SMS remains one of the most effective communication channels, boasting high open rates and rapid delivery. Whether you’re sending transactional alerts like OTP SMS verification , promotional messages, or reminders, crafting effective SMS templates is crucial for engaging your audience and achieving your objectives.
This article outlines the best practices for writing SMS templates that resonate with recipients and deliver results.
1. Define the Purpose of Your SMS
Before you write an SMS template, identify its purpose. Is it to inform, promote, remind, or engage? Knowing the goal will guide the structure and tone of your message. For instance:
- Transactional SMS: Focus on clarity and essential details (e.g., order confirmations or OTPs).
- Promotional SMS: Highlight offers or discounts with a sense of urgency.
- Reminder SMS: Include concise details about upcoming appointments or deadlines.
Having a clear purpose ensures that your message stays relevant and concise.
2. Keep It Short and Clear
SMS messages are limited to 160 characters, so brevity is key. Use simple language and get straight to the point. Avoid unnecessary jargon or overly complex sentences. For example:
Instead of: “We are pleased to inform you that your order #12345 has been successfully processed.”
Use: “Your order #12345 is confirmed. Track it here: [link].”
Short, clear messages ensure your audience quickly grasps the content without confusion.
You can use SMS service providers like Twilio, Message Central etc. to send your SMS messages. Although, Message Central provides better rates than Twilio SMS pricing.
3. Personalize Your Message
Adding a personal touch can significantly increase engagement. Use placeholders for names or other personalized details. For example:
“Hi [Name], your OTP is [OTP]. Enter it within 5 minutes to complete your transaction.”
This not only makes the recipient feel valued but also enhances the relevance of the message.
4. Include a Call-to-Action (CTA)
Every SMS should prompt the recipient to take action. Whether it’s clicking a link, redeeming a code, or replying to the message, the CTA should be clear and easy to follow. Examples:
“Claim your 20% discount now! Use code SAVE20 at checkout.”
“Click here to confirm your appointment: [link].”
Position the CTA prominently to guide the user toward the intended action.
SMS as a channel still remains a preferred mode of communication and authentication for business even with the advent of alternatives like WhatsApp OTP.
5. Use a Friendly Yet Professional Tone
The tone of your SMS should align with your brand while being approachable. For formal communication, keep the language professional but not robotic. For promotional or casual messages, a friendly tone works best:
Professional: “Your payment of $250 has been received. Thank you.”
Friendly: “Great news! Your payment is confirmed. Thanks for choosing us!”
Adapt the tone based on the audience and the nature of the message.
6. Optimize for Mobile Reading
Since SMS is read on mobile devices, make your message easy to scan. Use proper sentence structure, punctuation, and avoid excessive abbreviations. Keep the format clean:
“Hi [Name], your order is on the way! Track it here: [link].”
Avoid: “Hi [Name], ur ord is otw! Track @ [lnk].”
Clarity ensures recipients understand the message instantly without re-reading.
7. Add a Sense of Urgency When Relevant
If your SMS is promoting an offer or event, creating urgency can drive immediate action. Phrases like “limited time only,” “ends tonight,” or “while stocks last” encourage quicker responses:
“Flash Sale: 50% off on all items! Offer ends at midnight. Shop now: [link].”
However, ensure the urgency is genuine to maintain trust with your audience.
8. Ensure Compliance with Regulations
Adhere to local SMS marketing laws and regulations, such as GDPR, TCPA, or DLT registration in India. Include mandatory opt-out instructions and obtain prior consent before sending messages:
“You’re receiving this message because you subscribed to [Company Name]. Reply STOP to unsubscribe.”
Failure to comply can lead to penalties and damage to your brand’s reputation.
9. Test and Iterate
Don’t assume your SMS template is perfect on the first attempt. Use A/B testing to experiment with variations of your templates. Test elements like:
- The wording of your CTA
- Message length
- Personalization techniques
- Analyze the performance metrics (e.g., click-through rates, response rates) to refine your templates over time.
10. Leverage SMS Analytics
Most SMS platforms provide analytics tools to measure delivery, open rates, and engagement. Use these insights to optimize your templates. For instance:
- If a message has a low response rate, evaluate the clarity of your CTA or the timing of delivery.
- High opt-out rates may indicate irrelevant or too frequent messaging.
- Data-driven improvements ensure your SMS campaigns remain effective.
11. Include a Recognizable Sender Name
Recipients are more likely to engage with messages from known entities. Use a consistent and recognizable sender ID or name. For example:
“ABCStore” instead of a random number.
This builds trust and improves the likelihood of your message being read.
12. Avoid Overloading with Links or Codes
While links and codes are essential for certain messages, overusing them can overwhelm the recipient. Prioritize one primary link or code per message and ensure it’s relevant:
“Track your order here: [link]. Use code TRACK10 for 10% off your next purchase.”
Keep it clean and actionable.
Example SMS Templates
- Transactional: “Hi [Name], your payment of $50 for order #12345 is confirmed. Thanks for shopping with us!”
- Promotional: “Big news, [Name]! 30% off on your favorites. Shop now: [link]. Offer ends tonight.”
- Reminder: “Your appointment with Dr. Smith is scheduled for tomorrow at 3 PM. Reply CONFIRM to secure your slot.”
Conclusion
Writing effective SMS templates is an art that combines clarity, brevity, and strategy. By defining the purpose, personalizing messages, and incorporating clear CTAs, businesses can ensure their SMS campaigns are engaging and impactful. Regular testing, compliance, and analytics further refine your efforts, helping you achieve maximum results.
SMS may be short, but its potential to create meaningful interactions is vast—when done right.