If I were you, the very first thing I'd do is set up two foundational, automated SMS flows: a cart abandonment text with a small, expiring offer, and a shipping notification sequence. That's where I'd start before ever thinking about a promotional campaign. It’s because these messages are fundamentally helpful. They provide value and service, which trains your customers to see texts from you as useful, not spammy. Matt Markoff made the point on eCommerce Australia that SMS has an almost perfect open rate, so you have to nail that first impression.
In week one, I would focus only on getting those automations right. For the abandoned cart, I’d take Kunle Campbell's advice from the 2X eCommerce Podcast and lean into urgency. Something direct like, “Your cart is about to expire. Complete your order in the next hour and take 10% off.” It’s a gentle nudge with a clear deadline. For the shipping notifications, just stick to the facts: order confirmed, shipped, out for delivery, and delivered. This is pure customer service that builds an enormous amount of trust. At the same time, I'd make sure my on-site opt-in pop-up is running and fully compliant, because without a list, there's no strategy.
In month one, after those automations have been running smoothly, I’d plan my first campaign. I would keep it incredibly simple: a flash sale on a single hero product or a specific category. As Chase Dimond mentioned on Honest Ecommerce, SMS is purpose-built for time-sensitive, newsworthy events, and a flash sale is the perfect example. I’d send one, and only one, text to announce the sale and its end time. The goal isn’t to blow out your sales numbers, but to see how your list responds to a purely promotional message. It’s a small, controlled test.
Early on, I'd completely ignore complex segmentation or sending multiple campaigns a month. People get fatigued by SMS far more quickly than by email, and you want to preserve the power of the channel for when it really matters. The biggest trap you can fall into is treating SMS like a second email inbox. It isn't. As Kunle Campbell also noted, you should be thinking about a few well-timed SMS messages per month, not per week. Sending a “Happy Tuesday” text or a low-value announcement is the fastest way to get a wave of opt-outs. It kills the channel’s effectiveness for when you truly need to create urgency around a flash sale or critical update.