When composing SMS messages for promotions, it’s important to follow the basic rules. Promotional texts dedicated to holidays or sales events work quite effectively. However, composing them correctly isn’t easy, especially considering you need to fit within 160 characters in Latin script or 70 characters in Cyrillic.

Types of Advertising Texts

It will be easier to write texts for mailings if you know the different types of texts:

  • Informative
  • Prestige
  • Explanatory
  • Reminder

Informative texts create initial demand, allowing customers to notice and remember the brand.

Prestige advertising texts often contain images, so they are rarely used in SMS mailings. However, there is a message format that allows attaching images, but not all devices support it.

Explanatory texts can also be used in mailings dedicated to the release of new collections.

For promotions, reminder texts are most often used — they draw attention to specific events, seasonal or holiday sales.

SMS mailings can also be divided into informative and promotional.

Informative texts are used to maintain communication with regular customers. Such messages are often used by banks, service centers, car dealerships, and online stores.

The main goal of such mailings is to inform regular customers about necessary services, changes in work schedules, and introduce new offers.

Promotional mailings aim to encourage customers to take action. Therefore, a ready text for a promotion must contain a call to purchase or order.

Main Tasks of SMS Mailings

Message mailings address various needs of brands.

First and foremost, they increase sales. SMS mailings make it easy to establish feedback with customers and identify weak points in service.

It’s quite useful for brand development to inform customers about new products once a month and send interesting promotional offers every two weeks.

Secrets to Crafting Successful Advertising Texts 

Communicate with customers in a clear language. Many companies create advertising mailings based on old templates using Latin script. However, facts show:

  • Native language is always more understandable;
  • The length of an SMS in Latin script is twice as long as in Ukrainian characters.

To summarize: if you want to create an effective mailing, don’t skimp on characters.

The text should be simple, clear, and understandable. Before launching the campaign, read the prepared template aloud and remove anything unnecessary, such as unclear abbreviations and phrases.

Avoid abbreviations and slang expressions. “Let’s go 50” is an example of an unsuccessful appeal, even if you mean 50% discounts. So it’s better to avoid any specific constructions that are not widely understood. The exception would be stores that create niche products for specific subcultures. However, before launching the mailing, ensure that the messages are sent specifically to your target audience.

Don’t be lazy to read the message template aloud. If it’s easy for you to read the text aloud, you can be sure that the customer will quickly read your message, even in preview mode.

Be careful with dates. Promotional SMS often contain the start dates of sales or seasonal promotions but don’t include the end dates. This confuses customers and doesn’t allow them to understand the time frame. If you have planned a promotion from 11/25 to 12/30, you should indicate either both dates or just the end date — “Hurry up by 12/30!”.

Planning is important  

From the start of the mailing to the actual delivery of the message, some time will pass. Sometimes messages are delivered within one day. To avoid situations where the message arrives after the promotion has ended, plan mailings in advance.

Correctly Filling Out the Contact Information Block 

Always include a callback number and optionally an email address or a website link.

This block also includes the CTA (call to action). A phone number alone doesn’t tell the customer anything. You need to explain why you left it.


  • call us;
  • use the discount;
  • hurry up;
  • learn more;
  • read the details.

The CTA can be a creative phrase that enhances the call to action.

Completely avoiding standard phrases like “buy”, “order”, “learn more” is impossible, as they convey the essence of the call to action. So, don’t be afraid to experiment and add new phrases to the CTA, such as — check out the collection, choose a product, write to us, visit our stores!

The mailing will be more effective if personalized. It will take a bit more time to form, but such messages are perceived more favorably.

How to Make Mailings Effective?

You need to know simple rules to avoid your message ending up in spam.

Instead of a number, it’s better to indicate the brand name. Mailings from well-known brands show the name in the contact field, even if it’s not in the phone book.

This option is called “Alpha-name” and is specified in the SMS sending service. The name is marked in Latin characters and contains no more than 11 characters. If the brand name is too long, you can use an abbreviation understandable to users.

Important Rules for SMS Mailings 

Send mailings only to users who have agreed to receive them. Having phone numbers doesn’t automatically mean you can send advertisements to them; the subscriber must consent.

Don’t send promotional SMS to numbers from purchased databases or obtained during registration. You can obtain such consent through an order form or site registration.

Send messages during business hours, as business etiquette applies not only to business correspondence. People sleep at night, handle personal and household matters in the evening, and get ready for work in the morning. According to Attentive, the best time for mailings is from 1 PM to 5 PM. This interval may vary, but definitely avoid sending messages before 9 AM and after 8 PM.

Provide an option to unsubscribe — this can be done by replying to the message, calling a call center, or opting out on the website.

Rate article
Rate this post
Read also: