Optimise Your Messaging
We ran the data, so you don't have to. These are the things that actually increase click-through rate. Small changes to how a message is built, with a real effect on how many people tap the link. SMS and email behave differently, so we've separated them.
SMS
Email
- Start with the customer's name. Leading with the name instead of a generic "Hi/Hello/Dear" lifts click-through about 11% on average.
- Put the visit URL early. Inside the first 15 words beats burying it — roughly 20% higher click-through.
- Keep it short. Aim for 20–40 words. Under 50 words sees about 8.5% more engagement than longer texts.
- One link, not several. A single URL outperforms multiple by around 22%.
- Put the URL on its own line. A dedicated line beats a URL buried in a sentence by about 14%.
A text that does all five:{{ customer.first_name }}, here are your tickets for {{ event.name }} on
{{ instance.friendly_start_date }} at {{ instance.friendly_start_time }}:
{{ your_visit_url }} Click the link above to pre-order your interval drinks and beat the queues.
Email rewards different habits from SMS — don't just copy your text approach across.
- Skip the greeting. Emails with no "hi/hello" tend to see about 30% higher click-through.
- Personalise. Using the customer's name lifts click-through around 40% on average.
- Keep links reasonable. Four or fewer URLs get roughly 2.5× the engagement of link-heavy emails.
- Stay concise. The sweet spot is 200–250 words. Past 250, click-through drops sharply — around 70% lower on average.
- Time it 24–36 hours out. Emails sent a day to a day-and-a-half before the show see about 1.4× the click-through of other timings.