How to write a good SMS marketing campaign (with examples)

SMS marketing can sometimes come across as spammy, but when carried out correctly, it’s by far the most effective means of mass communication, with open rates of 98% and response times of 90 seconds. It’s crucial, therefore, to make sure the message you’re sending out is relevant and valuable to the recipient. 

Here are 8 top tips for writing SMS copy for successful campaigns.

Be concise and keep it short

SMS is short and should be sweet. With a 160-character limit, you want to craft your message to be concise but impactful. Try to avoid complex sentences and keep messages simple and easy to digest. 

Personalise your message

Not only does personalisation grab attention, but research has shown that it’s what consumers want, with 80% being more likely to buy from a company that provides a tailored experience. 

Adding a first name is the simplest way to personalise, but think about what other relevant data you could use. Consider a  personal sign-off if it’s appropriate for your brand/business.

Include a clear call to action

SMS is great for grabbing attention, so make sure your call to action is clear and compelling. Make it obvious what you want people to do next, and add a link to help them get there fast! 

Tip: Don’t forget to track your links for full campaign attribution and future optimisation. 

Don’t be afraid to add some urgency

With an average open rate of 98%, a text message is 4 times more likely to be opened than an email, so don’t be scared to use that to your advantage. Using immediacy can help encourage your recipient to take action. 

Act Now, Ending Soon, Last Chance – these are all easy copy mechanisms to motivate people to act in the moment. 

Link to mobile-friendly pages

It sounds obvious, but you’d be surprised how easy this can be to overlook! If you don’t have a mobile-friendly site, consider building mobile-friendly campaign pages to ensure your customers get the best experience possible. 

Proofread and check your copy

As with any campaign, mistakes can happen, so have a few people read your messages for accuracy and clarity. Avoid using abbreviations, colloquialisms and text speak – they aren’t always universally understood in the same way!

Make sure your TOV is consistent

Speaking with a consistent Tone of Voice (TOV) across our communications, from emails and websites to brochures and social and mobile media, helps build a clear picture of who we are and what we stand for.

When writing short-form copy, like mobile messaging campaigns, it can be beneficial to have a clear TOV identity. For example, what is it about the Coca-Cola voice that makes it so positive, friendly, and down-to-earth? 

A tone of voice guidelines document needs to do two things:

1. Introduce your brand’s tone of voice and tonal values, explaining what they stand for and how they support your brand and company mission.

2. Give detailed, practical support to the people creating content for different channels. This part will form the bulk of your guidelines, which people will be dipping into regularly.

Always provide an opt-out 

It’s now a legal requirement to offer customers a simple way to remove their consent to receiving marketing communications. For SMS marketing, include an opt-out message in every text to remind customers they can unsubscribe at any time. 

Simply ask them to respond to messages using the word ‘STOP’ or ‘UNSUBSCRIBE’. Don’t forget to also send your customers a follow-up text message that confirms this.

Are you ready to start sending excellent SMS marketing campaigns? 

Fantastic copy is one of many things that will dictate the success of your SMS campaigns. Our guide covers everything you need to know about creating a successful SMS marketing campaign, from the do’s and don’ts to how to get started.