SMS Copywriting: 20+ SMS Tips to Trigger Customer Conversions (with examples)

SMS copywriting is the process of writing short, clear and compelling text messages that prompt immediate action from your customers. 

Before we dive into tactics, it’s worth noting why SMS matters: it’s one of the most effective marketing channels available. Text messages reach customers instantly, achieve standout engagement, and often outperform email and other channels when you’re looking for fast responses and measurable action.

If you’re looking to improve your SMS marketing strategy—whether you send SMS messages for promotions, updates, reminders or loyalty rewards—strong SMS copywriting will make a real difference. 

Below, you’ll find a practical set of SMS copywriting tips, examples and templates to help you write clearer, shorter and higher-performing messages for your SMS campaigns.

Quick-Start Essentials

If you only take away three things from this blog, make them these:

• Get to the point quickly. SMS messages land in a personal inbox. Get to the benefit in the first few words.

• One message, one goal. Make the desired action unmistakable.

• Keep it readable. Short sentences, line breaks and familiar language help customers move fast.

Now let’s expand into 20+ SMS copywriting tips that help you boost engagement, improve click-through rates and build long-term trust with your SMS subscribers.

#1: Keep It Short

Takeaway: Aim for one clear point inside one clear message.

SMS has a 160-character limit for GSM characters. Unicode characters, like certain symbols or emojis, reduce the limit to 70 characters. Go beyond the limit, and your message may be split into multiple parts, which can hurt readability and increase cost.

Examples: 

• Good: “Our winter sale is on now with 20% off selected items. Shop today before stock runs out. Visit our website to get started.”

• Better: “Winter sale now on — 20% off selected items. Ends Sunday. Shop now: [LINK]”

#2: Use Timely, Emotive Language

Takeaway: Emotion and timing spark immediate action.

If you’re running a flash sale, a low-stock message, or a time-sensitive offer, signal urgency. Words like “today,” “this weekend,” “final hours,” and “last chance” encourage prompt action.

Example: “This weekend only: 30% off jackets. Don’t miss out — ends Sun. Shop now: [LINK]”

#3: Show Your Appreciation

Takeaway: Make SMS subscribers feel valued.

Exclusive updates and loyalty rewards keep SMS subscribers engaged. Acknowledging their loyalty boosts retention.

Example: “VIP early access starts now 🎉 Your 24-hour head start begins here: [LINK]”

#4: Use Line Breaks to Improve Readability

Takeaway: Give eyes space to scan quickly.

SMS messages are read fast. Line breaks help users see value instantly and avoid walls of text.

Example:

“Hi [NAME],

Your order is ready for pickup.

Show this code at the counter: 7912.”

#5: Speak in First and Second Person

Takeaway: Make it personal, not corporate.

SMS is intimate. Talk like a real human writing directly to one person.

Example: “Hey [NAME], your [PRODUCT] is back in stock. Grab yours here: [LINK]”

#6: Always Offer Value

Takeaway: Every message must earn its place in the text message inbox.

Irrelevant SMS messages drive unsubscribes. Make value obvious, whether that’s a promo code, personalised recommendation, appointment reminder or alert.

Examples:

• “Your prescription is ready to collect.”

• “A gift for you: 10% off your next order. Use code THANKS10.”

#7: Promote One Idea Per Message

Takeaway: One SMS, one CTA.

You can mention multiple products, but only one clear call to action should stand out.

Example: “Your cart is waiting. Complete your order here: [LINK]”

#8: Adjust Your Language Depending on the Channel

Takeaway: SMS is not email, WhatsApp or social media.

SMS is short and action-focused. Email can offer details. WhatsApp supports richer content and conversational flow.

Examples:

• SMS: “Your appointment is tomorrow at 9 am. Reply YES to confirm.”

• WhatsApp: Adds images, buttons or menu options.

• Email: Includes directions, policies and next steps.

#9: Use Imagery and Emojis (with care) 🤗

Takeaway: Add personality—without noise.

Images (via MMS) and emojis help your SMS copy feel warmer. But keep images under 500 KB, and use no more than two emojis unless they act as bullet points.

When to use MMS vs SMS:

• Use SMS: Fast alerts, transactional updates, simple promos.

• Use MMS: Product previews, visual promotions, event invitations, richer storytelling.

Example: “Don’t forget about your basket, [NAME]. It’s safe for now, but head to checkout ASAP before somebody else nabs it! 🏃”

#10: Speak Like Your Customer

Takeaway: Mirror your audience’s language—but stay on brand.

