The 5-Text Formula: Crafting Messages People Actually Reply To

October 22, 2025 Marketing

In 2025, inboxes are overflowing, attention spans are shrinking, and small-business marketers are scrambling for channels that actually work. Enter SMS marketing — a lean, direct line to your audience’s pocket, and when done right, a conversation starter rather than an interruption. But it’s not just the channel that matters: it’s how you use it. At Betwext, we believe the power is in the message structure. Below is a data-driven breakdown of the “5-Text Formula” — five types of messages to send your list, carefully crafted to earn replies, clicks, and conversions.

Why reply-worthy texting works

Before diving into the formula, let’s look at the proof:

  • SMS campaigns achieve response rates averaging around 45%, far higher than email’s ~6% (Notifyre; Emarsys; YouCanBookMe).
  • SMS open rates hover near 98%, with many reads occurring within mere minutes (Sender; Emarsys; Textla).
  • Conversion rates for SMS across industries fall roughly in the 21-40% range (SimpleTexting; Infobip).

These numbers point to three truths:

  1. Texts get seen.
  2. Texts get responded to.
  3. Texts convert — when structured smartly.

So, the next question is: how do you craft texts people actually reply to (not just open)? That’s where the formula comes in.

The 5-Text Formula

Below are five message types, aligned to different stages of the customer journey — each designed for readability, relevance, and action. You can mix and match, test and refine, but the structure stays consistent.

1. The “Welcome & Value” Text

  • Purpose: Establish relationship + set expectations.
  • Structure: Greeting → personal touch → value offer → soft CTA.
  • Example: “Hi [Name], welcome to [Brand]! We’ll send 1-2 VIP offers/month. As thanks, here’s 15% off: REPLY YES to claim.”
  • Science note: Early engagement builds trust and signals relevance, raising reply likelihood.

2. The “Question / Quick Reply” Text

  • Purpose: Prompt a reply rather than a click.
  • Structure: Short conversational copy → one question → reply instruction.
  • Example: “Hey [Name], what feature would help you most: A) Faster check-out B) Free shipping? Reply A or B.”
  • Data supported: Keeping messages concise and conversational boosts response rates.

3. The “Offer / Promo” Text

  • Purpose: Drive conversion via a time-sensitive deal.
  • Structure: Value proposition → urgency → clear CTA.
  • Example: “Flash sale: 4-hour only! Get 50% off [Product]. Use code FLASH50 or reply ‘CODE’ to get link.”
  • Benchmark: Many SMS use cases see click-through or conversion in the 11-20% range for retail (Infobip; SimpleTexting).

4. The “Reminder / Event” Text

  • Purpose: Prompt action or reduce friction.
  • Structure: Personal context → reminder → simple next step.
  • Example: “Hi [Name], your appointment tomorrow at 10 a.m. Reply ‘CONFIRM’ to lock in or ‘CHANGE’ to reschedule.”
  • Behavioral insight: People act more when the “next step” is clear and effortless — SMS is perfect for this.

5. The “Follow-Up / Reactivation” Text

  • Purpose: Re-engage a dormant subscriber.
  • Structure: Value reminder → question or softened CTA.
  • Example: “Miss you [Name] — we haven’t heard from you in a bit. Want 20% off your next visit? Reply ‘YES’ and we’ll send it.”
  • Data point: Two-way conversation via SMS improves engagement compared to one-way blasts (TxtCart)

Putting the formula into practice

Here are some practical tips to make your 5-Text Formula perform at peak:

  • Segment smartly. Use contact behavior (purchase history, opt-in source, location) to tailor which of these texts you send and when
  • Keep it brief. Marketing psychology shows that shorter messages perform better — heavy copy feels like work.
  • Include a single clear CTA. Too many choices = fewer responses. As one benchmark article notes, clarity matters more than complexity (Textedly).
  • Use reply-friendly language. Phrases like “Reply YES to claim” dramatically increase engagement by lowering friction (TxtCart)
  • Test the send timing. Timing matters — send when your audience is most available (not driving or asleep). Later afternoon and early evening often win.
  • Respect frequency. Sending 2-4 targeted texts/month is a good start; over-messaging triggers opt-outs

Sources