How SMS Marketing Character Limits Work

SMS marketing is a form of digital marketing where businesses use text messages (SMS or short messaging service) to send promotions, offers, updates, and other information to their customers. It is a direct, permission-based method that allows businesses to engage with their audience in real-time.

SMS marketing has come to the fore since the emergence of the Global System for Mobile Communications (GSM) in the 1990s, which led to the emergence of mobile phones and text messaging capabilities. GSM-7 character encoding is the standard way by which companies pack characters from different languages such as English and Chinese into bits for usage by the GSM networks. UCS-2 is used as a fallback when messages cannot be encoded using the GSM-7 method; such text messages are considered non-GSM messages. SMS messages also contain header information such as date and time sent, and information about the SMS gateway used.

All in all, this encoding methodology is the reason that the character limit for a given text message send is 160 characters. All of these capabilities enable SMS marketing platforms to mass deliver texts and track things like deliverability, etc.

Key Features of SMS Marketing

SMS marketing is the use of text message marketing to run SMS marketing campaigns targeting your customers and prospects. SMS and MMS messages typically drive more conversions and have higher open rates than email marketing and social media marketing. As such, they have become a key part of company marketing strategies in 2024.

Here are some of the key features of SMS marketing:

1. Direct Communication: Messages are sent straight to the customer’s mobile phone, often leading to high open and response rates.

2. Short and Concise: SMS messages are limited to 160 characters, so the content needs to be clear and to the point.

3. Permission-Based: Customers must opt-in (usually by subscribing via a keyword or form) to receive SMS messages, ensuring that only those interested receive communications.

4. High Engagement: SMS messages are typically read within minutes, making it a great tool for time-sensitive offers or urgent updates.

5. Targeted Campaigns: Marketers can segment their audience and send personalized messages based on customer preferences or behavior.

By reaching customers directly on their smartphones with SMS campaigns, businesses can increase customer engagement, improve the user experience, drive revenue, and ensure business messages get seen.

Common Use Cases for SMS Marketing

There are a number of common use cases for SMS marketing and sending text messages to customers.

Here are a few examples below:

Promotions and Discounts: Businesses send special deals to encourage purchases.

Appointment Reminders: Helpful reminders for bookings, reservations, or appointments.

Event Notifications: Alerts for upcoming events or sales.

Order Updates: Notifications about shipping, delivery, or order confirmation.

Overall, SMS marketing is an effective way for businesses to build stronger customer relationships, drive sales, and provide timely updates.

How Character Limits Work in SMS Marketing

In SMS marketing, character limits are crucial to understand because they can affect how your message is delivered and displayed. Here’s a breakdown:

1. Standard SMS Messages: A single SMS message has a limit of 160 characters. In other words, the maximum number of characters you can use to get billed for a single text is 160. This includes all letters, numbers, spaces, and punctuation. If your message exceeds this limit, it will be split into multiple messages and/or you will be charged for multiple SMS messages by your provider.

2. Concatenated SMS: When a message exceeds 160 characters, it’s split into multiple segments, which are then reassembled by the recipient’s phone. Most modern SMS platforms handle this process automatically. However, the length of each segment might be slightly less than 160 characters (usually around 153) to account for additional data needed to reassemble the message.

3. Unicode Characters: If your message includes Unicode characters (e.g., non-Latin scripts, special character symbols), the limit drops to 70 characters per message. Unicode SMS characters require more space to encode.

4. Message Parts and Cost: Each part of a concatenated message is typically charged as a separate SMS, so longer messages can be more expensive. It’s good to keep this in mind when planning your campaigns to manage costs effectively.

5. Short Codes and Long Codes: Short codes (5-6 digit numbers) are often used in SMS marketing for higher volume and quicker delivery, and they have the same character limits as regular numbers. Long codes (standard 10-digit numbers) have the same limits as short codes but are often used for less frequent, more personalized messages.

Understanding these limits helps ensure your messages are clear and cost-effective, and that they reach your audience as intended. Be careful with the use of emojis, as they count for additional characters in your text messages.

Strategies to Keep SMS Character Limits for Your SMS Messages Low

To keep SMS character limits low in SMS marketing while ensuring your message remains effective, consider the following strategies:

1. Be Concise and Direct: Focus on the core message. Eliminate unnecessary words and get straight to the point. Use abbreviations where appropriate (e.g., “you” to “u”) but avoid overly cryptic language that could confuse recipients.

2. Use URL Shorteners: If you need to include links, use URL shorteners (e.g., Bitly, TinyURL) to reduce the length of web addresses.

3. Optimize Call-to-Actions (CTAs): Make your CTAs brief but compelling. For example, instead of "Click here to learn more about our special promotion," use "Learn more about our promo now!"

4. Leverage MMS for More Complex Messages: If you have a lot of information or need to include images or multimedia, consider using MMS (Multimedia Messaging Service) instead of SMS. MMS doesn’t have the same character limits and can accommodate richer content.

5. Segment Your Message: Break up longer messages into multiple shorter messages that flow well together. Ensure each segment makes sense on its own, as recipients might see them out of order.

6. Utilize Keywords and Short Codes: Use keywords and short codes to make interactions shorter. For example, instead of providing a long URL, you can direct users to reply with a keyword to receive more information.

7. Personalize Messages: Personalizing messages can make them more engaging and relevant, allowing you to convey more meaning with fewer words. Use the recipient’s name or other personalized details where possible.

8. Use Abbreviations Wisely: Common abbreviations and acronyms can save space. Just ensure they are easily understood by your audience to avoid confusion.

