SMS marketing copy can convert potential customers to paying customers, and leads to sales. Learn how to write it, effectively, here.
Mastering the art of writing SMS messages requires a combination of key elements such as relevance, timing, personalization, and a touch of exclusivity.
Still, the real challenge is conveying your amazing marketing offer within a mere 160-character frame. Luckily, we can help you write SMS copy that’s not just compelling, but irresistibly effective.
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.
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.
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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.
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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.
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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.”
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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.
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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.
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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.
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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.
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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:
By combining SMS campaigns with email, social media, and more, you can create a powerful omnichannel experience for your customers. Here, a simple sale can turn into a multi-faceted campaign:
Mailchimp's SMS add-on* lets you manage your email and SMS campaigns all in one place. Plus, with SMS reporting, you can gain valuable insights on how to help improve your cross-channel marketing strategies.
Disclosures:
*SMS is available as an add-on to US paid plans only and SMS credits are added to your account after purchase. Application and agreement to terms are required before purchasing credits. Credits are issued monthly and unused credits expire and do not roll over. Pricing varies. See terms for details.
Availability of features and functionality varies by plan type. For details, please view Mailchimp's various plans and pricing.