5 SMS Marketing Mistakes and How to Avoid Them

Short message service (SMS) marketing continues to grow and expand. It allows businesses and people to get responses from each other and to keep the communication short and sweet. By using text message best practices, businesses can improve their marketing to their customers. However, there are some mistakes that businesses can make in SMS marketing.

Here are five common mistakes in SMS marketing and also ways to avoid those mistakes.

The Same Messages From SMS and Email

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Image Source: StockSnap

Some businesses think that they can copy and paste the same information between SMS and email, but this is a major mistake. It will negatively affect your marketing in multiple ways.

Your customers feel annoyed receiving the exact same message on different platforms. They think you can’t come up with original content, so you just say the same things.

The message loses aesthetic appeal if you don’t format it for each channel.

To avoid this, make sure to adjust your messages based on the channel. For example, you can make your emails longer and more informative. You should use SMS for short messages and keep it straightforward. Also, you can focus on using SMS for small updates and reminders. This will help you to avoid repetition and help you to appear more professional.

Spammy Messages in SMS Marketing

People use SMS because it allows them to receive quick and short messages. When you create long messages for people or send them too often, this can come across as spam. If people feel like you’re spamming their phone with texts, they will unsubscribe from you. This will hurt your business and leave a bad taste in the customer’s mouth.

You can avoid spammy messages by keeping three points in mind.

  • Send relevant information that customers care about.
  • Don’t send too many messages, usually no more than two or three times a week.
  • Keep your character count low enough to fit it in a single text message.

Most text messages have a 160-character limit, so make sure to stay within that range. As you find the right number of characters and messages to send a week, your unsubscribe rate will drop.

Missing a Clear Call-to-Action

You need to include a call-to-action (CTA) when you send messages to your customers, but you also need to make the CTA clear. Avoid any vague or unclear language so that customers know exactly what you want them to do.

Wrong: Visit our website and take advantage of our 20% discount.

Right: Visit our website at (insert link here) to get a 20% discount on our shoes. You can also use code the SHOES on our website.

The first one feels too vague: they know that you want them to visit your website, but what is the site? How do they know it’s the right one? What do they get a discount on? As long as you keep it clear and tell them exactly what to do, people will understand what you want. Avoid any miscommunication so that you can get more customers to follow through with CTAs.

Creating Generic SMS Marketing Campaigns

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Image Source: Jonas Leupe

Your customers receive advertisements from multiple sources every day. You don’t want to look like another ad campaign to your customers. You need to make sure that you appear professional and valuable to customers. After all, if customers feel like you’re just trying to sell them something, then you’ll look generic.

Make sure that you provide your customers with relevant information or benefits. People don’t want to receive texts from an SMS campaign that doesn’t provide them benefits. Make sure that you offer deals, give them updates, or provide them with relevant information. This will let them know that you don’t want to just get in their wallet, but you want to help them out.

Remember that a business isn’t you taking money from your customer: it’s the customer giving you compensation for a service or product that they enjoy.

Bad Timing

Since SMS marketing allows you to send instant messages to your customers, you need to avoid bad timing. For example, if you want to confirm an appointment with a customer, you can take a good or bad approach. Look at these examples.

Bad: Sending the confirmation text the day of the appointment.

Good: Sending the confirmation text 24 hours before the appointment.

The first one gives them no leeway for confirming the appointment and the second one gives them an appropriate reminder.

Set up your SMS marketing to send messages to your customers at appropriate times. Avoid texts late at night or early in the morning. You will likely interrupt their sleep or cause other problems for them. Find the right time for your customers so that you can get quick and positive responses.


SMS marketing requires you to pay attention to your customers and to stay true to the channel. They are called short messages for a reason: keep them short, keep them simple, and keep them easy to follow. You can quickly inform your customers through the service and avoid inconveniencing them. As you avoid these marketing mistakes, you can improve your business’ SMS marketing.

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