When you hear “bulk SMS,” you probably picture mass text blasts pushing discount codes to everyone on a list. That’s old news. Today’s SMS marketing is less firehose, more conversation.
SMS is one of the most direct, high-attention channels available—but only when it’s built on strategy, consent, and relevance, not volume. The brands seeing results blend promotions with transactional updates and support messages to create an ongoing exchange that customers actually welcome.
Bitly provides the link connection that makes SMS work at scale, with branded, trackable links that support measurement across your SMS platform and tools like Google Analytics. QR Codes extend those same destinations to offline touchpoints.
This guide breaks down how modern bulk SMS works, which message types perform best, how to plan campaigns strategically, and how to measure and improve results over time.
Note: The brands and examples discussed below were found during our online research for this article.
Key takeaways
- Bulk SMS works best when it balances promotions with useful notifications, reminders, and support messages that customers want to receive.
- Strong bulk SMS strategies start with consent, segmentation, and clear goals, then use consistent branding and short links to create relevant, mobile-friendly experiences.
- Bitly helps teams scale and measure SMS by providing branded, trackable links that work with any SMS provider and analytics stack, while QR Codes extend those same destinations to offline touchpoints for consistent measurement across channels.
What is bulk SMS marketing today?
Bulk SMS marketing is the practice of sending text messages at scale to a large, opted-in audience using an SMS platform or API. Instead of sending messages one by one from mobile phones, teams use software to deliver hundreds or thousands of texts at once, reliably and compliantly.
Today, bulk SMS typically includes three core message types:
- Bulk promotional messages that announce sales, product launches, or limited-time offers
- Operational or transactional messages that keep customers informed about orders, appointments, account changes, or service updates
- Ongoing relationship messages that support loyalty and engagement through early access perks, educational tips, feedback requests, or loyalty program updates
A modern bulk SMS strategy depends on how well these message types work together, not on overusing any single one. When brands strike the right balance, customers are more likely to welcome messages instead of tuning them out.
When immediacy matters, SMS stands apart from channels like email. Email open rates average around 20%, while SMS messages are often opened at rates near 98%. That combination of speed and visibility makes SMS a powerful tool, as long as brands use it thoughtfully and sparingly.
How bulk SMS works behind the scenes
A bulk SMS setup relies on a few core components working together. First, you need an SMS platform designed to send large volumes of messages reliably. These platforms typically connect to your customer relationship management (CRM) or ecommerce system to sync contact lists, support message templates and automation triggers, and manage opt-ins and opt-outs.
Messages are delivered through different sender types depending on volume, use case, and budget. Short codes, which are five- or six-digit numbers, are commonly used for high-volume sending. Long codes, also known as standard 10-digit phone numbers or 10DLC, work well for businesses sending thousands of messages per day. Toll-free numbers offer another option, especially for two-way conversations.
Beyond the SMS provider, you’ll also need link infrastructure. This is where a URL shortener like Bitly’s fits in. Instead of placing long or confusing URLs in your messages, teams use branded short links in SMS marketing that are easier to read and recognize. These links help build trust and make it easier to see which messages are driving engagement. Bitly also integrates with automation tools like Microsoft Power Apps, allowing teams to generate and track links efficiently.
Finally, you need an analytics layer. Your SMS provider reports on deliveries and failures. Bitly Analytics tracks clicks on SMS links and scans on QR Codes used across offline channels, giving teams a unified view of engagement across touchpoints. And if you need insight into what happens after someone taps through, tools like Google Analytics can show sessions, conversions, and revenue.
Bulk SMS vs. one-to-one and automated notifications
A broadcast SMS campaign sends the same message to a large segment at once, such as announcing a flash sale to your entire list. A triggered notification, by contrast, responds to a specific customer action or event, like confirming an order or reminding someone about an appointment.
Both play important roles in a complete SMS strategy. Broadcast campaigns are effective for promotions and broad announcements. Triggered messages support ongoing, personalized communication that keeps customers informed and helps reduce support volume.
A unified SMS strategy brings these approaches together: automation + bulk campaigns + two-way conversations. When a customer texts back with a question or confirmation, teams can respond in real time with a link that guides them to the next step—while QR Codes could support the same destinations across in-store or offline experiences. This gives more opportunities to connect with your customers across campaigns.
