Here's how to build a text marketing strategy using proven message types, organized by the business problems they solve.
Most articles about text message marketing examples show you what messages look like. This one shows you why they work and how to adapt them for your business.
The difference between text messages that get 98% open rates and drive action versus messages that get ignored comes down to understanding context. Every effective text message solves a specific problem at the exact moment the customer needs it solved.
Here's how to build a text marketing strategy using proven message types, organized by the business problems they solve.
Transactional messages confirm actions customers already took. They have the highest open rates (99%+) and build trust that makes promotional messages more effective later.
Purpose: Immediate reassurance that the transaction processed correctly.
Example: "Thanks for your order, Maria! Order #4829 confirmed. We're preparing your shipment now. Track it here: [link]. Questions? Reply to this text."
Why it works: Uses customer name, includes order number for reference, provides tracking capability, and opens two-way communication. The message answers the customer's immediate question: did my order go through?
Implementation note: Send within 60 seconds of purchase. Delays create anxiety and support tickets.
Purpose: Document scheduled time and reduce no-shows.
Example for home services: "Your HVAC tune-up is scheduled for Tuesday, Oct 15 at 2pm. Technician: Mike Johnson. We'll text you when he's 30 minutes away. Need to reschedule? Reply CHANGE."
Why it works: Specific date and time, personalizes with technician name, sets expectation for next communication, provides easy reschedule option. Plumbing services use similar SMS strategies to reduce no-shows by 35-40%.
Example for healthcare: "Appointment confirmed: Dr. Chen, Thursday 10/17 at 9:30am. Location: 123 Medical Plaza, Suite 200. Arrive 15 min early for check-in. Reply YES to confirm or CANCEL to reschedule."
Why it works: Includes provider name, full date and time, specific location with suite number, clear arrival instructions, and action options. Healthcare requires more detail because missed appointments have higher costs.
Purpose: Reduce "where is my order" inquiries and improve delivery success rates.
Example sequence:
Message 1 (when shipped): "Good news! Your order #4829 shipped via FedEx. Expected delivery: Friday 10/18. Track: [link]"
Message 2 (day before delivery): "Your order arrives tomorrow between 2-6pm. Someone needs to be home to sign. Can't be there? Update delivery: [link]"
Message 3 (day of delivery): "Your package is out for delivery today. Estimated arrival: 3:15pm. Driver: James, Truck #4821."
Why it works: Three-message sequence manages expectations at each decision point. Reduces failed deliveries by giving customers time to adjust plans. The sequence creates anticipation rather than anxiety.
Purpose: Speed up payment cycles and reduce collection issues.
Example: "Invoice #2847 is ready ($485.00 due by 10/25). Pay now: [secure link]. Questions about this invoice? Reply here or call 555-0123."
Why it works: Clear amount, specific due date, one-click payment option, and support access. Businesses using text for invoicing see payment times decrease from 45 days to 12 days on average.
No-shows cost service businesses an average of $150-$300 per appointment. Text reminders reduce no-shows by 30-40% compared to email-only reminders.
Example: "Reminder: Pest control service tomorrow (Wed 10/16) between 1-3pm. Please ensure someone 18+ is home and pets are secured. Reply READY to confirm or CANCEL to reschedule."
Why it works: Gives 24-hour notice, provides time window rather than exact time (realistic for service businesses), includes important preparation steps, and requests confirmation. Pest control companies using this approach see significant booking improvements.
Example: "Your appointment is today at 3pm (in 2 hours). Mike is running on schedule. Please reply YES to confirm you'll be there."
Why it works: Creates urgency with countdown, provides status update, and requires explicit confirmation. The confirmation requirement increases attendance rates because customers make a micro-commitment.
Example: "Mike is on his way! Arriving in approximately 25 minutes. Stuck in unexpected traffic? Text us immediately: 555-0123."
Why it works: Real-time update with realistic time estimate. Acknowledges that delays happen and provides immediate contact option. This is the message customers want most but businesses send least often.
Promotional texts have lower open rates than transactional messages (85-95% vs 99%), but still outperform promotional email by 5-8x. The key is providing genuine value, not just shouting about sales.
Example: "Michael, exclusive for you: 20% off any service this week. Book by Friday 10/18, use by 10/31. Book now: [link] or reply BOOK with your preferred date."
