Title: SMS drip campaigns: How to set up your first one URL: https://www.infobip.com/blog/sms-drip-campaigns 53% of consumers say they’re more likely to engage with a brand that sends relevant, timely messages. That’s exactly what SMS drip campaigns are built for. By delivering personalized texts at just the right moment, you can guide customers through every stage of their journey, without lifting a finger after setup. In this guide, we’ll cover: - What is an SMS drip campaign? - SMS drip campaign use cases - Best practices for successful SMS drip campaigns - How to set up an SMS drip campaign - Common mistakes to avoid when sending drip campaigns ## What is an SMS drip campaign? An SMS drip campaign is an automated series of text messages sent to customers over time, based on specific triggers or timelines. Automated messaging drives 70% higher open rates compared to manual campaigns, making SMS drips one of the most efficient ways to scale engagement and conversions. Common SMS drip campaigns include: - **Welcome series:** Greet new subscribers and introduce your brand after they opt in. - **Lead nurturing flows:** Share helpful content or product info over a few days. - **Abandoned cart reminders:** Prompt users to complete their purchase with follow-up nudges. - **Post-purchase follow-ups:** Thank customers, share tips, or cross-sell related products. - **Renewal or re-engagement prompts:** Encourage subscription renewals or win back inactive users. - **Event countdowns**: Build excitement and provide key updates before a webinar or launch. ## 7 popular SMS drip campaign use cases SMS drip campaigns are common in specific use cases that help you stay connected with your audience throughout their journey.  Below are the most common use cases: ### 1. Welcome series for new subscribers Greet new customers right after signup with a warm welcome, brand intro, and a special offer. A simple, timed series helps set expectations and build trust from the start. Example: Welcome to Our Shop! Use code HELLO10 for 10% off your first order. Shop now: example.com/link ### 2. Abandoned cart reminders for eCommerce Automatically remind shoppers about items left behind and offer a limited-time incentive to complete their purchase. Example: Hey, something’s missing! Get 15% off your cart — use SAVE15 at checkout before midnight: example.com/link ### 3. Lead nurturing workflows for B2B sales For longer sales cycles, SMS drips can deliver valuable content, event invites, or reminders to book a demo, keeping your brand front-of-mind. Example: Still exploring solutions for your team? Don’t miss our latest case study on support automation: example.com/link ### 4. Post-purchase follow-up and upselling Say thank you, request feedback, or recommend complementary products after a purchase. Timely follow-ups can lead to repeat business. Example: Thanks for your order, Anna! Your diffuser is on its way. Love it? You might also like our sleep oils: example.com/link CUSTOMER STORY ## How Petpetgo doubled purchase frequency with Infobip's omnichannel automation Petpetgo needed a way to boost repeat purchases while reducing ad spend. With our omnichannel automation tools, they created seamless customer journeys that spanned SMS and other channels. Using Moments and People CDP, they were able to: - Engage customers consistently with automated, personalized messages - Reduce dependency on paid ads through higher retention and frequency - Deliver contextual promotions that drove action The result? 2× increase in purchase frequency and a 10% drop in ad spend. Read the full Petpetgo story here. ### 5. Subscription renewal reminders Send SMS reminders to customers ahead of renewal dates to reduce churn and offer exclusive incentives to renew. Example: Heads up! Your subscription ends in 3 days. Renew now and get 1 month free: example.com/link ### 6. Customer feedback and survey collection Use SMS to request quick feedback after a purchase or service interaction. Keep it short and mobile-friendly. Example: Quick favor! How was your booking with us? Reply 1–5 (1 = poor, 5 = excellent), or leave a comment: example.com/link ### 7. Birthday and anniversary campaigns Delight customers with personalized greetings and rewards on special occasions to drive loyalty and goodwill. Example: Happy Birthday, Jack! Celebrate with 20% off your next order. Use code BDAY20 today: example.com/link Have your own use case in mind? Sign up for a free Infobip account and give our platform a try. [ Sign up for free ](https://www.infobip.com/signup?signup_source=InfobipProductPageSMS)[ See SMS pricing ](/sms/pricing) ## Best practices for successful SMS drip campaigns To get the most out of your SMS drip campaigns, focus on delivering timely, relevant, and respectful messages. Below are key best practices to guide your strategy. ### 1. Segment your audience for relevance Generic campaigns fall flat. Segmentation helps you target the right people with the right message at the right time. To use segmentation effectively, you should: - Group contacts by lifecycle stage, purchase history, or behavior - Use geographic and demographic data to localize messaging - Apply dynamic tags like loyalty level or interest area - Regularly update your segments to reflect real-time user activity CUSTOMER STORY ## How Juros Baixos improved