almost everyone, even without the internet

But success lies in the how:

  • Timing
  • Personalization
  • Frequency
  • Channel pairing
  • Constant optimization

Don’t just send more texts; send smarter texts.

Let’s help you build SMS campaigns that people want to receive and actually act on. Start here yournotify

 

Tinuade

Marketing Content Strategist

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