Clarity and structure
SMS doesn’t allow for long explanations, elaborate introductions, or warm-ups. People make decisions in seconds. That’s why SMS copywriting demands a different approach compared to email or social media advertising.
Massiva shares their 25 (yes, that technically IS 20+) practical tips for effective SMS copywriting.
In SMS, there’s no room for “warm-ups.” Concise, clear messaging is key to winning over your audience. The structure of your message often influences conversions more than the exact wording.
1. Start with the main benefit
In SMS, it’s best to get straight to the point. The message shouldn’t begin with news or a formal introduction, but with the benefit the user will receive.
If the benefit isn’t immediately apparent, attention quickly wanes. The user might simply scroll past the message without reading further. Therefore, it’s best to highlight a specific offer at the beginning: a discount, bonus, time limit, or other clear value.
| Bad | Better |
| The new collection is now on sale. | 20% off new summer dresses today. |
2. One message, one action
SMS is a linear format: the user reads the text from beginning to end and makes a decision immediately. If a single message offers multiple actions, attention gets scattered, and the likelihood of conversion decreases.
| Bad | Better |
| 15% off! Check out the website and download the app. | -15% off until 11:59 PM. Go to: brand.com/sale |
3. The most important information should be in the first 5–7 words
Only the beginning of a message is usually displayed on a phone screen. Users can see the first few words before opening the entire SMS. If this part doesn’t clearly communicate the message, the message may remain unread.
Therefore, the key information should be at the very beginning. Even a short preview should make it clear what the message is about: a discount, a reminder, a time limit, or another key update.
| Bad | Better |
| Hi! We wanted to remind you… | 30% off until midnight. Learn more at brand.com/sale |
4. Use simple language
SMS messages are not press releases or official announcements. Complex wording and long phrases only make the message harder to understand.
It’s better to use simple, clear sentences and avoid overly formal language. This makes the message easier to read and feel more natural.
| Bad | Better |
| We are pleased to announce the launch of an exclusive offer. | A 20% discount is available today. |
5. Remove unnecessary words
In SMS, every word matters. The shorter and clearer the message, the faster people understand its meaning and make decisions. Therefore, editing is an important part of the writing process.
Longer messages often contain words that don’t add new information: introductory phrases, emotional wording, or repetition of ideas that are already clear. In SMS, such elements only weigh the message down and distract from the main point.
| Bad | Better |
| Great news! We’re excited to announce that our sale has officially launched. | The sale is now live — 25% off! |
Psychology and triggers
SMS is a short format, but people still make decisions emotionally. Therefore, it’s not just what you offer that matters, but also how you phrase the message. Certain techniques can help speed up a user’s response if used honestly and appropriately.
6. Create urgency
If an offer has no time limit, people often put off making a decision. Urgency helps shorten the time between seeing the message and taking action.
| No rush | Rush sale |
| -20% on shoes. Go to: … | -20% on shoes until 11:59 PM. Go to: … |
This wording encourages people to act now rather than delay. However, the urgency must be real. If messages with “last chance” wording are sent regularly, the audience quickly becomes less responsive.
7. Use scarcity
People tend to react more strongly to the possibility of losing something than to the possibility of gaining an additional benefit. Therefore, messages that emphasize limited availability often perform better.
Example:
- “Only 8 spots left for the master class.”
- “Size M is almost sold out.”
Specific numbers make the message more compelling. The phrase “almost sold out” can feel too vague, while specifying a precise quantity creates a sense of genuine scarcity.
It’s important that the scarcity be genuine. If users perceive the limitation as merely a marketing ploy, trust in the brand may decrease.
8. Manage FOMO
FOMO is the fear of missing out. This mechanism is often used in situations where an offer isn’t available to everyone or is available for a limited time.
For example, this approach works well for limited collections, pre-sales, private launches, or VIP access.
Examples:
- “VIP access opens 2 hours early.”
- “Limited edition already on sale.”
In this case, the user is reacting less to the discount and more to the opportunity to get access early or before the offer ends.
9. Make the benefit measurable
Abstract phrases like “great benefit” or “significant discount” are harder to evaluate than specific numbers.
For example, the phrase “Save a lot” doesn’t provide a clear understanding of how much someone will actually save. A message like “-10% on orders over €100” is much more persuasive.
When the benefit is expressed in numbers, it’s easier for people to quickly evaluate the offer and make a decision.
