In January of 2020, 51% of eCommerce marketers said they planned to increase spending in messaging or SMS marketing. By June 2020, that figure grew to 56%. Though SMS marketing spend is growing, businesses who are boosting their SMS marketing efforts have to ensure their promotional messages don’t seem like spam to customers.
If your company’s messages give even the slightest hint that they’re spam texts, your customers will unsubscribe from your SMS list. Worse, they may begin to mistrust your brand. Though email and SMS are considered different marketing channels, we can assume that consumer behavior is similar when it comes to spam; 17% of list members will unsubscribe from emails that feel “spammy or over promotional.” You can assume that SMS list members will follow a similar pattern.
So how can you market to your customers without crossing the dreaded spam line? There are some best practices for writing and sending texts that customers don’t consider spam. But what are some marketing message examples? It can be easier to learn by example than by just reading instructions.
That’s why we’ve rounded up promotional message examples that don’t sound like spam. Let’s dive in.
Take your promotional messages to the next level with our complete guide.
Get the guideHow to Ensure Your Messages Don’t Resemble Spam
The best way to ensure your messages don’t resemble spam is to use conversational marketing. This messaging-based strategy is all about getting the word out about your products and services through one-to-one conversations—not by sending coupons or deal information. When you’re writing your promotional messages to send to customers, keep these conversational marketing best practices in mind:
Promote Your Products in Ongoing Chats
Conversational marketing is all about helping customers where they are. In other words, focus on responding to customers who want to learn about your products or services. Responses to customer texts are rarely, if ever, mistaken as spam. You can send outgoing promotional messages—but make sure they invite customers to write in and start a chat with your team.
Hi there {{name}}, yes! We just released the newest version of those shoes yesterday. (Skyrider V2.) Here’s the link >> {{URL}} — Tommy, Customer Service Representative @ AllPath Shoes 👞
Include Customer Details in Texts
Seventy-one percent of customers expect you to deliver a personalized experience. If customers feel like you’re sending your message directly to them—and only them—they’re less likely to mistake it for spam. Include your leads’ and customers’ names. If you have them, include information about recent orders or relevant loyalty numbers. This information helps customers understand that you’re specifically paying attention to them.
Hello {{first name}}, looks like Fantastic Faux Meat order #{{most recent order number}} arrived on {{most recent delivery date}}. What did you think? Text back your rating 1-5, 1 being not-so-great and 5 being amazing. Text STOP to unsubscribe.
Use Your Own Voice
Your promotional messages should sound like they came from a person, not a bot. Use a polite and casual tone, like you would use with an acquaintance. Include emojis and GIFs to add a bit of personal flare, too—if your brand voice guide allows it. (This is also a great way to show off your company culture.)
Hiya! Thanks for texting the Marketing Software Source team, {{name}}. I’m Keidra, and I’m a customer service happiness member. What can I help you with today?
Prioritize Customer Needs
In general, your messages should center customer needs. For example, instead of sending coupons about new products, you should send invitations to VIP customer service programs, like a gift concierge or a stylist. You can also share polls about upcoming events or product releases, so you can make decisions based on customer preferences. Product tips are a great option, too, helping customers make the most out of their purchases.
Hey {{customer name}} — the Big City Bakery team hopes to see you at the community Halloween Bonanza this Friday! What samples would you like to see there: mini ghost shortbread or spooky cider? Text GHOST or SPOOKY to vote, and we’ll tell you what’s in the lead. 🎃 Text STOP to unsubscribe.
Write with Correct Grammar, Punctuation, Spelling, and Syntax
Spam is often riddled with incorrect grammar, punctuation, spelling, and syntax. Sometimes, it also features more all-caps words or phrases than normal texts. It may also feature more unnecessary acronyms. Remember: a casual, personalized writing style doesn’t have to mean grammatical errors and lack of clarity. Be sure to proofread each of your texts, ensuring that each sentence follows standard English language rules. (Using SMS templates can help you consistently send correct messages.)
Bad example: Hi their! Welcome to OUR Gift Concierge Program! Who’s the gift 4 & y r u getting it? —Xander
Good example: Hello {{customer name}}, welcome to the Umbrella Antiques Gift Concierge Program! Who are you purchasing a gift for, and what’s the occasion? —Xander, Gift Specialist
Pay Attention to How You Send Your Texts
How you send your marketing texts matters, too. Make sure you text from a 10DLC number, which is a standard ten-digit number that’s more recognizable to most customers. Only text opted-in customers, so you don’t alienate customers who aren’t interested in your messages or violate the Telephone Consumer Protection Act (TCPA). Finally, send your outgoing messages to small, targeted lists to prevent them from being marked as spam by your carrier—and so you can personalize each text even more.
