SMS marketing is a powerful channel with open rates where as many as 95% of messages are read within five minutes. But what makes the difference between an SMS that converts and one that gets ignored? Here's a practical guide with concrete tips for writing effective SMS messages that engage your recipients and drive sales.
The digital age has reinforced the need to cut through the massive amounts of noise and deliver messages that don't get lost in a crowded inbox or busy newsfeed. It's difficult, but the high open rate of SMS messaging makes it one of the most effective ways to capture consumers' attention - if you do it right!
Because it doesn't matter how you structure your SMS message, we've put together a short guide to creating SMS messages that convert and generate additional sales in your business.
1. Keep it short and sweet
SMS messages have a limited number of characters - 160 per message - so focus on the essentials. Avoid unnecessary filler and communicate your message clearly and simply.
Example: "20% off the entire webshop today! Use the code RABAT20 at checkout. Hurry - the offer expires at 22:00! Shop now: [link]"
Read also: How many characters can an SMS message and sender name contain?
2. Include a clear CTA
A clear call-to-action (CTA) makes it easy for the recipient to take action. Tell recipients exactly what to do and avoid confusing them with multiple messages. Focus on one action per message. Be specific: Do you want them to click, respond or buy?
Some great tips for your CTA are to use active verbs like "Click here," "Shop now" or "Order today" - but only choose one main action per SMS.
3. Personalise your message
By customising your SMS messages to the individual recipient, you create a more personalised experience that increases relevance and response rates. It can be as simple as using the customer's name, referencing previous purchases or sending personalised recommendations based on their behaviour.
Example: "Hi Mette! Your favourite cream is now on offer. Save 15% this weekend: [link]"
You can do this by integrating your inMobile account with your other systems. Read more about integrations here.
4. Timing is crucial
When you send your SMS has a big impact on how effective it is. Use data to identify when your target audience is most receptive. Avoid annoying times like early morning or late evening and set an expiry date to create a sense of urgency.
Example: "Today only! Save 25% on the entire collection. The offer expires at 21:00. Click here: [link]"
5. Add value
Your SMS messages must have a clear value for the recipients. It could be exclusive offers, reminders or helpful tips that create a positive experience with your brand. If the recipient can't see the value, you risk them unsubscribing.
Example: "Remember your appointment at HairStudio on Wednesday at 10:00. Arrive 5 minutes early. Cancel or change here: [link]"
6. Create urgency and scarcity
By limiting time or quantity, you can motivate your recipients to act quickly. This creates a sense of exclusivity and makes the recipient prioritise your message.
Example: "Only 100 pieces left! Get your favourite before it's too late: [link]"
7. Test and adjust
Before sending your SMS campaign, you should always do a test broadcast to yourself or an internal team. Check for spelling errors and correct grammar, that links and discount codes are clickable and work, and that the unsubscribe function works. Small mistakes can be costly; studies show that 44% unsubscribe if an SMS contains errors.
8. Use link tracking
Measure the impact of your campaigns by including trackable links. For example, you can see how many people have clicked and how many of those clicks turn into sales. Some integrations also allow you to track revenue. This data is invaluable for improving your future campaigns.
Example of a link: "Shop now: shopbrand.dk/uniktlink"
Read also: Link tracking in SMS: Get insights into the click-through rate (CTR) of your SMS campaigns
9. Clear sender
Make sure the recipient can immediately recognise who the SMS is from. Use your brand in the sender name or include it in the message body to make it clear who the sender is. This increases credibility and makes it easier for the customer to recognise you.
Example: "HairStudio: Your gift voucher is now active. Book your appointment here: [link]"
10. Remember to unsubscribe
Always add an easy way to unsubscribe from your messages - both because it's good style and a legal requirement. There is the option to use a link or to reply to the SMS message to unsubscribe, but using a link rather than a manual method provides the greatest ease of use.
Example: "Unsubscribe: [link]"
💡 Tip: Send in batches
95% of all SMS messages are opened within 5 minutes of receipt. Therefore, an SMS campaign with a large number of recipients can overload your website's server.
You can avoid this by sending your message in pools. When you send an SMS in inMobile, you can choose to send the message in several pools, e.g. 10 minutes apart - and thus reduce the load on the server.
Create a stronger connection with your customers
SMS marketing is about more than just sales - it's about relationships. Make your messages relevant, valuable and personalised to support your brand and engage your audience.
At inMobile, we help you with tools and advice to maximise the value of your SMS campaigns. Are you ready to send SMS messages that really convert? Contact us today and let's talk about how SMS marketing can drive results for your business.
