Getting your SMS marketing right can promote customer loyalty and drive further engagement with your brand. With everyone’s phone buzzing constantly, your message needs to cut through the noise and actually connect with people. The good news? You don’t need to be a copywriting genius to write texts that work.
The secret comes down to understanding your audience and giving them something they actually want. Whether you’re announcing a flash sale, sending appointment reminders, or sharing exclusive offers, your message should feel personal and valuable from the very first word.
Too many businesses fail because they treat texting like email, but SMS is different, more intimate, and requires a completely different approach.
The biggest challenge? You’ve got just 160 characters to make your point, grab attention, and get people to act. But when you nail it, SMS can be one of your most powerful marketing tactics, driving higher open rates and faster responses than almost any other channel.
Keep reading for SMS marketing tips that’ll help you create SMS marketing campaigns that actually convert.
Tip:
Copywriting should be the last step before you hit send on your SMS campaign. If you’re just getting started, check out our article on crafting an SMS strategy before going any further.
How to write successful SMS messages
Writing short message service (SMS) messages that actually work isn’t about following a rigid formula; it’s about understanding what makes people want to read, engage, and take action.
The best text messages feel personal, offer something valuable, and make it easy for customers to know exactly what to do next. Whether you’re trying to boost sales, increase engagement, or simply stay connected with your audience, these eight strategies will help you craft messages that get results.
1. Personalize your messaging
Before you begin, know who you’re talking to. SMS messages should feel tailor-made, like a one-on-one chat between friends.
Start by exploring your customer data. Your email marketing data is a good place to start. Pinpoint who your customers are, where they live, what they like, and how they interact with your brand. Use this information to segment your audiences into smaller groups, and only send messages that are relevant to them.
2. Lead with value
From the first line of your SMS, make it clear what’s in it for your customer. Whether it’s a discount, promo code, or invite to your next event, they should immediately know the benefit of opening your text.
Think of the start of your SMS like the subject line of an email: this is your first impression. So, make it count.
3. Keep it short, sweet, and clear
With only 160 characters to work with (or 153 for longer messages sent in multiple parts), every word matters. So, it’s important to be concise, clear, and direct in your copy.
Use simple and straightforward language that is easy for your audience to understand. Avoid jargon, abbreviations, or slang that could potentially confuse your reader.
Similarly, choose one specific idea to focus on per message. For example, your SMS might be promoting new opening hours, a flash sale, or a new product. Stick to that main message and avoid trying to pack multiple ideas into one text.
4. Offer time-bound incentives
Urgency is a powerful motivator. Including phrases like “limited time offer,” “ending soon,” or “today only” can inspire action from your customers.
5. Make it visually appealing
SMS is a visual format, so pay attention to how your message looks. A wall of text can be overwhelming and may cause readers to tune out. Break up your message with punctuation, capitalization, and line breaks to make it more digestible. You can also add text overlay on images to help clarify your offer.
Consider using visuals like images, GIFs, or videos in your message—but, make sure they are mobile-friendly before deploying. Test your messages on multiple devices before sending.
6. Encourage two-way communication
Customers want to feel valued and heard by the brands they support. Including a reply option in your SMS messages encourages two-way communication and opens the door for feedback or questions and provides you with an opportunity to respond directly to customers.
7. Provide a clear call-to-action
Don’t leave your customers guessing about what to do next. Make sure your SMS includes a clear and concise call-to-action (CTA) that tells them exactly what you want them to do.
Use action-oriented language like “Shop Now,” “Claim Your Discount,” or “Get Started” to make it clear what the next step is for your customer. As well, make sure these CTAs lead to mobile-friendly links that take customers right to your offer.
8. Maintain compliance
Lastly, make sure to follow SMS compliance regulations and get explicit written consent from your customers before sending them any messages.
Include an easy opt-out option in every message, and be mindful of “quiet hours” specified by your selected time zone. Be sure to independently research applicable laws, carrier guidelines, and seek legal advice regarding your SMS marketing plans so you are compliant.
When to send SMS messages
An effective SMS marketing strategy depends on timing. Even the most perfectly crafted promotional SMS messages won’t perform well if they arrive when your audience isn’t ready to engage.
The reality is that SMS marketing works best when you consider not just what you’re saying but when you’re saying it.
Weekday vs. weekend messaging
Your SMS marketing best practices should include knowing when your audience is most engaged throughout the week.
Weekdays generally perform better for business-related messages, appointment reminders, and professional services, with Tuesday through Thursday often showing the highest response rates.
Weekend messaging can be highly effective for restaurants, entertainment, and retail, particularly for offering last-minute deals or promoting upcoming events.
However, be careful not to interrupt people’s personal time with overly frequent messages — weekends should be reserved for your most valuable offers or time-sensitive opportunities.
Best times of day to send
Most SMS marketing software will show you that messages sent at certain times consistently outperform others across industries.
Generally, messages sent between 10 AM and 8 PM see the best results, with peak performance typically occurring between 12-3 PM and 5-7 PM when people are naturally checking their phones more frequently.
Avoid early morning hours before 8 AM and late evening after 9 PM unless you’re in a specific industry where those times make sense.
Remember that SMS messaging is immediate and personal, so timing your messages when people are mentally available to engage will significantly impact your campaign’s success.
SMS writing don’ts
Even with the best intentions, mistakes can happen. To avoid damaging your brand’s reputation and losing customers, here are some common SMS writing don’ts to keep in mind:
- Don’t send generic, one-size-fits-all messages: Pay attention to personalization, and don’t use the same copy from your email campaigns or other marketing channels.
- Don’t sacrifice clarity for brevity: Avoid text speak, even if you’re trying to save characters. “dnt mk txt lyk dis.”
- Don’t overuse emoji, abbreviations, or capital letters: Avoid crowding your SMS with confusing characters or shouting in all caps. Make sure your copy is clear and easy to read so your customers know how to take action.
- Don’t use clickbait tactics: Your message should deliver on the promise made in the first sentence. Avoid misleading intros or deceptive offers.
- Don’t forget to proofread: Typos, grammar issues, and broken links can make your SMS look unprofessional. Double-check your work before sending.
Measuring SMS campaign performance
You can’t improve what you don’t measure, and SMS marketing is no exception. While one of the key benefits of SMS marketing is its impressive open rates compared to email, you still need to track the right metrics to understand what works and what doesn’t.
Whether you send messages to remind customers about appointments or run promotional campaigns, the data will tell you exactly how your audience is responding. Most dedicated SMS marketing tools provide detailed analytics that help you optimize your campaigns for better results over time.
Track open and response rates
Unlike email marketing, SMS messages have incredibly high open rates — often 95% or higher — because people naturally check their text messages quickly. However, the real metric to focus on is your response rate, which shows how many people actually took action after reading your message.
Track click-through rates for messages with links, conversion rates for promotional SMS marketing campaigns, and response rates for messages that ask for replies. Pay attention to which types of messages perform best, whether they’re flash sales, appointment confirmations, or exclusive offers, so you can create more of what resonates with your audience.
Making every message count
SMS marketing success comes down to understanding your audience, crafting messages that provide real value, and timing your outreach perfectly.
When you focus on sending marketing messages that feel personal and relevant, you’ll see higher engagement rates and better customer relationships. The strategies we’ve covered work together to create a comprehensive approach that turns casual contacts into loyal customers.
Key Takeaways
- Personalize your SMS messages by segmenting audiences and using customer data.
- Lead with value in the first line, offering clear benefits like discounts or invitations.
- Keep content short, clear, and focused on one specific idea per message.
- Use time-bound incentives and clear calls-to-action to motivate and guide customers.
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