SMS marketing has become a staple in the marketing funnel, giving brands a direct and effective way to communicate with their audiences. Despite the rise of newer, flashier platforms like social media, the 82% open rate for SMS marketing speaks for itself.

However, just knowing that customers want you to use this channel doesn’t make it an automatic win. A thoughtful strategy and clear and compelling messaging are essential to truly make SMS marketing effective.

You’d be surprised how powerful a well-written text can be. But, you’ve got to make sure your message packs a punch because a standard message needs to be succinct due to its 160-character limitation.

It’s even less if the message contains one or more unicode characters (i.e. emojis or Chinese characters). As no deposit bonus specialists at AussieBonuses explain:

‘Fortunately, smartphone technology and mobile networks have enabled longer messages, thanks to what’s known as message concatenation (where messages are split into segments), but then one would also need to factor in costs, and whether such an expense would fit within the allocated budget. 

For example, when promoting casino sign up bonuses, we tend to go for slightly longer messages, because we’re targeting new players. But when we’re sending promotions to existing players, we use acronyms we know they’re familiar with, like say for instance ‘FS’ instead of ‘Free Spins’, it saves us space, and most importantly, money!’

Let’s explore how to turn those few words into powerful, persuasive messages that make your audience take action.

What is SMS Marketing? 

To master SMS marketing and make sure your copy drives results, it’s essential first to understand what SMS marketing is. This type of mobile marketing allows brands to send promotional messages or updates directly to customers’ phones, providing a quick and personal way to connect with your audience.

With SMS, you can cut through digital noise, leave a lasting impression, and create a sense of exclusivity.

However, before sending any messages, it’s critical to have explicit permission to use recipients’ phone numbers in compliance with GDPR.

Encourage subscribers to opt-in by having them text a keyword to your shortcode or by offering SMS sign-ups at checkout, alongside email subscriptions. To maximize opt-ins, be transparent about what subscribers can expect—what types of messages you’ll send and how often.

Define Your Audience 

If you send promotional messages to people who aren’t interested in your products or services, those messages will fall on deaf ears. To make your SMS marketing strategy effective, it’s crucial to understand your customers and identify what they want to hear about—whether it’s exclusive discounts, loyalty rewards, or special offers.

Consider asking your customers to fill out a quick survey about their preferences and experiences with your company. This feedback will give you valuable insights into what resonates with your audience and help you tailor your messages to their interests.

Personalise Your Messages

While consumers know you might be sending an SMS to hundreds of others, they don’t want to feel like it. They want to feel recognized and valued, not just like another number. To achieve this, tailoring your SMS copy to reflect individual needs is essential.

Studies show that 80% of people are more likely to do business with a brand that uses personalized messaging, so if you want your texts to succeed, personalization is key.

Of course, it’s unrealistic to sit down and write hundreds of unique messages, but even adding a simple touch like the recipient’s first name can make a big difference.

To take it a step further, use details like previous purchases to suggest relevant products they may love. By providing personalized, meaningful information, you’re more likely to keep them interested and engaged with your brand.

Create A Sense of Urgency

Nothing drives consumers to purchase the items in their checkout baskets like a sense of urgency. Whether it’s a limited-time sale or a coupon code valid for just that day, a successful SMS copy needs to convey this urgency to encourage customers to take action. One of the biggest advantages of SMS is its immediacy, so brands should capitalize on how quickly messages can reach recipients by promoting flash sales and special offers.

Utilizing this immediacy can be highly effective. Consider pairing SMS with location-based campaigns to send enticing promotions to users when they are near your store. This strategy not only boosts engagement but also encourages spontaneous purchases.

Keep It Fun and Short 

Let’s be real, nobody wants to read a long essay in their inbox. We’re all busy, and it often feels like there’s never enough time to take in a ton of info. That’s why keeping your SMS messages fun and short is key.

Pick a tone and language that match your brand and connect with your audience. For example, if you’re selling office supplies, it makes sense to be a bit more formal since your audience likely includes decision-makers.

Use full sentences and steer clear of too many abbreviations, as that could confuse some folks. But if your audience is younger, a little playful text speak can be fun, just as long as your message is still clear.