The most popular and frequently used communication method globally is text messaging. Texting is one of the most powerful forms of communication available. It can send considerably more effective and personal messages than email.
However, only a fraction of businesses is prepared to communicate with consumers through text, with only 48% having the necessary software.
Marketers must walk softly with our messages. While SMS benefits are numerous, you may also cause more damage than good if you don’t adhere to proper procedures.
Read on to know more about the top 15 SMS Marketing Mistakes and How to Avoid Them. This might help your SMS campaign become a powerful tool to engage your audience. Plus, you can develop a strong relationship with your clients if you follow our recommendations.
1. Sending without Consent
Sending messages without consent from the receiver is one of the biggest SMS marketing mistakes that many marketers make. This is why by law, you need to provide an opt-in mechanism while asking users for their consent for communication.
Not only will this help avoid fines and other legal issues, but you will also improve your brand image with consumers/customers, which will lead to better ROI in the future.
Nobody likes receiving unsolicited promotional texts. Before sending mass messages, make sure you have permission to do so.
It’s also crucial that you follow state and local rules, as well as wireless carriers’ messaging standards, especially about SMS Consent. It will ensure that your communications reach recipients who are interested in receiving them.
Create an opt-in mechanism for your SMS marketing campaign and make it easy for people to subscribe.
Customers may sign up for your text messages with special offers, product updates, or other vital information by going to an online form or texting a keyword to a mobile shortcode.
You empower your consumers by offering them the option to opt-in and out of marketing communications via clear opt-in and opt-out instructions.
Transparency in your communications sets the stage for a good client relationship.
2. Not Continuing the Conversation
Continuing a conversation with customers/clients helps build better relationships with them. Often, people communicate with businesses only when they need something or have a complaint.
It is not the best way to maintain a positive relationship with customers. Businesses should attempt to communicate with their clients to show that they care about their customers and are interested in maintaining a good relationship.
Please make sure you respond to all messages, whether they’re questions, complaints, or something else.
For example, if someone sends you a message asking about an issue with your product or service, take the time to respond and send them every necessary bit of information to fix the problem.
No matter what kind of question you receive, show that you care and answer them as quickly as possible.
After all, you don’t want to risk losing a potential customer by making them wait for a response. The important thing is that your SMS sender and receiver should be engaged and satisfied with your messaging and response time.
3. Texting Outside of Business Hours
Sending an SMS message outside of regular business hours can be a mistake because it interrupts the customer’s day and can be seen as spam.
It’s best to reserve text messages for urgent matters or save them for later in the evening when people are less likely to be busy.
Furthermore, make sure that your content is valuable and relevant to the customer, so they don’t feel like you’re just randomly sending them messages for the sake of it.
Plan when to send your SMS marketing campaign. Create a schedule that lets customers know that they can receive your messages at certain times, but not others, so they will be ready when you contact them.
The optimum time for sending an SMS, according to research, is between noon and 6 p.m. Weekends are considered unfavorable times to send communications. In practice, the time is flexible to some extent when based on knowledge of the receiver, but only when it is based on information. Any suitable variations will be identified by analyzing the target population, such as those who work at night.
4. Not Shortening URLs
When it comes to SMS, size matters. Make your text messages as brief as possible (ideally under 160 characters). Messages that are longer are more likely to be marked as spam.
There are many URL shortening services available that will help shorten the length of your URLs, so they fit within the 160-character limit.
Even though most people have unlimited text messaging plans, it can be annoying if you have to scroll through a lengthy link to find the information you need.
Use a URL shortener to shorten the length of your links, so they fit within the 160-character limit. It will keep your messages brief and easy to read, which is essential for SMS marketing.
5. Not Including Calls to Action (CTAs) in Your Messages
Many businesses fail to make the most of their SMS marketing by either not using a call-to-action or having one that is difficult to notice.
The call-to-action is the last element of a campaign’s structure. It directs your consumers to finish a process, whether it’s signing up for your mailing list, entering a contest, taking part in a promotion, or filling out a survey.
The call-to-action, or CTAs, is the most crucial aspect of your text message since SMS allows fast communication.
Make sure to include a single and clear call-to-action instruction in your text campaign. Make it concise and direct. If a consumer is sent a message from your business, they should know immediately what to do next.
Keywords are an excellent approach to make your call-to-action easy to find and complete. Encourage your consumers to respond to your texts with particular keywords to receive special discounts. Use keywords in your messages to make your communications as straightforward as possible while also encouraging client action.
For example, you could use an SMS marketing campaign to promote the need for people to sign up for your mailing list or enter a contest by including phrases such as “Get on our mailing list” or “Enter now!”
6. Not Sending a Welcome Message
A welcome message is the very first SMS your new members will receive from you, so it’s essential to get it right. Not sending a welcome message is one mistake that can be easily avoided, so it’s vital not to fall into this trap.
Don’t just copy and paste a generic message, as this will appear spammy and won’t have the intended effect of making your new subscriber feel welcome.
