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1. Simple Steps for SMS Success
Avoiding pitfalls and leveraging text
messaging for success

2. Find the right voice
• Keep a consistent voice when communicating
with subscribers via SMS
• Copy should remain professional and urgent
while maintaining a personable, specific tone
• Don’t cut corners with abbreviations

3. Say no to “text speak”
• Text Speak (g2g, c u l8r, lol) is fine for person
to person communications, but will alienate a
significant portion of consumers.
• Take the time to tailor 160 word SMS
communications without relying on text speak
to save space and cram content.

4. Adspeak is pointless and invisible
• Do not include adspeak (Act Now! Limited
time offer!) in your SMS outreach.
• Adspeak is so prevalent in marketing culture
that it has become invisible to consumers, and
is therefore a waste of space.

5. Maintain a strong call to action
• Incentivize every interaction possible, whether
with discounts, giveaways, or insider
information.
• Keep incentivized content fresh and
interesting, so that subscribers are excited to
see what comes next.
• Tap your employees for ideas about incentives
and outreach ideas.

6. Keep it local and specific
• Reference local goings-on such as high
school/college sports, local politics, and news
in your SMS outreach.
• EZ Texting allows for easy grouping of
subscriber lists, which makes specificity of
outreach simple.

7. Don’t interrupt for no reason
• Text outreach can be friendly, but should not
be casual or seem unimportant.
• Each interaction should be properly
incentivized or contain some specified user
benefit, even if that benefit is a game or quiz.

8. Games, quizzes, and surveys
• These are a great way to drive interactions
and get people looking forward to SMS
communications with your business
• Use linking to drive traffic to content on your
mobile website.
• Partner with other local businesses to cross-
promote websites and products this way

9. Thou shalt not spam
• It is crucial that the tone and frequency of
your text messaging do not resemble spam
marketing.
• Modern consumers are trained to
automatically reject spam; spamming
subscribers with generic or overly frequent
outreach will ‘poison the well.’

10. Always provide an opt out
• Opting out should be as easy as opting in.
• Though counterintuitive, providing a clear
path to opting out of a campaign is a great
way to build trust and brand loyalty.
• Subscribers and participants are put at ease by
the option to cease interaction.

11. Don’t be afraid to ask for advice
• Nobody knows your customers better than
your customers.
• SMS outreach allows for real time
conversations to take place, so don’t be afraid
to ask questions.
• Consumers in the social media age are very
likely to provide input when prompted.