SMS Marketing in Ghana: How to Write Texts That Bring Sales
SMS reaches every phone in Ghana, with or without data. When to use it, how to write messages that get read and acted on in 160 characters, and the rules to follow so you don't annoy your customers.
WhatsApp gets the attention, but SMS still has one big advantage in Ghana: it reaches every phone, with or without data, smartphone or not. A text message is almost always opened, usually within minutes.
Used well, SMS is one of the cheapest ways to bring customers back. Used badly, it gets you blocked.
When SMS works best
- Order updates: confirmation, dispatch and delivery. These build trust and reduce "where is my order?" calls.
- Payment receipts: proof the payment was received.
- Abandoned carts: a reminder to finish the order. See abandoned cart recovery.
- Appointment reminders: for clinics, salons and services.
- Time-limited offers: to past customers.
- Re-engaging old customers: people who bought once and never came back.
When to use WhatsApp instead
WhatsApp is better for conversations, images, videos, catalogues and longer messages. SMS is better for short, important updates that must be seen. Many businesses use both. See WhatsApp broadcasts.
How to write an SMS that sells
A standard SMS is 160 characters. That's about 25 words. Every word has to work.
1. Say who you are first
Use your business name as the sender ID, and repeat it at the start if needed. Unknown messages get ignored or reported.
2. One message, one action
"Your order is ready" or "20% off this weekend". Not both.
3. Be specific
"Free delivery in Accra until Sunday" beats "Great deals this week".
4. Give a reason to act now
A deadline, limited stock or an event.
5. Include the link or number
A short link to the product or checkout, or a number to call or WhatsApp.
6. Make it personal where you can
The customer's name, or the product they bought.
Examples
Order confirmation:
Ama, your leather bag order is confirmed. Delivery tomorrow before 6pm. Track it here: [link]
Abandoned cart:
Hi Kofi, your sneakers are still in your cart. Free delivery in Accra if you order today: [link]
Re-engagement:
It's been a while! Here's 15% off your next order this week only. Shop: [link]. Reply STOP to opt out.
Appointment reminder:
Reminder: your appointment at Glow Clinic is tomorrow at 10am. Reply 1 to confirm or call us to reschedule.
Rules to follow
- Only text people who gave you their number for that purpose, usually customers or people who opted in.
- Let people opt out easily. "Reply STOP to opt out."
- Don't send too often. For promotions, a few times a month at most.
- Send at sensible hours. Not before 8am or after 8pm.
- Protect your list. Ghana's Data Protection Act applies to customer data. Don't share or sell it.
Measuring SMS
Use a unique short link or offer code in each campaign, so you can see how many people clicked and bought. Compare the sales with what the messages cost.
Automating SMS
The most valuable SMS messages are automatic: receipts, order updates and cart reminders sent the moment something happens. PayLead, the commerce platform we use for client funnels, sends SMS receipts and cart reminders automatically. See sales funnels on PayLead and our AI automation service.
Common questions
How much does SMS marketing cost in Ghana?
You pay per message through a bulk SMS provider. Prices vary by provider and volume, so compare a few.
Can I send SMS with my business name instead of a number?
Yes. Most bulk SMS providers let you register a sender ID with your business name.
Can you write and set up our SMS campaigns?
Yes. SMS and WhatsApp sequences are part of our copywriting service and WhatsApp marketing service.