A good marketing SMS does one job well. It quickly explains why the message is relevant, who sent it and what the recipient can do next.
Choose one main message
Lead with the value to the recipient and remove details that do not affect the action. If the offer requires several paragraphs, let the SMS lead to a mobile-friendly page containing the rest.
Write for trust
Use a recognisable sender, concrete language and a link that looks trustworthy. Avoid manufactured urgency, sweeping promises and unclear conditions. Include limitations where they genuinely affect the offer.
Check before sending
Read the text on a phone, test the link, and check the character set and segments. Review the recipient list and opt-out method, and consider sending an internal test before confirming the campaign.
A simple structure
A useful structure is: recognisable sender, relevant main point, necessary condition and one clear action. For example: “Intellipush: Your registration is confirmed. View the time and practical information: [link].” The structure can be adapted for marketing, but identity and value should never be hidden behind creative wording.
Consider timing and frequency
Even good copy can feel wrong when it arrives too often or at an unexpected time. Consider the next message alongside what the recipient has recently received through other channels. Schedule according to the situation and local time, not merely when the campaign team is ready.
A relevant next step
Make the next campaign more relevant
Plan recipients, wording, timing and follow-up as one coherent journey.