Why it works: Personalized, clear discount and deadline, extended usage window (book by Friday but use by end of month gives flexibility), multiple response options. The two-step deadline (booking deadline separate from service deadline) removes the urgency objection.
What doesn't work: "FLASH SALE!!! 🔥🔥🔥 20% OFF EVERYTHING! USE CODE SAVE20! SHOP NOW!!!"
This screams desperation, wastes characters on emojis and caps, and provides no personalization or specific value proposition.
Example: "Hi Sarah, we just added Sunday appointments! Book your next cleaning on your schedule. First 20 Sunday bookings get $30 off. Check availability: [link]"
Why it works: Announces something actually useful (Sunday availability solves a real customer problem), limits the discount to early adopters (creates urgency without being pushy), and ties promotion to genuine value.
Example for hospitality: "Planning spring break? Book 3+ nights at Riverside Hotel by Nov 1st, get one night free. Blackout dates: 3/15-3/22. Reserve: [link]"
Why it works: Targets specific buying window, clear minimum stay requirement, upfront about restrictions, and provides enough lead time for planning. Hotels using targeted SMS promotions see 15-20% higher booking rates during shoulder seasons.
Example: "Hi Jessica, you left a Weber Genesis grill in your cart. Still interested? Complete your order in the next 2 hours and get free assembly ($150 value): [link]"
Why it works: Specific product name (shows you know what they wanted), time-limited incentive adds urgency, and the incentive (free assembly) solves a real concern for big-ticket items. Send 2-4 hours after abandonment when intent is still warm.
Service recovery texts can convert unhappy customers into advocates. Speed matters more than perfect solutions.
Example: "Michael, your 2pm appointment is running 30 min late due to a previous job taking longer than expected. Mike will arrive around 2:30pm. Can't wait? Reply RESCHEDULE and we'll find a better time. Sorry for the inconvenience."
Why it works: Proactive notification before customer has to call, specific reason and new ETA, offers alternative without penalty, and acknowledges the inconvenience. Customers rate delayed service with proactive communication higher than on-time service without updates.
Example: "Good news! We found the part for your AC unit. Mike will return tomorrow (10/16) at 10am to complete the repair. No additional charge. Text YES to confirm this time works."
Why it works: Leads with positive resolution, provides specific timeline, addresses cost concern immediately, and requests confirmation to prevent another wasted trip.
Example: "Weather alert: Heavy rain expected Thursday may delay outdoor services scheduled that day. We're monitoring conditions and will update you by Wednesday 5pm if we need to reschedule. Questions? Reply here."
Why it works: Gets ahead of potential problems, sets expectation for when they'll hear more, and provides communication channel. Proactive communication prevents angry surprise calls.
The highest-ROI messages often come after the initial transaction. These messages cost almost nothing to send but dramatically impact repeat purchase rates.
Example: "Your order was delivered! Here's how to get started: [quick start video link]. Have questions? Our support team responds to texts within 30 minutes during business hours."
Why it works: Confirms delivery, provides immediate value (setup help), and sets support expectations. This message reduces returns by helping customers succeed with the product.
Timing matters: Send 5-7 days after delivery for products, 24-48 hours after service completion for services.
Example: "Hi Maria, how was your experience with Mike's service last Tuesday? Reply with a quick rating: 5=amazing, 1=terrible. Takes 5 seconds."
Why it works: Extremely low friction (just reply with a number), personal touch (includes technician name and specific date), and honest scale. Follow-up after they respond: if 4-5, ask for public review. If 1-3, route to manager for service recovery.
Better approach than: "Please leave us a review on Google! Here's the link: [long complicated URL]"
Why it fails: Too much friction, doesn't capture private feedback before asking for public review, misses service recovery opportunities.
Example for consumables: "Running low on coffee? Based on your last order (3 bags on 9/15), you're probably due for a refill. Order now: [link]. Reply SKIP if you're stocked up."
Why it works: Based on actual purchase behavior, provides easy opt-out, and triggers action at the exact moment they're likely thinking about reordering. Replenishment texts can drive 15-25% of total revenue for consumable products.
Example: "Sarah, you bought our deluxe grill last month. Grilling season is here. Get 20% off premium wood pellets this week: [link]. These pair perfectly with your Genesis."
