SMS marketing is popular due to its unique benefits like quick communication and concise messaging. Following best practices can enhance customer response, but be wary of common marketing mistakes.
Here are five common mistakes in SMS marketing and the ways to avoid making them.
#1: The Same Messages From SMS and Email
Some businesses think that they can copy and paste the same information between SMS and email. But in fact this can be a major mistake. It will negatively affect your marketing in multiple ways.
SMS marketing is more effective than email marketing because people are always on their phones and see text messages immediately, unlike emails which may not be checked as often. Emails are often not seen in real time, making it difficult for business owners to track the success of their marketing campaigns.
Now onto why copy pasting the exact same text in your SMS and email is a mistake.
Customers dislike receiving repetitive messages on various platforms, feeling like they’re interacting with a bot. Businesses should utilize chatbots and digital tools in SMS and email marketing to save time and avoid errors. Hiring enough staff to manually craft each message is impractical, regardless of a company’s size.
Use bots to communicate with customers, but personalize messages. Avoid using the same text on all platforms, as it may appear impersonal. Format messages differently for SMS and email to maintain aesthetic appeal and engage customers effectively.
To avoid annoying customers, tailor messages to fit the channel. Use longer, informative emails with visuals. Keep SMS short and simple for updates and reminders, avoiding email repetition to maintain a professional image.
#2: Spammy Messages
SMS is commonly used for receiving concise messages. However, sending lengthy or frequent messages can be perceived as spam, leading recipients to unsubscribe.
Unsubscribing means blocking the number, so your message will not show up unless they open it. This can hurt your business engagement.
You can avoid spammy messages by keeping these three points in mind:
- Send relevant information that customers will care to check.
- 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.
Consider providing a brief, engaging text along with any necessary links for more information. Sending just a link can be seen as spam and lead to your number being blocked. Make sure your SMS marketing is informative and appealing to avoid being ignored or marked as spam.
Limit text messages to 160 characters to decrease unsubscriptions. Inform customers about events, birthdays, special occasions, holidays. Express solidarity during tough times with a relevant message.
#3: Missing a Clear Call-to-Action
Include a clear call-to-action (CTA) in your messages to customers. Use direct language and formatting, like a link, to guide them on what to do next.
Here’s an example of a good CTA used in SMS marketing:
Wrong: Visit our website and take advantage of our 20% discount.
Right: Visit our online store at (insert link here) to get a 20% discount on our shoes. You can also use code SHOES OFF on our website.
Ensure clarity in CTAs to avoid confusion and increase customer conversion rates. Provide specific instructions to direct visitors to the intended website and clearly outline the benefits of doing so, such as receiving discounts. By eliminating ambiguity, you can effectively guide individuals towards taking desired actions on your site.
There’s a chance no one will search for your domain name on Google, so make your offer attractive and informative. Simply provide a link to the sale section of your website to save time.
#4: Creating Generic SMS Marketing Campaigns
Customers receive ads daily. Stand out by being professional and offering value. Many use SMS marketing for sales. Goal is the same, avoid being pushy.
When running an SMS campaign, always provide customers with valuable benefits to keep them engaged. Offer deals, updates, and useful information to show you care about their needs, not just their money.
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.
An extra tip to use here:
Living in a stormy area means frequent power outages. Without SMS warnings, people and businesses would be upset.
When your business is undergoing a significant change or update and you have subscribers, it’s important to communicate with your customer base. Whether it’s a policy adjustment or a temporary website shutdown for maintenance, simply send them a text to keep them informed. Otherwise, you may start receiving a flood of complaints.
Many businesses overlook the importance of SMS marketing. Simply sending congratulatory texts or sale notifications is not sufficient. Consider if a customer wants to buy a gift but your website is down, disrupting their plans. Timely texts can prevent such issues and allow customers to adjust their plans accordingly.
Takeaway:
Notify customers in advance during emergencies, differentiate from competitors, personalize messages, stay informative, and provide value in your calls to action.
#5: Bad Timing
SMS marketing requires careful timing to avoid inconvenience. This principle also applies to posting on social media. When confirming appointments with customers, there are both good and bad approaches. See examples below.
Bad: Sending the confirmation text the day of the appointment.
Good: Sending the confirmation text 24 hours before the appointment.
The first notification is strict, while the second serves as a helpful reminder. It benefits your business to be transparent. Knowing in advance if someone will cancel allows for better time management. The open slot can be offered to those on the waiting list. If not filled, it provides a chance for rest or attending to other matters.
Avoiding bat timing tips:
Bad timing occurs when sending out a regular SMS during a crisis. Stay informed and join the conversation with a brief message or emoji showing your support for the cause.
Takeaway:
Schedule SMS marketing messages at optimal times to avoid disrupting customers’ sleep. Consider social events that impact your target market to ensure positive responses.
Conclusion
To succeed in SMS marketing, focus on keeping messages short, simple, and easy to follow. By avoiding common mistakes, you can enhance your campaign and engage customers effectively.
Share your own experience with using SMS marketing in your business strategy. Have you been making these mistakes? Or are there any we haven’t mentioned here? Let us know in the comments.
