How do you write a 160-character SMS that works?

At 160 characters every word counts. Five rules get the most out of that space.

1. Say who you are, in one word

Recognition first. Anyone who cannot immediately see who it is from does not read on.

2. Put the most important thing first

The action or the fact in the first sentence. Do not build towards a punchline — there is no room.

3. One message

Two things in one SMS means half of them will remember one. Rather send twice.

4. No filler

Cut "Dear customer", "we would like to inform you" and "do not hesitate to contact us". That costs thirty characters and adds nothing.

5. Say what to do now

A message without a clear next step gets dismissed. One link, or one instruction.

Test it out loud

Read your message to somebody without the context. If that person has to ask what you mean, it does not fit in 160 characters and you need an email.