SMS Marketing

Creating Great Text Campaigns

When it comes to SMS marketing, generalized, one-way mass texts won’t cut it. Your texts should be so compelling that your customers want to respond. Read on to learn:


  • The Do’s and Don’ts of compelling messages
  • What your customers want
  • Different use cases and examples of texts that win

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Creating Great Text Campaigns

When it comes to SMS marketing, generalized, one-way mass texts won’t cut it. Your texts should be so personalized, conversational, and valuable that your customers want to respond.

So what makes a compelling text? According to our research, your customers want interactive texts sent at relevant times with content specifically tailored to their history with you.

Of the types of promotional messaging content you can send, consumers most want messages with incentives, loyalty offers, and updates on inventory.

And when it comes to messaging media, consumers are loud and clear. Did you know that over half of your consumers are more likely to engage with multimedia messages? To increase engagement, make your messages interactive by keeping the links, GIFs, and pics (even emojis!) rolling. 😎🙌❤😘

41% of consumers are more likely to engage with text messages that include images, GIFs or videos.

52% of consumers are more likely to engage with messages that include a link to more information online.

Best practices

Let’s get down to brass tacks. As a local business, you want to use SMS marketing to engage new customers, increase customer lifetime value, and drive more revenue. You don’t want to run afoul of applicable laws and regulations and damage relationships.

The real goal is to give your texts the feel and value of one-to-one interactions. There are a few specific practices you can keep in mind to achieve this.


Address customers by name. Just because it’s not 1:1 doesn’t mean it shouldn’t sound like it. Use your messaging system to address each customer by name. As we mentioned, using a customer’s name in business conversation is crucial for human sound and feel.

Identify yourself and your business. Identifying the sender of your promotions makes your messages feel authentic and humanlike. In fact, 50% of consumers are more likely to respond to a text message from a business if they introduce themselves.

Use conversational language. One of the biggest turn-offs with marketing messages today is that businesses sound like they’re shouting, “BUY NOW!” “OFFER ENDS TODAY!” To appeal to your customers, keep messages light-hearted, short, and conversational—just like you’re talking to a friend.

Include a CTA. If you miss the CTA, you miss the point of SMS marketing. Messages should include a direct call to action such as “reply to get 10% off your next order!”, “check out our new inventory!”, “schedule an appointment!” or “stop by!”.

Drive urgency. Nobody enjoys feeling as if they’re about to miss out on a great opportunity. That’s what makes driving urgency such a powerful tool to boost conversion. This can be done by communicating the duration of your promotion—how long an offer will last—or by creating scarcity, “only ten left in stock!”.


Use slang. While slang (dang, freakin’, lit) certainly increases casual feel, it risks unprofessionalism and misunderstandings with your customers. You should also avoid wordplay, superfluous words, and anything that could be misleading.

Forget to identify yourself. Figure out how to do this creatively with each successive message so it doesn’t get old. You might try versions such as, “This is Stella at Oak & Table!” “We’re so excited that you loved your Oak & Table dining set.” “Hoping to see you at Oak & Table soon!” 

Send long messages. Whenever possible, your messages should be 160 characters or less. Messages above 240 characters risk being split by careers and sent out of order making your promotion unclear and confusing.

Create friction. Your goal should always be to reduce friction in your messages, or make it as easy as possible for a recipient to take action. If you send out an SMS campaign announcing a new product, link out to that product information page. If you want your customers to schedule an appointment, insert a link to the scheduler.

Use long links. Don’t let your links eat up the valuable space in your messages. You can use third-party link shorteners or purchase an SMS marketing system that includes a native link shortener so customers can engage with you conveniently.

Common Use Cases

SMS marketing has a variety of use cases that can revolutionize the way you engage with your customers and drive revenue. Here are some of the most popular use cases and examples of how to use them in ways that convert.

01. Direct Incentives. This use case includes coupons, deals, and offers to promote certain products or services. It’s the most popular type of campaign SMS marketing.

02. Product Launch. This use case is designed to generate interest for new products and services.

03. Event. Event promotions are intended to generate interest or drive traffic towards a physical or virtual event.

04. Seasonal. Seasonal promotions are promos associated with the changing seasons and can account for anything around anticipated problems, wants, actions, etc.

05. Holiday. Holiday promos include promotions associated with a particular holiday or event like a birthday and often account for anticipated behaviors and purchases.

06. Referral. Messages with this use case require individuals to refer someone to be eligible for a promotional offer.

07. Reminders. Messages with this use case include notifications and alerts designed to remind customers of an upcoming service or appointment.

08. Educational. Texts of this category provide insights, tips, and advice on products and services.

09. General Business Updates. These texts communicate important changes in business operations.

10.   Back in stock. These messages inform customers when their favorite products are back in store.

8 Great Texts to Send Today

After all is said and done, what’s the fastest way to learn how to craft compelling SMS messages? Seeing the best of the best in action.

To that end, here are eight texts and threads we love and why we think they work particularly well.

Pinki Palm

Pinki Palm does a nice job including an expiration date, personalizing their message, and encouraging specific questions that lead to a transaction. Their textable payment link makes this conversation even more worthwhile for Sadie who can purchase and pay in the most convenient way possible!

Kegan Insurance

Kegan Insurance masters human feel by telling Jack the specific employee who is texting him and offering relevant info along with a promo to encourage attendance. It’s clear they’ve established a reputation of responsiveness as Jack feels confident that he will receive a response to his individual question.

Belon Auto

Belon Auto does well sending a relevant promo at the right time, making this message a useful one for Sunny and encouraging an appointment. Better yet, Belon Auto has this promotion saved to send during slow weeks to boost traffic with a clear end date when it’s most advantageous for them.

Sam’s Cycling

Sam’s Cycling addresses Rachel by name and identifies themselves immediately. They also take their anniversary as an opportunity to benefit Rachel and encourage conversation with “feel free to text any questions!” How can she resist responding? 😉

Farmon Tax Services

Farmon Tax leans into last-minute impulses well with this message, peaking interest with a relevant event and free drink. They do a nice job of engaging their client by sending her directly to their website! 🙌

LB Carpeting

LB Carpeting uses SMS marketing to employ an effective referral campaign, encouraging Cameron to respond with their inclusivity and sweet deal! 😘

Taf & Sons

This thread is the perfect example of sending the right promo at the right time. Taf & Sons anticipates their customers’ needs for the upcoming winter season and sends a relevant promotion. By sending a link to pay, they secure the appointment and sale with Tyler. 👌

Boulio Beauty

Boulio does everything right here, accounting for Ryan’s date of birthday and purchase history along with including a link and end date for the offer. With such a hefty discount that’s relevant to her purchasing tendencies, Ryan is likely to click!

IMPORTANT DISCLAIMER: This guide is for informational purposes only. It is not intended as legal advice or a comprehensive summary of the law. You are encouraged to retain your own legal counsel to review this guide and assess your unique text messaging business scenario. In addition, a business can do many things, including use of the Podium system outside its intended use, which can give rise to liabilities beyond those addressed in this guide.