How can you expect someone to take action if you’re not communicating effectively with them?
A well-crafted promotional message makes customers aware of your brand (and its offers, discounts, etc.). It also compels them to make a purchase, sign up for a service, download an app, or attend an event.
The possibilities are near limitless with effective promotional messages. They can drive all the good stuff, too, including sales, conversions, loyalty, and retention.
This guide will explore how to write promotional texts so you can reap all of these benefits. We will also outline best practices, answer FAQs, and cover handy template examples to inspire your next campaign.
A promotional message is a concise and targeted SMS that informs recipients about offers, events, and opportunities and encourages them to take action.
These kinds of messages are versatile. They don’t always have to be sales-driven. You can use them to educate customers, nurture community engagement, celebrate milestones, and request reviews for websites like Yelp, for example. There are no rules. You are free to experiment with this strategic communication tool. It will support direct selling while engaging and connecting with customers on a deeper level.
The good news is that customers like promotional messaging - as long as it’s done in the right way.
Seven in 10 consumers have signed up to receive SMS messaging from brands during the last year. These consumers don’t want to be bombarded with random content. However, they do want to know about exciting discounts, flash sales, and personalized offers.
A personal message is a direct line to the smartphone in their pocket. This makes it incredibly valuable compared to other promo formats.
And it’s effective. A Marigold study found that a quarter of consumers make a purchase after receiving a promotional text message.
Now, let’s explore how to write an effective message. You will soon hook customers in and compel them to click, subscribe, and buy.
Promotional messages turn leads and prospects into paying customers and clients. However, they aren’t all made equal. You need to curate and optimize your messages. And send them at the right time to engage customers effectively. You don’t want to be a nuisance or send irrelevant content.
For this reason, promotional texts must be concise, targeted, and relevant. All killer, no filler, as the old saying goes. Create content that offers value to a customer that they can’t resist.
Here are seven tips to create a great promotional message as part of your SMS marketing campaigns.
1. Understand Your Audience
You need to know your audience to meet their needs and expectations. You don’t want to send a promotion about a luxury spa weekend to a budget-conscious student, for example. It’s easier to write better promotions when you know exactly who they are for (and who will appreciate them).
To tailor messages to customers’ interests and behaviors, segment your audience. You can do this based on demographics, geographic location, purchase frequency, and value, among other metrics.
2. Keep It Short
American adults spend almost four hours a day on smartphones. Promotional messages need to “stop the scroll” and capture attention immediately. Send a concise message - keep everything under 160 characters - to engage them in the moment without waffling on.
3. Make It Personal
People are wary of spam. To make your messages more relevant and welcoming, include the customer’s first or preferred name. Using templates in your CRM or email marketing software makes it easy to automate personalization based on a customer’s details.
Adding a personal touch will increase open rates and then make the content more impactful. This can lead to better conversions.
4. Include a Hook
Promotional messages are typically much shorter than other forms of outreach, even emails. This makes the first few words vital. You need to convey the value of your message quickly and spark curiosity and intrigue.
Integrating a strong hook with “power” words at the start is a great way to engage readers. There are a few powerful and emotive words and phrases you can lead with. These include: exclusive, limited time, VIP, free, secret, now, money back, surprise, hot deal, final call, unlock, hurry, and unmissable.
5. Highlight Value
After the hook, make it clear how the audience will benefit from taking action. Don’t advertise your brand; tell customers what they will gain. Whether it’s savings, early access, priority treatment, or another benefit. Don’t be shy in stating how valuable your promotional message is!
6. Don’t Forget FOMO
Promotional messaging needs to tap into the fear of missing out. FOMO is a powerful psychological trigger. A customer is more likely to act when you create a sense of urgency. Promotional messages infused with FOMO encourage immediate action. They also make offers more compelling and memorable, as there is an element of exclusivity.
If you send a message saying: “Exclusive to SMS subscribers - 24 hours only!” customers will feel like they have lifted the veil and got privileged access to an event. They also know that a product or service is cheaper during that limited window of opportunity.
7. End With a CTA
You can weave FOMO into your call to action (CTA). Close out with a strong statement that makes it clear what a recipient needs to do next. All of your good work will be lost if you don’t point them in the right direction. And compel them to do something!
You could finish with different CTAs like: “Buy Now,” “Click to Shop,” “Redeem Your Offer,” “Claim Your Discount,” and “Sign Up for Instant Rewards.”
6 Personal Message Examples To Inspire Your Campaigns
To visualize these best practices, here are six types of promotional text messages you can send, all with examples. You can customize these templates for your brand and target audience.
Get inspired and start sending high-quality SMS messages!