Why it works: References specific past purchase, timely seasonal relevance, and logical product connection. This isn't random cross-selling; it's showing complementary products at the right time.
Reactivation texts to customers who haven't purchased in 60-180 days (depending on your purchase cycle) can recover 10-15% of seemingly lost customers.
Example: "We miss you, Michael! It's been a while since your last visit. Come back this month and get $25 off any service over $100. Book: [link] or reply with questions."
Why it works: Acknowledges the absence without guilt, provides meaningful incentive (percentage-based minimums work better than flat discounts for high-value customers), and multiple response paths.
Example: "Hi Jessica, we noticed you haven't ordered in a few months. Are we still meeting your needs? Reply YES to stay on our list, or STOP if you'd prefer to unsubscribe. Your feedback helps us improve."
Why it works: Respectful of their time and inbox, provides easy opt-out, and positions as caring about their needs rather than just wanting their money. Some customers reply with specific feedback about why they stopped buying, giving you recovery opportunities.
Your top 20% of customers often generate 60-80% of revenue. VIP segments deserve special treatment.
Example: "VIP exclusive: New fall menu launches Monday, but you can make reservations starting now. Book Friday or Saturday before slots fill up: [link]"
Why it works: Clear VIP status recognition, genuine exclusivity (they actually get something others don't), and creates urgency for limited inventory without false scarcity.
Example: "Wow, Maria! Today marks your 1-year anniversary as a customer. Thanks for your loyalty. Here's $50 off your next service as our gift. Valid through November: [link]"
Why it works: Recognizes relationship longevity, expresses genuine appreciation, and provides meaningful gift with reasonable expiration (one month feels generous, one week feels pushy).
Example: "You have 2,450 points ($24.50 value) expiring on 10/31. Use them before you lose them! Redeem now: [link] or reply BALANCE for full details."
Why it works: Converts points to dollar value (makes it tangible), creates urgency without feeling manipulative, and provides information access. Points expiration reminders can increase redemption rates by 40-60%.
Reserve urgent messages for actual urgencies. Overuse trains customers to ignore them.
Example: "Severe weather alert: Tomorrow's outdoor service may be unsafe. If conditions are dangerous, we'll reschedule at no charge. We'll update you by 7am tomorrow. Stay safe."
Why it works: Prioritizes safety over revenue, commits to proactive follow-up, and removes rescheduling friction.
Example: "Security alert: Login attempt from new device in Chicago. Was this you? Reply YES if authorized or NO if not. Questions: call 555-0123 immediately."
Why it works: Clear security concern, requires action, provides immediate support option. These messages should only be sent for actual security events, never for marketing.
Example: "Good news! The sectional sofa you wanted (item #8429) is back in stock. Limited quantity. Reserve yours now: [link]. This inventory typically sells out in 48 hours."
Why it works: Responds to previous customer interest (they inquired or added to wishlist), provides specific item reference, and sets realistic urgency (tells them why it's limited).
Every promotional text needs proper opt-in. Here's how businesses handle this correctly.
Example: "Welcome to Riverside Restaurant texts! You'll get exclusive deals and special offers. Msg frequency varies. Reply STOP to opt out, HELP for help. Msg&data rates may apply. [Privacy policy link]"
Why it works: Confirms what they signed up for, sets frequency expectations, includes required opt-out and help keywords, and provides privacy policy access. Understanding SMS marketing laws by state ensures your opt-in process meets legal requirements.
Example: "Text preferences: Reply SERVICE for appointment reminders only, PROMO for deals and offers, BOTH for everything, or STOP to unsubscribe."
Why it works: Gives customers control without losing them entirely. Many customers who would unsubscribe completely will stay on for transactional messages.
Different industries need different message strategies.
Order tracking sequence: "Order confirmed → Preparing shipment → Shipped with tracking → Out for delivery → Delivered"
Review request: "Hi Sarah, your coffee order arrived 5 days ago. How's it taste? Reply 1-5 (5=amazing). Takes 3 seconds."
Reservation confirmation: "Reservation confirmed: Party of 4, Friday 10/18 at 7pm. Table 12 in the patio section. Running late? Text us. See you soon!"
Waitlist notification: "Your table is ready! Please check in at the host stand within 10 minutes or we'll move to the next party. Thanks for waiting!"
