For many event planners, SMS marketing remains an afterthought—tacked on late or skipped entirely in favor of overused email blasts and crowded event apps. But here’s the truth: while email struggles with a 19.8% open rate, SMS messages achieve a 98% open rate and are read within 3 minutes by the vast majority of recipients.
Event attendees don’t want another app or another email buried in a promotions tab. They want fast, relevant updates sent directly to their phone—and text marketing delivers exactly that. With click-through rates averaging 19-20% compared to email’s 4.36%, this marketing tool gives event marketers something that actually reaches people.
So why isn’t the power of SMS front and center in your event marketing strategy?
Add to that: SMS doesn’t require an internet connection, doesn’t land in a spam folder, and doesn’t depend on push notifications being enabled. It just works.
Let’s explore how you can use SMS marketing to manage your event lifecycle from early promotion to day-of coordination and post-event follow-ups—and why every event marketing campaign should include it.
Know Your Audience: Event Communications That Fit
Different people at your event need different types of messages. Your audience isn’t just attendees, it also includes staff, volunteers, sponsors, exhibitors, and even press.
Effective event communication means segmenting your list. Attendees might need location updates or speaker reminders. Sponsors might want performance stats or booth traffic updates. Staff may need urgent text updates on logistics.
People read messages that feel relevant to them. Segmentation ensures you’re not sending the same generic blast to everyone. You can segment by ticket type, registration status, role, interest, geography, or past attendance.
Behavior also varies by demographic. Gen Z and Millennials overwhelmingly prefer text messages to email. Boomers are more likely to read SMS than open a mobile app. Across all ages, SMS remains the fastest way to reach someone during an event—with 95% of text messages read within 3 minutes.
The speed of SMS becomes especially important during virtual events or hybrid conferences where attendees might be juggling multiple screens and platforms. Unlike push notifications that can be disabled or emails that get buried, a quick text cuts through the digital noise instantly.
Build Your List: Growing SMS Subscribers for Events
Growing your SMS list doesn’t have to be hard. In fact, with the right opt-in tools, it’s often easier than email.
Here are some strategies to boost event attendance with SMS opt-ins:
• Add a phone number field to your event registration forms
• Include opt-in CTAs on your website, confirmation emails, and social channels
• Use shortcodes or QR codes at booths or check-in desks
• Offer early access, discount codes, or giveaways for subscribers
You must collect consent to stay compliant, but it doesn’t have to be complex.
Mission Mobile simplifies opt-ins and manages compliance for you.
Compared to app installs or email capture forms, it’s faster and more seamless to build an SMS list—and it results in higher engagement.
Pro tip: When people sign up for your event, include a checkbox that says “Send me quick text reminders about this event” rather than generic SMS marketing language. This frames the value immediately and increases opt-in rates.
The Time Challenge: Why Event Marketers Skip SMS
We get it. You’re juggling venue contracts, speaker coordination, sponsor management, and a dozen other moving pieces. The last thing you need is another platform to learn or another campaign to build from scratch.
That’s exactly why most event marketers put SMS on the back burner, even though they know it works. It’s not about the value—it’s about bandwidth. You’re already working nights and weekends to pull off a successful event.
What if you could get all the benefits of SMS marketing without adding to your workload? What if someone else handled the strategy, setup, and execution while you focused on the bigger picture?
Why SMS Outperforms Other Digital Marketing Channels
Before diving into implementation, it’s worth understanding why text messaging for events consistently outperforms other channels. Unlike social media posts that reach only a fraction of your followers, or emails that compete with dozens of other messages, SMS delivers direct, immediate communication.
The effectiveness comes down to three key factors:
Immediacy: Text messages are opened within minutes, not hours or days like email Ubiquity: Every mobile phone can receive SMS—no app downloads or internet connection required Personal nature: People view text messages as more personal and urgent than other communication channels
This makes SMS particularly powerful for time-sensitive event communications, whether you’re managing in-person events or coordinating virtual conferences.