1. Welcome Messages
Customers are most engaged after signing up to a site or app. This is the time to reach out. Using welcome messages with a personalized greeting and special discount can turn that first action into a purchase. You are enhancing the customer experience and giving them an incentive to explore and take further action.
Failing to use welcome messages can lead to a drop-off. You don’t want customers to lose interest (or forget about you) and move on. Strike while the iron is hot!
Example: [Name], Welcome to [Brand Name]! We’re thrilled to have you. Enjoy 10% off your first purchase with code WELCOME10. Shop now: [link]
2. Exclusive Discounts
Everyone loves being part of the “in club.” Luxury fashion brands have started controlling footfall and creating queues outside in physical stores to create an air of exclusivity. And it works. Customers want to feel like they are part of a special group.
This works for a promotional message, too. You can offer discounts for select groups - VIPs, newsletter subscribers etc. This increases the perceived value of the offer and motivates them to get on board and take action. Exclusive discounts are also great for driving conversions and strengthening customer retention.
Example: As a VIP member, [Name], you can get 20% off your next order! Use code VIP20 at checkout. Don’t miss out – valid until [date]. Shop here: [link]
3. Flash Sales
Create urgency and excitement with high-discount promotions during a limited-time event. SMS messages are perfect for flash sales. They are less likely to get lost in a customer’s busy email inbox. They also tap into that invaluable FOMO.
Don’t overdo it, though. Encouraging quick sales is fine, but steep discounts can result in profit margins taking a hit. It can also reduce the perceived value of your products or services.
Example: FLASH SALE! Only 24 hours left to get 50% off select items. Hurry – limited stock available! Shop now: [link]
4. Birthday Discounts
Birthdays are a great way to personalize a promotional message - and show you care! Knowing someone is thinking about their big day can make a customer feel special and appreciated.
In addition to providing an incentive to make a purchase, these messages also deepen relationships and build loyalty. It’s a win-win - they are less likely to feel overly promotional, too.
Example: Happy Birthday, [Name]! Celebrate with 15% off your order on us. Use code BDAY15 at checkout: [link]
5. Abandoned Cart Reminders
Use promotional messages as part of a multichannel approach. Pushing customers along the sales cycle can do wonders for conversion rates. Data shows that 70% of online shopping carts are abandoned.
Don’t leave potential sales on the table! Give shoppers a timely nudge to complete their purchase with a curated reminder message.
Example: Hey [Customer Name]. It looks like you left something in your cart! Complete your purchase now: [Link to Cart]
6. Product Announcements
Got something new to show off? Give subscribers a heads-up with a message that builds anticipation and urgency ahead of the launch. Or wait until the day it drops and give them quick access to the product page. These are great for creating a sense of urgency and excitement - everyone loves new stuff!
Example: It’s here! Introducing our all-new [Product Name] – designed to make your life easier. Be the first to experience it! Tap to shop now: [Link]
The power of a promotional message cannot be understated. This short, targeted communication tool - when crafted effectively - can transform your ability to engage customers. Finding them in the right place at the right time will increase sales, conversions, and retention.
Do you want to engage customers with professional messages but aren’t sure where to start? Beambox’s WiFi marketing platform can give you the templates and tools to succeed. Beambox allows you to leverage data to design and send targeted messages. Make light work of flash sales, product announcements, coupon offers, and more!
Start your Beambox free trial today to unlock the power of SMS messages!
Frequently Asked Questions
You must send promotional texts during regular business hours (10 a.m. to 8 p.m.). It’s actually illegal to send text messages early in the morning and late at night. This is true in countries including the United Kingdom and the United States.
During the valid 10-hour window for messaging, consider your target audience’s preferences and the nature of your promotion. A flash sale message tailored for a younger demographic might work best after work hours between 5-7 p.m. For birthday messages and general offers, consider late morning to early afternoon.
There are now 100+ million WhatsApp users in the US and 2.95 billion worldwide. However, it isn’t as simple as adding a contact and sending a message. You will need to:
- Create a WhatsApp Business API account.
- Get consent from customers via opt-in methods
- Submit a promotional template message to WhatsApp.
- Wait for approval.
- Send messages that comply with WhatsApp’s policy rules.
Mobile carriers identify spam based on a variety of “triggers”. These include messages with all caps, naked links, special characters, and long or grammatically incorrect sentences. Being marked as spam can be disastrous, as it prevents a brand from engaging with customers effectively in the future.
To escape the dreaded filter (and delete button), only send promotions to customers who have opted in. You should also personalize messages, keep everything short and sweet, avoid excessive punctuation, and provide an easy opt-out option. Don’t overwhelm your audience, either. Aim for quality over quantity.
There are several reasons why you should use promotional messages, such as:
- You can increase sales.
- Bring in new customers.
- Understand customer behavior.
- Get previous customers to purchase products from you again.