10. Add micro-social proof
Even a short SMS can build trust by showing that the offer is already popular with other customers.
For example:
- “1,200 customers have already ordered today.”
- “Bestseller of the week.”
- “4.8★ rating based on reviews.”
These phrases help reduce the hesitation that often arises before taking action—whether to click a link or place an order. Seeing that others have already taken advantage of the offer can make the decision easier.
Personalization and relevance
11. Use a name, but only when appropriate
Using a name can enhance the sense of personalization, but only when it truly adds meaning. In service-related or contextual messages, this feels natural.
For example:
“Amanda, your order is ready for pickup.”
or
“Amanda, get 10% off your first order today.”
In such cases, the name helps make the message more personal. However, if it’s used simply for the sake of personalization, it feels unnatural. For example, the phrase “Amanda!!! URGENT!!! SUPER SALE!!!” feels like a generic message and doesn’t build trust.
12. Refer to user actions
One of the most powerful triggers is connecting a message to something the user has already done. When an SMS reflects a specific user action, it feels like a logical continuation of the interaction, not like an advertisement.
For example:
“You’ve abandoned items in your cart. Complete your order: …”
“The jacket you were looking at is back in stock.”
“You were interested in this course—enrollment closes today.”
These messages feel more natural because they relate to the user’s actual interest.
13. Segment by intent, not just demographics
A user’s age or gender doesn’t always predict their readiness to purchase. It’s much more important to consider behavior: what the person viewed, whether they’ve purchased before, and how recently they interacted with the brand. For example, you can identify the following segments:
- users who viewed a product but didn’t buy it
- customers who made one purchase
- recurring customers
- users who haven’t ordered in a while
The messages should be different for each segment. For example:
- For regular customers: “Thank you for being with us. Get a €20 bonus on your order.”
- For those who haven’t ordered in a while: “We miss you. Free delivery today: …”
This approach makes the messages more relevant.
14. Triggered SMS messages perform better than bulk SMS messages
Bulk messaging usually looks like a general advertising signal: “-20% on everything!”
A trigger message, on the other hand, is linked to a specific action or event. For example:
“Your cart has been saved. Complete your order: …”
or
“There are 2 hours left until your appointment. Confirm: …”
Such messages are perceived as useful because they arrive at the right moment and help the user complete the action.
15. Consider the stage of the funnel
Not all subscribers are at the same stage of engagement with a brand. A new user and a returning customer require different messages.
For example:
- New subscribers: “10% off your first order today.”
- Existing customers: “New collection in your favorite category.”
- Loyal customers: “VIP access is open to you.”
If the message doesn’t match the user’s stage in the funnel, it may appear random or inappropriate.
SMS format and optimization
In SMS marketing, your technical presentation of the message is just as important as the text itself. Even well-crafted wording can fall flat if the message is too long, poorly structured, or unclear to the recipient. Therefore, when creating an SMS, it’s essential to keep the format and technical limitations of the channel in mind.
16. Try to keep the text to 160 characters.
A standard SMS message can be up to about 160 characters when using basic Latin letters and symbols. If it’s longer, the message splits into several parts.
This can cause a few problems. First, it costs more to send. Second, long messages are harder to read. Third, a long message looks messy and loses the quick readability that SMS is meant for.
So, it’s better to keep your wording short and to the point.
For example, a long version might look like this:
“We are pleased to inform you that today marks the start of a big summer sale with discounts of up to 30% on the entire product range.”
The same meaning can be conveyed much more briefly:
“Summer Sale — up to 30% off. Go to: …”
The message becomes clearer, reads faster, and is easier to read on a phone screen.
17. Consider encoding and emoji
Using emojis and special characters can affect SMS encoding. In some cases, this results in the message being split into more segments.
Furthermore, an excess of emojis often detracts from the seriousness of a message and makes it look like spam.
For example, a single accent may look appropriate:
“🔥 -20% off until midnight. Go to: …”
But an excessive number of characters creates the opposite effect:
“🔥🔥🔥 SUPER SALE 🎉🎉🎉 TODAY ONLY 🔥🔥🔥”
Emojis are best used as a signal or visual accent, not as decoration.
18. Avoid “spammy” language
Messages with lots of capital letters, exclamation points, and aggressive wording are often perceived as pushy advertising. This style reduces trust and can even be irritating.
