SMS messages are short text messages sent to and from a mobile phone, fax machine and/or an IP address. Consisting of no more than 160 alpha-numeric characters, SMS messages cannot include images or graphics of any sort, due to the nature of this format. The limit of characters keeps this message extremely short, making it even more important to make sure content is as exciting and relevant as possible for your target market. The topic of your message, as well as your primary target market, will help you determine the time and frequency of your messages. It is important for organizations to keep in mind that targeted advertising based on subscriber profiles enhances the mobile user's experience.

SMS best practice tips:

• Keep copy and content interesting and concise. Use language your target market can relate to.
• Include some level of personalization to increase message impact.
• SMS messages should be 160 characters or less.

 An example of an SMS message

All three message formats deliver unique value and content to consumers. Regardless of the format you use, it is pertinent for the success of your campaigns to set proper expectations for your subscribers and deliver exactly what you promised.