its marketing margin using tailored communication To increase marketing efficiency, Juros Baixos turned to Infobip’s behavioral targeting and automation tools. They used triggered Moments flows to guide customers through relevant journeys based on actions and preferences. Using our platform, they: - Built dynamic segments - Created action-based SMS sequences to nurture engagement - Integrated other channels to ensure consistent communication The result? An 18% boost in marketing margin, all from smarter, automated messaging. Read the full Juros Baixos story here. ### 2. Use short, clear copy with a single CTA In SMS, clarity wins. You only have seconds (and 160 characters) to make an impact. A few pointers for CTAs: - Lead with the benefit or offer in the first sentence - Stick to one main action per message and avoid multiple CTAs - Keep language conversational, not robotic or overly formal ### 3. Send at the right time When you send matters just as much as what you send. For example, our Send-Time Optimization feature automatically optimizes delivery based on previous metrics, helping you reach people when they’re most likely to engage. For sending timely messages, you should: - Use past performance metrics to guide you - Consider local time zones to avoid sending messages too early or late Related: ### 4. Always include opt-out instructions Building trust starts with respecting your customer’s preferences and legal boundaries. To respect your customers, you should: - Include [opt-out](https://www.infobip.com/glossary/opt-out) language like “Reply STOP to unsubscribe” in your [promotional SMS messages](/sms/promotional-sms) - Make it easy and clear and don’t hide or complicate the process Related: ### 5. A/B test for timing, tone, and conversion Testing helps you understand what truly resonates with your audience. When doing these A/B test don't assume, experiment as much as you can. Best practices for A/B testing include: - Test one variable at a time (e.g., CTA wording, send time, personalization) - Monitor KPIs like click-through rate, opt-out rate, and conversion rate - Use results to refine your ongoing drip strategies Tip: Use our Moments platform to run A/B tests across your drip sequences. Read more about the Split audience feature here. Related: ## Set up an SMS drip campaign with Infobip in 6 steps Setting up an effective SMS campaign doesn’t require a complex tech stack. You just need the right strategy with the combination of the right tools.  With Moments, our customer engagement platform, you can easily design and launch automated text sequences that engage customers at scale and across the lifecycle. Here’s how to do it in 6 simple steps: ### 1. Define your goal and audience Start by identifying who you want to reach and what outcome you want to drive, whether it’s lead nurturing, onboarding, upselling, or reducing churn. Tip: Use People, our customer data platform, to segment your contacts based on behavior, purchase history, or engagement level. ### 2. Create your SMS flow In Moments, use the drag-and-drop builder to visually map out your text message drip campaign. You can add branches, delays, filters, and actions with no coding required. Here is an example of a flow you can try: Message #1: A warm welcome or value offer Purpose: To make a great first impression and introduce the user to your service or offer. Example: Hey there! Thanks for signing up. As a welcome gift, enjoy 20% off your first purchase! Use code WELCOME20 at checkout. Message #2: A reminder, resource, or benefit Purpose: To keep the user engaged, remind them of your offer, or provide additional value. Example: Hi, just to remind you that your welcome discount expires soon! Don’t miss out on 20% off. Use code WELCOME20 at checkout before it’s gone. Message #3: Based on user response or (in)action Purpose: To follow up based on the user’s behavior and guide them to the next step. Example: Thank you for your purchase! We’d love to hear what you think. Leave a quick review — there's a bonus gift in it for you: example.com/review Related: ### 3. Set up triggers and timing Triggers determine when your SMS drip sequence begins and when each message is sent.  With Infobip Moments, you can activate drips based on: - Real-time events (e.g., a completed signup, cart abandonment, or new order) - Customer attributes (e.g., location, loyalty tier, or engagement score) - Date-based conditions (e.g., subscription renewals, birthdays, or anniversaries) PRODUCT FEATURE #### How Infobip’s send-time optimization (STO) improves drip campaign results Timing is everything in SMS drip campaigns, and Infobip’s send-time optimization (STO) feature makes it effortless. Instead of guessing when to send your messages, STO automatically delivers each message at the moment your customer is most likely to engage. The best thing about STO is that it analyses past customer behaviour, such as link click or message interactions. This is why it’s able to determine the optimal delivery window within a 24-hour period. STO is available across channels and adapts based on channel-specific metrics: - **SMS:** Optimizes delivery based on click-through rates - **Email:** Adjusts for open and click behavior - **Push, WhatsApp, Viber, Telegram**: Uses engagement patterns specific to each channel - **Voice**: Based on