The Top 9 Worst Text Message Marketing Mistakes
With its unmatched immediacy, SMS marketing stands out in digital marketing because it delivers curated messages straight into the customer’s pocket. Thanks to its direct approach, this method boasts impressive engagement rates.
As you master the nuanced fundamentals of text message marketing, we’ll help you use this powerful tool wisely to maximize its potential without stepping into common pitfalls.
Here, we’ll unfold the top 9 text message marketing blunders to avoid, starting with the most common mistake: spamming subscribers.
Mistake 1.) Overloading Subscribers
First up, spamming text (and email) subscribers.
It may seem simple, but finding the right balance in text message marketing frequency is a tough egg to crack. When starting, companies often either ease up on the gas too much to minimize spam or go full throttle to increase digital presence.
However, overloading subscribers with too many messages leads to fatigue, irritation, and increased opt-outs. Think about it; we’d bet you’ve been recently irritated at least once by unsolicited messages or emails.
Very few marketers find the Goldilocks zone that hosts a perfect balance, keeping audiences interested without overwhelming or pestering them.
Okay, so what’s the perfect amount? A practical approach involves monitoring engagement rates and asking for subscriber feedback to determine the ideal messaging cadence.
We recommend sticking to 2-4 messages per month to start. Each message delivered should provide nothing but value that is timed and appropriately based on customer behavior and preferences.
This strategy helps maintain interest and prevents your brand from becoming a nuisance in your subscribers’ busy inboxes.
Mistake 2.) Neglecting Opt-In/Opt-Out Protocols
Here’s another mistake: false transparency regarding opt-in and opt-out protocols.
Adhering to opt-in/opt-out protocols is not just about best practice—it’s a legal requirement in many regions. Failing to secure explicit consent before sending marketing messages or failing to facilitate an easy way to cancel will bring hefty fines, damaged reputations, and a loss of consumer trust.
Therefore, designating transparent and lawful processes that respect consumer privacy and adhere to regulatory standards is a baseline requirement.
Make sure that your subscribers know what they are signing up for and what to do to unsubscribe. Use easy-to-understand language that informs them about the nature of the texts they will receive and how often. Clear language aligns with legal requirements and improves trust, setting a positive tone for future communications.
Implement a straightforward opt-out mechanism in every message; no hard-to-find buttons or endless loops. These standards comply with laws and respect consumer choice, reducing the likelihood of complaints and negative feedback.
Remember, a respected subscriber is loyal, and loyalty drives long-term success in SMS marketing.
Mistake 3.) Exceeding Character Limits
Exceeding the allotted amount of characters is an easy mistake to avoid, yet so many blunder the messages due to a simple lack of knowledge.
The standard SMS text limit is 160 characters. Lengthy messages cause fragmentation, higher marketing costs, and decreased engagement.
Concise messages allow the complete delivery of critical information, maintain cost efficiency, and respect the subscriber’s time and energy.
Aiming for clear, straightforward communication helps deliver calls to action briefly, maximizing your SMS campaigns’ impact and efficiency.
Mistake 4.) Lacking Personalization
Here’s another straightforward yet common text message marketing mistake: bland, unpersonalized messages.
Not tailoring your SMS to the individual will make your messages feel generic and impersonal. Personalization boosts engagement by making each recipient feel uniquely considered.
Incorporate elements like the subscriber’s name, recent interactions, or preferences to make messages resonate more deeply. This strategy enhances the user experience and significantly increases the likelihood of a positive response.
Mistake 5.) Using Spam-Triggering Content
Spam filters. Text message marketers love and hate spam filters, as they prevent scammers and spammers from taking over the marketplace yet often limit usable language.
Specific phrases and formatting choices can flag your content as spam, leading to blocked messages and disengaged subscribers.
Understanding and avoiding using overly aggressive sales language, CAPS LOCK, excessive exclamation marks, or misleading claims is vital.
Opt for clear, honest communication that respects your audience’s intelligence and adheres to best practices in digital marketing.
We’ve taken just a snippet of words to avoid and listed them below:
- Buy
- Order
- Near You
- Make Money
- Double Your
- Opportunity
- While You Sleep
- Work From Home
- Cash Bonus
- Free
- F r e e
- 100% free
- Lowest Price
- No cost
- Price
- Serious Cash
- Sample
- Lifetime
- Email Marketing
- Subscribe
- Visit Our Website
- Million
- No Catch
- Call
- Free Installation
- Certified
- Amazing
- For Free
- Get it Now
These are only a select few words to avoid. For a comprehensive list, here’s a spamword article from HubSpot.
Mistake 5.) Failing at Consistency
Consistency is key in text message marketing. Sending texts at erratic intervals can lead to subscriber confusion and disengagement. Establish a regular schedule for your messages to keep your audience engaged and informed without overwhelming them.
For example, a weekly update every Tuesday morning can create a routine that subscribers anticipate and trust. Utilize analytics to determine optimal timing for engagement, ensuring your messages are both expected and welcomed.
This approach maintains interest and builds a reliable communication pattern with your audience.
Mistake 6.) Overlooking Audience Segmentation
Ignoring audience segmentation is a common oversight that can dilute the impact of your SMS campaigns. Effective segmentation allows you to tailor messages to different groups within your subscriber base, enhancing relevance and engagement.
For instance, sending targeted promotions based on past purchase behavior or location can significantly increase response rates.
Utilize data analytics to segment your audience accurately and craft messages that resonate with each group’s unique preferences and needs. This strategy ensures your communications are personalized and effective, increasing satisfaction and retention rates.
Mistake 7.) Ignoring Mobile Optimization
One crucial oversight in SMS marketing is failing to ensure that all content is mobile-friendly.
Since most consumers, customers, and buyers exclusively view text messages on mobile devices, you should optimize every shared link and content reference for a seamless mobile experience.
This includes providing easy navigation on your website, landing pages, and online forms that are easy to navigate on a smartphone screen. Only optimized content will breed good user experiences and high drop-off rates.
Regularly test your links on various devices to guarantee that your audience encounters no barriers when interacting with your content, improving engagement and conversion rates.
Mistake 8.) Not Tracking Performance
Another common pitfall in SMS marketing is the need to track and analyze campaign performance.
Leveraging analytics can give you critical insights to inform and improve your future strategies. Metrics such as delivery rates, open rates, click-through rates, and conversion rates are pivotal in understanding the effectiveness of your messages.
Tools like Google Analytics or specialized SMS analytics platforms can help you monitor these indicators, allowing you to tweak your tactics, optimize message content, and ensure that your campaigns consistently achieve their objectives.
Mistake 9.) Isolating SMS Campaigns
Our final listed mistake is that operating SMS campaigns from your broader marketing strategy is a substantial oversight. Text messaging should be integrated harmoniously with other channels like email, social media, and your main website.
This approach enhances the overall coherence and impact of your marketing efforts. For instance, driving subscribers to exclusive content via SMS that’s also teased on social media can amplify engagement and create a seamless customer experience.
Coordination across platforms ensures that your messaging reinforces and complements the narratives established on other channels, solidifying your marketing ecosystem and maximizing the reach and effectiveness of every campaign.
Avoid Text Message Marketing Mistakes with Alphalytics
Navigating the pitfalls of SMS marketing is crucial for building lasting connections with your audience. Each message is an opportunity to engage meaningfully and directly.
Partner with Alphalytics, an expert SMS marketing specialist, to refine your approach and enhance your results. We’ll help you avoid common mistakes and optimize your communication strategy.
Contact Alphalytics today for a free estimate on mistake-free text message marketing services and start crafting success the right way.
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