The key to an excellent welcome message is making it personal and relevant. Let your new subscribers know what they can expect to receive in the future or how they’ve improved your business in some way. Also, include links that point to your website and other important pages.
If you already have a welcome message template, change the links and content to suit your new members. Please make sure all links go to pages on your website relevant to them.
7. Sending the Same Message or Offer
Another common mistake with SMS marketing is sending the same message repeatedly to the same group of people.
People on your list should feel like they’re getting special offers and information that isn’t available to others. If you send them similar or identical texts, it can be confusing and annoying for you since these messages get marked as spam more often than other texts.
As previously stated, open rates for SMS are typically around 98 percent. However, businesses tend to misuse this fact by sending numerous texts in a single day, hoping that at least one of them will encourage action. Customers eventually unsubscribe from the SMS list and block the number due to this behavior.
Send different offers and messages instead of the same offer or message repeated multiple times.
It will keep your customers interested and encourage them to take action, rather than being overwhelmed and discouraged by too many messages.
The ideal situation is to communicate by SMS only when required, such as when a particular deal is live. Otherwise, keep in mind that sending more than two SMS each week is likely a waste of time.
8. More Messages Sent than Expected
Another common mistake is mistakenly sending more messages than expected.
When you start with SMS marketing, it’s easy to send the wrong number of messages because you might not know how many are expected.
Because the success rate of SMS is well above 95%, certain companies find it challenging to resist sending text messages to get the same response from each one.
However, if you send promotional texts to your subscribers, there’s a good chance you’ll irritate your customer base and cause a large number of people to remove their accounts from your list.
When it comes to SMS, less is more. Only send your consumers messages that are relevant or require immediate action.
It’s advisable to text your customers only once or twice each week. Anything more, and you risk aggravating your consumers and damaging the brand image of your company.
9. Ignoring List Expansion
Sending messages to those specifically opted-in to receive SMS from you is an essential part of any SMS marketing plan.
However, many businesses make the mistake of ignoring their list of expansion opportunities.
List expansion can come in a few different forms: people who have given their contact information to a physical location such as a store or restaurant, visitors to your website, or people who have contacted you directly for any reason.
If you choose not to include list expansion opportunities in your SMS marketing strategy, it might limit the number of messages sent over time.
Make sure your SMS marketing plan includes people who have given their contact information to a physical location such as a store or restaurant, visitors to your website, or people who have contacted you directly for any reason.
It will help you grow your SMS subscriber base and ensure that your messages goes to the most relevant audience.
10. Being Overly Concerned with Sales
It’s essential to remember that SMS marketing should not be solely about sales. The focus should be on providing value to customers and building a relationship with them, rather than making a sale as soon as possible.
When you bombard your subscribers with too many sales messages, it can negatively discourage them from doing business with you. SMS marketing should be one part of an overall marketing strategy and not the only aspect of your business.
Only send your consumers relevant and helpful content if they ask you to text them.
Before you communicate, consider whether the information is helpful to your clients. Is it simply another company marketing.
You demonstrate your commitment to putting your customers first when you only send them helpful information when you think about what they want and need. The first step in establishing a good connection between your brand and its consumers is to send meaningful communications.
11. Not Being Clear in Message
You can’t expect every person on your SMS list to know exactly what you offer. For example, if you are promoting a sale, make sure you specifically mention the products or services included in the promotion.
Not being clear when sending out special offers is one of the biggest mistakes businesses make in SMS marketing. If customers have to figure out what you are offering, chances are they’ll opt-out of the messages since it’s too much effort.
Make sure you’re clear in your text messages – state precisely what you’re offering and how it can benefit your clients. Include relevant links to assist them with finding out more about your company or special promotion.
12. Not Using A/B Testing
Making changes to your SMS marketing campaigns is essential, but going about it randomly can cause problems and make your subscribers feel frustrated with receiving random text messages from you.
A/B testing is a simple method to gauge what works best for your list and what doesn’t.
For example, if you want to include links in your texts, A/B testing can determine where the link should point. Should it go to the homepage or directly toward that product? Sending texts with links pointing toward specific pages of your website can reduce unsubscribe rates and improve sales conversions.
A/B testing can make sure you reach the right people with your SMS campaign. You should test different text message ideas to see which works best for your list.
13. Not Using MMS Marketing
MMS marketing definition is about text, picture, and video messages that are sent to a mobile device. It can be very effective in increasing brand awareness and generating leads.
Additionally, MMS is a fabulous way to include an image in your bulk text message which can be quite effective for improving the open rates of both transactional and marketing messages.
For example, images and videos in messages, which can help you to convey your message better. In addition, multimedia messages have a higher open rate than SMS messages.
If you’re not currently using MMS marketing, you’re missing out on a powerful way to connect with your customers. Make sure your messages are exciting and relevant, and you’ll see higher open rates and better engagement from your subscribers.
