SMS Marketing Copy Templates Organized by Campaign Goal

Text messages get read. That is both the opportunity and the risk. A good text lands on the lock screen, gets a glance, and earns a tap. A clumsy one gets an eye-roll, a STOP reply, or a spam report that hurts every message you send afterward.

Writing for SMS is a different craft from email or social. You have no subject line, no images (unless you send MMS), and very little room. Every word needs a job.

This guide starts with the formula and the technical limits, then gives you templates organized by what you want the message to achieve. Swap in your own business details and test.

The five-part formula for a marketing text

Almost every effective marketing text has these elements, in roughly this order:

1. Who is texting. The business name, first. Unknown senders get ignored or reported.
2. The hook. The offer, reminder, or news, in plain words.
3. The detail that matters. A deadline, a code, a date, or a specific benefit.
4. One action. Tap a link, reply with a word, or call.
5. The opt-out. “Reply STOP to opt out” or similar, at least periodically and always in the first message.

Example for a fictional bakery:

Rise & Crumb: Fresh croissants are back this Saturday only, 7 to 11am. Reply SAVE to hold a box of 6. Reply STOP to opt out.

That is under 160 characters and does all five jobs.

Know the character limits

SMS length rules are technical, but they affect cost and readability.

Encoding	Single message	Per segment when split
Standard characters (GSM-7)	160 characters	153 characters
Unicode (emoji, some symbols, curly quotes)	70 characters	67 characters

A single emoji or a curly apostrophe pasted from a word processor can switch the whole message to Unicode, cutting the limit to 70 characters and potentially doubling or tripling the number of billed segments. Paste copy into a plain-text editor first, and check the segment counter in your texting tool before sending.

Templates by campaign goal

The examples use fictional businesses. Keep your versions short, specific, and honest.

Goal: drive a sale or visit

Limited-time offer:

Summit Cycle Works: Tune-up season is here. $20 off any full tune-up booked by Friday. Book: [link] Reply STOP to opt out.

New product or service:

Northside Nails: We now offer gel removal and repair. First-timers get a free hand treatment this month. Book at [link]

Local event:

Copper Kettle Cafe: Live acoustic night this Thursday, 6 to 8pm. Free cookie with any drink. See you there!

Goal: get a reply

Reply-based texts often perform well because replying is easier than clicking.

Quick poll:

Greenleaf Lawn Care: Want us to add aeration to your next visit? Reply YES and we’ll add it, or NO to skip.

Waitlist or hold:

Harbor Yoga: 3 spots left in Sunday’s beginner class. Reply HOLD and we’ll save one for you until Friday.

Goal: reduce no-shows

Appointment messages are transactional rather than marketing, but they still benefit from good copy.

Day-before reminder:

Maple Street Dental: Reminder of your cleaning tomorrow at 2:30pm with Dr. Patel. Reply YES to confirm, or call us to move it.

Same-day reminder:

Ironwood Fence Co: Our estimator Luis will arrive between 10 and 11am today. Reply here if anything changes.

Goal: earn reviews

Post-service review request:

Hi Jordan, thanks for choosing Bright Spark Electric today. Would you share a quick review? It helps local neighbors find us: [link]

Keep review requests to one message plus, at most, one gentle reminder. A reviews tool can send these automatically after a job is marked complete.

Goal: win back past customers

Lapsed customer:

Riverbend Pet Grooming: We miss Biscuit! It’s been a while since the last groom. Book this month and get a free nail trim: [link]

Seasonal nudge:

Coastal Air HVAC: Time for your fall furnace check. Book before the first cold snap: [link] Reply STOP to opt out.

These pair well with a structured reactivation campaign that targets customers based on how long it has been since their last visit.

Rules that keep carriers and customers happy

US carriers filter business texting actively. Following their expectations protects your deliverability. Check the current CTIA messaging principles at ctia.org and your provider’s rules for specifics.

• Get consent first. Marketing texts require clear opt-in. The TCPA and carrier rules take this seriously.
• Register for A2P 10DLC if you text from a local business number. Unregistered traffic is heavily filtered.
• Identify your business in every message, or at least the first in any conversation.
• Honor STOP instantly and confirm the opt-out with one final message.
• Avoid public link shorteners. Carriers often filter shared shortener domains. Use a branded short domain or your own website link.
• Respect sending hours. Federal rules limit telemarketing to 8am to 9pm local time, and some states are stricter. Many businesses send between 10am and 7pm to be safe.
• Watch restricted content. Carriers apply extra scrutiny to categories like cannabis, alcohol, firearms, and adult content, often summarized as SHAFT. Some require age gating; some are not allowed at all.

Writing habits that improve results

• Lead with the brand name, followed by a colon. It is instantly scannable.
• Use numbers. “$20 off” and “3 spots left” beat “a great deal” and “limited availability.”
• Write like you talk. Contractions and short words feel personal.
• Skip all caps except for reply keywords like YES or STOP.
• Personalize carefully. A first name helps; overusing merge fields feels creepy.
• Test one variable at a time, such as offer wording, time of day, or reply vs. link calls to action.
• Keep frequency sane. For most local businesses, a few marketing texts a month is plenty.

Before-you-send checklist

• Recipient has opted in to marketing texts
• Business name appears at the start
• One clear call to action
• Opt-out language included where required
• Character count checked; no accidental Unicode
• Links use your own or a branded domain
• Sending time falls in reasonable local hours
• Message tested on your own phone first

On SaaSVisionary, SMS campaigns are available starting on the Pro plan, and you connect your own Twilio account for sending. Replies flow into one inbox so your team can answer customers who respond to a campaign in real time.

Frequently asked questions

How long should a marketing text message be?

Aim to stay within a single segment: 160 standard characters, or 70 if the message contains emoji or other Unicode characters. Shorter messages are easier to read on a lock screen and cost less to send. If you need more room, cut adjectives first, then consider linking to a page with the details instead of cramming them into the text.

Do I have to include “Reply STOP” in every marketing text?

Include clear opt-out instructions in your first message and regularly afterward. Many businesses include it in every marketing text to be safe, especially for campaigns sent to large lists. Carriers and the CTIA expect recipients to always be able to opt out easily, and you must honor STOP and similar keywords immediately. Check your provider’s current requirements.

Can I use emoji in SMS marketing messages?

You can, but know the tradeoff. A single emoji switches the message to Unicode encoding, dropping the single-message limit from 160 to 70 characters and often increasing the number of billed segments. Use emoji sparingly and only when they add meaning. Check the segment count before sending any campaign that includes them.

What is the best time to send marketing texts?

Late morning to early evening on weekdays works for many local businesses, but test with your own audience. Always stay within legal calling hours for the recipient’s time zone, which federal rules set at 8am to 9pm, with some states stricter. Avoid very early mornings, late nights, and times when your customers are likely busy at work.

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