Why SMS is still a high-impact channel for growth and retention
SMS isn’t fancy, and that’s exactly why it works. Everyone texts. There’s no app to download, no login to remember, and messages appear directly on the lock screen.
As a result, SMS campaigns tend to drive higher response rates than email marketing, especially for time-sensitive offers or urgent updates. Texts feel personal and direct, making customers more likely to notice them and take quick action.
That power comes with responsibility. Overusing SMS or sending irrelevant messages can annoy customers, prompt unsubscribes, and erode trust. The most effective programs reserve SMS for moments when speed and attention truly matter.
SMS as a relationship channel, not just a megaphone
The top-performing bulk SMS strategies push back on the typical promotional model. Instead of treating text as another place to broadcast offers, they use SMS as a relationship channel where most messages help rather than sell.
When the majority of texts serve a clear customer need, promotional messages feel like a bonus instead of an interruption. Over time, customers associate SMS with useful, timely information, which makes them more likely to stay subscribed and engaged.
To assess your current SMS mix, look at the balance of your messages. If promotional sends make up more than half of your volume, it may be a sign to rebalance toward service-oriented or educational content.
Where SMS beats email and push notifications
SMS shines when timing matters. An email can sit unopened for hours or get buried in a crowded inbox, while a text message appears on the lock screen and is often read within minutes.
That immediacy makes SMS well-suited for time-sensitive communications such as flash sales, appointment reminders, delivery alerts, or account security notifications.
At the same time, SMS is more intrusive than other channels. People guard their phone numbers more closely than their email addresses. The strongest programs save SMS for high-value moments like urgent updates, exclusive offers, and meaningful milestones.
Core building blocks of a bulk SMS marketing strategy
Building an effective bulk SMS program takes more than picking a platform and hitting send. You need clear goals, a well-defined target audience, proper consent, the right tools, and a way to measure your marketing efforts.
With those foundations in place, the next step is designing the types of messages and campaign workflows that bring your strategy to life.
Define goals and roles for SMS in your mix
Before sending your first campaign, decide what you want SMS to accomplish. That might include reducing appointment no-shows, increasing repeat purchases, or shortening the time it takes customers to get critical information.
Be specific about where SMS fits in your customer journey. It can support awareness and acquisition, but it also plays an important role in onboarding, activation, and post-purchase support and retention.
Consider how SMS complements your other marketing channels. If email handles education and longer-form nurturing, SMS may be better suited for timely reminders, updates, and high-priority messages that benefit from immediacy.
With Bitly Links and Bitly Codes, teams can create trackable entry points tied to specific goals, such as driving sign-ups from SMS. Click-through rates (CTRs) and conversions are then measured in tools like Google Analytics or your SMS provider’s dashboard.
Get consent, compliance, and expectations right from day one
Every successful bulk SMS program starts with permission. In most regions, brands need explicit opt-in before sending marketing texts. That means customers actively agree to receive messages, whether by texting a keyword, checking a box at checkout, or completing a form.
Regulations like the Telephone Consumer Protection Act (TCPA) in the U.S. and GDPR in Europe set clear requirements around consent, disclosures, and opt-out processes. While most SMS providers offer built-in compliance tools, brands are ultimately responsible for following the rules.
When someone opts in, be clear about what they’re signing up for. Explain how often they’ll hear from you, what types of messages to expect, and how to opt out at any time. Setting expectations early helps reduce confusion and keeps unsubscribe rates in check.
Teams can also use mobile links to direct customers to communication preference centers where SMS subscribers can update message frequency or choose which types of texts they want to receive.
Choose SMS and link tools that work together
An effective bulk SMS stack typically includes three components: an SMS provider, link infrastructure, and an analytics platform.
When evaluating an SMS provider, look for capabilities such as:
- Subscriber list management
- Segmentation
- Automation workflows
- Two-way messaging
- Integrations with your CRM or ecommerce platform
- Detailed reporting
Bitly works alongside your SMS provider as the link infrastructure. Teams create branded short links for SMS, generate QR Codes for offline channels that point to the same destinations, organize campaigns with tags, and centralize engagement data in one place.
Finally, use your SMS provider’s native analytics to understand deliveries, responses, and opt-outs. When these components work together, teams gain a clear view of how their SMS strategy is performing.
Types of bulk SMS messages that delight customers
Variety is what makes an SMS program effective. When each message is helpful and serves a clear purpose, customers are more likely to stay subscribed and engaged.