For example, a message like “URGENT!!! NOW ONLY!!!” may feel overly aggressive.
Calmer wording usually works better:
“-25% until 11:59 PM. Shop now: …”
A clear and neutral tone makes the message more persuasive.
19. Use short and clear links
A link is one of the key elements of an SMS, as it is what directs the user to a website or offer page.
It’s important that the link looks clear and trustworthy. For example, short, random links like
slim.link/3xD82k can seem suspicious. Branded links look much more reliable: brand.com/sale.
These links increase trust and allow the user to immediately understand where they’re going.
20. Place a call to action at the end
SMS messages are typically read linearly, from beginning to end. Therefore, the message structure should be as simple as possible. In practice, the following formula works well:
benefit → clarification → action.
For example: “-20% off shoes until midnight. Shop now: brand.com/shoes”
If the link is in the middle of the message, followed by additional text, the focus can be lost. When the call to action is placed at the end, the message flows logically and completes the thought.
Offer and conversion mechanics
At this stage, it’s not only the text’s wording that’s important, but also how the user moves from the SMS to taking action. Even a strong offer can fail if the path to purchase is too complex or confusing. The simpler and shorter this path, the higher the likelihood of conversion.
21. Show the benefit immediately
The main value of the message should be clear within the first few words. If the benefit is buried in the middle of the text, it may go unnoticed.
For example, a message that says,
“New collection now available. Use code SALE20 for a discount,”
starts with the news, not the benefit. Users first learn about the collection, then learn about the discount.
A clearer message would be:
“-20% off the new collection. Code: SALE20. Shop here: …”
This way, the user immediately understands what they’re getting.
22. Make it easy to get a discount
The more steps required to claim a discount, the more likely users are to give up. Each extra step reduces the conversion rate.
For instance, a complex process might require the user to:
- remember the code
- open the website
- find the desired product
- and enter the code manually
Instead, simplify the process:
“-20% already applied via this link: brand.com/sale.”
This allows users to click the short, branded link and see the offer right away. The easier it is, the more likely they are to complete the purchase.
23. Lead to a specific page
If the message is about a specific product or offer, it’s vital to direct users to the exact product page instead of the main page.
A message like, “Your product is back in stock: brand.com,” requires users to search for the product again, adding unnecessary steps and increasing the chance they’ll leave the page.
A more effective message would be: “Sneakers are back in stock (size 42): brand.com/model42.”
Reducing the steps between the SMS and the purchase increases the likelihood of completion.
24. Test your message tone
The same offer can be presented in different ways. Sometimes a short and direct tone works best, while other times a more friendly and conversational style performs better.
For example, the same offer might sound like this:
- Friendly: “Hi! -20% ends today.”
- Neutral: “-20% until 11:59 PM.”
- Minimalistic: “-20% today.”
It’s hard to predict which message will work best for a specific audience. That’s why it’s important to test your message tone regularly.
25. Include a clear, visible unsubscribe option
Making it easy to unsubscribe is crucial for building brand trust. When people know they can quickly opt out, they are more open to the messages they receive. A simple example is: “Unsubscribe: STOP.”
Additionally, this practice helps reduce spam complaints and protects the sender’s reputation. In many countries, offering an easy unsubscribe option is also a legal requirement.
SMS is a platform for quick micro-decisions. When a person receives a message, they usually have just a few seconds to decide what to do: click the link, ignore it, or unsubscribe.
Users don’t have time for long explanations or complicated wording. That’s why simple and clear messages that highlight the core value and next steps are the most effective in SMS.
Elevate your marketing with Massiva
Looking to enhance your SMS marketing strategy? Massiva is a powerful CPaaS (Communications Platform as a Service) designed to simplify and supercharge your messaging campaigns.
Why choose Massiva?
- Easy integration. Quickly connect Massiva to your existing systems for seamless communication.
- Robust SMS capabilities. Send personalized, high-impact SMS messages that reach your audience instantly.
- High open rates. Benefit from the proven effectiveness of SMS marketing with nearly 98% open rates.
- Two-way communication. Engage in real conversations with your customers, enhancing support and building relationships.
- Data-driven insights. Analyze performance and optimize campaigns with powerful analytics tools.
With Massiva, you can turn SMS into a massive game-changer for your marketing efforts.
Elevate your customer engagement and drive conversions with targeted, impactful messaging.Discover how Massiva can transform your SMS marketing today!