So, you’ve already done all the metrics on all of your market segments. While the stats may inform the metric successes of your campaigns, there are still the human touches that add nuance and creative license to your messaging.

In our last SMS piece, we talked about SMS best practices. This week, we’ll dig deeper into the psychology of text messaging to refine the voice of your brand for SMS campaigns.

The statistics are undeniable—98% of all text messages are opened compared to just 20% for email. Fifteen million texts are sent every minute of the day. According to eMarketer, 3.5 trillion messages were sent by brands and enterprises. Embedded within each text is a pseudo-language that can be decoded. The words we choose, in combination with the emojis, slang and grammar we use, leave behind a distinct “text signature.” Brands can use that unique signature to finesse their brand voices and connect with their audiences.

Maybe you’ve already ironed out your brand voice guidelines. Adapt them appropriately for SMS. Here are three ways to strengthen brand voice in your SMS campaigns.

1. Keep SMS messages concise. We’re writing text messages here, not short stories. Resist the temptation to include every brand promise in every text. Spread your message judiciously across a series of deployments rather than cramming everything into one forced message.

2. Eliminate ambiguity. Text messages lack nonverbal cues like facial expression and tone of voice. Think about how a message can be perceived. It may sound patronizing or sarcastic when its intent is to be direct and informative. If it’s aligned with your brand, add an emoji here and there. :)

3. Use conversational language appropriate for your audience. While texting is a casual medium, you wouldn’t text a C-suite colleague in the same way that a Gen Z’er liberally slathers on emojis and slang. Conversely, it’s a casual medium, so it’s okay to unbutton that top collar. Modulate accordingly.

All of these tactics ladder up to connecting authentically with your audience. Each text message you write gives your consumer a window into your brand’s DNA. Use that to your strategic advantage to be an engaging thought leader, not an annoying, yapping friend. At the very best, you connect each time with intent to a growing and loyal customer base. Want to learn more? Just ask at [email protected].