Identify how text messages fit into your full omnichannel strategy
The first step in building a great text is to ask yourself: is text the right channel for this content? Practice message discipline. Only text if you have a time-sensitive, highly relevant topic, like a flash sale announcement or an important, immediate brand update. If the content isn't urgent or personalized, then you may opt to promote your message via email, social, or even on your website homepage to avoid overwhelming your subscribers with too many texts.
That said, for high-impact topics, text may be just the lever you need to get someone to take action immediately. Before we dive into best practices, review the video below to see how you should slot text into your full omnichannel strategy.
Understand text message types
In the world of text message marketing, there are a lot of terms that are floating around. Let’s break a few of those down one by one.
SMS
SMS stands for Short Message Service. This is the foundational standard for texting.
Characteristics of SMS:
- You are limited to 160 characters per message.
- SMS are text-only, meaning they do not include images or GIFs.
- Cellular networks are needed for transmission of SMS.
MMS
MMS stands for Multimedia Messaging Service. It allows for sending multimedia content, including images, audio, and video clips, in addition to text.
Characteristics of MMS:
- Due to the visual nature of MMS, there are higher character limits than standard SMS, which affects the cost (i.e., MMS costs more than SMS).
- Cellular networks are needed for the transmission of MMS.
RCS
RCS stands for Rich Communication Services. This is a more modern messaging type, often replacing SMS/MMS.
Characteristics of RCS:
- Supports read receipts, typing indicators, high-resolution media sharing, and group chat features.
- Requires carrier support and a data connection (Wi-Fi or cellular).
Write more compelling content with these best practices
Clarity is power. With so few characters to work with, text message simplicity isn't just a suggestion; it's a requirement.
More specifically, you should:
- Determine 1 pressing goal:
Each text needs 1 concise, central goal. Avoid cramming multiple promotions into a single message; this dilutes the impact and confuses the recipient. Instead, focus on 1 goal, such as announcing a sale or featuring a new product. - Lead with a hook:
Start your message with the most compelling information. Whether it's a massive discount, exclusive early access opportunity, or new product launch, grab your recipient's attention in the first sentence. - Conclude with action:
Once you've hooked your recipient, finish the text with a single, clear, and focused call to action (CTA). This CTA may include details related to fulfilling the action, such as a set timeline or with a particular coupon code. - Include a trackable link:
Direct traffic to the right place and accurately measure your text’s performance with one relevant link to your promotion.
Cut through the noise and deliver powerful, high-converting texts with these additional best practices:
Prompt AI to build a first draft
AI can be a useful starting point to draft text message copy. This hinges on a great prompt.
To start in Klaviyo, select the SMS Assistant when drafting your text, select an applicable goal, and then prompt the agent with details around what your text should describe.
The best prompts will adequately summarize the core components of the message, such as:
- Who: who are the target recipients?
- What: what is the main offer or tangible value-add?
- When: is there a timeframe for the offer?
- Why: why should they care about the message and engage?
- How: how can someone convert? (Provide details like a link, coupon code, etc.)
Example: Write a promotional text for customers who recently browsed our new coffee beans, but still haven't purchased. Offer a one-day-only free sample of the coffee beans with any purchase at this link: beantowncoffee.com/coffee-beans.
Be persuasive with key psychological tactics
To truly send impactful text messages, it's essential to integrate the principles of psychology and persuasion into your strategy. Leverage psychological triggers, like:
Psychology & Persuasion in Text Message Marketing
- Scarcity, urgency, and loss aversion: Text messages are the ideal medium for time-sensitive offers since recipients often read them immediately. Highlight potential losses or missed opportunities if recipients don't act fast, using phrases like "Only 3 hours left," "Limited to the first 50 customers," or "Stock is running low".
- Social Proof: People are also highly influenced by others. Convey that a product is popular or highly rated by looping in product reviews or phrasing that features “best selling items.”
- Reciprocity: Offer a small gift can make a subscriber feel obligated to respond positively to a subsequent offer (e.g., a surprise buy-one-get-one offer, a complimentary add-on gift, an e-book, etc.).
- Commitment:When someone makes a small commitment, they’re more likely to agree to larger asks, like making a large purchase. For instance, encouraging a subscriber to reply "YES" to a simple poll before presenting a purchase opportunity is a way to build this commitment.
