How To Write Messages for SMS Campaigns

If you want to reach your audience effectively, one of the best options is running an SMS campaign. Compared to other digital marketing tactics like email, SMS messages are much more engaging, with an average 98% open rate. However, opening a text isn’t the same as clicking a link or performing an action. For maximum customer interaction, you must craft compelling messages that lead to direct results. 

Fortunately, creating those messages is easier than you think, so let’s break down what it takes to write effective texts for SMS campaigns. 

Breaking Down the Basics of SMS Campaign Messages

Before you use an SMS application programming interface to set up your first campaign, you need to know what limitations you’re working with. SMS messaging is different from email and you have to consider the differences. For one, text messages have a 160-character limit. No one wants to read a massive text message, let alone from a business. Keep your messages short and to the point. In addition, it’s illegal to send SMS messages to an individual without their express permission, so make sure your first message is an opt-in link. Plus, you can’t enhance text messages with anything but emojis — no graphics, photos, or videos — so the words have to speak for themselves. 

Although these limitations can seem restrictive, you can let them spark some creativity. Here are some options for compelling text messages that can convert leads into customers. 

Add a discount code. Everyone loves saving money, so a simple text like, “Use Code SMS25 to get 25% off your next purchase” can go a long way toward driving engagement. 

Keep customers updated with short messages. Use SMS reminders to prompt clients to confirm appointments or to let customers know when an order is shipping. This way, you don’t have to worry about users forgetting a meeting or wondering where their order is. 

SMS is great for sending company news and updates to entice prospects and repeat customers to engage with your brand. Texts like “We have new summer styles you’ll love” can spur action and get a user to browse your new products or offerings. 

How to Craft Engaging SMS Campaign Messages

With so few words at your disposal, you have to be strategic with each component of your SMS campaign. Here are some tips and tricks to maximize engagement with each message.

It’s best to focus on just one topic in a single text. If you want to notify users of multiple deals or updates, use an SMS gateway to send multiple messages. 

Use emojis — but don’t overdo it. Emojis can replace images and graphics in your texts, but you don’t want to go overboard. Simple, universal emojis can convey your point and help save character space. But keep in mind how emojis look on different operating systems.

Remember to personalize your messages. Use the client’s name and curate content to fit the user’s preferences. For example, one person may just want SMS reminders while another also wants coupon codes. Segmenting your audience ensures better engagement. 

Tailor Your SMS Campaign Messages to Different Needs

SMS campaigns can work for different purposes, so you want to craft unique messages for each situation. Standard campaign options include promotions (if you’re running a sale, offer users access to new products or discounts), transactions (you can notify customers that their order has gone through and provide updates about its shipment status, and also send reminders about refills or subscription orders), surveys (customer feedback can help you improve your services, and you can incentivize users to fill out a survey form by offering rewards or freebies), and reminders (appointments, order statuses, new product stock, and more). 

Common Mistakes To Avoid

Although SMS campaigns can increase customer engagement, there’s always the possibility of too much of a good thing.

Companies sometimes make the mistake of spamming customers. Try to avoid sending too many messages in a short period. No one wants their phone blown up by a business. 

Another common error is sending very long messages. If you have a lot of information to convey, consider directing the user to an email or landing page instead of bloating a single text. 

Finally, sending identical messages to each user won’t generate the same engagement as targeted messages. Segmenting an audience ensures each text is well received and that fewer people opt out. 

The Bottom Line

Crafting engaging text messages can be challenging at first, but once you get the hang of it you’ll see immediate results. Plus, programs like Mitto make it easy to manage multiple campaigns, as well as adjust your messaging according to user data. Mitto is your one-stop shop for all things SMS-related, and you can start your first campaign quickly. 

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