10 tips to write compelling sales texts for SMS marketing
SMS messages are read more frequently than other forms of marketing communications. According to a study by SHIFT agency, four out of five smartphone owners open every SMS they receive.
One of the main advantages of SMS marketing is that customers can store important information in their phones for a long time and have access to it at any moment. A successful SMS marketing text begins with addressing the customer’s pain point, making it clear from the first lines that the message is about them. Then, it goes straight to the essence of the offer without unnecessary details and includes a call to action.
In this article, we’ve compiled 10 basic principles to help you write “selling” SMS messages — useful and unobtrusive ones that will motivate customers to make purchases. The foundation of the article is based on our own experience, as well as research from American and European messaging services and agencies.
№ 1: Make specific offers
Don’t waste users time and write SMS messages as succinctly and specifically as possible so that it’s clear from the first words what the offer is about.
A specific offer is hidden in abstract words and is not obvious
The SMS immediately promises clear benefits.
№ 2: Respect the recipient
- You should know a few basic rules:
- 1. Do not use capital letters throughout the message — it’s the visual equivalent
of
shouting.
- 2. Do not overuse exclamation and question marks — in the text, they look like
cries of
desperation.
- 3. Do not overuse emojis in messages — AB tests by 12 STOREEZ have shown that SMS
messages
without emojis are opened much more often.
SMS in capital letters looks aggressive, as if shouting at the recipient.
An example of successful use of capital letters in an SMS text.
№ 3: Choose the right time to send
According to Textmagic, for event-related messaging, the best time to send is closer to the event time, as SMS messages are read almost immediately.
Such messaging on a Friday evening may be ineffective, as many customers may already have plans for the weekend.
The SMS specifies the actions more clearly and is sent on Thursday evening so that customers have the opportunity to take advantage of the offer by the beginning of the weekend.
№ 4: Do not send SMS every day
Be mindful of the frequency of your SMS campaigns. This is crucial for budget savings and maintaining customer loyalty. Studies show that SMS spam can trigger a negative reaction
It’s best to use mass messaging selectively, only for major events and promotions. For example, a report from the SimpleTexting messaging service indicates that the main reason customers opt out of SMS campaigns is because the company reminds them too frequently.
In a survey about how often customers are willing to receive SMS messages from companies, 56% responded every two weeks, 29% once a week, and only 2.3% four times a week.
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№ 5: Limit the duration of special offers
Limiting the duration of an offer makes it more desirable for customers. This triggers a Black Friday effect – customers feel they might miss out on a great opportunity, so they respond faster.
Discount not time-limited, so offer seems uninteresting
SMS with limited-time offer
№ 6: Send SMS from a recognizable sender name
If you specify the sender’s name in your SMS campaigns, it will generate more trust from your customer base. Research shows that customers usually ignore messages from unknown senders as they consider them unwanted advertising.
Unknown number does not inspire trust
The recipient knows who the SMS is from and is more likely to open it: from Golden Apple
№ 7: Call to action
Calls to action in SMS campaigns increase the likelihood of conversion. You can ask customers to register, send a message, or use a coupon. If a message lacks a clear call to action, customers are more likely to ignore it, even if the content interests them.
Unclear what the SMS means and what the company expects from the customer
Clear call to action and direct link in SMS
№ 8: Prepare the mobile version of your website
Avoid sending customers links that require printing or redirecting to a non-optimized mobile version of the site. If consumers need to enter a login and password, consider using social networks for logging in, such as Facebook, making it easier for customers and providing you with additional user data.
Without a mobile version of the website, your offer is likely to be ignored
A user-friendly interface can build strong connections between the company and the customer
№ 9: Make different special offers
Diversity in special offers helps maintain customer interest in SMS campaigns. According to recommendations from Simpletexting, companies can offer various promotions and discounts to attract customer attention.
For example, one week you can offer a discount on products, the next – a promo code for an additional discount, and then – invite customers to a fun event or promotion.
Diverse offers help maintain customer interest and activity.
№ 10: Keep SMS under 70 characters
The maximum length of one SMS is 160 symbols. If you exceed this limit, the system perceives it as multiple SMS, which can increase marketing expenses. Therefore, it’s important to write short messages.
We advise you to use the “inverted pyramid” principle: start the SMS with the main idea, followed by additional information.
Example of a long SMS that may not be read in most cases
Example of a short and concise SMS
In conclusion
We’ve provided you with several examples of strong sales texts for SMS campaigns. But you must remember that there is no perfect formula – the effectiveness of promotions needs to be tested. And it’s best to do this with a full arsenal of tools for comfortable SMS marketing.
Success depends on many factors, including the choice of platform. HeySMS is a next-generation SMS messaging service, with instant delivery, high open rates, global coverage, and continuous technical support for clients.
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