SMS adoption has been rising steadily, and UK consumers are primed for VIP perks, discounts, and more from brands.

SMS marketing is proving to be a game-changer in the UK—building brand trust, consumer engagement, and improving ROI. We surveyed 1,370 UK consumers about their shopping habits and marketing preferences to understand their perception of SMS marketing, its effect on spending, and the key factors that drive purchasing power. Spoiler alert: personalization is king, and UK consumers are embracing the channel at a remarkable rate. 

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Reach more customers with SMS marketing

Our research found that 93% of UK consumers have either signed up for SMS marketing or are open to doing so— and with a 7% YoY rise in consumers signed up for texts, adoption is growing.

Analyzing generational SMS marketing preferences, Gen Z and millennials are the largest consumer groups already signed up, with 48% of Gen Z and 46% of millennials enrolled. However, there’s an opportunity to grow your subscriber base with Gen X and baby boomers: 60% are not yet signed up but are open to it, making them the ideal target as new subscribers.

You can use SMS to deepen confidence in your brand, too. 40% of consumers said  SMS marketing strengthens their trust in brands, which translates into tangible results–54% of consumers are already making purchases from text messages.

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Help shorten the buying window with SMS

Forecasts predict that retail sales from m-commerce in the UK will exceed £100B in 2025. This trend is driven by the ease of mobile shopping, with 40% of consumers perceiving SMS marketing as convenient for making purchases from their phone, and one in five spending over £100 on products marketed to them via text message.

A significant 42% of consumers report making a purchase within hours of receiving a text from a brand, outpacing other channels such as email, social media, and branded apps.

In addition, SMS marketing has a notable impact on unplanned purchases, with 50% of shoppers making impulse purchases as a result of receiving a text.

We strategically use SMS marketing in real time, which allows us to jump on trends, sending fun and creative content at a moment’s notice. Many mobile-first consumers prefer to hear from brands via SMS, so it's a great alternative to just being reliant on email. The immediacy of the channel means we can use fewer resources and be agile in different strategies across SMS and email, improving overall performance.
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-  Georgie Little, Head of Retention and Loyalty at Inkey List

This value of SMS is especially evident during the busiest shopping event of the year, Black Friday Cyber Monday, with respondents sharing that during BFCM 2023: 

• 64% made purchases after receiving SMS marketing messages
• 21% reported that more than half of their purchases were in response to an SMS message
• 36% of Gen Z consumers spent over half of their BFCM budget with brands that marketed to them via SMS

During busy shopping periods like BFCM, SMS is a critical owned channel to break through the noise and capture consumer attention.

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Drive incremental revenue with the right offer at the right time

Consumers are persuaded to purchase at different times and by diverse motivations; we've examined these driving factors and how they stack up. Survey respondents found exclusive incentives and promotions such as discounts, flash sales, and limited-time offers to be the most valuable SMS messages. 

Receiving a text about a sale motivates 74% to make a purchase—18% more than last year. But the timing of these messages is also important. When deciding the best time to send SMS messages, consider when your audience is most likely to engage and shop. According to our respondents:

• 80% are more likely to make phone purchases while watching TV at night.
• Morning coffee time sees 54% likely to make a mobile purchase. This is especially true for baby boomers, with 70% of them ready to shop at this time.
• During downtime at work, 46% have a higher tendency to make a purchase.
• 33% are inclined to make a purchase on their phone while in transit. This is especially true for 42% of Gen Z.‍
• 13% of respondents prefer to shop on their phones while out with friends.

Moreover, 67% of consumers say they're more likely to spend more than they planned if they receive text messages with incentives—like flash sales, free shipping, or price drops. This positions SMS as an incremental revenue-driving channel. To make the most of this trend, brands should consider using SMS to promote a tiered sale—the more you spend, the more you save—to drive bigger orders.

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Increase LTV with SMS

Although we know consumers love a good deal, they also see substantial value from SMS programs that acknowledge their loyalty—28% of them love the VIP experience and exclusive value it provides.

Plus, it can encourage them to spend extra. Our survey revealed that one in ten are likely to spend more than planned when enrolled in a loyalty or VIP program. Rewards are highly desired, and ranked by consumers among the most valued types of SMS messages, creating a mutually beneficial scenario for both customers and brands.

As well as increasing basket sizes, SMS marketing also helps to increase customer lifetime value–80% of UK consumers are more likely to make repeat purchases from brands they're subscribed to via SMS. 

We've found SMS marketing to be essential in creating VIP experiences. The members of our loyalty tiers and most engaged segments appreciate the exclusivity it offers, often leading them to spend more than initially planned. This channel has not only boosted our sales but also improved customer retention. SMS has become a favorite tool for building loyal customer relationships and increasing lifetime value.
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-  Lucy Brinkley, Head of CRM at Astrid & Miyu

The SMS channel is personal and naturally lends itself to attracting your most loyal customers. Treating it like a VIP channel can strengthen the relationship you have with them, and in turn drive up retention and revenue. Check out our 5 Loyalty Plays to get started.

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Personalization isn’t a luxury—it’s essential for revenue growth

While incentives and loyalty programs came out on top for driving higher spending, personalized recommendations—based on previous purchases and submitted preferences—closely followed. Tailored experiences are a key to revenue growth and UK consumers expect it:

• 52% of UK consumers want brands to better personalize offers and discounts to their interests and past purchases
• 33% seek improved content quality
• 24% say brands reach out at the wrong times, highlighting the need for better-timed messages
• 17% wish brands would better predict and recommend future product needs

Attentive AI™ can help marketers meet heightened customer expectations at scale and improve performance. Take the guesswork out of segmentation and boost your ROI with tools that optimize content, send times, and targeting, leading to increased engagement, loyalty, and revenue.

At Warrior Supplements, we've seen firsthand the power of personalized SMS marketing. Our customers appreciate when we go beyond just discounts and truly understand their preferences. With tailored product suggestions and well-timed stock alerts, we've seen a significant boost in ROI. Thanks to Attentive, we can now anticipate our customers' needs, making our SMS strategy more effective than ever.
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-  Adam Aubrey, Head of E-Commerce at Warrior Supplements

Our SMS marketing survey revealed that UK consumers have adopted SMS marketing as one of their key shopping channels, allowing brands to cut through the noise and drive retention and incremental revenue. Aligning your marketing plans with insights about their shopping habits and preferences will help to drive further engagement and improved performance. 

Hear marketers from Jaded London, Warrior Supplements, and The Inkey List discuss the evolution of SMS marketing in the UK–watch our panel from Thread, Attentive’s London roadshow.

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Methodology

Attentive’s Consumer Survey Report in 2024 was conducted from August 21, 2024, through August 29, 2024. Based on answers from 1,370 respondents in the United Kingdom.