Mastering SMS Copywriting : How to Write Messages That Actually Get Read and Drive Results
In a world where everyone’s glued to their phones, SMS remains one of the most powerful ways to reach customers directly. Open rates for text messages hover between 98–99%, compared to the 20–30% you’re lucky to get with email. But here’s the catch: you have about 160 to 300 characters (sometimes less with Unicode) and about 3–5 seconds of attention before someone swipes away. That tiny space is really expensive. Waste it, and your message ends up ignored or—worse—marked as spam. Nail it, and you can improve sales, recover abandoned carts, skyrocket event attendance, or simply keep your brand in spotlight.
I’ve spent years writing SMS campaigns for e-commerce brands, banks, hospitals, real-estate companies, and startups across India. Here’s everything I’ve learned about turning those texts into business magic.
1. Start with the Goal—Not the Character Count
Before typing a single word, ask yourself: “What exact action do I want the recipient to take in the next 5 minutes?”
Buy something?
Redeem a coupon in-store?
Confirm an appointment?
Pay an overdue bill?
Just remember my brand exists?
Every word must serve that one goal. If it doesn’t move the reader closer to the action, delete it.
Bad example (wastes space on fluff):
“Dear Customer, we hope you are doing well today. We are excited to inform you about our limited period offer…”
Good example (laser-focused):
“FLASH SALE Extra 30% off on shoes ends tonight! Use code SHOE30 → bit.ly/abc123 Stop to unsubscribe”
2. The First 30–40 Characters Are Make-or-Break
Most phones show only the beginning of a message in the notification preview. If those first few words don’t grab attention, the rest never get read.
Put the hook right up front.
Instead of:
“Hi Ravi, thank you for shopping with us. Here’s a small gift…”
Write:
“₹500 gift card waiting, Ravi! Claim in 24 hrs → bit.ly/xyz789”
Your brand name can come later—in fact, people already see it in the sender ID.
3. Know Your Customer and Adjust the Tone
People receive dozens of promotional texts every day. The ones that sound human—like they’re coming from a real person—stand out.
Compare the two:
Robotic text:
“Avail exciting offers on purchase of selected products valid till 25th November 2025.”
Human text:
“Bhai, winter sale shuru! Jackets @ ₹999 only. Shop now before stock khatam → link”
Notice the difference? The second one feels personal and natural. Use everyday words that your audience relates to—like bhai, yaar, aaj hi, bas 2 din baki, limited stock, sirf aapke liye, and so on.
But don’t overdo it. Always match your tone to your audience. A restaurant messaging senior citizens, for example, should use “sir” or “ma’am,” not “bhai.”
Likewise, sending Hindi messages to a South Indian audience won’t make an impact—language and tone should fit your target customers.
4. Create Urgency Without Lying
Create Real Urgency—Never Fake It.
People know when you actually mean it. If something’s truly limited or time-sensitive, say so. But if you make things up, they’ll catch on—and you won’t get a second chance. Use these proven examples:
Effective urgency:
- Only 11 seats left for Sunday’s stand-up comedy!
- Your OTP expires in 10 minutes.
- Cart expires in 20 minutes—complete checkout now & save ₹340.
Avoid tactics like:
- “Hurry! Offer ends today!” (when the same offer repeats every week)
- “Limited stock or Last minute offer” (if it isn’t true)
Remember:
Break a customer’s trust once with fake urgency, and your messages will never have the same impact again. Honesty builds long-term loyalty.
5. Personalisation Is Your Superpower
Personalisation can completely change how your message feels. Using a person’s name instantly improves open rates and click-throughs because it feels direct and relevant.
“Hi Priya, your Ola ride is arriving in 2 mins” hits differently than a generic broadcast. Even simple personal touches work wonders:
“Ananya, your EMI of ₹4,289 is due in 2 days. Pay now & avoid late fee → link”
Most good SMS platforms let you automatically merge details like first name, due amount, or expiry date—making your messages, whether promotional or transactional SMS alerts, feel more human and useful.
Personalisation isn’t just marketing magic—it’s also great customer care. When people feel the message is meant for them, they’re more likely to read, trust, and respond.
6. Segmentation Beats Spray-and-Pray
There’s no one-size-fits-all message.
Someone who left behind a ₹25,000 cart probably expects a bigger discount than someone who left a ₹400 toothpaste.
Sending a Diwali-only shopper random weekend sale offers in March? They’ll just ignore you. And it’s not smart to send “50% off butter chicken” to vegetarians, right?
Try grouping your messages—by what people bought before, where they live, who they are, or even how long it’s been since their last order. You’ll see better replies and happier customers.
7. A/B Test Like Your Revenue Depends on It (Because It Does)
Good marketers don’t guess—they test. Every message can be improved, and sometimes even small tweaks make a huge difference.
Try this simple experiment:
Version A: “Last 3 hours! Extra 20% off sitewide → link”
Version B: “Ends 11:59 PM! Flat 20% off + Free Shipping → link”
Send each version to 10 percent of your contact list, track which one performs better, and then send the winner to the remaining 80 percent.
You’ll be surprised how tiny changes—like adding an emoji, using the word “Free,” or switching capitalization—can increase click and conversion rates by 30 to 100 percent.
Continuous testing is how you turn good SMS campaigns into great ones.
8. Choose the Right Route: Transactional vs Promotional
In India, DLT rules are strict. Using the wrong route can get your sender ID blocked.
Use transactional messaging route for:
- OTPs
- Order confirmations
- Payment reminders
- Appointment alerts
- Any message the customer expects or needs
These go through instantly 24×7, even if the customer has DND activated.
Use promotional route only for pure marketing messages. These get blocked between 9 PM and 9 AM for DND numbers.
If you need reliable delivery of critical alerts, partner with top-rated SMS providers who offer high-priority routes and direct operator connections.
9. Shorten Links and Track Everything
Never send raw, ugly URLs. Use branded short links (bit.ly, rebrandly, or your own domain).
Example: mybrand.in/Diwali30 looks 10× better than https://www.yourlongwebsite.com/collections/sale?utm_source=sms&utm_…
Plus, you can track exact clicks and attribute sales back to the campaign.
10. The Magic 5-Part SMS Formula That Always Works
- I use this checklist for every campaign:
- Attention: Strong hook in first 30 characters + emoji if suitable
- Interest: Personalisation + clear benefit
- Urgency/Scarcity: Limited time/stock/seats
- Call-to-Action: One obvious next step (tap here, reply YES, etc.)
- Opt-out: “Stop to unsubscribe” (mandatory anyway)
Example using the formula:
“Priya, your favourite kurtis are back in stock! Only 14 left in your size. Grab before gone → mybrand.in/kurti29 Stop to end”Converts like crazy.
11. Compliance Is Non-Negotiable
Always give opt-out option
Honour opt-outs instantly
Register templates on DLT before sending
Don’t buy shady databases
Never send messages post 9 PM on promotional route
One complaint can get your sender ID blocked for months. Play clean.
Final Thought
Great SMS copywriting isn’t about being clever or pushy. It’s about respect—respect for your customer’s time, attention, and inbox.
Write short, write clear, and deliver real value. When you do, people won’t just read your messages—they’ll look forward to them.
And remember, strong messaging is only half the game. The real results come from consistent testing, thoughtful targeting, and using trustworthy tools that ensure your SMS actually gets delivered on time. Because even the best copy means nothing if it never reaches the phone.