Avoid slang that isolates segments—prioritise inclusive language so all customers can understand your message clearly.

#11: Personalise With Segmentation

Takeaway: The more relevant the message, the higher the conversion.

Create segments based on:

• Past purchases
• VIP status
• Behaviour (browse vs buy)
• Lifecycle stage
• Location
• Preferences

Example: “Hey [NAME], you viewed our new boots last week—they’re now $30 off. Shop your size: [LINK]”

#12: Consider Timing and Frequency

Takeaway: Send SMS messages when customers are most receptive.

Best-practice:

• Retail: Late morning or early afternoon

• Service reminders: 24–48 hours before the appointment

• Flash sales: 2–4 hours before the offer starts

• Frequency: Typically 2–6 SMS per month, depending on preference, value and audience expectation

#13: Test and Optimise Your SMS Campaigns

Takeaway: Small experiments improve performance over time.

Run A/B tests with hypotheses like:

• CTA wording: “Shop now” vs “See the range”
• Send time: Morning vs afternoon
• Personalisation: Name vs no name
• Structure: With line breaks vs single block

#14: Use a Strong, Memorable CTA

Takeaway: Make the next step unmistakable.

Here’s a quick set of reliable action verbs:

• Shop
• Claim
• View
• Download
• Book
• Confirm
• Redeem
• Reply
• Join
• Activate

#15: Be Clear About the Benefit

Takeaway: Make the “why” obvious.

Customers act when they understand what they gain.

Example: “Get free express shipping today only. Use code SHIPME.”

#16: Lead With the Most Important Detail

Takeaway: The first few words matter more than the last few.

Consider your preview text. Start with the offer, update or benefit, not your brand name.

Example: “50% off all skincare today only — your early access link: [LINK]”

#17: Use Templates to Streamline Your SMS Copywriting

Takeaway: A proven structure keeps messages tight and consistent.

Template format: [Brand]: [Benefit] + [CTA] + [Urgency]

Example: “[BRAND]: Your order is ready to collect. Pick up today: [LINK]”

#18: Ensure Compliance and User Control

Takeaway: Protect trust by being transparent.

Every SMS marketing message must include:

• Verified opt-in
• Clear opt-out option
• Compliance with regional regulations (e.g. Spam Act in Australia)

Avoid spammy phrases, excessive capitalisation and questionable links.

#19: Improve Deliverability by Keeping Messages Trustworthy

Takeaway: Make your messages look safe and legitimate.

• Use branded or trusted short URLs
• Avoid spam trigger words
• Keep your sender ID recognisable
• Stick to simple, plain text when sending sensitive updates

#20: Add Inclusive, Accessible Language

Takeaway: Everyone should understand your message easily.

Avoid idioms, complex slang or niche references. Use simple, clear language that supports a great customer experience for all.

#21: Highlight Brand Personality With Tone Consistency

Takeaway: Customers should recognise you instantly.

Whether you’re friendly, playful, or professional, your tone should remain consistent across SMS, email marketing, and other channels—just tailored to the format.

#22: Use Real-World Brand Examples

Takeaway: Seeing tone variety helps refine your own.

• Retail: “Final day: 30% off denim. Your exclusive link: [LINK]”

• Food & beverage: “Hungry? Your $10 lunch deal is back today only. Order now: [LINK]”

• Events: “Your presale code is here — use EARLYBIRD for first access. Tickets: [LINK]”

• Beauty: “New arrivals just dropped. Your favourites are back in stock ✨ [LINK]”

#23: Measure Performance and Act on Insights

Takeaway: Track what matters, not just what’s easy.

Key metrics to measure engagement:

• Click-through rates
• Conversion rates
• Response rate (for two-way SMS)
• Unsubscribe rate
• Deliverability
• Revenue per message

Data helps refine your SMS marketing strategy over time.

#24: SMS Copywriting Do’s and Don’ts

DO	DON’T
– Keep it short – Lead with the benefit – Use one clear CTA – Segment your audience – Test regularly – Use inclusive language	– Ramble or add fluff – Send too often – Use slang that confuses – Add too many emojis – Forget opt-out instructions

When writing any SMS message, ask yourself: “Would I open, click and act on this message?”

If the answer is no, tighten the copy, clarify the benefit and simplify the structure.

Esendex makes it easier to send messages that land quickly, meet compliance requirements and deliver consistent performance across your SMS marketing campaigns. If you’re ready to boost sales and improve customer engagement, explore how Esendex’s platform can help you craft, automate and optimise your text message marketing campaigns and contact us or start your free trial today.

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