Skip to main content

Messaging Best Practices

Great messaging drives engagement, conversions, and customer satisfaction. Follow these best practices to maximize impact.

Message Content

Be Clear & Concise

Bad: "We have a new product that you might be interested in based on your browsing history. It's a great product with amazing features."

Good: "New: Sony Headphones. 30-hour battery, noise cancellation. Shop now: [link]"

Include a Call-to-Action

Every message should tell the customer what to do next.

Bad: "Your order has shipped."

Good: "Your order has shipped! Track it here: [link]"

Personalize

Use customer name and relevant details.

Bad: "Your order is ready."

Good: "Hi Rahul! Your order #4821 is ready for pickup at our store."

Use Emojis (Sparingly)

Emojis add personality but can look unprofessional if overused.

Bad: "🎉🎊 AMAZING OFFER!!! 🔥🔥🔥 50% OFF EVERYTHING!!! 🎁🎁🎁"

Good: "🎉 50% off this weekend only. Shop now: [link]"

Channel-Specific Tips

SMS

  • Keep it short — Under 160 characters
  • Include link — Make it easy to act
  • Use shorthand — "Ur order" not "Your order"
  • Avoid spam words — "Free", "Limited time", "Act now"

Example:

"Hi Rahul! Your order #4821 has shipped. Track it: https://track.example.com/4821"

WhatsApp

  • Be conversational — WhatsApp is casual
  • Use emojis — Sparingly, for personality
  • Ask questions — Encourage engagement
  • Use buttons — Make it easy to respond

Example:

"Hi Rahul! 👋 Your order #4821 has shipped. 

Track it here: [link]

Need help? Reply with any questions!"

Email

  • Compelling subject — Make them want to open it
  • Mobile-first — Design for small screens
  • Scannable — Use headings, lists, short paragraphs
  • Clear CTA — One main call-to-action

Example:

Subject: Your order #4821 has shipped! 📦

Hi Rahul,

Your order has shipped! Here's what to expect:

📦 What: Sony Headphones
📅 When: Arrives by Friday
🔗 Track: [link]

Questions? Reply to this email or contact us.

Thanks,
The Team

RCS

  • Use rich cards — Images, buttons, carousels
  • Mobile-optimized — Design for small screens
  • Clear actions — Make buttons obvious
  • Limit text — Let images do the talking

Example:

Rich Card:
- Image: Product photo
- Title: Sony WH-1000XM5
- Description: Industry-leading noise cancellation
- Buttons: "Buy Now", "See More Colors"

Instagram DM

  • Be friendly — Instagram is casual
  • Use emojis — More than other channels
  • Keep it short — DMs are quick
  • Respond fast — Customers expect quick replies

Example:

"Hey! 👋 Thanks for reaching out! We ship to 40+ countries. Shipping is free on orders over $75. What can I help you with? 😊"

Timing

Best Times to Send

SMS/WhatsApp:

  • 9 AM - 5 PM (business hours)
  • Avoid early morning (before 8 AM)
  • Avoid late night (after 9 PM)
  • Avoid weekends (unless time-sensitive)

Email:

  • 9 AM - 12 PM (morning)
  • 2 PM - 4 PM (afternoon)
  • Tuesday - Thursday (best days)
  • Avoid Monday (inbox overload)
  • Avoid Friday (low engagement)

RCS:

  • Same as SMS/WhatsApp
  • Avoid late night

Respect Time Zones

If customers are global:

  1. Schedule for recipient's local time
  2. Use timezone-aware scheduling
  3. Test different times
  4. Analyze open rates by timezone

Frequency

  • Promotional: 1-2 times per week max
  • Transactional: As needed (order updates, OTPs)
  • Newsletters: 1 time per week
  • Alerts: As needed (urgent only)

Personalization

Use Customer Data

  • Name — "Hi Rahul"
  • Order number — "Order #4821"
  • Product — "Your Sony Headphones"
  • History — "You loved the blue one last time"
  • Preferences — "Your favorite brand"

Segment Your Audience

Send different messages to different segments:

  • VIP customers — Premium offers
  • New customers — Welcome series
  • Dormant customers — Win-back offers
  • High-value customers — Exclusive access

Dynamic Content

Use variables for personalization:

"Hi {{firstName}}, your order {{orderId}} has shipped. Track it: {{trackingUrl}}"

Compliance

Always get explicit consent before sending:

  • Opt-in — Customer explicitly agrees
  • Opt-out — Customer can unsubscribe anytime
  • Record consent — Log when and how they opted in

Include Opt-Out

Every promotional message must include opt-out:

SMS: "Reply STOP to unsubscribe"

Email: "Unsubscribe" link (auto-added by Msghub)

WhatsApp: "Reply STOP to unsubscribe"

Respect DND

Never send to DND numbers. Msghub blocks automatically.

Keep Records

Log all:

  • Consent dates
  • Opt-in/opt-out requests
  • Message sends
  • Delivery status

Testing & Optimization

A/B Testing

Test different messages to see what works:

Test 1: Discount amount

  • Group A: 10% off
  • Group B: 15% off
  • See which converts better

Test 2: Call-to-action

  • Group A: "Shop now"
  • Group B: "View offer"
  • See which gets more clicks

Test 3: Timing

  • Group A: 9 AM send
  • Group B: 2 PM send
  • See which gets more opens

Monitor Metrics

Track:

  • Open rate — % who opened
  • Click rate — % who clicked
  • Conversion rate — % who purchased
  • Unsubscribe rate — % who opted out

Optimize

  • Low open rate? → Improve subject line or timing
  • Low click rate? → Improve call-to-action
  • Low conversion? → Improve offer or landing page
  • High unsubscribe? → Send less frequently

Common Mistakes

❌ ALL CAPS

"YOUR ORDER HAS SHIPPED!!! CLICK HERE NOW!!!"

Better: "Your order has shipped! Track it here: [link]"

❌ Excessive Punctuation

"Your order has shipped!!!!! Click here now!!!!! Don't miss out!!!!!"

Better: "Your order has shipped! Track it here: [link]"

❌ Spam Words

"FREE!!! LIMITED TIME!!! ACT NOW!!! AMAZING OFFER!!!"

Better: "50% off this weekend. Shop now: [link]"

❌ No Call-to-Action

"We have a new product."

Better: "New: Sony Headphones. Shop now: [link]"

❌ Not Personalized

"Hi Customer, your order has been shipped."

Better: "Hi Rahul, your order #4821 has shipped!"

See Also