Writing for SMS marketing campaigns is entirely different from writing for other communication channels like blogs or email. For one, you have to stick to 160 characters or less. You also need to make sure that your message grabs their attention. Remember, 90 percent of text messages get read within 3 minutes after sending them. With that level of responsiveness, customers would expect to receive something important or interesting from you. You need to craft a text message that deserves their attention.
Start your text with the most important info.
The first 3 to 5 words should tell the reader what the campaign is all about. Is it an invitation to a company event? Then start your message with “You’re Invited!” Is it about your latest product? It can be worded as “Our _____ is now available.” Sometimes, it can be as simple as the word “NEWS” in all caps if you’re sending updates about products or services.
Your text should be creative and personal, but simple and short enough to fit the character limit. But, don’t attempt to abbreviate or shorten words. If you can’t keep it short, follow it up with a link to your landing page. Some companies try to send a series of text messages, but this doesn’t always work as readers only have a minute or less to digest your text.
Be clear about what you want them to do after reading.
What’s your goal? Why did you send the message? Make sure that the recipient is aware of next steps. Include a call to action. Words like buy, get, choose, call, click, use, claim, and reply are great examples.
Make sure the reader recognizes you right away whenever you send them a message. Include your brand or company name to avoid confusion. There’s no point sending out an awesome offer if they don’t know who it’s from.
Common and generic messages get ignored. You can keep your message personal by adopting a conversational tone when writing, avoiding big words just to impress readers. You can also address them by their first name. However, the most important factor that helps make your message sound personal is if your message is relevant to your recipient; it caters to their needs, wants, and motivations.
Getting personal all boils down to knowing your customers better.