Here are the types of bulk SMS messages that tend to fall into that category.
Order, delivery, and account updates
Transactional messages are some of the most valuable texts brands can send. Order confirmations, shipping notifications, delivery updates, pickup reminders, account changes, and billing alerts are almost always welcome.
These messages ease customer anxiety and proactively answer common questions about order status and delivery timing. Clear shipment SMS updates can significantly reduce ticket volume by minimizing “Where is my order?” inquiries before they ever reach a support team.
Each message should include a single, clear next step, such as a branded Bitly Link to a tracking page, order details, or account dashboard. Bitly Pages can also be used to bring multiple pieces of information together on one mobile-friendly page.
Appointment, event, and scheduling reminders
Appointment-based businesses like healthcare providers, salons, and professional services often rely on SMS reminders. Event organizers also use texts to confirm registrations, share last-minute updates, and send post-event follow-ups.
These messages are naturally helpful. They save customers from checking their calendars and make it easier to reschedule if plans change. Many SMS platforms support two-way messaging, allowing customers to reply with a simple “confirm,” “cancel,” or “reschedule.”
When sending appointment reminders, include a short link to appointment details, directions, or a self-service scheduling tool. Keep sensitive information, such as patient data, out of the link itself and route customers to secure, personalized landing pages instead.
Loyalty, education, and ongoing value
Some of the most effective SMS messages focus on providing ongoing value: loyalty program updates, educational tips, early access to new products, or exclusive content for VIP subscribers.
For example, a brand might send a message letting loyalty members know they’ve earned enough points for a reward, with a link to redeem it. Or it could share a quick tip about getting more out of a product, paired with a short tutorial.
Bitly Pages works especially well for these campaigns. Teams can create a single, mobile-optimized page that updates over time without changing the link included in their texts.
Promotions that feel helpful, not spammy
Promotional texts still have a place in an SMS strategy. The key is relevance. Tie promotions to customer behavior or preferences: restock alerts for saved items, abandoned cart reminders, price drop notifications, early access for VIPs, or subscription renewal bumps.
Time-bound offers also perform well in SMS because the channel’s immediacy creates urgency. A 24-hour flash sale or a weekend-only discount is a natural fit.
To keep promotional messages from feeling spammy, limit sends to relevant segments. Avoid blasting your entire list with the same generic discount on a regular basis.
Each promotional message should include a single branded Bitly Link to keep the text concise and trackable. Monitor opt-out patterns closely after promotional sends. If unsubscribes spike following certain campaigns, it’s a signal that frequency, targeting, or value may need adjustment.
How to plan and send bulk SMS campaigns at scale
With your message types mapped out, it’s time to build. Planning should start with customer value and consent, then move into list building, copy, and scheduling so campaigns feel intentional rather than reactive.
Build and segment an opt-in SMS list
To start an SMS program, you need a list of people who’ve opted in to receive your text messages. That list can grow through website forms, checkout flows, in-store QR Codes, social media campaigns, and email cross-promotions.
At every touchpoint, set clear expectations about message frequency and content type. From day one, segment your list by product interest, lifecycle stage, location, or past engagement. This approach makes it easier to send relevant messages to smaller groups instead of delivering the same content to everyone.
Bitly Links or Bitly Codes can also be used in opt-in flows to understand which channels and campaigns attract the most engaged subscribers.
Write clear, concise, and on-brand SMS copy
You get 160 characters per text, so make them count. Lead with the most important information, cut the fluff, and give recipients one clear next step.
Avoid long or complex URLs, jargon, and unnecessary punctuation. Use branded Bitly Links instead of raw URLs so recipients recognize where they’re headed and feel confident tapping through. Personalize messages when it adds value, such as including a name or referencing a specific order, appointment, or saved item.
Keep tone consistent with your brand, and preview every message on a mobile device before sending to ensure it displays as intended.
Schedule, test, and respect timing
Timing matters more in SMS than in most other communication channels. Many businesses find that mid-morning to early evening works best for promotional texts, while transactional messages should be sent as the triggering event occurs.
Be mindful of time zones when sending to national or international audiences. Most SMS platforms allow messages to be scheduled based on a recipient’s local time.