Promotional Message Examples
As we mentioned above, conversational marketing focuses on responding to incoming customer messages with promotional content, helping them understand your products better. You can also occasionally send some outgoing messages to encourage customers to engage with your brand. Just be sure to stick to the best practices listed above. Here are some more examples of non-spammy responses to incoming messages as well as examples of outgoing messages.
Response Promotional Message Examples
When you’re responding to customer messages, don’t automatically throw in mentions of your products or services. Instead, wait until customers ask for advice or have questions. Then, you can share more information about your product, point them toward in-depth content, or offer suggestions for what might fit customers’ needs the best. Here are some response marketing message examples:
Hello {{lead name}}, the MovieFix team is happy to recommend something for you two! What’s the last movie you and your partner watched and liked? 📽️
Hi there {{name}}, I’m so glad you’re coming to us for help! Choosing a gift for your significant other can be hard. First things first: do they wear bracelets, necklaces, or earrings?
Hey {{name}}, great choices! The blue suede shoes have small details on them that make them seem fancier. The brown leather shoes are a little heavier. Want me to send pictures? —Tia, AccessoriesStylin’ Fits Shoe Specialist
Hi there! The votes are in and 56% of our other customers have voted for free cider at the Oktoberfest. Thanks for participating in our poll, and we’ll see you at Antrim Park this Sunday! —Angela, Queen City Beer & Wine 🍺
Hi there {{customer name}}—those are two excellent options! Our Blue plan is geared toward larger businesses. Our Red plan is geared toward sole proprietorships and small businesses with a smaller number of invoices. Have any more questions?
Hi {{customer name}}, I’m glad you’ve been enjoying your WineBox service. If you’d like to receive two more wines in the mail, may I suggest changing your subscription plan? The Silver Tier offers exactly two more wines per month! 🍾
Outgoing Promotional Message Examples
It’s okay to send outgoing promotional messages. Just make sure they provide value, and are engaging—or entertaining—for customers. Don’t forget to invite customers to respond, too, so you can engage in more in-depth one-on-one conversations. Here are some outgoing marketing message examples:
Hi {{name}}! VintageGifts is offering a gift concierge service this December. Tell us who your gift recipient is and a few things they like, and we’ll recommend a gift! Text GIFT to get started. ❄️ Text STOP to unsubscribe.
Hi {{customer name}}—still looking for a special Valentine’s Day gift? Dragonfly & Leaf Jewelry gift experts are here to help! Text LOVE for advice about what to get your special someone. 💞 Text STOP to unsubscribe.
Hello {{customer name}}, Candles & Spa Boutique here. We want to hear your thoughts! What free samples do you want at the May Day celebration: mini lavender candles or lemongrass essential oils? Tell us, and we’ll let you know what’s winning so far! 🌸 Text STOP to unsubscribe.
Hiya {{name}}! It’s Kenny from Sunny Shoes. Did you know that you can freshen up leather shoes with a bit of warm water and dish soap? Text HOW to learn more or text STOP to unsubscribe.
Hey there {{name}}! Fresh Grounds Subscription here. Did you know that we have coffee experts ready to answer your questions about making the perfect brew? Text ROAST to get advice. Text STOP to unsubscribe.
{{Name}} — did you know that Upground Bikes offers a tune-up service for all bikes purchased within 1 year? (That applies to your {{recent bike type}}!) Text SCHEDULE to set up that free tune-up. 🚲 Text STOP to unsubscribe.
Writing Promotional Messages that Won’t Be Mistaken for Spam
Your promotional messages have to follow certain guidelines in order to avoid being mistaken for spam. You want to focus on responding to incoming messages, include customer details, use an approachable tone, provide real value, and make sure your messages have correct grammar, punctuation, and syntax.
With help from these tips—and promotional message examples—you should be equipped to inspire leads and customers to engage with your team.
Want a guide to help you write strong promotional messages? Download out our free printable checklist.
Learn how to automate and expedite your promotional text messages in our ebook Automated Text Messaging: The Complete Guide.
