Best Practices To Write Effective SMS Campaigns
SMS plays a crucial role for your business in communicating effective information to your customers. The creation of SMS takes a lot of creativity, effort and time before you hit that send “button”. But what if your SMS messages are not viewed by your customers and all your hard work doesn’t yield the expected results?
This blog will walk you through the 7 best practices that you can use to send effective SMS to your customers.
When writing effective SMS campaigns for your customers there are some key practices to keep in mind. They are:
Keep your SMS short and sweet: SMS messages are limited to 160 characters, so it's important to get straight to the point. Be concise and make sure your message is easy to understand. According to a study conducted by Microsoft, the average human attention span lasts up to 8 seconds on a particular task. Hence it will be ideal for businesses to keep their SMS messages short, thus increasing the probability of being read.
Use a clear and concise call-to-action: Make it clear what action you want your customer to take after reading your SMS message. For example, "Click here to claim your offer now!" SMS must contain a strong CTA because they are typically short and attention-grabbing, making it important to quickly and effectively convey the desired action to the recipient. Without a clear CTA, the recipient may be confused or unsure about what action to take, reducing the effectiveness of the message.
Personalize the message: Address your customers by name to create a more personal connection. You can also use other customer data, such as their location or past purchase history, to make the message more relevant to them. Personalizing messages for customers can increase the probability of grabbing their attention towards the message. One study conducted by Experian found that personalized SMS messages had an open rate of 29.8%, compared to just 4.6% for non-personalized messages. The same study found that personalized messages also had a higher conversion rate, with 19% of recipients taking the desired action after receiving a personalized message, compared to just 2.7% for non-personalized messages.
Use a conversational tone: SMS messages should feel like a personal conversation between you and your customer. Use a friendly and conversational tone to create a more engaging experience. Businesses must focus on sending SMS in first person narrative. This enables the feeling that there is an actual person behind the screen that sent the SMS to them.
Provide value: Your SMS message should provide value to the customer. Whether it's a special offer, important information, or a helpful tip, make sure your message is worth their time. In the message below, the brand enlightens the customer about its contribution towards a better world. This engages the customer and will provide them with an opportunity to participate in the same activity or click on the link shared as well.
Avoid using multiple symbols or abbreviations: While it may be tempting to use slang or abbreviations to save characters, it can make your message harder to understand. Stick to clear and concise language. It is advised that SMS texts should not consist of multiple symbols or punctuations as it tends to be perceived as unprofessional or juvenile and they can detract from the message’s intended meaning.
Timing is everything: Send your SMS messages at the right time to maximize their impact. A study by EzTexting found that SMS messages sent between 10:00 AM and 2:00 PM had the highest open rates, while messages sent early in the morning or late at night had the lowest open rates. For another example, sending a promotional offer on a customer's birthday can be more effective than sending it on any other day.
By following these best practices, you can create SMS messages that are engaging, effective, and valuable to your customers.