SMS Marketing Insights for 2025 Success in the UK

SMS marketing continues to redefine how UK consumers shop, as it offers immediacy, convenience, and more personalized experiences. Our partners at Attentive, the AI-powered SMS and email marketing platform, surveyed 1,370 UK consumers to better understand their shopping behaviors and marketing preferences, especially when it comes to SMS. The report highlights the channel’s growing potential, positioning SMS as a key investment for brands to capitalize on in 2025.

Rising Adoption and Untapped Opportunities

The adoption of SMS marketing in the UK is on the rise, with 93% of consumers already signed up for SMS programs or open to joining. This represents a 7% year-over-year increase. The younger generations are leading the charge, with 48% of Gen Z and 46% of millennials already subscribed to SMS programs. However, untapped opportunities lie with older generations, as 60% of Gen X and baby boomers remain open to signing up but have yet to do so.

To tap into this opportunity, consider using incentives, which, according to the survey,  drive higher spending for 74% of Gen X and baby boomer consumers. Boost new subscribers and orders by incorporating discounts, flash sales, or free shipping into sign-up forms. Tools like Attentive’s patented two-tap mobile technology make the opt-in process seamless.

Retargeting recent subscribers is an effective strategy for brands already using SMS. For example, consumers who signed up at the end of the year but didn’t redeem their welcome offers present a prime re-engagement opportunity. Personalized follow-ups tied to key shopping dates such as Valentine’s Day or Mother’s Day can help turn these subscribers into customers. By combining Attentive and Movable Ink’s technology, brands can generate highly personalized SMS and email content based on each subscriber's interests and past purchases. Attentive’s AI-driven segmentation and messaging capabilities ensure that every SMS is tailored to the individual, while Movable Ink’s dynamic content generation adds personalized images and content to emails, creating a true 1:1 experience that consumers look for. 

SMS Outpaces Other Channels for Fast Conversions

One of SMS marketing’s standout advantages is its ability to drive fast, impulsive purchases. The survey revealed that 42% of UK consumers purchase within hours of receiving a text, outpacing email, branded apps, and social media as the fastest conversion channel. Among Gen Z and millennials, nearly 1 in 10 make purchases within minutes of receiving a text. This immediacy highlights SMS as a critical tool for brands aiming to break through the sea of offers.

SMS stands out for its practicality, with 40% of consumers finding it convenient for mobile purchases. This aligns with broader trends: according to Statista,  72% of UK consumers made online purchases via smartphone in Q3 2024. SMS marketing removes friction from the buying process by delivering seamless, click-to-purchase experiences directly to mobile devices.

Brands can harness the immediacy of SMS by testing time-sensitive campaigns. Limited-time offers—such as one-hour promotions—create urgency and drive conversions. Personalizing your SMS message to align with a consumer's most recent interaction makes it targeted, increasing the likelihood of impulsive action. For example, reminding customers of abandoned carts via SMS is more likely to drive immediate action than email. While email holds value for long-tail campaigns and in-depth storytelling, the strength of SMS lies in its ability to deliver concise, time-sensitive, actionable content.

Perfecting Time, Relevance, and Incentives to Drive Incremental Revenue

SMS is a powerful channel for driving immediate conversions, and using insights about when your audience shops or relaxes can make your strategy even more effective.. Attentive’s survey found that 80% of UK consumers are most likely to shop on their phones while watching TV at night. Generational differences also influence behavior: 42% of Gen Z shop during commutes, while  24% of Gen X and baby boomers prefer shopping during their morning coffee. 

To maximize impact, enhance your promotional communications with leisure-time insights, as 74% of consumers say a sales text prompts them to make a purchase. This influence is especially powerful among baby boomers, with 80% stating they are more likely to buy after receiving a sale-focused SMS communication. The key is to experiment with messaging times and target specific leisure moments. For example, a coffee-focused message like “Start your day with these exclusive deals” might resonate with older audiences, while Gen Z and millennials may respond better to messages referencing evening downtime.

Fostering Loyalty and Driving LTV

Thanks to its intimate and direct nature, SMS marketing is highly effective for building customer loyalty and increasing lifetime value. According to the survey:

• 80% are more likely to make repeat purchases from brands they’re subscribed to via SMS
• 1 in 10 consumers are likely to spend more when enrolled in a loyalty or VIP program‍
• 28% of UK consumers view SMS as a VIP channel, offering exclusive value

To create a VIP experience, brands should offer perks including early access to sales, special offers for subscribers, and personalized rewards based on customer data, such as product preferences and birthdays. With vendors like Lexer that integrate with Attentive, brands can strengthen their loyalty programs to boost customer return rates and foster long-term engagement.

To maintain the holiday momentum, early-year events such as January sales and London Fashion Week, are prime opportunities to turn one-time buyers into loyal customers. Post-season campaigns with personalized offers can drive retention well into the new year. Astrid & Miyu achieved a 9.9% CTR on post-purchase text messages sent after the holidays, which recommended a piece of jewelry tailored to customers' initial earring purchases.

The Importance of Personalization in SMS Marketing

Although SMS is delivering incredible results, Attentive’s survey found that only 21% of UK consumers are completely satisfied with how brands engage them via SMS, revealing an opportunity for marketers to level up their programs. Consumers are looking for:

• Personalized offers, with 52% desiring more accurate discounts
• 33% want better content quality
• 17% wish brands would predict and recommend products better

Personalized recommendations based on previous purchases can influence 1 in 10 consumers to spend more, driving customer satisfaction and revenue growth. In today’s competitive market, delivering an exceptional customer experience is critical to your bottom line, as consumers are more likely to switch brands if they don’t get the experience they are looking for. Personalization at scale is a top challenge for marketers, and investing in AI and automation to create tailored experiences will become increasingly essential. Attentive's AI tools simplify segmentation and optimize message timing, reducing the strain on resources, while Movable Ink takes care of real-time content generation for each send.

The Growing Power of SMS Marketing

SMS marketing’s growth in the UK shows no signs of slowing, with adoption increasing across generations. While Gen Z and millennials dominate current subscribers, Gen X and baby boomers represent a significant opportunity, particularly when incentivized with personalized offers. SMS's immediacy and convenience make it a vital channel for driving fast, impulsive purchases, and its role in fostering loyalty positions it as a key driver for customer lifetime value.

To succeed in 2025, brands must prioritize personalization, deliver timely and relevant offers, and create VIP experiences that keep customers returning.

Explore the full report here for more insights to optimize your SMS marketing strategy.

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.