Anyone Tips for Outbound Marketing via SMS/Text?

I'm considering testing out some outbound marketing sequences using phone/text. Never thought I'd consider this...seeing as how much I personally despise getting spam texts. But, I've heard several times now that it's pretty effective for my particular industry, so I don't think I can ignore it.

Anyone have experience/tips running these marketing/sales sequences? Would love to hear:

• What software do you use? (it seems like close.io supports SMS, but I've never used Close)
• Call first or SMS first?
• What's a good call-to-action for the SMS?
  • We're mainly a self-serve SaaS, but happy to do high-touch since we're in the early launch stage.
• Anything to look out for or other best practices?

Thanks!