When it comes to SMS marketing, many people think that it’s a piece of cake. After all, the majority of us send texts daily. But SMS marketing is about quite a lot more than just sending text messages. It is a communication channel with the client, which, if used properly, can bring outstanding results. It is actually the preferred way for a lot of businesses to contact their customers, because its personal touch can make them feel special. As many as 90% of consumers who participate in SMS loyalty programs, or clubs feel like they benefit from them.

SMS Marketing Mistakes and Advices

In this text, you will find some examples of the most common mistakes that marketers make when it comes to SMS marketing. We will also give you some advice on how to avoid them, or to fix such situations. Grab a pen, and let’s begin. 

1- Not encouraging customers to opt-in

SMS marketing has great power – up to 90% of text messages are opened within 3 minutes. Why not make the most of such an opportunity? Unfortunately, hardly anyone subscribes to a marketing list without prior encouragement. Quite a lot of your clients probably don’t even know that you have such a program, but Incentives can really do a lot to convince them to join. Did you know that half of all consumers admit that they would opt into an SMS loyalty program if they were offered some rewards in return? 

As you can see, all you have to do is guarantee a coupon or a special offer and clients will usually be quite willing to join your program – so emphasize this aspect when promoting it. Don’t forget to label the consent field clearly, as the customer must be aware that they are expressing a desire to join and not just accidentally checking a random box among several others.

2- Not differentiating between SMS and email communication

A very common mistake is to copy and paste text to various communication channels. This is a big mistake, as each has different benefits and potential. You will lose some of them by sending the same content via several methods.

Emails are the right solution for longer, more complex formats, or when you need to include some graphics. However, when it comes to SMS, you have to limit your message to 160 characters. These are short and urgent messages. It’s a great way to send out an incentive like “the promotion is about to end soon” or “only 3 hours left until the end of the sale”.

Here you can find more differences between these two types of marketing. Text messages are quickly readable, while emails may be waiting in an inbox for several days – their open rate is only 20%. Take that into consideration when creating content in the future. 

3- Poor timing 

The time at which you send an SMS is crucial, as It will affect whether someone deletes the notification in a hurry or actually reads its content. What’s the best time to send a message? The general rule is that nobody wants to be disturbed at night by an SMS, so don’t send them after 9 pm. It is worth sending such messages on weekdays in the morning, when people are on the way to work.

This means morning hours, but in general from around 9 am to noon. No one wants to be woken up in the morning by an SMS either, but sending messages later may be ineffective given that it would be at peak hours of a business day. It could therefore be worth waiting until your customers finish work and have some spare time. Meaning the next good window is from 5 pm to 9 pm.

When it comes to weekends, people want to have a peaceful day-off, so don’t bother them after 1 pm on Saturdays. Let them take a breath. Sundays are a little different – you can send an SMS after 4 pm, by which time people are starting to think about the upcoming working week. But remember that they want to get some sleep and relaxation before Monday, so don’t disturb them after 7 pm.

It is a good idea to schedule your text messages according to these tips. You can do this via JookSMS without having to remember all these time frames, and schedule campaigns once, without worrying about timing. There are many more useful features too, so check them out. 

4- Not providing the best content

There is probably a reason why SMS messages have a 160-character limit. The charm of an SMS is that it is short and sweet. Therefore, messages that are too long and spammy will not work as intended. Communication via text messages is considered a relatively informal method. Consequently, it is worth ensuring that content is straightforward and not too complicated. They’re supposed to be easy to understand from the first sentence popping up on a phone’s lock screen. 

Believe us, you can create a complex message even with only 160 characters. Sometimes it is better to include a link than explaining full details. Text messages are quite a direct channel of communication,  so don’t hesitate to add a little humor in order for it to remain in the recipient’s memory for longer. 

5- Not including a clear call-to-action

Adding CTAs is always a good idea, especially when you’re constrained to a character limit. They push customers to complete the desired action. Due to the fact that text messages provide instant communication, a CTA may turn out to be the most important part of the entire message. 

With SMS marketing, you can stimulate immediate actions. Adding keywords is also a great solution, since they can make a CTA easy to recognize and, therefore, easy to execute. Using a CTA and adding keywords facilitates the entire process of encouraging customers to take your desired actions.

6- Not using short numbers or the company name 

Imagine a situation when you receive an SMS from an unknown number. You may be afraid that it is some kind of scam, so you delete the notification or the whole message without reading it. Yet it was probably just SMS marketing. 

To avoid this situation, you should invest in software that allows you to choose a short number or assign your company name to a given number. This is the best solution for not making customers afraid of your SMS marketing. It will also make communication more personal. Text messages feel friendly, so adding your name makes it even more unique and heartwarming. It’s worth a try. 

7- Not personalizing your messages

Personalization is a great advantage of SMS marketing. Each of us responds to our name, whether it is spoken or written. In addition to addressing your customer directly, another good is to refer to their previous visit to your store or recently purchased products. It will show your interest in the customer.

Other heart-melting possibilities are birthday wishes and a gift from your brand, e.g. a discount coupon. You don’t need a long text for this type of communication – a short message with wishes and a gift is enough to create a friendly atmosphere.

8- Not knowing your limits

Over 90% of Americans keep their mobiles at their fingertips. so many companies take advantage of the fact that users check their phones so often by bombarding them with dozens of messages. They forget that enough is enough. 

As you can see, it is not only timing that matters, but also the number of messages sent. There is no point in sending reminders every day. The customer may start to feel hemmed in and eventually unsubscribe from your loyalty program. And that’s not what SMS marketing is about. 

To make the most of your SMS campaign, you need to set the time frame for it and spread the communication over time. Daily messages are pointless. It is much better to create high-quality content and send several such texts during the campaign than to write one unprofessional one and send it repeatedly. It’s not the quantity but the quality that counts. 

Final thoughts

As you can see, it is relatively easy to make mistakes when starting out with SMS marketing, even if you already know this communication channel inside and out. Sometimes feeling too confident can actually make you lost. Thanks to this article, we hope that you will stop making these eight mistakes, at least, and be on the right track to producing an effective SMS marketing strategy.

When creating your next campaign, firstly use JookSMS and secondly avoid the above mistakes. Hopefully then it will be a huge success. We’re looking forward to it!

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