Digital marketing

5 Do’s and Don’ts of Writing SMS Marketing Messages

In SMS Marketing, the text you send a customer has the potential to make or break your entire campaign. This means you only have one chance to get it right.

Writing an SMS copy, however, is tough. You are limited to only 160 characters to convince your readers to take action if you are sending one text message.

Despite how much of a pro you are, writing a text message is entirely different from crafting other types of marketing messages.

Thankfully, here are 5 tips on what to do and what not to do while writing SMS copies.

SMS Marketing Do’s

The easiest way to ensure that a customer doesn’t opt out of your marketing messages is by doing the following:

1.     Get straight to the point

People have a short attention span today. It’d help, therefore, to keep your messages short and precise.

The longer you beat around the bush, the easier it will be for them to unsubscribe from your SMS Marketing list.

The general rule of thumb is to keep a single SMS to a maximum of 4 lines.

2.     Include incentives

Offers and discounts are a simple way of keeping customers hooked – this is a no-brainer.

Add value to every text you send your customers; they’ll always have something to look forward to in your SMS campaigns.

3.     Create a sense of urgency

When including an offer or a discount, create a sense of urgency. Include phrases such as ‘valid until…’ ‘for a limited period’ and ‘weekend sale’, among others.

This will spark interest among your customers, prompting them to act fast.

4.     Include a subject line

Don’t ignore subject lines. You can use the first and the second line as subject lines. Think of it as a way of greeting a consumer’s attention and creating an excellent first impression.

Personalizing the text message – addressing a customer by their name – increases the chances of your message being opened.

5.     Speak in the first person

Consumers want a sense of familiarity. They want to feel like they are talking to their best friend while interacting with your brand.

Use the first person to sound casual and fit in with the consumers’ text messaging norm.

SMS Marketing Don’ts

Of the list of things you shouldn’t do, the following take precedence:

1. Don’t use the same copy as your email

There’s a good chance that your customers are already subscribed to your emails. It is, there, essential not to use the exact copy as your email.

Of course, it’s easy, but also a lazy one to copy your emails and shorten them for bulk SMS.

Craft your text messages afresh, keep them short and sweet, and personalize them to fit your audience.

2. Don’t over-do-it with emojis

Emojis are fun and all until you overuse them. Of course, it’s a great way to create fun and appeal, especially to a younger audience.

As a result, you should use them sparingly. When you overuse them, customers may not relate to what you’re trying to say.

3. Always include a CTA

Don’t forget to include a call to action or CTA when you want the customer to take action. It is an excellent way of ensuring that they sign up for your loyalty program or take advantage of your items on sale.

Forgetting to add a CTA on your messaging only makes it less effective. It also makes it seem like you’re pointlessly messaging your customers.

4. Don’t use abbreviations

If you use lots of abbreviations, your customers may not understand you. The only time abbreviations are a last resort is if you are running out of characters. Far from that, keep your messages formal, clear & easy to read.

5. Don’t go off-brand

Ensure that you maintain a consistent brand tone throughout your marketing messages. This way, when your customers read your SMS, they can relate and know that it’s you.

To do this, include words and phrases your customers are familiar with. This allows you to build a genuine connection and maintain a consistent relationship with them.

Get Started with SMS Marketing Today

Ready to start your SMS campaign? Check out, Celcom Africa. Celcom has affordable and easy-to-use bulk SMS services that you can use to design robust SMS Marketing today. Get a free trial here today.

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