What Makes a Great Call to Action in an SMS Message?

Are your marketing SMS messages successful? Are people using the coupons, clicking the links, or calling you? If not, maybe your call to action isn’t clear. But let’s back up just a little.
Marketing messages, whether in print or electronic have many parts to them. In the beginning there’s the hook that entices someone to continue reading, and near the end is the call to action. That’s where you make it clear what you want someone to do after reading the message. There are many parts in between these two, but these are, arguably, the two most important.
Fortunately, you don’t have to worry too much about the hook when sending SMS marketing messages to your existing list. They’ve already opted in after all, so you know they are interested in what you have to offer. Don’t get me wrong, you still need to make the message sound enticing. You just don’t have to try so hard to get their attention. You have it already when the notification sound goes off and they check their message.
What happens next though, relies heavily on your call to action. It needs to be clear, and actionable – that is, the reader shouldn’t have to do anything else other than what you’ve given them in the message. But it’s sometimes hard to know exactly what a good call to action looks like. So I’ll go over a few examples here and offer my thoughts on why they are good or need improvement.
The first two are from a major office supply store. I don’t show the links, but instead inserted “[Link]” to note where the link went in the message. Both are similar, but one is better, at least in my opinion. Can you guess which one?
Example 1:
Get £30 off £100+ on any ink/toner purchase. Restock without a needing pot of gold. [Link] Ends 20/3
Example 2:
Time’s running out on your exclusive deal. Get £20 off £75+. [Link] Ends 26/2
Which do you think is better? Example 1 or 2?
If you chose 2, we’re in agreement. First off, that typo in example 1 is theirs, not mine. But that isn’t why I chose number 2. The second one is better because it starts off with a statement of urgency. “Time’s running out” encourages me to read the rest of the message to see what it is I might be missing. If I was in the market for some office supplies I might rush down to the store or go online to take advantage of the deal before it ran out.
Compare that with the first example and you have no urgency. It’s a great deal and if I needed ink I might click the link for the coupon, but I could also decide to do it later. It isn’t until after the link (which in the actual message was a rather long mess of random characters, probably half the character count of a standard text message), that they insert the “Ends 20/3”. Maybe I read that in the message, maybe not. But if I don’t see it then wait two days before I decide to buy ink, the coupon is no longer valid. So what do I do? I might wait for another coupon, or I might go shop somewhere else I know has cheaper prices.
But the more observant among you are probably thinking the call to action was the same in each message. Both wanted you to click on the link for a coupon to use in store or online. True. But neither of the messages said to click on the link. Instead they used up their character count with other words. In example 2 those words were useful. In example 1 they were not useful, but a failed attempt at humour (I’m guessing).
So in both these examples the retailer assumed the reader knew to click the link for a coupon. That’s probably a valid assumption for most people these days, but I’d still love to do a test with them to see if clarifying that call to action improved their results. I’d also have them test placing the expiration date of the coupons before the link. More people might notice it then and redeem the coupons more often.
In my next blog I’ll look at a few more examples and try and narrow in on what it takes to create a good SMS call to action. Come back and read it, I’d love to hear whether you agree with me or not.
Related Articles
9 Football Phrases to Kick Start Your World Cup SMS Marketing Campaign
SMS Marketing Best Practice: Do’s and Don’ts
Whilst social media has gained the attention of many small businesses as a marketing technique, SMS marketing has become a highly beneficial way of keeping your customers and clients close and building solid working relationships. According to research, 90% of text messages are read within three minutes, meaning SMS marketing shouldn't be overlooked when it comes to your advertising and customer service strategies. SMS marketing may be an ideal tactic for your business marketing, so here's a list of what to do and what not to do to ensure you're making the most of your campaign.
Boosting Ecommerce with SMS Marketing
Whilst some businesses still offer physical sales, many companies have an online presence as well. Whether they trade solely on the internet or maintain physical stores, it’s vital for businesses to cater for online customers. In order to increase sales and turnover, companies rely on a range of marketing methods, such as offline advertising or digital promotions. Whilst these can be effective, many businesses are overlooking the potential of SMS marketing.
SMS Marketing Ideas To Celebrate Wimbledon
Increase Conversion in Your SMS Marketing by Doing This One Thing
Good copywriting is something marketers understand. But it's easy to forget the basic principles when running SMS marketing campaigns. You only have 160 characters after all (or 453 characters if you're using fastsms). While there are many elements to successful copywriting, there's one element that is often either overlooked or over-used. What is it? Urgency.
Five Things Every Marketer Needs to Know About SMS
There's no better time to take a closer look at SMS marketing - could it fit your marketing strategy? What should be at the forefront of your mind when you look at whether SMS could fit with your business? Here we've highlighted five things you should know before getting started.
7 Tips for a Successful SMS Marketing Campaign
SMS marketing is still one of the most effective marketing channels available to businesses but is often overlooked in the pursuit of newer, more digitised technologies. When you include SMS marketing as part of the marketing mix, you're in a far greater position to increase engagement with your campaign, helping you generate a greater return on your investment. As with all channels, there are certain ways you can ensure your campaign is more effective, by following these simple steps.
12 Great Quotes to Start Your 2018 SMS Marketing Campaign
What You Can Learn From a Bad SMS Message
In last week’s blog I covered how the Trump campaign sent unsolicited SMS messages to voters. This week I’m stuck on the same topic, but from a totally different angle: what we can learn from that failure. Because honestly, their biggest issue might not be violating the law. It might be the people they have writing their SMS messages. It’s time to dissect the message that spawned the law suit, and learn what we can from it.
Small Businesses Can Succeed with SMS Marketing
Is SMS marketing a viable strategy for SMEs to grow their businesses? A recent article by a US SMS provider suggests not but we debunk that view. Read how and why Fastsms can help small businesses can succeed with SMS marketing without breaking the bank.