Brevity is not optional
Unlike email, SMS has real length constraints and a format that reads poorly if too long. Get to the point in the first sentence — what this is about and what action (if any) you want the recipient to take.
Lead with the value or purpose
Structure: what this is, why it matters to them, and a clear next step — in that order, without unnecessary preamble.
Read your draft text out loud as if a friend sent it to you. If it feels overly formal, salesy, or long, tighten it — SMS works best when it reads like a genuine, brief message, not a shrunken email or ad.
Always include an opt-out reminder
Every marketing text should make clear how to opt out (typically "reply STOP") — this isn't optional, and it should be simple and functional, not buried or confusing.
One clear call to action
Unlike an email that might have multiple links or sections, an SMS should have exactly one clear thing you want the recipient to do — book, reply, or click a single link.
Don't send SMS messages so frequently that they start to feel like spam, even with proper consent. The immediacy that makes SMS effective also makes overuse more noticeable and irritating than the equivalent frequency of emails.
Frequently asked questions
Should I use abbreviations to save space? Sparingly — clarity matters more than saving a few characters. Avoid abbreviations that could confuse or seem unprofessional.
Can I include a link in a text message? Yes, and it's often useful for driving to a booking page — just make sure it's a clean, trustworthy-looking link, since suspicious-looking links reduce trust and click-through.