More Examples of Calls to Action in an SMS Message
In my last blog I shared two examples of SMS marketing messages I received and how their call to action worked, or not. This time I want to share two more examples to help you in crafting your SMS marketing messages. First though, here’s a quick review.
A call to action is the part of a message (usually marketing in nature) that tells the reader what you want them to do. It needs to be clear and easy to do. And in an SMS message, it has to be short too.
Now on to the examples. Note that I’ve replaced the links in the actual messages with “[LINK]” so you know where they were in the flow of the message.
Example One
This first message came from a cinema ticket vendor:
VIP ALERT: Buy INSURGENT tix now and get a FREE eBook of Divergent: [LINK]. Not a VIP? Sign up for FREE: [LINK]
What do you think? Pretty clear isn’t it? But which link do they want you to click on? The first link is for people already signed up for the VIP program. The second link is for people who want to sign up for the VIP program. So is the message about selling tickets to the movie or about growing their VIP list?
One of the golden rules of copywriting (the business of crafting marketing messages in written form) is the call to action should be singular. Could a message like the one above work? Yes it could. But what if they sent one message promoting tickets to their existing VIP list, and another to the regular list members focusing on growing the VIP list?
Chances are both messages would do much better because they would be more targeted. But I’m assuming they actually segment their lists so they know who is on the VIP list and who is on the regular one. If they don’t, they should.
Crafting one message, with two calls to action, sent to a broad range of people who may or may not be interested in either offer isn’t a formula for success. Focus your messages on a single call to action. If you need to reach different groups then make sure you can segment your list so each gets the appropriate call to action. Don’t try to fit it in all at once. The message may work to some extent anyway, but you’re hurting your chances for achieving even higher ROI.
Example Two
Here is the final example I want to share, and the only one I found to have a good, clear call to action and also be a great SMS message in general. But it isn’t from a retail company sending a marketing message. It’s from my son’s dentist. I’ve substituted identifying information for the office in brackets:
Nathaniel – you are overdue for your dental visit. Please call [Dentist name] @ [Dentist number] to set up an appointment.
See? It’s simple, straight to the point, and offers all the information you need to act on their call to action. And it even tells you in the message what to do! On my mobile, the phone number is actually clickable so all I had to do was click on it to call the office and make the appointment.
It’s easy to assume people will know what to do after they read your SMS message. And undoubtedly many will. But remember that people read their messages on the go. They may be running to catch the Tube, feeding the baby, or out looking for a job. While the read rate for SMS messages is almost 100%, you may not have their full attention when they read it. Do your best to make it clear what you want them to do, so they can do it without having to think too much!
What do you think? Did I pick the most effective message as the best, or do you think one of the other examples (including the ones in my previous blog) is better?
Related Articles
How To Craft The Best Content For Your SMS Messaging
You need concise, memorable and high-impact content with a clear call to action in your SMS messaging. That, in a nutshell, is what's needed to achieve with any marketing or engagement communications in any form. But this is never truer than with an SMS campaign when your business text messaging has to rely on a small window of recipient attention.
Improve SMS Marketing ROI By Giving Your Customers Options
SMS messaging offers some of the highest click through rates in mobile marketing. But did you know it could be even better? See how one retailer improved their click rates by offering their customers different options in their messages. Then see how you can do the same.
9 Phrases to Add Some Winter Wonder to Your SMS Marketing Campaign
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.
[Infographic] How to Write the Perfect SMS Message
Is there such a thing as a "perfect" SMS message? Yes, there is, but there isn't just one example of a perfect message. There are so many uses for SMS messages that each of them would have their own perfect example. How many different types are there? This infographic includes a short list of some types.
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.
What to do When Your SMS Campaign is Failing
Here's some ideas on what you can do to help your SMS campaigns to do better. Use the following checklist to see if you’re using all your possible channels.
To Txt Speak, or NTTS. TITQ.
Is it a good idea to cram more information into your precious 160 characters by using "txtspk" acronyms and abbreviations? Yes and no! It depends on the audience and the message. In this post you can pick up some insights into this question and join us in dissecting a real life example.
7 Channels for “Free Promotion” of Your Opt In Campaigns
While there are many ways you can probably think of to promote your SMS opt in campaign, there may be some “free” channels you’re neglecting. Thanks to Google, I can point out seven of them. At the mCommerce Summit Google gave a presentation about app promotion and optimising. I can’t even convey how exasperated the presenter was when he talked about how many opportunities companies just let slip by.
Copywriting Principles for SMS Marketing
In a recent post I covered how to create urgency in your SMS marketing messages. It didn't feel right to leave out a few other key components - the U companions. In copywriting circles they are often called the 4-Us. They are: Urgent, Useful, Unique, and Ultra-specific. So to make sure I don't leave anything out, here I'll show you how to use the others in your SMS messaging.