How long should an SMS marketing message be?

Keep marketing texts under 160 characters if possible. This is one SMS segment and costs one credit. Messages over 160 characters are split into multiple segments, each charged separately. Shorter messages also tend to perform better — concise, punchy texts get more responses than long ones.

Do I need to include an opt-out in every marketing text?

Yes. UK PECR regulations require every marketing SMS to include a way for the recipient to unsubscribe. The standard is 'Reply STOP to opt out.' This counts towards your 160-character limit, so plan for it when writing your message.

Can I personalise bulk marketing SMS messages?

Yes. Most SMS marketing platforms, including Line, let you insert personalisation fields like the recipient's first name. Personalised messages ('Hi Sarah, ...') consistently outperform generic ones ('Hi there, ...'). They feel individual even when sent to hundreds of people.

What is a good response rate for SMS marketing?

SMS marketing response rates typically range from 20-45%, depending on the offer and how targeted the message is. For comparison, email marketing averages around 6%. Time-limited offers and personalised messages tend to see the highest response rates.

How often should I send marketing texts to customers?

2-4 times per month is ideal for most small businesses. Sending too frequently leads to opt-outs and customer fatigue. Each message should offer genuine value — if you would not want to receive it, do not send it.

Business Messaging

SMS Marketing Templates: 40+ Campaign Examples That Convert

Ready-to-copy SMS marketing templates for UK small businesses — flash sales, discount codes, loyalty offers, re-engagement, events, and more. Each with compliance notes and tips.

Simon

6 March 2026 · 9 min read

TL;DR — SMS marketing templates

40+ ready-to-copy templates organised by campaign type
Keep under 160 characters to stay within one SMS segment (1 credit)
Always include "Reply STOP to opt out" in marketing messages (UK law)
Personalise with [Name] — it consistently improves response rates
Replace bracketed text with your own details before sending

Writing SMS marketing copy is harder than it looks. You have 160 characters to identify yourself, deliver the value, include a call to action, and add a compliance opt-out. Every word counts.

These 40+ templates are ready to customise and send. Each is designed for UK small businesses, follows PECR compliance requirements, and has been structured to maximise response rates.

How to use these templates: Replace text in [brackets] with your business details. All templates include the required opt-out language. Check character count before sending — aim for under 160 characters per segment.

Back to the SMS marketing hub | Read the full SMS marketing guide

Flash sales and limited-time offers

These templates create urgency and drive immediate action. Best sent mid-morning (10-11am) or early afternoon (1-2pm).

Template 1: Simple flash sale

[Business]: 20% off everything today only. Shop at [link] or visit us in store. Reply STOP to opt out.

Template 2: Time-limited discount code

Hi [Name], use code FLASH25 for 25% off until midnight tonight. Shop: [link]. [Business]. Reply STOP to opt out.

Template 3: Weekend sale

[Business]: Weekend sale starts now! Up to 30% off selected [products]. Ends Sunday. [link]. Reply STOP to opt out.

Template 4: Happy hour / off-peak offer

[Business]: Happy hour today 3-5pm — buy one get one free on [product]. Walk-ins welcome! Reply STOP to opt out.

Template 5: Clearance

[Business]: Final clearance — last chance to grab [products] from £[price]. While stocks last: [link]. Reply STOP to opt out.

Discount codes and coupons

Trackable codes help you measure campaign performance. Use unique codes per campaign.

Template 6: Exclusive subscriber code

Hi [Name], here's your exclusive code: TEXT15 for 15% off. Valid 7 days. Shop: [link]. [Business]. Reply STOP to opt out.

Template 7: First-time customer discount

Welcome to [Business]! Here's 10% off your first order. Use code WELCOME10 at checkout: [link]. Reply STOP to opt out.

Template 8: Birthday discount

Happy birthday [Name]! Here's a gift from [Business]: £[amount] off your next visit. Show this text in store. Reply STOP to opt out.

Template 9: Minimum spend offer

[Business]: Spend £[amount]+ this week and get £[discount] off. Use code SAVE[X] at checkout: [link]. Reply STOP to opt out.

Template 10: Free delivery code

Hi [Name], free delivery on all orders this weekend. Use code FREEPOST at [link]. [Business]. Reply STOP to opt out.

Loyalty and VIP offers

Reward your best customers. These work well for repeat-purchase businesses like salons, restaurants, and retail.

Template 11: VIP early access

Hi [Name], you're getting early access to our [sale/launch] — 24hrs before everyone else. Shop now: [link]. [Business]. Reply STOP to opt out.

Template 12: Loyalty reward

Hi [Name], you've earned a free [reward] as a thank-you for being a regular. Claim in-store this week. [Business]. Reply STOP to opt out.

Template 13: Points reminder

Hi [Name], you have [X] loyalty points — that's £[amount] off your next visit! Book: [link]. [Business]. Reply STOP to opt out.

Template 14: Exclusive to regulars

Hi [Name], this is just for our regulars: [offer]. Not available to the public. [Business]. Reply STOP to opt out.

Template 15: Anniversary offer

Hi [Name], it's been a year since your first visit! Here's [offer] to say thanks. [Business]. Reply STOP to opt out.

Re-engagement campaigns

Win back customers who have gone quiet. These work best 3-6 months after their last purchase.

Template 16: We miss you

Hi [Name], we haven't seen you in a while! Here's £[amount] off your next visit — valid till [date]. [Business]. Reply STOP to opt out.

