16x higher clickthrough rates. 488% more revenue. 31x ROI.
Compared to email, SMS is outperforming across the board. These numbers come straight from recent industry stats focused on the live events space.
And yet, SMS is still one of the most underused channels in event marketing. That’s a huge opportunity for early adopters. Since texts don’t get buried like emails do, your messages are more likely to get seen—and acted on.
Of course, diving into something new can feel a bit overwhelming. So we’re keeping it simple: in this guide, we’ll break down what you need to get started, share quick tips for success, and walk you through six SMS campaigns you can run today.
What you need to start sending SMS campaigns
Before you jump into sending your first message, there are a few housekeeping items to check off your list. Here are the basics to make sure you’re ready to go:
- Get set up for SMS: Verify your business and secure an SMS phone number (you’ll need this before anything goes out).
- Build your SMS list: Fans have to opt in to receive texts even if they’ve already signed up for your emails.
- Stay compliant: There are a few rules around opt-ins and messaging that you’ll need to follow to stay in the clear.
6 campaigns to launch your SMS strategy
Once you're set up, it's time to hit send. These are six simple, persuasive campaigns to help you kick things off. Best of all, there are no complicated workflows or fancy automation required so you can get real results, fast.
1. Promote your SMS list (via email)
So, this technically isn’t an SMS campaign, but it’s a crucial first step. Before you can send great texts, you need people to send them to. And the easiest place to start is your email list. These fans already know and trust your brand, which makes them prime candidates for SMS. Send out a quick email with a simple signup form to let fans know you’ve launched texts and why it’s worth joining. Exclusive presales, early announcements, and VIP perks are great incentives to drive opt-ins.
- When to send it: Right after your SMS setup is complete.
- Why it works: Fans already engaged with your brand are the most likely to opt in. A clear CTA and incentive (like early access or exclusive perks) can grow your list quickly.
2. Event announcements
When a new event is announced, your SMS list should be the first to know. Announcement texts are short and exciting. They’re just enough to tease the artist, venue, and date while giving fans something to act on. Whether you’re inviting them to sign up for a presale or letting them know when the general on-sale begins, the goal is to build hype and drive early interest. Texts tend to get opened within seconds, making them perfect for creating momentum before the broader announcement drops.
- When to send it: Right after an event is announced (before or alongside your email blast).
- Why it works: SMS gets seen faster, so your most engaged fans are the first to know. It’s great for driving early traction or list-only presales.
3. Presale reminder
Once presale hits, timing is everything. Send a day-of text reminding fans that tickets are officially up for grabs, along with any presale code and a direct link to buy. This kind of message works well because it gives fans what they want (aka early access and a better shot at securing tickets before they sell out). It skips the inbox entirely and lands right where fans are already active—their phones. Plus, it pairs nicely with email: send the full announcement via email, then follow up with a quick text that says “It’s go time.”
- When to send it: The morning the presale starts (or just before it opens).
- Why it works: It adds urgency, especially for high-demand events. Texting also helps bypass crowded inboxes or missed emails.
4. Last-call alert
As the event gets closer and tickets start to move, a quick last-call text can give sales the final push they need. Whether the show is a day away or you’re down to the final 50 tickets, urgency is a powerful motivator. Keep it short, clear, and direct: let fans know what’s left and where to grab tickets. You don’t need a long message. Just a little pressure and a link.
- When to send it: 24 to 48 hours before the show, or once inventory hits a certain threshold.
- Why it works: Urgency sells. A well-timed message can help push stragglers to buy before it’s too late.
5. VIP or upsell opportunity
For fans who’ve already bought tickets, there’s still room to level up. SMS is the perfect channel to promote VIP upgrades, meet and greets, merch bundles, or other add-ons. These messages feel personal, timely, and relevant. Plus, they can make a big difference in your overall revenue. If someone’s already excited about the show, offering an easy way to enhance the experience is a no-brainer.
- When to send it: After purchase or 1 to 2 weeks before the event.
- Why it works: Fans are already excited. Give them an easy way to enhance their experience and increase your revenue per head.
6. Post-event thank you + next event promo
Spirits are high when an event is over so keep the momentum going. Send a quick thank-you message to attendees, then tee up a similar event they might like. A follow-up text like “Thanks for coming to [Event Name]! Looking for what’s next? Check out [Upcoming Event]” can help turn one-time buyers into regulars.
- When to send it: Within 24 to 48 hours after the event.
- Why it works: It keeps your brand top of mind and builds momentum for the next event.
Quick tips for SMS success
SMS is a powerful tool but a little finesse goes a long way. Keep these tips in mind to help you get the most out of every message:
- Keep it short and casual: Texts aren’t the place for long intros or paragraphs. Lead with the key info, keep your language tight, and get to the point fast. Think: what’s the most important thing they need to know?
- Sound human: Your texts should feel like they’re coming from a real person, not a robot. Use a conversational tone that matches how you’d say it face-to-face with a fan.
- Use urgency when it makes sense: Words like “last chance” or “going fast” can drive action but only if they’re true. Save urgency for when it matters, like low inventory or presale countdowns.
- Don’t over-send: Texting is personal, and overdoing it can lead to unsubscribes. Stick to high-value, timely messages that fans will appreciate like show reminders, presales, or exclusive offers. 3 to 4 texts per month should do the trick.
- Always include a link or action: Every message should give the reader something to do—buy tickets, check out an upcoming event, or confirm attendance. It not only drives engagement, but gives you something to track so you know what’s working.
- Use emojis: A well-placed emoji or recognizable name can make your message stand out but keep it relevant, and be mindful of your character count. Every space matters in SMS.
Wrap up
SMS might seem foreign at first but once you get started, it’s one of the easiest and most persuasive ways to connect with your audience. With just a few well-timed messages, you can boost engagement, drive ticket sales, and keep fans in the loop without overloading their inbox. Just remember to start simple, stay consistent, and build from there.