How to Write High-Converting SMS Marketing Messages for Fans

SMS marketing is one of the most powerful ways to engage with fans and drive real results. Whether you’re promoting an album pre-save, launching new merch, offering exclusive discounts, or selling concert tickets, the right message can make all the difference. With open rates as high as 98%, SMS provides a direct line to your audience—but crafting messages that convert requires strategy.

In this guide, we’ll cover how to write compelling SMS marketing messages that maximize conversions, plus best practices to ensure your fans stay engaged.

1. Understand Your Audience

Before sending an SMS campaign, take a moment to consider your fans' interests and behaviors. Are they die-hard collectors who jump on every merch drop? Do they prioritize exclusive access to live events? Understanding their motivations will help you craft messages that resonate. Once you've identified the different types of fans in your audience, be sure to create audience segments so you can contact specific sets of fans depending on your message.

2. Keep It Short and Impactful

SMS messages have a 160-character limit, so every word counts. Use clear, concise language and get to the point quickly. Fans should immediately understand what you’re offering and why they should care. Use a URL shortener to make sure links don't clutter your message. Some SMS services like Sonikit automatically shorten URLs in your message to save on costs and optimize conversions.

Example: Album Pre-Save

Wrong: "Hey! We’re dropping a new album soon and would love for you to pre-save it so you don’t miss it when it goes live. Click here to do that now! [link]"

Right: "🚨 New album alert! Pre-save now & be the first to stream on release day 🎶🔥 [link]"

3. Create Urgency Without Being Pushy

A sense of urgency encourages immediate action. Phrases like “limited time,” “exclusive,” and “only X spots left” can drive conversions, but avoid sounding overly aggressive or spammy.

Example: Ticket Sales / Tour Pre-Sale Registration

Wrong: "Tickets are now available! Get yours whenever you can."

Right: "🎟️ Tickes for our NYC show are almost sold out! Secure your spot before it’s too late: [link]"

4. Personalize Your Messages

Fans appreciate messages that feel tailored to them. Segment your list based on relevance, such as sending ticket announcements to fans in cities where shows are happening or notifying those who have pre-saved an album about its release.

Example: Exclusive Merch Drop

Generic: "New merch just dropped. Shop now! [link]"

Segmented: "VIP fans, get first dibs! Since you've bought merch before, we’re giving you early access to our exclusive drop: [link]"

5. Include a Clear Call to Action (CTA)

Every SMS should have a clear, singular action you want fans to take. Avoid overwhelming them with multiple links or instructions.

Example: Exclusive Offers

Weak CTA: "Check out our website for the latest deals."

Strong CTA: "🔥 24-hour VIP deal! Get 20% off all merch—use code FAN20 at checkout: [link]"

6. Optimize Timing for Maximum Engagement

The best time to send SMS messages depends on your audience. Test different send times, but generally:

• Morning (8-11 AM): Fans check messages after waking up.

• Afternoon (12-3 PM): Lunchtime browsing.

• Evening (5-9 PM): Peak engagement after work/school.

Avoid late-night messages unless they align with your brand’s identity.

7. Use SMS to Build Long-Term Engagement

Instead of treating SMS as a one-time sales tool, use it to cultivate ongoing fan relationships. Exclusive behind-the-scenes content, early access perks, and interactive polls can keep fans engaged beyond purchases.

Example: Fan Engagement SMS

"Want VIP access to behind-the-scenes footage? Reply YES to join our insider list!"

8. Test and Improve With Data

Monitor conversion rates, click-throughs, and opt-out rates to refine your approach. A/B testing different messages, CTAs, and send times will help optimize future campaigns.

Final Thoughts

Writing high-converting SMS marketing messages requires a blend of clarity, urgency, personalization, and strong CTAs. By following these best practices, you’ll maximize engagement and drive real results from your campaigns.

If you’re looking for an easy way to manage and optimize your SMS marketing campaigns, consider using a tool like Sonikit that's designed for seamless fan engagement. A great platform can streamline personalization, automation, and analytics to help you get the best ROI on your SMS strategy.