How to write SMS marketing copy: 10 tips that drive results

When every word counts, writing SMS for marketing becomes both an art and a science. With just 160 characters or less, you have one shot to connect, convince, and convert.  

That’s why top-performing brands treat SMS copy like a high-value asset: short, sharp, and designed for instant action. 

Whether you’re sending a flash sale, an appointment reminder, or a personalized follow-up, effective SMS copywriting helps your messages cut through the noise and deliver measurable results. 

In this guide, you’ll learn: 

• How to craft marketing texts that actually get read and acted on 
• 10 proven SMS copywriting tips that drive engagement and conversions 
• What to avoid (no one likes spammy, vague, or annoying texts) 

What is SMS copywriting and why does it still matter in 2025 

SMS copywriting is the practice of crafting short, impactful messages that inspire immediate action, typically within 160 characters. It’s different from other formats because it requires precision and clarity right from the first word. 

In 2025, SMS copy remains essential for several reasons: 

• SMS has open rates of up to 98%, with most messages read within 90 seconds.
• It’s ideal for urgent updates for your subscribers like flash sales, reminders, and real-time notifications.
• Limited space encourages only the most essential and engaging content.
• It supports key business objectives such as customer acquisition and onboarding, abandoned cart recovery, and sales conversion
• SMS works best when integrated with other channels like email, push notifications, and in-app messaging to form a cohesive customer experience.

SMS copywriting continues to be a powerful tool for brands that want to connect quickly and meaningfully with their audience. 

10 best tips on how to write a SMS text message 

1. Keep it short, but not boring 

In SMS marketing, brevity is your best asset. But short doesn’t mean bland; your message still needs punch and clarity. 

To write SMS copy that’s concise and engaging: 

• Aim for 75–115 characters to stay within the optimal length
• Eliminate filler words, but keep your brand’s voice 
• Use active language and get straight to the point 

2. Focus on one clear message 

Trying to say too much in one text leads to confusion and lower engagement.  

One message, one goal. That’s the golden rule. 

Here’s how to keep your SMS focused and effective: 

• Choose one objective per message (e.g., promo, reminder, alert)
• Avoid stacking multiple offers or conflicting instructions
• Let every sentence support your primary call to action

3. Lead with value 

Your audience sees dozens of notifications a day. Try to hook them with a benefit upfront and lead with what matters to them. 

To deliver value immediately in your SMS: 

• Start with the offer or result (“Save 25% today only”) 
• Avoid slow, generic openings like “We’re excited to share…”
• Front-load the message so the value appears in the preview text

4. Personalize texting when possible 

Generic messages get ignored. Personalization builds a connection and shows the recipient you understand their needs. 

Ways to personalize SMS at scale include: 

• Use the recipient’s name, location, or purchase history
• Reference previous interactions or preferences
• Employ automation tools to insert dynamic fields easily 

5. Create urgency (without panic) 

A well-placed deadline drives action. The key is urgency with clarity, not pressure or fear. 

To instill urgency in your messages: 

• Use phrases like “today only,” “last chance,” or “limited time.” 
• Align urgency with relevance (e.g., expiring cart offers) 
• Avoid overused clichés that sound like spam 

6. Use clear calls to action (CTAs) 

If people don’t know what to do next, they won’t act. Every SMS needs a crystal-clear CTA that drives the intended result. 

Effective CTA writing tips you should include: 

• Use direct verbs like “Buy now,” “Book today,” or “Reply YES.”
• Place your CTA early, especially in shorter messages 
• Keep it specific to reduce decision friction  

7. Mind the timing 

Timing can make or break your marketing campaign. Send texts when your audience is most likely to respond. Not when they’re asleep. 

Best practices for SMS timing: 

• Target mid-morning to early evening based on user location
• Use data to optimize by segment or past behavior 
• Avoid weekends or holidays unless contextually relevant  

8. Test and optimize 

Guesswork kills performance. The best SMS marketers treat every text marketing campaign as a test and constantly refine based on results. 

Here’s what to test and optimize: 

• Subject lines, CTA wording, tone, and timing
• A/B test segments or offer formats 
• Track KPIs like CTR, opt-outs, and conversion rate 

9. Stay compliant 

SMS is a high-trust channel. To protect your brand and stay legal, follow consent and data protection rules closely. 

To ensure compliance with SMS laws: 

• Only message users who have opted in 
• Include opt-out instructions in every message 
• Stay informed on regional regulations (e.g., GDPR, TCPA) 

10. Integrate with other channels 

Your audience moves across platforms. SMS should complement, not compete with, your email, app, or social campaigns. 

Ways to unify your messaging strategy: 

• Coordinate offers across email, SMS, and push 
• Use SMS for timely nudges that support larger campaigns 
• Ensure a consistent tone and CTA across all touchpoints 

SMS marketing copy checklist before sending 

Even the best-written SMS can fall flat if it’s sent without proper review.  

Use this simple checklist before launching your next campaign to make sure every message is sharp, compliant, and action-ready. 

What not to do in SMS copywriting 

Even a well-meaning SMS can fail if it’s annoying, confusing, or non-compliant. Avoid these common pitfalls with the examples below. 

1. Don’t overuse emojis or ALL CAPS 

• Good: You’ve unlocked 20% off your next order. Tap to claim now.
• Bad: !!! BIG SALE !!! EVERYTHING MUST GO!!!  

Avoid vague or misleading messages 

• Good: Get a free trial of our Pro Plan, no credit card required. Offer ends Friday. 
• Bad: Unlock a secret gift. Click here now! (No context, misleading intent) 

Never skip opt-in or assume consent 

• Good: Thanks for subscribing to updates from GreenFit! Reply STOP anytime to opt out. 
• Bad: Hey, we’ve got great deals for you! (Sent without consent or opt-out option) 

Don’t bombard users with too many texts 

• Good: Reminder: Your appointment is tomorrow at 2 PM. Reply C to confirm. 
• Bad: Mon: Big sale! Tues: Still on sale! Wed: Last chance! Thurs: Don’t miss out! (Too frequent) 

Why SMS copywriting still works 

If you’re learning how to write SMS for marketing, remember: simplicity, clarity, and value drive results. Integrate SMS into your overall communication strategy, respect your audience’s preferences, and continue testing for better engagement. 

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