Blog | Messaging

5 min read

7 SMS Marketing Mistakes to Avoid

by | Sep 20, 2022

With the advent of smartphones, SMS marketing has become an extremely popular way for businesses to reach their target audiences more directly than other channels such as email or social media. When done correctly, companies can enjoy many benefits, such as high open rates, increased sales conversions, and improved customer retention. However, as with any form of marketing, inevitable mistakes can be made, resulting in your campaign being less effective than it could be. 

This blog post will highlight seven of the most common SMS marketing mistakes and how to avoid them.

1. Not segmenting your audience

A marketing campaign’s success depends on the relevance of its message to its target audience. In most cases, sending the same message to everyone on your list will result in a low response rate. However, when you segment your audience, you can customize your message so that it resonates with the recipient on a personal level. Consequently, the SMS message is more likely to be acted upon. Additionally, segmenting your audience allows you to tailor your SMS campaign to specific groups of people, which can help increase its overall effectiveness, and you are more likely to see a higher response rate.

2. Not personalizing your messages

When customers receive a generic marketing message, it can feel like the business is not taking the time to get to know its customers well enough. This can create a feeling of disconnect between the customer and the business and ultimately lead to customers taking their business elsewhere.

Businesses must ensure that their messages are personalized. This is because people are more likely to respond to a personalized message than a generic one sent to many people. Personalization can be as simple as adding your recipient’s name to the subject line or more complex, like sending different messages to different segments.

3. Not having a clear call to action

A clear call to action is one of the essential elements of a successful SMS marketing campaign. But unfortunately, many campaigns fail to include a call to action. You are less likely to get people clicking through to your website or making a purchase without a call to action. Furthermore, lacking a call to action can make your marketing campaign unfocused and directionless. On the other hand, a well-crafted call to action can be highly effective in driving conversions and achieving your marketing goals. When crafting your call to action, keep it concise and direct. Also, ensure that it is relevant to your target audience and aligns with your overall marketing strategy. If you want your SMS marketing campaign to succeed, include a strong call to action. Otherwise, you may lose potential customers.

4. Sending too many messages

In recent years, SMS marketing has become an increasingly popular way for businesses to reach customers. However, as with any marketing campaign, there is a right and wrong way to go about it. Businesses often make the mistake of sending too many messages to their customers. While keeping your customers informed about your latest products and promotions is essential, bombarding them with too many SMS messages can be counterproductive. Your audience may opt out of your list if you send too many messages. In contrast, people may forget about your campaign if you don’t send enough messages. You will be more likely to succeed with an SMS marketing campaign if you find a happy medium between the two extremes.

5. Sending messages at the wrong time

When it comes to starting an SMS marketing campaign, timing is everything. Sending SMS messages at the wrong time can be disruptive and annoying for customers, so it is vital to get the timing right. For example, if you send messages outside of working hours, you run the risk of them being ignored or deleted without being read. Similarly, if you send them too early in the morning, people may not see them until after they have already left for work. Therefore, it is crucial to find a happy medium in terms of timing if you want your SMS marketing campaign to be successful.

An auto-responder is a great way to automate your campaign and ensure everyone who opts into your list receives your messages. You can effectively segment your audience to send targeted messages to specific groups of people. Not using an auto-responder means you’re likely missing out on valuable leads and opportunities to engage with your audience.

6. Not considering the opt-out option

Businesses should consider adding an ‘opt-out’ option when sending out marketing messages. This allows recipients to stop receiving too many irrelevant messages, which can help maintain good relationships and avoid potential complaints. It also helps ensure that businesses stay within legal boundaries. All of these factors can contribute to business growth.

Opting out of marketing communications can be as simple as clicking a link or replying to a message with the word ‘unsubscribe’. By providing this option, businesses show that they respect their customers’ wishes and value their feedback. It also demonstrates a commitment to compliance with relevant laws and regulations.

Offering an opt-out option can also help businesses avoid potential complaints about spam or unwanted messages. Customers who feel bombarded with marketing communications that they did not sign up for are more likely to raise a complaint than those who can easily opt out. By allowing customers to control the frequency and types of communications they receive, businesses can reduce the chances of complaints and negative feedback.

7. Not tracking your results

Businesses that don’t track the results of their SMS campaigns are missing out on valuable data that could help them improve their marketing efforts. For example, without data, businesses cannot know how many people received and opened their messages, what kind of response they got, or whether the campaign successfully achieved its goals.

Additionally, businesses that don’t track their results are at a disadvantage compared to those that do, as they have no way of demonstrating the effectiveness of their SMS campaigns to potential clients or investors. In short, not tracking the results of your SMS campaigns is a bad business practice, and it’s something that all businesses should avoid if they want to be successful.

In Summary

SMS marketing can be a powerful tool when used correctly. By avoiding the mistakes we’ve outlined in this post, you can maximize the effectiveness of your SMS marketing campaign and ensure that you are getting the most out of your investment. If you take the time to segment your audience, personalize your messages, and track your results, you can ensure that your campaign is successful and provides value to your customers.

Harish Thyagarajan

Harish Thyagarajan

Content Marketer at Kaleyra