SMS marketing: Writing a catchy text message

Long before the pandemic, we were introduced to the mobile era, with phones becoming an essential part of our lives. Everyone uses their smartphones for their daily activities, from shopping to sending and receiving updates and work. It’s, therefore, no surprise that SMS and mobile have reached the business world, becoming an effective and exciting communication channel.

With innovations in mobile and SMS marketing, companies seek ways to break through the clutter and place their brand and messaging right in front of their target audience. However, delivering a message is one task, and getting the customer’s attention and leading to a sale is a whole other feat.  

An effective SMS marketing campaign delivers messages that convey value and prompt customers to take action, but how can brands ensure this? Let’s look at three easy tips to help create successful text message campaigns and engage with target audiences.

1. Know your customers

Text messages can quickly and easily capture your customer’s attention, but your message must add value and speak to your audience personally to ensure success. To do so, your brand needs to use data to help craft a compelling message. Dig for gold within your client database and use all relevant information to deliver personalized content. For example, you can cleverly use your client’s location to offer a promotion or discount at their local retail store, creating an omni-channel experience extending their shopping experience from online to offline.

Customers can easily distinguish when a message is personalized and when it’s generic. Tactics like using their name, or past purchasing habits or patterns can help make them feel valued, catered to, and lean towards a purchase.  

With the help of SMS marketing tools, your brand can offer an end-to-end journey. Mobiz, for example, supercharges SMS marketing with content personalization features and landing page templates to easily create a tailored experience for your customers, gathering data and empowering your brand.

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2. Is your message actionable?

The short nature of texts (usually 160characters) sometimes means brands forget to tell the recipient what to do. Many marketers tend to elaborate their message and include unnecessary content to try to convince customers why they need their product or service instead of making it clear to what the customer really wants—the offer.

A compelling message is short, clear, and to the point, so the recipient doesn’t have to guess what link they should follow or what word they should reply to get more information. For example, “Sarah, stay dry this winter. Because who likes unexpected rain? Shop our new line of raincoats and get 10% off.” The easier the message is to follow, the more likely the brand will get an actual response and intent of purchase.

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3. Get the timing right

Everyone has their phone on most of the time, but this doesn’t mean that they’re available 24/7 to get bombarded with offers and ads. It’s important to be mindful of your audience’s time and schedule messages at an appropriate time without being invasive. If your company has consumers worldwide, ensure that your campaigns are scheduled to go out according to the different time zones. The last thing you’d want to do is wake a potential customer at 3 AM with a text.

When done right, SMS marketing has the potential to instantly connect your brand and customers. One way to test your marketing campaign is by asking yourself, would you reply or take action with your message? Through personalization, a clear purpose, and added value, your customers will appreciate and many times even look forward to receiving your texts.

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