If you’re an event planner or marketer, you already know: getting registrations is only half the battle. The real challenge? Getting people to actually show up, and keeping them engaged from start to finish.

That’s where SMS marketing for events comes in.

Short, direct, and personal, SMS messages cut through the clutter and reach your attendees where they’re most likely to notice... right on their phone (or smart watch). Whether it’s a last-minute reminder, a live poll during a keynote, or a post-event survey, SMS is your secret weapon.

Here’s exactly how to make it work for your next event.

Why SMS Marketing Works for Events

Running SMS marketing campaigns are a powerful tool to support corporate event promotion, engagement, and feedback. Here’s why:

• Faster open rates: 90% of people open texts within 3 minutes, perfect for timely updates.
• Higher engagement: SMS sees a 98% open rate vs. ~20% for email.
• Less competition: Fewer brands use SMS compared to social or email, so you stand out.
• Highly personal: Address attendees by name, reference their chosen sessions, or send tailored updates. This all relies on great data and a great partnership between teams.
• Budget-friendly: No design assets needed - just concise copy and a good SMS platform. Keep in mind character limits!

Event SMS Marketing Best Practices

Follow these tips to get the most from your event SMS marketing campaigns:

1. Get Consent First

Like email marketing, you must get explicit opt-in before sending texts. Add SMS sign-up at ticket purchase or registration. This is the most important part. If your platform allows it, provide options for people to opt-in to different categories of camapigns e.g. “Get event reminders, live updates & exclusive offers via text.” or "Want to be the first to hear about our event prize draw? SMS "Yes" to receive SMS comms".

2. Offer a Reason to Opt In

People are more likely to share their number if they see value in it. e.g. “Opt in for VIP SMS alerts and restricted networking lounge reservations.”

3. Keep It Short & Clear

You’ve only got 160 characters. Make it count. Most platforms have counters to track the character length, and help you avoid doubling costs. If you are using Excel or Google Sheets the formula is =len(A1), assuming A1 is where the SMS text is. Alternatively us =160-len(A1) if you want a countdown of remaining characters. e.g. “Hey Matt, don’t forget your VIP pass for Sydney Marketing Summit. Doors open 8am. Your QR code: [link] - BizziEvents”

4. Identify Yourself Every Time

Not everyone will save your number. Include your brand name. e.g. “BizziEvents (Your Company Name) | Big news: Workshop C is moving to Hall 3. Directions: [link]”

5. Time It Right

Avoid early morning or late-night sends. Best times: 10-11am or 2-3pm. e.g. Send a reminder the day before, then 1-2 hours before start time. Test what works best (it may even be 15 minutes beforehand!) and then commit. Finding the right cadence may be the difference between a mediocre turn up rate and a record breaking one.

6. Don’t Overdo It

Too many texts cause opt-outs. Depending on the size of your event, for most, 3-5 well timed messages is plenty:

• Registration confirmation
• Pre-event reminder
• Morning-of “see you soon”
• Live update during event
• Post-event thank you + survey

7. Mix Up Your SMS Content

Send more than just promotions:

• Reminders & agenda highlights
• Venue changes or parking tips
• Live polls & Q&A prompts
• Networking opportunities
• Post-event surveys

8. Always Include a Call-to-Action

Make it clear what you want them to do. Like your emails and any other marketing campaign, a Call-To-Action is paramount. e.g. “Panel on AI Marketing starts in 15 mins in Room 4. Reserve your seat in advance: [link]”.

9. Make Links Mobile-Friendly

Attendees will click from their phone - ensure fast-loading, mobile-ready landing pages. Don't bloat the page with large sized images and features that aren't essential. For events where you also want SEO, consider the best elements of the page are around relevance, education and speed.

10. Offer Easy Opt-Out

Every event SMS marketing campaign should end with: “Reply STOP to unsubscribe.” or "Text STOP to 04xx-xxx-xxx". Failure to do so will be a breach and nobody wants to hear from the regulators.

How to Use SMS at Every Stage of Your Event

1. Boost Attendance Before the Event

• Countdown series: “3 days to go…”, “Tomorrow…”, “See you at 8am today!”
• Transport or weather updates: “Wet day ahead! Covered parking open via Gate C.”
• Last-minute offers: “Bring a friend for free – reply YES to claim.”

2. Drive Live Engagement During the Event

• Agenda nudges: “Platform demo with Lina starts in 10 mins - free gifts for all attendees in Hall B.”
• Real-time polls: “Which keynote should we stream in the lounge? Reply A or B.”
• Gamification: “Find our mascot in Hall 2 for a prize. Hint: near the coffee stand.”

3. Gather Feedback & Extend the Relationship After the Event

• Instant surveys: “Thanks for attending! Rate today’s event (1–5): [link]”
• Session feedback: “What did you think of the Branding Masterclass? Share here: [link]”
• Upsells: “Loved the workshop? Book our advanced course here: [link]”

Example 3-Day SMS Campaign Timeline

Why SMS Should Be in Every Event Planner’s Toolkit

SMS marketing is more than just a reminder tool — it’s a real-time engagement channel that can improve attendance, enhance the live experience, and deliver instant insights.

If you’re not using SMS in your event marketing mix yet, now’s the time to start. The results speak for themselves.

Download your free Event Marketing SMS Guide for ready-to-use templates, timing strategies, and engagement ideas that work for any event.

FAQs: SMS Marketing for Events

How do you use SMS to promote an event?

You can use SMS to send registration confirmations, countdown reminders, last-minute offers, and agenda highlights. During the event, SMS is great for real-time updates, polls, and networking prompts. After the event, it’s perfect for surveys and follow-up offers.

When should I send event reminder texts?

The best times are mid-morning (10–11am) or mid-afternoon (2–3pm). For a strong attendance boost, send one reminder the day before and another 1–2 hours before the event starts.

How many SMS should I send before an event?

Aim for 3–5 total messages across the entire event lifecycle:

• Registration confirmation
• Countdown reminder (3 days before)
• Day-before reminder
• Morning-of event message
• Post-event thank you + feedback link

How do I get attendees to opt in for event SMS?

Offer an incentive - such as VIP updates, early access to bookings, or exclusive giveaways - and collect consent during registration, ticket purchase, and check-in. Always make the opt-in process clear and transparent.

Are there legal rules for event SMS marketing for events?

Yes. In Australia, you must comply with the Spam Act 2003. This means you need explicit opt-in from attendees, include your identity in every message, and provide an easy opt-out method... or else.

Can I send images or videos in event SMS?

Yes. if your SMS platform supports MMS. This can be effective for sending maps, event graphics, or short video greetings. Just make sure the file size is mobile-friendly.

Is SMS marketing better than email for events?

SMS generally has higher open and engagement rates (98% vs ~20% for email). However, both channels work best together - email for detailed info, SMS for urgent or time-sensitive updates.

What SMS event marketing tools should I look into?

Some of the top providers for SMS marketing, also offer other solutions (e.g. Messenger, WhatsApp, push notifications and/or email). Twilio is often regarded as one of the top enterprise solutions for sms marketing. For mid-tier with high flexibility and scalability we also have used Klayvio. Make sure to consider the existing tools you have, any integrations into your CRM and the price before you sign up with anyone.