Message Copywriting

Tips and tricks on writing messages

  1. Be succinct in your messages. SMS is short form and so needs to be treated differently from other modes of communication such as emails which will often be longer and contain more of a narrative. Imagine the first few words are the email subject line and the rest of the message should follow.
  2. You are unable to add italics or bolding in texts and so make sure any words that you want to emphasise are capitalised e.g “SALE” or “20% DISCOUNT”. Don’t overuse capitalisation however as this will diminish the effect and could in fact have a negative impact.
  3. Insert emojis 👈as they can add visual character, humour and aid brand tone of voice. Similar to capitalisation however they should be used sparingly and can also contribute to high message segment counts.
  4. Always use the dynamic brackets {brand_name} and {first_name} in any automated messages or group messages. Brand name will immediately identify who the message is from and the first name will add an element of personalisation. 
  5. For an extra personal touch (especially for the Post Order Check-in), add a first name from someone from your business. E.g "Hey {first_name} it's Jonny here from {brand_name}". Our analysis shows engagement is higher if the customer thinks the message is coming directly from a member of your team!
  6. Avoid using classic text abbreviations e.g “Gr8 u signed up 2 our txt list”. If you need to save characters, start with the most obvious words first, but keep them to a minimum.
  7. Add some form of call to action such as the custom tag {link_to_checkout} for 1-click ordering, another hyperlink to follow or discount code. You could also add a sense of immediacy (e.g “Sale ends on tomorrow” or “Only 20 units left”). 
  8. Make sure to place the call to action at the very end of the message as this will give a better preview on customer devices.