Best Practices: How to Create SMS Messages that Engage

Here’s a comprehensive guide to creating SMS messages that foster customer engagement

Guide for Creating Bulk SMS Messages That Foster Engagement

Bulk SMS messaging can be a highly effective way to reach your audience quickly and drive engagement. However, it’s essential to craft messages that are relevant, concise, and actionable to maximize their impact. Below are best practices to follow when creating bulk SMS campaigns that foster engagement.

Creating engaging bulk SMS messages requires clarity, personalization, and a well-timed, relevant offer. By following these best practices—such as including a strong CTA, offering value, and tracking performance—you can foster higher engagement rates and better overall campaign performance. Don’t forget to continuously test and optimize your messages to refine your approach and drive better results over time.

Be Clear and Concise

SMS messages are limited in length, so it’s critical to keep your message short and to the point while delivering the key information.

  • Stick to 160 Characters: SMS messages are typically limited to 160 characters. Ensure your message communicates the most important points within this constraint.
    • Example: “Get 20% off your next order! Shop now: www.store.com. Offer ends Friday!”
  • Avoid Unnecessary Information: Focus on the main message. Every word should serve a purpose, and there’s no room for filler text.

Personalize the Message

Personalization can significantly boost engagement by making the message feel more relevant to the recipient.

  • Address Recipients by Name: Use the recipient’s first name to make the message feel more personal.
    • Example: “Hi John, get 15% off your next purchase when you use code SAVE15 at checkout!”
  • Leverage Past Behavior: Use data such as purchase history, location, or engagement with previous campaigns to personalize the content.
    • Example: “Hi Sarah, we see you loved our summer collection! Shop now and get 10% off your next order.”

Include a Strong Call to Action (CTA)

Your CTA is crucial in driving engagement and should be clear and direct.

  • Use Action-Oriented Language: Encourage the recipient to take immediate action by using strong, clear verbs.
    • Example: “Shop Now,” “Sign Up Today,” or “Claim Your Offer.”
  • Create Urgency: Adding urgency to the CTA can help drive immediate action.
    • Example: “Hurry! Sale ends tonight – Get 25% off now.”
  • Limit to One CTA: Don’t confuse the recipient with multiple actions. Stick to one clear CTA per message.

Keep It Relevant and Timely

The timing and relevance of your SMS can significantly impact how recipients engage with your message.

  • Send at the Right Time: Choose optimal times for sending your SMS. Messages sent during business hours or just before peak shopping times tend to perform better. Avoid sending messages too early in the morning or late at night.
  • Align with Events or Trends: Make sure your SMS messages are relevant to the current needs or interests of your audience. Tailor messages to specific seasons, holidays, or customer lifecycle stages.
    • Example: “Happy Holidays! Get 20% off all winter apparel this week only.”

Offer Value

Recipients are more likely to engage with your SMS if it offers them something valuable, such as a discount, promotion, or exclusive information.

  • Provide Exclusive Offers: Offering exclusive discounts or early access to products for SMS subscribers can make the message feel special and increase engagement.
    • Example: “Exclusive offer for SMS subscribers! Use code VIP10 for 10% off your next purchase.”
  • Make It Worth Their While: Ensure the offer or message is something that genuinely interests your audience and isn’t just a generic promotion.
    • Example: “Your loyalty means everything! Enjoy 15% off your next purchase as a thank you.”

Use SMS to Drive Omnichannel Engagement

SMS can be a powerful tool to complement other marketing channels and guide customers to other touchpoints.

  • Link to Other Channels: Use SMS to direct recipients to a landing page, app, or social media for additional engagement.
    • Example: “Check out our new arrivals! Shop online at www.store.com or visit us in-store today.”
  • Follow Up on Other Campaigns: SMS can be used as a follow-up to email campaigns or social media posts to encourage further action.
    • Example: “Still interested in our latest offers? Check your email for a special discount!”

Ensure Opt-In and Make Unsubscribing Easy

Compliance with SMS marketing regulations is essential for maintaining trust and avoiding legal issues.

  • Ensure Opt-In Compliance: Make sure recipients have opted in to receive SMS messages from your brand. This not only keeps you compliant with regulations like TCPA but also ensures you’re sending messages to an engaged audience.
  • Include an Easy Opt-Out Option: Always include an opt-out mechanism in your SMS. Recipients should be able to easily unsubscribe if they no longer wish to receive your messages.
    • Example: “Reply STOP to unsubscribe.”

Use SMS for Timely Reminders

SMS is perfect for sending timely reminders, helping to keep your audience engaged with important dates, promotions, or events.

  • Appointment or Event Reminders: Send reminders for upcoming appointments, events, or deadlines to ensure your audience stays informed.
    • Example: “Reminder: Your appointment is tomorrow at 10 AM. Reply YES to confirm.”
  • Flash Sales and Limited-Time Offers: Send notifications for flash sales or time-sensitive offers to drive quick engagement.
    • Example: “Flash Sale! 50% off all items for the next 2 hours only. Don’t miss out!”

Track and Optimize Performance

Monitoring the performance of your SMS campaigns is key to understanding what works and continuously improving your engagement rates.

  • Track Metrics: Keep an eye on key metrics like open rates, click-through rates, and conversion rates to see how well your campaigns are performing.
  • A/B Testing: Test different elements of your SMS messages, such as the CTA, personalization, or time of day sent, to see which variations perform better.
    • Example: Test “Shop Now” vs. “Get Yours Today” to find out which CTA drives more clicks.
  • Iterate and Improve: Use the insights gained from tracking and testing to continually refine your SMS strategy.

Stay on Brand

Make sure that your SMS messages align with your overall brand voice and values.

  • Consistency Is Key: Use the same tone, language, and style in your SMS messages as you do in your other marketing channels to create a cohesive brand experience.
    • Example: If your brand is fun and playful, your SMS tone should reflect that: “Hey there! 🎉 Don’t miss out on 15% off—shop now!”
  • Don’t Sacrifice Quality for Brevity: While SMS is short-form communication, make sure your brand voice still shines through and the message feels professional.