- Storytelling: Use stories to connect with your audience emotionally. For instance, you can weave 2 easy stories throughout texts: your founding story or a customer’s success story with your brand.
Incorporate action-oriented “power” phrasing
A text message without a clear CTA is just a casual note. Your goal is to prompt a specific, measurable action. Beyond that, you must use words that actually convey the importance of acting fast.
- Use action-oriented, present-tense verbs: Clearly tell your recipient what to do next, whether it’s "shop the sale," "redeem your free gift," or "browse the new collection."
- Leverage power words: Insert power words that prompt psychological motivation; think: "free," "now," "easy," "instant," "exclusive," and "save." These words make the offer more appealing and accessible.
- Trim ruthlessly: Eliminate unnecessary words for clearer, more concise messaging, and even use tools to catch grammatical errors or excess phrasing that can refine your writing. Reading your copy aloud can also help you identify awkward phrasing or unnatural flow that detracts from the text's main action.
Embrace a casual tone with natural language, contractions, and brand voice
Text is a hyper-personal channel that lands directly in your customer's pocket… so, treat it that way. Write your messages in a conversational, first-person tone, and imagine you are texting a friend. Try the following to make your tone more casual:
- Use natural language: Avoid formal or corporate jargon. Keep your sentences direct and easy to read.
- Embrace contractions: Contractions like "it's," "you're," and "we'll" are hallmarks of spoken and informal written language, making your text feel less stiff and more human.
- Infuse your brand voice: While your tone should be conversational, it must still reflect your brand’s unique personality. Whether your brand is witty, helpful, sophisticated, or playful, ensure that voice shines through genuinely.
Insert customer data within each message
Each text should feel tailored to the individual. The simplest form of personalization is addressing your recipient by their first name in the message. Beyond that, deepen personalization by clicking the profile icon to Add personalization. You can insert information like:
- Coupon codes
- Default properties like first name, title, location, etc.
- Custom properties like product preferences (color, flavor, sizing, etc.), loyalty points, birthday, etc.
Choose the right visual enhancement (image, GIF, emoji, etc.)
Visuals can amplify the impact of short text copy, but they should be used judiciously. They increase your total character count, potentially turning a single text into 2, which adds to your cost. For instance, a flash deal on baked goods is great, but seeing that deal with a picture of a delicious, freshly baked cookie is more appetite-inducing, which can increase conversions.
For SMS and MMS, you can use emojis, images, GIFs, and even direct product details when you are sure they will drive a higher conversion rate, justifying the increased cost. Let’s expand upon when to choose each visual element:
- Emojis: Emojis make texts pop and help you connect with customers on a more casual level. Use them to enhance your tone, convey emotion, or substitute common words (e.g., ✈️ for travel) as long as they are universally understood. Avoid GIFs when addressing serious topics where they may undermine your brand’s credibility or look unprofessional.
- Images: Use high-quality, relevant images that visually summarize the offer or call to action (CTA). Ensure the image is mobile-optimized and loads quickly.
- GIFs:Select short, high-resolution GIFs that are relevant, funny, or instantly convey a strong emotional reaction from a recipient. They can break the monotony of text and grab someone’s attention; especially for topics like limited-time promotions, celebrations or holidays, or adding a touch of humor and personality to a message. That said, the motion of GIFs can consume someone’s attention, so avoid this visual when a message includes instructions or not-to-miss information.
- Products: Source imagery and product details directly from your catalog, focusing on 1 product at a time. Select Product in the text message editor to get started. The benefit? Subscribers instantly see what you're promoting, eliminating friction and the need to click through an unclear offer. This is effective for announcing new arrivals or promoting recently restocked items.
Note that RCS opens the doors for even richer media. We will cover RCS in more depth in the next lesson.
Maintain a weekly cadence (e.g., twice per week)
Top-performing brands tend to send at least 2 text campaigns per week. This allows them to send more exclusive offers only available for text subscribers in order to draw stronger revenue growth over time.
While some weeks may vary, creating a consistent schedule for text can help customers feel more connected to your brand, better understand the value of subscribing to text, and reap exclusive benefits from this channel. The 2-tiered text message process often looks like:
- 1 text for new product alerts, flash sales, and announcements to all active text subscribers.
- 1 hyper-targeted text for early access, specialty deals, or sales and promotions to targeted text message segments.