How to Write Effective SMS Messages (With Examples)

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.

Try this:

• Loved the Illuminate Lamp, [NAME]? Meet the Ignite Lamp—a perfect match: [LINK]
• Hi [NAME], the Sunrise Pendant looks great in your cart! Complete your purchase and we’ll send it your way. [LINK]
• Hey there, [NAME]! Craving a refreshing Seedling Soda? Explore our latest arrivals! [LINK]

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.

Try this:

• Hi [NAME] get 40% off all Seedling Soda’s this weekend only!
• [NAME]: You’re invited to Big Mood Spa’s VIP members retreat on July 14th: [LINK]
• Quick, [NAME] reply YES for a FREE gift with purchase.

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.

Try this: 

• Last chance to register for our free online event! [LINK] 
• Hi [NAME]. Did you forget something? Your shopping cart is still waiting 🛒 [LINK] 
• Your discount code expires in 2 hours—hurry and save now! [LINK]

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.

Additionally, align your promotions with relevant holidays or events. According to data from Mailchimp, 62% of customers find holiday promos and discounts “very” or “extremely important.”

Try this:

• Our Black Friday sale ends soon! Save up to 50% on all outerwear.
• FLASH SALE: Start your weekend off right with 15% off all denim—today and tomorrow only!
• Happy Birthday [NAME]! Enjoy a FREE coffee today, as our gift to you ☕

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. 

Try this:

• 🍂 NEW FALL ARRIVALS: Get 25% off your next purchase with code FALL2023 Shop Now: [LINK]
• Hey VIP ✨ We’re so happy you’re here. Enjoy this $15 anniversary present. Valid until Dec 31st. [LINK]
• Get 2x rewards during our CYBER MONDAY SALE. Happening today only. Shop now: [LINK]

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.

If you won't have time to monitor and respond to replies actively, consider using keyword auto-responses like "Help" to answer common customer questions quickly.

Try this:

• Hey [NAME]! Enter for a chance to win 1 of 3 $100 gift cards. Just fill out our latest survey: [LINK]
• We’re all ears 👂Share your feedback, and you could win exclusive discounts. REPLY now.
• Have a question? Chat with us! Reply HELP to reach our customer success team.

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.

Try this:

• 🚲 Upgrade your ride with Tandu! Free shipping on first order. Shop now → [LINK]
• Get 25% off your first Kroma Dry Cleaning visit! Click to claim: [LINK]
• Join Assembly's VIP Program for early access, design consultations, & exclusive discounts. Enroll now: [LINK]

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. Mailchimp customers can send SMS messages between 8 am and 9 pm in their chosen time zone. Be sure to independently research applicable laws, carrier guidelines, and seek legal advice regarding your SMS marketing plans so you are compliant.

Try this:

• Stay in the loop with Seedling Soda Co. Text JOIN to start receiving our latest offers and news. Msg&Data rates may apply. To opt-out, reply STOP.
• Calling all cyclists! Tandu's giving you a 10% discount on all accessories. To opt-in, reply YES. To opt-out, reply STOP.
• Relax and rejuvenate at Big Mood Spa. Get 15% off your next visit. To accept, reply 'RENEW.' Opt-out by replying STOP at any time.

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.

Timing based on industry

Different industries have sweet spots for when their customers are most receptive to SMS marketing messages.

Restaurants often see the best results by sending lunch specials around 11 AM or dinner promotions around 4-5 PM. At the same time, retail stores might find success with afternoon messages when people are thinking about shopping.

Healthcare providers typically get better responses during business hours when patients can easily schedule appointments, whereas entertainment venues might see higher engagement in the evenings when people are planning their weekend activities.

The key is understanding your customers' daily routines and aligning your messages with their natural decision-making moments.

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.

Monitor opt-outs and list health

Your subscriber list is one of your most valuable assets, so keeping it healthy should be a top priority. Monitor your opt-out rates closely — if they spike after certain campaigns, it's a sign that your messaging frequency, timing, or content needs adjustment.

Also, track new sign-ups versus opt-outs to ensure your list is growing, and segment your audience based on engagement levels to send more targeted messages to your most active SMS subscribers.

Use A/B testing to refine messaging

A/B testing is essential for improving your SMS campaigns over time. Test different elements like send times, message length, call-to-action phrases, and even the tone of your messages.

For example, you might test whether transactional SMS messages perform better with formal language or a more casual tone. Try testing promotional messages with different discount amounts, urgency phrases, or emoji usage to see what drives the best results.

Even small changes can make a big difference in performance, so make testing a regular part of your SMS strategy to continuously improve your results.

Taking a cross-channel approach

SMS works best when integrated with your other digital marketing communications. Combining SMS campaigns with email, direct mail, and more can create a powerful omnichannel experience for your customers.

The key is using each channel's strengths to support the others, creating a seamless journey that guides customers from awareness to purchase.

Think of SMS as the urgent, immediate touchpoint in your marketing mix. While email might introduce a concept and social media builds awareness, SMS is perfect for time-sensitive notifications, last-minute reminders, and driving immediate action.

Here's how a simple sale can turn into a multi-faceted campaign:

• Email introduction: Send an email about an upcoming sale to build anticipation and provide detailed information about what's included.
• SMS follow-up: Follow up via SMS to provide a discount code and create urgency with a limited-time offer.
• Social proof: Share a social "how-to" of your product with a link to the sale, showing customers how to use what they're buying.
• Event creation: Create a Facebook event and invite customers to attend a special shopping event or product launch.
• Final reminder: Send an SMS reminder on the day of the event to ensure attendance and participation.

This approach works because each channel serves a different purpose. Your text message marketing strategy should include coordinating these touchpoints so they complement rather than compete with each other.

For instance, while website pop-ups might capture initial interest, SMS can deliver personalized messages that convert browsers into buyers.

Don't forget about transactional messages in your cross-channel strategy, either. Order confirmations, shipping notifications, and appointment reminders via SMS can keep the conversation going even after the initial marketing campaign ends. These messages often have the highest engagement rates because customers expect and want them.

The beauty of cross-channel marketing is that it meets customers where they are in their preferred communication style. Some people prefer detailed emails, others respond better to quick text updates, and many need multiple touchpoints before making a decision.

By using SMS alongside your other channels, you're maximizing your chances of reaching the right person with the right message at the right time.

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.

Mailchimp's comprehensive platform makes it easier to implement these strategies effectively. Beyond just managing your campaigns, you can use audience segmentation tools to create more targeted customer lists, leverage automation features to send personalized text messages at optimal times, and utilize detailed analytics to track customer engagement across all your marketing efforts.

With integrated SMS, email, social media management, and landing page builders all in one place, you can create the kind of coordinated campaigns that maximize results while saving time and effort. Sign up for Mailchimp today.

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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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