Run small A/B tests on send times, message wording, and call to action (CTA) phrasing to understand what resonates. Bitly can help compare engagement patterns across links and campaigns, alongside insights from tools like Google Analytics or your SMS provider’s reporting.
Measuring and optimizing your bulk SMS performance
Your SMS program requires ongoing measurement and iteration. Be sure to track performance across your SMS provider, your link infrastructure, and your analytics tools.
What to measure across your SMS stack
Start by answering a few key questions about your SMS performance:
- Are messages getting delivered?
- Are people clicking links and engaging with content?
- Which campaigns trigger the most opt-outs?
- Which message types drive the most valuable actions?
Use these questions to guide how you review data across your stack. Delivery and opt-out signals come from your SMS provider. Link engagement, such as total clicks and performance over time, comes from Bitly.
Downstream analytics tools then help connect those interactions to outcomes like sessions, conversions, and revenue. Looking at these signals helps teams understand what’s driving ROI for SMS marketing, even though revenue attribution and conversions are measured outside of Bitly.
Bitly measures customer engagement with links and QR Codes across channels, but it doesn’t calculate scan rates, CTRs, or conversions. Those insights are derived from SMS provider data and analytics tools such as Google Analytics.
Use Bitly with SMS providers and analytics tools
To keep reporting organized, tag your Bitly links by campaign name, message type, and audience segment. For example, a link might be tagged as “spring-promo-vip-segment” or “order-confirmation-new-customers.”
From there, pull a simple recurring report to compare link engagement by message type. You may find that appointment reminders drive significantly more clicks than promotional offers, or that loyalty program updates lead to stronger conversion rates when paired with downstream analytics.
Iterating on your SMS experience
Your SMS program should evolve with your data. If people unsubscribe after promotional texts but stay engaged with order updates, that signal is hard to ignore. Look closely at what drives taps versus what triggers opt-outs.
It’s also important to identify friction in the customer experience. Are people clicking links but bouncing immediately? Are they replying with the same questions repeatedly?
The goal isn’t just more clicks. It’s a better overall experience that reduces support tickets, strengthens satisfaction, and encourages repeat purchases.
Bring your bulk SMS strategy to Bitly
Modern bulk SMS marketing campaigns are no longer limited to one-way promotional blasts. By combining timely notifications, helpful reminders, and occasional promotions, brands can create cohesive experiences that respect customers’ time and attention.
Start by defining the role SMS plays in your customer journey and getting consent from the outset. Build a balanced mix of message types, then choose a tech stack where your SMS provider, Bitly, and analytics tools work together so you can keep improving over time.
Bitly provides the link and QR Code foundation teams need to support SMS programs with confidence. Branded short links build trust and make messages easier to read, QR Codes connect offline and digital touchpoints, and Bitly Pages offer mobile-optimized destinations that update without changing your links—so every message points to a clear, consistent next step.
Explore Bitly plans to see how branded links, QR Codes, and mobile experiences can support high-volume SMS programs.
FAQs
What is bulk SMS marketing?
Bulk SMS marketing refers to using text messages as a channel to reach large, opted-in audiences with a mix of promotional, transactional, and service-related messages. It’s commonly used for campaigns like offers and announcements, as well as notifications, reminders, and updates that support the customer experience, often using tools like Bitly to power branded, trackable links, while QR Codes support the same destinations across offline campaigns.
Is bulk SMS marketing legal, and what regulations should I be aware of?
Bulk SMS marketing is legal when brands obtain proper consent, honor opt-out requests, and follow regulations like TCPA and GDPR in applicable regions. Most SMS providers offer compliance features, but teams are responsible for how numbers are collected, what messages are sent, and how program terms are communicated.
How often should I send bulk SMS messages to customers?
There’s no universal rule, but most brands perform best when they prioritize quality and relevance over volume. Start with a modest cadence, such as a few messages per month plus necessary notifications, then monitor opt-out rates and engagement. If unsubscribes spike or engagement drops after certain sends, cadence or content may need adjustment.
What metrics should I track for my bulk SMS campaigns?
At a minimum, track deliveries, failures, opt-outs, and responses in your SMS platform; clicks on Bitly Links in SMS; scans from QR Codes used in offline campaigns; and downstream behavior like sessions and conversions in tools such as Google Analytics. Together, these insights help teams compare performance by campaign, segment, and message type and invest more in SMS experiences that support core business goals.