14. Not Personalizing Text Messages
When you send a text message to a customer, it’s essential to personalize the content to feel like it’s coming from a friend rather than a company. When a text feels personal, clients are more likely to read and respond to it positively.
According to statistics, consumers want brands to recommend alternatives based on their past purchases and to know their purchase history. It is why brands like Old Navy ask customers to fill out customer preference surveys, allowing them to understand their consumers better.
Add a few personalized touches in your text messages, making them appear more humanized and genuine. You don’t have to go overboard with this tactic – simply inserting the subscriber’s name or including a few relevant details. Try to use the subscriber’s first name in the text message to feel more personal.
15. Using a Shared SMS Short-Code
If you’re using an SMS shortcode for your marketing campaign, don’t assume it’s okay to share with other businesses. Many providers are offering these services to start-up businesses, but you must fully understand what the short code definition is all about. While the initial cost of the new shortcode may not be too high, you’ll be responsible for managing it down the line.
Plus, you’ll also have to deal with the complaints and opt-outs from other businesses using the same shortcode. It can be a significant headache – not to mention, and it can damage your brand’s reputation.
When selecting a shortcode for your SMS marketing campaign, make sure you choose one that’s exclusively for your brand. It will help you avoid any potential problems down the line and ensure that your subscribers only receive messages from you.
How Can SMS Marketing Mistakes Effect Your Business?
SMS marketing mistakes can have a considerable impact on your business.
SMS marketing mistakes can have a considerable impact on your business. Here are some of the possible consequences:
1) You may lose potential customers. If your SMS messages are not well written or are not relevant to your audience, they may unsubscribe from your list or, worse, mark your messages as spam. It can damage your reputation and could lead to a loss in business.
2) Your messages may not be delivered. If your messages are sent to a large number of people at once, they may be blocked by service providers. It means that your audience may not see your messages, and you will have wasted your time and money on sending them.
3) You may not reach your target audience. If you send messages to everyone in your contact list, some may not be interested in your product or service, so that they will ignore the message. It means that you have wasted money on sending SMS messages to people who are unlikely to buy from you.
4) Your business could become automated and impersonal. With automated marketing and messaging services available, it’s easy to send out messages without taking the time to personalize them. It can make your business seem automated and impersonal, which may turn potential customers away.
SMS marketing mistakes can have a severe impact on your business. It’s essential to take the time to plan your campaigns and to make sure that your messages are relevant and well written.
Consumers prefer companies with reliable services, and it extends to communicating through text messaging. While it is convenient and cost-effective, you must ensure that all these marketing mistakes are avoided.
Using new strategies and exploring available options will ensure that you’re getting the best out of your SMS marketing campaign.
Successful SMS marketing isn’t all about finding new ways to reach your audience – instead, it comes down to knowing how to avoid common SMS marketing mistakes.
What should you Care about while Creating your SMS Marketing Strategy?
You’ve probably heard about the benefits of SMS marketing strategy. Text marketing, also known as “SMS marketing,” is a favorite among marketers because of highly receptive consumers, high open rates, and promotions that succeed because they’re delivered to customers and prospects on their mobile devices throughout the day.
SMS messages are opened and read by over 90% of recipients. Because SMS is the only messaging feature built into every device – by default – it has become a permanent fixture on everyone’s phone. When most of your consumers wake up, they check their phones first. When you have someone’s attention like this, it’s the perfect time to explore this area for marketing.
Here are some tips to keep in mind when creating your SMS Marketing Strategy:
- Focus on your List – You have no one to send messages to without a list. Make sure your list is up-to-date and includes opted-in subscribers only. You can acquire a list from various sources, such as trade shows, customer lists, surveys, or bought lists. However, you must understand the CAN-SPAM Act and follow it.
- Include a Personal Greeting – Start your messages with a personal greeting, such as “Hi, ____.”
- Provide Unique Promotions and Deals – SMS marketing is a great way to offer unique promotions and deals not available on your website. It will help drive traffic and sales to your site.
- Be Timely – Messages should be sent out at the right time to reach your target audience. Timing is everything in marketing, especially true with SMS marketing.
- Make it Easy to Subscribe and Unsubscribe – Always provide an easy way for people to s ubscribe and unsubscribe from your list. You can do this by including a link in each message or providing a form on your website.
- Include Call to Action – To get the most out of your SMS marketing, you need to have a call to action in your messages. It could be anything from driving traffic to your website to asking recipients to call you for more information.
- Test, Test, Test – Test your messages before sending them out. Make sure they are formatted correctly and that the links work perfectly.
- Be Concise – Keep your messages brief and to the point.
SMS marketing is an excellent way to connect with your customers and prospects. Follow these tips to create a successful SMS marketing strategy. You may also read more about our SMS Marketing Best Practices.
Regardless of the technique you choose, keeping your messages tailored and relevant to your target audience is critical to keep it individualized to their interests. You’ll develop essential and long-term relationships with your consumers as a result of this.