Best Practices for SMS Event Marketing
Using SMS effectively means following smart strategies: • Don’t over-message. Keep it helpful, not annoying • Stay compliant: consent-based messaging is required • Use text messaging services that offer automated sequences (we handle the technical details) • Segment your audience and send targeted SMS based on behavior
At Mission Mobile, we help event managers stay compliant and on schedule, with integrations that connect SMS into your existing event marketing systems. Think of us as your mobile marketing division—we handle the strategy, setup, and execution so you can focus on creating amazing events.
Crafting SMS Messages That Get Results
The best SMS campaigns sound human—not like bots or templates.
Focus on: • Clear, direct language • Friendly tone (but not overly casual) • A single CTA per message
Timing is everything. Don’t wait until the last minute. Set up your pre-event, day-of, and post-event message sequences in advance.
Examples:
Pre-event: “Hi Sarah! TechSummit 2024 starts tomorrow at 9am. Check-in opens at 8am in the main lobby. Your welcome packet includes networking cards and the venue map: [link]”
Day-of: “Hi Marcus! The ‘Future of AI’ session you registered for starts in 10 minutes in the Innovation Theater (Level 2). Still time to grab coffee on your way!”
Post-event: “Thanks for joining us at TechSummit 2024! Share your thoughts in this quick survey and you’ll be entered to win VIP access to our spring conference: [link]”
Add personalization like name, ticket type, or session interest to increase click-throughs. The key is making each text with a link feel valuable and relevant to the recipient.
Advanced personalization strategies: • Reference specific sessions they registered for • Include their badge/seat number for easy identification • Mention their company or role when appropriate • Use location-based messaging for large venues
And for bigger impact, utilize SMS automation: schedule campaigns ahead of time, trigger messages based on behavior (e.g. checked-in, skipped a session), and segment future event reminders based on interests and past event attendance.
SMS Throughout the Event Lifecycle
Before the Event: Promotion & Preparation
Use SMS marketing to drive awareness, registrations, and excitement. An effective SMS event marketing strategy helps you promote your event and boost attendance:
• Send early-bird and last-chance ticket reminders
• Confirm purchases instantly via text message
• Share countdowns, venue info, parking tips
• Tease special guests or limited-time offers
• Send reminders to complete registration or provide additional information about your event
Adding MMS? You can include:
• Speaker photos and bios
• Branded event flyers
• Venue maps or detailed schedules
• Sponsor highlights with special offers
Sample pre-event sequence:
• 2 weeks before: Event reminder with agenda highlights
• 1 week before: Logistics information (parking, check-in times)
• 1 day before: Final reminders and what to bring
• Morning of: Check-in instructions and day-of contact info
During the Event: Real-Time Messaging
SMS is ideal for messaging for event communications that need to get through immediately: • Announce changes to schedule or room locations • Manage staff and volunteer logistics • Answer attendee questions with 2-way messaging • Run contests or live polls with text-to-vote or text-to-win • Highlight sponsor offers or session reminders • Send instant SMS alerts for emergency situations or venue changes
Use MMS to send real-time: • Photos from the floor • Sponsored visuals and promotional content • Updated maps or directions • Live social media content and highlights
Real-time engagement tactics: Text-to-win contests during breaks, live Q&A collection via SMS, networking facilitation by connecting attendees with similar interests, and real-time feedback collection to improve the experience as it happens.
After the Event: Feedback and Follow-Up
Capitalize on the momentum with strategic follow-up campaigns: • Send thank-you messages with personalized touches • Deliver survey links to collect valuable feedback • Share event recaps, photos, or on-demand content • Announce early-bird sales for future event promotion • Provide access to presentation slides or recording links • Connect attendees with speakers or new contacts they met
Your attendee list is now warm and qualified. Use SMS to keep them engaged between events with valuable content, industry updates, and exclusive previews of upcoming events.
Post-event engagement timeline: • Day 1: Thank you message with survey link • Week 1: Event recap with photos and highlights • Month 1: Early access to next event registration • Ongoing: Quarterly industry insights and event announcements
Measuring SMS Campaign Results
SMS marketing provides clean, accurate data without the privacy masking issues that hurt email.