Class reminder: "Hot yoga starts in 2 hours (6pm). Bring water and arrive 10 min early. Can't make it? Cancel by 5pm to avoid the late fee: [link]"
Membership renewal: "Your annual membership renews in 7 days ($599). Want to lock in this year's rate? Renew now before prices increase: [link]"
New listing alert: "New listing matches your search: 3bd/2ba in Riverside, $485K. Open house Sunday 1-3pm. Photos: [link]. Want to schedule a private showing? Reply YES."
Appointment reminder: "Home showing tomorrow at 123 Oak St, 2pm. Meet your agent (Mike) at the property. Address: [Google Maps link]. Questions? Reply here."
Low balance alert: "Account alert: Your checking balance is below $100. Current balance: $47.82. Overdraft protection: [link]. Questions? Call 555-0123."
Payment due reminder: "Payment reminder: $485 due on 10/18 (in 3 days). Pay now to avoid late fees: [secure link]. Set up autopay: [link]."
Looking across all these examples, several patterns emerge:
Personalization works: Messages with customer names get 29% higher response rates. Messages referencing specific past interactions (order numbers, technician names, products purchased) perform even better.
Clarity beats cleverness: The best-performing messages state their purpose in the first sentence. Creative wordplay and puns reduce response rates.
Action options increase engagement: Messages ending with a question or choice ("Reply YES or CANCEL") outperform statements. Give customers a low-friction way to respond.
Timing precision matters: "Tomorrow at 2pm" outperforms "your appointment is coming up." "In 30 minutes" creates urgency without stress. Vague timing reduces effectiveness.
Value before promotion: Messages leading with customer benefit ("You left items in your cart" or "Your package arrives today") outperform messages leading with brand benefit ("Shop our sale" or "Visit our store").
Mistake 1: Too long. If your message needs scrolling on a phone screen, it's too long. Break into multiple messages or include a link to full details.
Mistake 2: No clear action. Every message should answer "what should I do now?" If the answer isn't obvious, rewrite.
Mistake 3: Link overload. More than two links in a single message reduces click rates. Choose your primary action.
Mistake 4: Emoji abuse. One emoji can add personality. Five emojis look unprofessional and reduce readability.
Mistake 5: All caps and excessive punctuation. "HUGE SALE!!!" feels like spam. "Limited sale this week" feels like information.
The examples in this article work, but your specific audience may respond differently. Test these variables:
Timing: Send appointment reminders at different intervals (48 hours vs 24 hours vs 4 hours) and measure no-show rates.
Message length: Test short versions (under 100 characters) against detailed versions (150+ characters) for the same message type.
Personalization depth: Test first name only versus first name plus relevant detail (past purchase, appointment date, technician name).
Call to action: Test "Reply YES" versus "Click here: [link]" versus "Call 555-0123" for the same message goal.
Incentive size: For promotions, test 15% off versus $15 off versus free add-on. Different offers resonate with different customer segments.
Compare your results against SMS marketing benchmarks to understand your performance relative to industry standards.
Start with these categories:
Build and test messages in this order. Master transactional and operational messages before adding promotional volume. Your promotional messages will perform better once customers trust your texts provide value.
Learn how to scale these message types effectively through mass text marketing strategies that maintain personalization.
These examples only work if you can actually implement them. Requirements:
Message templates: Create approved templates for each message type. This ensures consistency and speeds up execution.
Automation triggers: Identify what action or event triggers each message. Order confirmation triggers on payment processing. Appointment reminder triggers 24 hours before scheduled time.
Personalization fields: Map your customer data to message variables. {first_name}, {appointment_time}, {order_number}, {technician_name} need to pull from your actual database.
Integration points: Connect your text platform to systems that hold trigger data. Your e-commerce platform for orders, scheduling system for appointments, CRM for customer details.
Testing protocol: Send test messages to real phone numbers (your team) before launching to customers. Check for broken links, incorrect personalization, and timing issues.
Businesses using automated text marketing workflows built around these message types see 40-60% time savings compared to manual sending.
Start here:
Effective text message marketing isn't about having the cleverest copy. It's about sending the right message at the right time with the right information to help customers take action.
Ready to implement these text message examples in your business? Start your free trial with Sakari and test these proven message templates with your customers.
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