What is an informational SMS message?
An informational SMS message is a text message that delivers essential information and updates, usually after someone has made a purchase.
Informational SMS messages can look like:
- Order and shipping confirmations
- Order status notifications
- Appointment reminders
- Shipping delay notifications
- Critical account alerts
- Post-purchase care instructions
What’s the difference between an informational and promotional SMS message?
The main difference between informational and promotional SMS messages is their intent. While informational messages are meant to keep customers updated about their order or account, promotional messages aim to persuade the recipient to take action, such as making a purchase or signing up for a service.
For example, an order confirmation is informational, while a follow-up message offering a discount on a related product is promotional.
Note that you must always obtain separate express consent to send people promotional messages. Just because someone purchased a product and begins to receive informational messages from your brand doesn’t mean you have permission to start sending them promotional messages (that goes for email and SMS).
The benefits of informational SMS messages
At their core, informational messages keep your customers informed about what they purchased. And since communication is the foundation for exceptional customer service, the main benefits of informational SMS messages are:
- Improved customer experience: Timely and relevant updates reduce buyer’s remorse, set expectations, and provide opportunities for feedback.
- Fewer customer support inquiries: Clear information gets ahead of common questions or concerns, which can alleviate your support team.
- A stronger brand reputation: Consistent and accurate communication positions your brand as reliable and professional.
How to compose informational SMS messages
A good informational message is brief, clear, and relevant. Here are some of the main ingredients of a good informational SMS message:
- They contain information only: Never use them to try to sell a product or service.
- They set expectations: Be as specific as possible about shipping timelines and any next steps.
- They include tracking links: If you’re sending a shipping notification, for example, always include a tracking link so people can check on the status of their order.
- They include your brand name: Always include your brand name so people know the message is coming from you.
- They can include emojis if it makes sense for your brand: If your brand has a signature emoji across social media platforms, feel free to include it—but don’t go overboard.
- They can include product images: People love a visual of what they just bought. Reinforce post-purchase excitement with a product image—but don’t include anything the customer didn’t buy.
- They use basic personalisation: Add in the customer’s name to let them know the text is specifically for them.
Here’s an example of an informational SMS message: Hey Jasmine! Your TYPE BOOKS order is out for delivery and will arrive today. Track your package at [link].
Ready to create a better customer experience with informational SMS messages? Sign up for Klaviyo and start communicating clearly with customers today.