4 tips to grow your SMS marketing subscribers
SMS text message marketing keeps growing because it works. Texts are short, personal and hard to miss. In Omnisend's 2026 report, SMS send volume grew 40% in 2025, and automated texts earned about five times more revenue per send than one-off campaigns.
Consumers are open to it, too. In a Sinch Mailgun survey of more than 2,000 consumers, 64% said they're open to promotional texts from a brand at least monthly.
But you can't text people just because you have their phone numbers. Text marketing requires clear, documented opt-in consent, so you need to build a subscriber list the right way. Here's how.
Before you start: get consent right
Every way you invite people to subscribe needs to tell them what they're signing up for. Carrier guidelines and U.S. law (the TCPA) expect your sign-up language to include:
| Include | Example wording |
|---|---|
| Who's texting | "Text alerts from Main Street Bikes" |
| What they'll get | "Exclusive deals and event updates" |
| How often | "Up to 4 msgs/month" |
| Costs | "Msg & data rates may apply" |
| How to get help or stop | "Reply HELP for help, STOP to cancel" |
| Consent isn't required to buy | "Consent is not a condition of purchase" |
| Your terms and privacy policy | Links to both |
You'll also need to register your sending number for 10DLC, which asks you to describe how people opt in. For the full picture, see SMS message marketing: Reaching customers anywhere.
Not legal adviceText marketing rules vary by country and by state. Talk to an attorney about the requirements that apply to your program.
1. Promote your SMS program on every channel
It sounds obvious, but it can't be overstated: people can't join your text list if they don't know it exists or why it's worth joining. Lead with the value, whether that's exclusive deals, early access, appointment reminders or local event alerts.
| Channel | How to promote it | Example |
|---|---|---|
| Website | A popup or sign-up form with a phone number field and consent checkbox | "Get 15% off your first order when you join our text list" |
| Checkout | An unchecked opt-in box at online checkout or a prompt at the register | "Text me order updates and offers" |
| A dedicated email inviting subscribers to add text alerts | "Never miss a flash sale. Get our deals by text." | |
| Social media | Posts and bio links pointing to your sign-up form | "Link in bio to join our VIP texts" |
| In store | Counter signs, table tents and receipts with a keyword and QR code | "Text BIKES to 555-123-4567" |
| Events | Signage and staff prompts with a keyword | "Text RACE to get your results" |
Your email list is one of your best sources of new text subscribers, because those people already trust you. For print, a QR code that opens a pre-filled text message makes signing up a two-tap process. See 9 ways to use QR codes in marketing.
2. Use a memorable, simple keyword
A keyword lets people subscribe by texting a single word to your number. The easier it is to remember and type on a phone, the more people will use it, especially if they see your sign but don't act right away.
| Do | Don't |
|---|---|
| Keep it short, about 4 to 7 characters | Use long phrases or hard-to-spell words |
| Tie it to your brand or offer (BIKES, VIP, SAVE15) | Use special characters, emoji or symbols |
| Use a different keyword for each channel or promotion to track what works | Use reserved keywords like STOP, HELP, JOIN or START |
| Test it on your own phone before you print it | Pick a word autocorrect is likely to change |
Words like STOP, QUIT, HELP, JOIN, START and SUBSCRIBE are reserved for opting out, getting help or opting in, so they can't be custom keywords. In DailyStory, text-to-join keywords aren't case-sensitive, so "bikes," "Bikes" and "BIKES" all work. Each keyword can add the subscriber to a specific campaign, log their opt-in and send an automatic reply. See how to set up an SMS keyword campaign in DailyStory.
3. Offer an incentive to subscribe
You're asking for access to someone's most personal device, so give them a reason to say yes. Popular incentives include:
- A discount on a first purchase or visit
- A free item, upgrade or add-on
- Early or exclusive access to sales, new products or event tickets
- Entry into a contest or giveaway (just keep it legal)
Deliver the incentive right away in your welcome text, with a link to redeem it. That first message sets expectations, and its click rate tells you whether your offer is landing.
When people sign up through a web form or popup instead of a keyword, use double opt-in. A quick confirmation text ("Reply Y to confirm") makes sure the number belongs to the person who signed up and gives you a clear consent record.
4. Be upfront about how often you'll text
Nothing drives opt-outs faster than more texts than people expected. State your frequency in your sign-up language ("up to 4 msgs/month"), repeat it in your welcome text, and stick to it.
Add your text program details, frequency and opt-out instructions to your website's terms of service. Our sample SMS terms of service is a good starting point.
Respect quiet hours, too. Some state laws restrict marketing texts to daytime hours, and nobody wants a promotion at 6 a.m. When someone opts out, honor it promptly. Since April 2025, FCC rules require businesses to honor opt-outs made by any reasonable means, including replies like "stop," "quit" or "cancel," within 10 business days.
Turn new subscribers into customers
Growing your list is only half the job. Keep subscribers engaged with a strong first impression and messages worth reading.
| Message | Example | When to send |
|---|---|---|
| Welcome and incentive | "Main Street Bikes: Welcome! Here's 15% off your next tune-up: msb.co/15off. Up to 4 msgs/mo. Reply STOP to cancel." | Immediately after opt-in |
| Getting to know you | "Road, mountain or e-bike? Reply R, M or E so we only send what you'll love." | 2 to 3 days later |
| First exclusive offer | "VIP early access: our fall sale starts tomorrow. Shop now: msb.co/fall" | Within the first 2 weeks |
Track the click rate and opt-out rate for each message. Rising clicks mean your offers resonate; rising opt-outs are a signal to reduce frequency or improve relevance. For writing tips, see 8 tips to write an effective marketing text message and 9 do's and don'ts of SMS marketing.
SMS list growth checklist
Frequently asked questions
Can I text customers whose phone numbers I already have?
Not for marketing unless they've given you clear consent to receive marketing texts. Having a number from a purchase or appointment isn't enough. Invite those customers to opt in through email, at checkout or in person.
What's the fastest way to grow an SMS list?
Combine a website popup with a compelling first-purchase offer, invite your existing email subscribers to join, and add a keyword and QR code to in-store signage and receipts.
Should I use double opt-in for SMS?
Yes, for any sign-up that doesn't come from the person texting you directly, such as a web form or popup. A confirmation text verifies the number belongs to the person who signed up and strengthens your consent records.
In conclusion
A healthy SMS list is built on clear consent, easy ways to join and a reason to stay. Promote your program everywhere, make joining effortless, reward people for subscribing and keep your promises about frequency.
DailyStory makes it simple to capture opt-ins with keywords, popups and forms, then welcome and nurture subscribers with automated texts. Request a demo to see it in action.