| Area |
Best Practice |
Rationale |
| Brevity |
Keep messages concise, ideally under 160 characters (for GSM-7 encoding) to ensure they are delivered as a single message part and reduce costs. |
Prevents message splitting, which can be confusing and more expensive. |
| Clarity |
State the main message and Call-to-Action (CTA) clearly and immediately. |
SMS is a high-attention channel; get straight to the point. |
| Personalization |
Always use the recipient's name or other relevant data via merge tags. |
Increases engagement and makes the message feel more relevant. |
| Opt-Out |
Ensure your message includes a clear, compliant opt-out instruction (e.g., "Reply STOP to unsubscribe."). |
Essential for compliance and respecting customer preferences. |
| Link Shortening |
Use a URL shortener tool for any links included in the SMS body. |
Maximizes character count and allows for link tracking and analytics. |