9. Prioritize Information: Place the most important information at the beginning of the message. This ensures that even if the message gets cut off or split, the key details are communicated first.

By applying these strategies, you can keep your SMS marketing message length within character limits while still delivering clear and effective communication.

Examples of Text Messages Under the 160 Character Count

Sending text messages with the right number of characters can be harder than it seems.

You want to find ways to shorten long messages and ensure that your SMS message length is under 160 characters. Here are some examples of SMS marketing messages that are 160 characters or fewer:

1. Discount Offer:

"🎉 Get 20% off your next purchase! Use code SAVE20 at checkout. Hurry, offer ends tomorrow! 🛒 [Your Store Name]"

2. Event Reminder:

"Reminder: Your appointment with [Your Business Name] is tomorrow at 2 PM. Reply ‘YES’ to confirm or ‘NO’ to reschedule. See you soon!"

3. Product Launch:

"🚀 New Arrival Alert! Check out our latest collection now available at [Your Store]. Shop today and be the first to own it!"

4. Flash Sale:

"🔥 Flash Sale! 30% off sitewide for the next 2 hours only. Use code FLASH30 at checkout. Shop now at [Your Store URL]!"

5. Exclusive Offer:

"🎁 Exclusive Deal for You! Enjoy 15% off your next order with code EXCLUSIVE15. Visit [Your Store URL] to redeem. Valid through [Date]."

6. Customer Feedback:

"We value your feedback! Please take a moment to rate your recent experience with us. Reply with 1-5 stars. Thanks for your input!"

7. Subscription Confirmation:

"Thank you for subscribing to [Your Business Name] updates! You’ll receive the latest news and offers directly to your phone. Stay tuned!"

8. Event Invitation:

"Join us for our Grand Opening on [Date] at [Time]! Enjoy free refreshments and special discounts. RSVP by replying to this message."

9. Order Confirmation:

"Your order #[Order Number] has been confirmed! Thank you for shopping with [Your Store Name]. We’ll notify you when it ships."

10. Reminder for a Special Event:

"🎉 Don’t forget our special event tomorrow at 6 PM! Join us for an evening of fun and exclusive offers. See you there!"

These examples are designed to be clear, engaging, and to fit within the 160-character limit for a single SMS segment sent from your business phone number.

How Much Does an SMS Segment Cost?

The cost per SMS segment can vary widely depending on the SMS marketing software company, the volume of messages sent, the location of the recipient’s device, and the specific features or services provided. You’ll want to avoid sending an overly long SMS to avoid paying additional money for each text message sent. Here's a general idea of what you might expect:

1. Per-Segment Pricing: Most SMS marketing platforms charge based on the number of segments sent. Standard rates typically range from $0.01 to $0.05 per segment. For example, if you send a message that has a 320 character set, it will be split into two segments, and you would be charged for two segments. If you want to send a 480 character message, it will be split into three segments, and so forth.

2. Volume Discounts: Many platforms offer tiered pricing or volume discounts. The more messages you send, the lower the per-segment cost. Pricing tiers might offer reduced rates for larger volumes of messages.

3. Monthly Plans: Some companies offer subscription-based pricing where you pay a monthly fee for a certain number of messages or segments. Additional segments beyond the plan limit may incur extra charges.

4. Features and Add-Ons: Costs can also be influenced by additional features, such as message automation, reporting, or integration with other tools. These features might be included in a higher-tier plan or come with additional fees.

5. International vs. Domestic Rates: Sending messages internationally usually costs more than sending domestic messages. International rates can vary based on the destination country.

For the most accurate and up-to-date pricing, it's best to check directly with the SMS marketing platforms you're considering, as they can provide detailed pricing information based on your specific needs and usage.

The Best SMS Marketing Platforms for 2024

Here are some examples of SMS marketing platforms:

1. Textla: Textla is known for its user-friendly interface and robust features, including automated campaigns, keyword management, and segmentation. It’s a versatile platform suitable for various business sizes.

2. Twilio: Twilio offers a comprehensive suite of communication tools, including SMS marketing. It provides extensive API integrations, allowing for highly customizable messaging solutions.

3. SlickText: SlickText provides features like automated responses, keyword management, and detailed analytics. It’s well-regarded for its ease of use and customer support.

4. SimpleTexting: SimpleTexting focuses on providing straightforward SMS marketing solutions with features like text-to-win, automated responses, and detailed reporting.

5. TextMagic: TextMagic offers features for both SMS marketing and business communication, including bulk messaging, SMS API integration, and detailed analytics.

6. EZ Texting: EZ Texting provides a range of SMS marketing tools, including customizable templates, scheduling, and mobile keyword management.

7. MessageMedia: MessageMedia is known for its global SMS capabilities, offering solutions for marketing campaigns, notifications, and customer engagement.

8. Airship: Airship (formerly Urban Airship) specializes in mobile messaging and engagement, offering SMS marketing as part of a broader suite of tools for customer communication.

These platforms vary in terms of features, pricing, and target audience, so it’s a good idea to evaluate them based on your specific needs and goals for SMS marketing.

Choose Textla as Your SMS Marketing Platform

Ready to elevate your SMS marketing game? Choose Textla for unmatched simplicity and power!

Experience seamless communication, personalized campaigns, and real-time results with Textla’s intuitive platform. Say goodbye to complex setups and hello to efficient, effective messaging.

Start your journey with Textla today and see why businesses of all sizes trust us for their SMS marketing needs.

Get started with Textla now!