Template 17: What's new

Hi [Name], lots has changed since your last visit. Check out what's new: [link]. [Business]. Reply STOP to opt out.

Template 18: Last chance before removal

Hi [Name], we're tidying our text list. Want to keep getting offers from [Business]? Reply YES to stay, or we'll remove you. Reply STOP to opt out.

Template 19: Feedback request

Hi [Name], it's been a while since your last [service]. Is there anything we could do better? Reply to let us know. [Business]. Reply STOP to opt out.

Template 20: Special comeback offer

Hi [Name], come back and try our new [product/service] — first one's on us. Book: [link]. [Business]. Reply STOP to opt out.

New product and service launches

Build excitement and give your text subscribers first access.

Template 21: New product announcement

[Business]: Introducing [product] — [one-line description]. You're first to know. Order: [link]. Reply STOP to opt out.

Template 22: New service launch

[Business]: We now offer [service]! Book before [date] and get [introductory offer]. [link]. Reply STOP to opt out.

Template 23: Pre-order / waitlist

Hi [Name], [product] launches [date]. Reply PRE-ORDER to reserve yours before we open to the public. [Business]. Reply STOP to opt out.

Template 24: Menu / range update

[Business]: New [menu/range] just dropped. See what's new: [link]. Available from [date]. Reply STOP to opt out.

Seasonal and holiday campaigns

Tie your promotions to moments that matter. Plan these 1-2 weeks in advance.

Template 25: Christmas

[Business]: Christmas offer — [deal]. Order by [date] for delivery in time. [link]. Reply STOP to opt out.

Template 26: Black Friday

[Business]: Black Friday starts NOW. Up to [X]% off everything. Ends Monday. Shop: [link]. Reply STOP to opt out.

Template 27: New Year

Happy New Year from [Business]! Start [year] with [offer]. Valid all January. [link]. Reply STOP to opt out.

Template 28: Summer sale

[Business]: Summer sale is here! [Deal] on selected [products/services]. While stocks last: [link]. Reply STOP to opt out.

Template 29: Mother's/Father's Day

[Business]: Treat [mum/dad] this [day]. [offer/product] from £[price]. Order by [date]: [link]. Reply STOP to opt out.

Event marketing

Drive attendance and keep guests informed. Send invitations 1-2 weeks ahead and reminders the day before.

Template 30: Event invitation

[Business]: You're invited to [event] on [date]. Limited spots — reply YES to reserve yours. Reply STOP to opt out.

Template 31: Event reminder

Reminder: [event] is tomorrow at [time], [location]. See you there! [Business]. Reply STOP to opt out.

Template 32: Post-event follow-up

Thanks for coming to [event]! Here's [offer] as a thank-you. Valid till [date]: [link]. [Business]. Reply STOP to opt out.

Template 33: Workshop / class promotion

[Business]: Learn [topic] at our next [workshop/class] on [date]. Only [X] places left. Book: [link]. Reply STOP to opt out.

These straddle the line between transactional and marketing. Reminders are transactional; rebooking offers are marketing.

Template 34: Rebooking nudge (marketing)

Hi [Name], it's been [X] weeks since your last [service]. Ready to book again? [link] or reply to this text. [Business]. Reply STOP to opt out.

Template 35: Last-minute availability (marketing)

[Business]: We have a slot free [tomorrow/today] at [time]. First to reply gets it! Reply YES to book. Reply STOP to opt out.

Template 36: Seasonal service reminder (marketing)

Hi [Name], time for your [seasonal service — e.g. boiler service, garden tidy, MOT]. Book before the rush: [link]. [Business]. Reply STOP to opt out.

Review and referral requests

Boost your online reputation and word-of-mouth.

Template 37: Review request

Hi [Name], thanks for choosing [Business]! If you have a moment, a quick review would mean the world: [Google review link]. Reply STOP to opt out.

Template 38: Referral incentive

Hi [Name], know someone who'd love [Business]? Refer a friend and you both get [reward]. Details: [link]. Reply STOP to opt out.

Template 39: Net Promoter Score

Hi [Name], quick question: on a scale of 0-10, how likely are you to recommend [Business] to a friend? Reply with a number. Reply STOP to opt out.

Informational and value-add

Not every text needs to sell something. Useful messages build goodwill and reduce opt-outs.

Template 40: Tips and advice

[Business] tip: [Useful tip relevant to your industry]. Questions? Reply to this text. Reply STOP to opt out.

Template 41: Content share

Hi [Name], we just published "[article title]" — thought you'd find it useful: [link]. [Business]. Reply STOP to opt out.

Template 42: Weather/seasonal alert

[Business]: [Weather event] expected this week. Here's what to do: [brief advice or link]. Questions? Reply here. Reply STOP to opt out.

Tips for customising these templates

Character count matters

The opt-out text "Reply STOP to opt out." uses 25 characters. That leaves you 135 characters for everything else in a single segment. Plan accordingly.

Personalisation

Replace [Name] with the recipient's first name. Personalised messages consistently outperform generic ones. Most platforms, including Line, handle this automatically.

Links

If you include a URL, use a short link to save characters. Make sure the landing page is mobile-friendly — 100% of your SMS recipients are on a phone.

Test before sending

Always send a test message to yourself before launching a campaign. Check for typos, broken links, character count, and how the personalisation renders. A test costs 1p — a mistake costs your reputation.

Track results

Use unique discount codes per campaign (e.g. FLASH25 for flash sales, WELCOME10 for welcome offers) so you can track which templates drive the most revenue.