Basics when crafting an SMS

When preparing an SMS here are the 5 key points to keep in mind:

Be concise and get straight to the point.

SMS normally have 160 characters. If needed, you can send an SMS that exceeds 160 characters too. They are called concatenated messages. A concatenated message is broken down into smaller parts, each fitting within the 160-character limit, and then reassembled by the recipient’s device to appear as a single, longer message. Concatenated message costs more than sending a single SMS, as each part is billed as an individual SMS.

Even though you can send longer messages, SMS are not normally not used for long, extended explanations.

• Segment your audience: Make sure the content of the message is relevant to the recipient. Personalized messages tend to perform better.
• Segment time: Send messages at appropriate times to ensure they are well-received and not intrusive.

• Branding: Clearly identify your brand within the message.
• Personalization: If possible, address recipients by their name to make the message feel more personal.
• Clear CTA: Include a clear and direct call to action. Tell the recipient exactly what you want them to do next.
• Conversation: Use your initial message to start a conversation, encouraging the recipients to respond to your messages if appropriate, participate in polls, surveys or short questions, or even to call you.
• Two-Way Communication: When possible start your campaign using a dedicated Short Code in order to use 2-way SMS and avoid switching mediums.
• Tailored Content: Using past interactions you had with the customer, customize the message based on the recipient’s preferences, past behavior, or demographics.
• Avoid Overloading: Don’t send too many messages to avoid annoying recipients.

• Opt-In and Opt-Out: Ensure recipients have opted in to receive messages and provide a simple opt-out option (e.g., “Reply STOP to unsubscribe”).
• Legal Requirements: Adhere to regulations such as the Telephone Consumer Protection Act (TCPA) in the U.S. and other local laws governing SMS communication.

• A/B Testing: Test different versions of your messages to see which performs better.
• Monitor Performance: Track key metrics such as open rates, response rates, and opt-out rates to optimize your SMS campaigns.
• Link Shortening: Use URL shorteners to save space and track clicks.
• Avoid Special Characters: Special characters and emojis can sometimes cause encoding issues, so use them sparingly.5