How to Write Your First Marketing Message
TL;DR:
- Start with a friendly, welcoming tone rather than jumping into sales
- Include a small incentive like a discount or useful tip
- Keep your first message under 160 characters when possible
- Briefly mention what they can expect from future messages
- Focus on building connection rather than pushing products
Your first marketing message sets the tone for everything that follows. Think of it like meeting someone new – you wouldn't launch into a sales pitch straight away. The same principle applies to messaging campaigns.
Start with a warm greeting that acknowledges the recipient and thanks them for signing up or engaging with your business. This creates a positive first impression and shows you value their attention.
The Welcome Message Formula
A strong first message typically includes three elements: a warm greeting, a small thank-you gesture, and a hint about what's coming next.
Here's an example that works well: "Hi, thanks for signing up! As a thank you, here's 10% off your next order – just show this text in-store."
This approach welcomes the recipient, offers immediate value, and gives them a reason to visit your business. The discount doesn't need to be huge – even a small gesture shows appreciation.
Setting Expectations Early
If you plan to send regular updates, exclusive offers, or helpful tips, mention this briefly in your first message. This prepares recipients for future communications and helps build anticipation rather than annoyance.
You might add something like: "We'll send you exclusive offers and tips each week – you can opt out anytime by replying STOP."
Keep It Short and Clear
Your first message should be easy to scan and understand quickly. Aim for under 160 characters when possible. This forces you to be concise and ensures the message displays properly on all devices.
Long, rambling first messages often get deleted before they're fully read. Get to the point quickly and save the detailed information for follow-up messages.
Building Connection Over Time
Your first message is just the beginning. The real work happens in the follow-up messages where you deliver on the promises made in that initial contact.
Stay consistent with your tone and the type of value you promised. If your first message was friendly and helpful, keep that same energy in subsequent communications. Mixed messaging confuses recipients and damages trust.
FAQs
What should I avoid in my first marketing message?
Skip aggressive sales language, long paragraphs, and multiple offers. Don't ask for personal information or try to close a sale immediately. Keep it simple and welcoming.
How long should I wait before sending a second message?
Wait at least 2-3 days after your welcome message before sending follow-up content. This gives recipients time to engage with your first offer and sets a reasonable expectation for message frequency.
Should I always include a discount in my first message?
Not necessarily. A useful tip, free resource, or exclusive content can work just as well. Choose an incentive that matches your business model and customer expectations.
Jargon Buster
Messaging Campaign: A planned series of text messages sent to engage customers and drive specific actions like purchases or sign-ups.
Opt-out: The process customers use to stop receiving messages, usually by replying with "STOP" or clicking an unsubscribe link.
Call to Action (CTA): The specific action you want recipients to take after reading your message, like visiting your store or using a discount code.
Wrap-up
Your first marketing message is your chance to make a good impression and set clear expectations. Keep it friendly, offer something valuable, and prepare recipients for what's coming next. The goal isn't to make an immediate sale – it's to start building a relationship that benefits both you and your customers over time.
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