pickup rates Activate send-time optimization (STO) to send each message when your customer is most likely to respond, based on their past interaction behavior. STO can be enabled per message inside your flow, and even paired with a delivery window (e.g., “between 9 a.m. and 6 p.m. local time”). ### 4. Personalize your content Generic messages get ignored whereas personalized ones get results. Inside Moments, you can pull in customer data from our customer data platform, People, including: - First name, city, or language preference - Last product viewed or purchased - Loyalty program status or tier CUSTOMER STORY ## How Makro doubled conversions with automated omnichannel coupon campaigns Makro wanted to support Thailand’s Thong Fah initiative by sending personalized eCoupons to thousands of retailers each month, without the manual workload.  By using our customer engagement platform Moments, they automated delivery and reminders across SMS and LINE to boost results at scale. With Moments, they were able to: - Automate eCoupon delivery and time-sensitive reminders with SMS as the primary channel - Introduce LINE as a cost-effective failover to expand reach and improve accessibility - Reduce manual campaign handling by integrating our [People CDP](/people) and Wise Target for seamless data syncing and coupon hosting The result? A 100% increase in conversion rate, 20% reduction in manual workload, and 100% campaign reporting accuracy. Read the full Makro story here. Related: ### 5. Preview, test and launch Before publishing your drip campaign, you can validate the full message flow inside Moments to catch any logic gaps or conflicts.  You can also send sample messages to internal test numbers, checking how content renders on both iOS and Android devices. Tip: Test dynamic fields like [First Name] or [Promo Code] to confirm that they work correctly. Also, verify that fallback values (e.g., “Hey there” if no name is available) are in place to avoid broken messages. After launch, head to your Analytics dashboard to monitor real-time metrics such as: - **Delivery rate:** Are your messages reaching users? - **Click-through rate (CTR):** Are people engaging with your CTA? - **Conversion rate:** Are drips driving the desired outcome? - **Opt-out rate**: Is your frequency too high or content misaligned? In Moments, you can also create custom reports and dashboards and present the data the way you want. Tip: Companies that use real-time performance tracking see 26% faster improvements in conversion rates. Use A/B testing built into Moments to trial different versions of copy, timing, or CTAs within your sequences.  ## Common mistakes to avoid when sending drip campaigns Even the best SMS drip campaigns can fall flat if you miss the mark on timing, targeting, or compliance.  Here’s what to watch for and how to course-correct: Overloading your audience with texts can quickly feel spammy, even if the content is relevant. Tips to avoid it: - Space out messages based on your campaign goal and don’t send daily texts unless there’s real urgency or value. - Monitor unsubscribe rates and engagement metrics. A spike in opt-outs is a clear sign you’re texting too often. - Use frequency caps to limit how many messages a user receives in a given period. Static sequences don’t account for how users interact with your messages—and can feel generic or out of touch. Tips to avoid it: - Build logic into your drip flows to respond to user actions (e.g., stop the series if someone converts). - Use click or reply data to move people into more relevant messaging tracks. - Re-engage inactive users with a win-back message, or pause messaging until they interact again. Texting rules differ widely depending on your customer’s location. Failing to follow regulations can result in delivery failures or fines. Tips to avoid it: - Always require [opt-in](https://www.infobip.com/glossary/opt-in) before sending marketing messages and never assume consent. - Include a clear [opt-out](https://www.infobip.com/glossary/opt-out) option like “Reply STOP to unsubscribe” in every message. - Know the local laws for [sender ID](https://www.infobip.com/docs/sms/get-started#senders) formats, quiet hours, and message types, especially if you’re [sending SMS internationally](https://www.infobip.com/sms/international). ## Try creating your own SMS drip campaign Sign up for a free Infobip account and give our platform a try. [ Sign up for free ](https://www.infobip.com/signup?signup_source=InfobipProductPageSMS)[ See SMS pricing ](/sms/pricing) Learn how to launch your first SMS campaign with Infobip in just a few easy steps: ## Looking for some guidance? Check out: - [Get started with SMS](https://www.infobip.com/docs/sms/get-started) - [Infobip free trial explained](https://www.infobip.com/docs/essentials/getting-started/free-trial) ## Related products: - [SMS](https://www.infobip.com/sms) - [Moments](https://www.infobip.com/moments) - [People CDP](https://www.infobip.com/people) ## Keep reading: ## Get the latest insights and tips to elevate your business By subscribing, you consent to receive email marketing communications from INFOBIP. You have the right to withdraw your consent at any time using the unsubscribe link provided in all INFOBIP’s email communications. For more information please read our Privacy Notice