How to Craft the Perfect Text Message


Text messaging may be the most effective way to communicate, but do you know how to compose your texts to drive the most action? We’ve compiled a list of text messaging basics to help you keep your mobile users engaged and interested in what you have to say. Follow these four simple pointers to keep your mobile campaign in tip-top shape and keep your response rates high!

Make it Personal

Nobody likes to get lost in the crowd. Whenever possible, address the person receiving your text message and sign off with the name of the person sending it.  Personalized texts make the recipient feel like they matter, and encourages them to reply more so than mass texts that sound generic and indifferent.

The World Wildlife Fund decided to test what would happen if they signed their text messages with the name of the person working on the mobile campaign. They found that by including a personal signature, supporter response rates increased by up to 250 percent!


By engaging your mobile users on a personal basis, the likelihood that they will respond to your calls to action increases dramatically, leading you to achieve better results with your mobile campaign.

Don’t Use “Text Speak”

“Text speak” is a type of informal slang that people use while typing that uses abbreviations and misspellings, such as “gr8” or  “c u later.” Text speak should never be a part of your mobile campaign. It runs the risk of looking sloppy, no matter how commonly accepted it may be in day-to-day life. Even though you only have 160 characters to write your message, using complete words and sentences can make a big difference in how seriously your mobile users take your texts. Also, remember to proofread your text messages before you send them, just as you would any other kind of business communication!

Stick to the Point

A text message is only 160 characters. Writing short, concise statements will engage the reader while not overwhelming them. Have a lot to say? Our mobile strategy experts can help you devise a text message conversation that allows your business to text back and forth with your clients, creating a dialogue that will inform your consumers with short, bite-sized messages.

The Mobile Commons platform also allows you to segment users based on a wide variety of criteria including gender, age, interests, and more. By using information you previously collected from your users you can send them texts that are relevant to their situation, so you don’t have to repeat the same questions. For example, if you already know their zip code, you can send them information about nearby events without having to ask them for their location each time you promote a new event.

Give a Clear Call to Action

At the end of your text message conversation, it’s important to always include a clear call to action. What do you want your mobile users to do after reading your message? Whether you’re trying to get them to call a Congressional representative or redeem a mobile coupon, make sure you are clear about how they can take the next step.

If you’re running an informational campaign, include a link for smartphone users to click on so they can learn more about your product, service, or campaign on the mobile web. If you’re launching an advocacy call-in day, include a phone number for supporters to call. If you want to get your mobile users to spread the word about your campaign, tell them to text you the numbers of their friends so they can opt in to participate as well.

Writing good text messages isn’t always easy. More often than not, you will have a lot to say to your mobile users, and it won’t always fit into 160 characters. However, by following these four simple tips, you can design a mobile campaign that engages users, encourages them to respond to your texts and drives them to take action in the real world!

To learn more about how you can improve your text messages to see better results, contact your mobile strategist or email us at


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