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
SMS Marketing: 10 Things You Shouldn’t Do in Your Marketing Strategy
In order to gain success with SMS marketing, certain strategies need to be put in place. Here are a few top tips on what not to do when marketing your business through SMS messaging.
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.
9 Football Phrases to Kick Start Your World Cup SMS Marketing Campaign
How to Capture the Essence of Autumn in Your SMS Marketing Campaign
Do This One Thing and You’ll Improve Your SMS Marketing ROI
SMS marketing is not quite like most other marketing. You have such a limited space to get your point across, just 160 characters, more or less. It’s not unlike having to create a print advert for a small space, but somehow it can seem more intimidating. That’s why sometimes it seems like marketers forget one basic rule about writing offers: Always lead with the offer! Sounds simple, right?
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.
5 Fantastic Spring SMS Marketing Phrases
More Examples of Calls to Action in an SMS Message
In a previous article 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 the perfect call to action for your SMS marketing messages.
[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.
Are Emoji the Next Big Thing in SMS Marketing?
One of the best things about instant messaging is the ability to send emoticons and emoji to convey a feeling with just one image. Many companies are trying to use them in their SMS marketing. There are technical issues with using them though, as well as questions on whether it’s good marketing practice.