Track: • Delivery rate • Click-through rate (expect 19-20% vs email’s 4.36%) • Reply rate • Opt-outs
You can also measure campaign-specific goals: did registrations increase after a promotion? Did reminders boost check-ins?
With real data, you can prove the ROI of your SMS marketing strategy and optimize future event campaigns.
Combine SMS with Your Event App
Many events use an app. That’s great—but not everyone downloads it, and even fewer open it at the right moment.
SMS covers the gaps: • Ensures everyone gets the most important updates • Can serve as a backup for app logins or schedule access • Directs attendees to the app for more detail
Together, apps and SMS provide a complete communication strategy.
Event Texting Use Cases by Type
While every event is different, SMS can be adapted to fit nearly every format:
Trade Shows & Expos • Drive traffic to sponsor booths with targeted promotions • Share floor plan changes and exhibit updates • Schedule text reminders for product demos and presentations • Facilitate lead capture through text-to-join campaigns • Send networking opportunities based on attendee interests
Conferences & Conventions • Use event text messaging service to ensure session reminders reach everyone • Collect speaker Q&A questions via text for interactive sessions • Announce breakout sessions and room changes via SMS • Share real-time updates on keynote speakers and special guests • Coordinate networking events and meetups through targeted messaging
Corporate Events • Coordinate staff and vendors with instant SMS updates • Confirm event details and room assignments for complex agendas • Provide last-minute logistics changes that affect operations • Manage VIP attendee experiences with personalized service • Handle internal communications separate from attendee messaging
Concerts & Festivals • Send lineup updates and artist information • Provide entry instructions and security requirements • Alert guests to weather changes and safety information • Share venue maps and emergency contact information • Promote merchandise, food vendors, and sponsor activations
Seamless Integration with Your Existing Tools
If you already use event management software, CRMs, or registration platforms, SMS fits right in. Mission Mobile integrates directly with your existing systems—no technical setup required on your end.
At Mission Mobile, we handle everything from SMS number registration to campaign strategy. You provide the event details and goals; we build and execute the campaigns. It’s like having a dedicated mobile marketing team without the overhead.
Common integrations: • Eventbrite, Cvent, Hopin, Whova • Google Sheets, CRMs, ticketing tools
Use SMS to: • Confirm registrations • Send SMS messages to confirm event details • Trigger reminders based on check-in status • Route inquiries to staff or vendors
Final Thoughts: A Must-Have for Modern Event Promotion
SMS should be a core part of any event marketing campaign, not an afterthought. But here’s the reality: you don’t have time to become an SMS expert on top of everything else on your plate.
That’s where Mission Mobile’s managed service approach makes sense. Get all the benefits of professional SMS marketing without the learning curve, setup headaches, or ongoing management. Focus on what you do best—creating incredible events—while we handle your mobile marketing strategy.
• It drives better open and response rates than email (98% vs 19.8%) • SMS works across the full event lifecycle, from pre-event promotion to post-event feedback • MMS allows you to share images, maps, and richer content • Segmentation, personalization, and automation are key to successful campaigns • Integration with your existing event software makes it easy to launch
FAQ: SMS Event Marketing
How does SMS marketing compare to email for events? SMS sees 5x higher open rates (98% vs 19.8%) and significantly better response rates. It’s more immediate and isn’t filtered into junk folders.
What types of events benefit most from SMS? All types: trade shows, expos, conferences, festivals, corporate meetings, and more.
Can I use MMS for my event? Yes. MMS is ideal for sending visual content like flyers, schedules, or sponsor messages.
Do attendees need to download an app? Nope. That’s the point—SMS works on any mobile phone, no apps required.
Is it compliant? Yes, when you follow opt-in rules. Our platform handles compliance, opt-out tools, and delivery tracking.
Can I automate my SMS campaigns? Absolutely. You can schedule messages, trigger campaigns based on registration or check-in, and segment your audience for better targeting.
Does SMS replace my event app or email? No—it complements them. SMS covers the gaps and ensures urgent messages get delivered.