Using Short Links in SMS Campaigns
TL;DR:
- Short links save precious character space in SMS messages
- Recipients often distrust unfamiliar shortened URLs
- Branded domains make short links more trustworthy
- Every short link needs a clear call-to-action
- Test different approaches to see what works for your audience
Short links are essential for SMS campaigns because they free up character space and keep messages looking clean. But there's a catch – people are naturally wary of clicking links they don't recognise.
Why Short Links Matter in SMS
SMS messages have a 160-character limit, so every character counts. A long URL can eat up half your message before you've even started. Short links solve this problem by condensing lengthy URLs into manageable formats.
Beyond saving space, short links make your messages look more professional. Compare a message with a sprawling URL to one with a neat, compact link – the difference is obvious.
The Trust Problem
Here's where things get tricky. Recipients see an unfamiliar shortened URL and hesitate. They're thinking about phishing scams, malware, and dodgy websites. This wariness can kill your click-through rates before you start.
The problem is worse with generic shortening services. A link like "bit.ly/xyz123" tells recipients nothing about where they're heading or whether it's safe.
Building Trust with Branded Domains
If your messaging platform supports it, use a branded domain for your short links. Instead of "bit.ly/xyz123", you might have "yourbrand.ly/offer" or "go.yourbrand.com/sale".
Branded domains work because they:
- Show your company name in the URL
- Look more professional
- Reduce security concerns
- Reinforce brand recognition
Not every platform offers this feature, but it's worth asking about when choosing your SMS provider.
Crafting Clear Call-to-Actions
Never send a short link without context. Recipients need to know what they're clicking and why it's worth their time.
Weak example: "Check this out: yourbrand.ly/abc123"
Strong example: "Get 20% off today: yourbrand.ly/sale20"
Your call-to-action should tell people exactly what happens when they click. Are they getting a discount? Downloading something? Signing up for an event? Make it crystal clear.
Testing Your Approach
Run simple A/B tests to see how your audience responds to different link strategies. Try:
- Short links versus full URLs (when character count allows)
- Different call-to-action wording
- Branded versus generic short domains
Track your click-through rates and adjust based on what actually works for your specific audience.
FAQs
Are short links safe for SMS campaigns?
Short links themselves are safe, but recipients may not trust them. Using branded domains and clear descriptions helps build confidence.
How do I measure short link performance?
Most SMS platforms provide click-through analytics. You can also use A/B testing to compare short links against full URLs or different messaging approaches.
Should every SMS include a call-to-action?
If you're including a link, yes. Recipients need to understand what they're clicking and why it benefits them.
Jargon Buster
URL Shorteners – Services that convert long web addresses into shorter versions, saving character space in messages
Branded Domain – A custom web address that includes your company name, used for creating recognisable short links
Call-to-Action (CTA) – Clear instruction telling recipients what to do next, like "Shop now" or "Download here"
Click-through Rate – Percentage of people who click your link compared to total message recipients
Wrap-up
Short links are practically essential for SMS campaigns, but they need careful handling. Focus on building trust through branded domains and clear messaging. Always tell recipients what they're clicking and why it matters to them. Test different approaches to find what resonates with your audience, and remember that a trusted short link performs far better than a suspicious one.
Learn about QuickSMS: https://www.quicksms.com/