Marketing has become more complicated as people quickly tune out advertisers. To cut through the noise, it’s important to find innovative ways to reach your audience, such as SMS marketing, which can capture your customers’ attention.
When done right, it can boost customer engagement and sales and build lasting relationships. However, it’s easy to make mistakes when trying a new strategy like SMS marketing. Next, we will review three common mistakes that you should avoid.
Ignore the rules of participation
One of the fundamental rules of SMS marketing is the need for explicit consent. Before you even think about sending a promotional message, you need clear approval from the recipient.
Nobody likes unsolicited messages. Just as you wouldn’t want a stranger knocking on your door unannounced, customers don’t like companies texting them without permission.
Ignoring opt-out requests is not only a breach of trust but can also land companies in trouble. When a customer decides to unsubscribe, he clearly signals that he no longer wishes to receive messages. Continuing to send messages after this may have legal consequences.
Many countries have strict regulations on unsolicited communications, and violating them can result in high fines. There is also the damage to brand reputation, which can be devastating. Customers are talking, and in today’s age of social media, word spreads quickly. Adhering to the opt-in and opt-out rules is essential for successful and ethical SMS marketing.
Send messages at inappropriate times
Nothing is worse for a potential client than receiving a text message at an ungodly hour. Sending a message at the wrong time can be a quick way to lose a lot of potential customers.
Sending messages at the right time ensures that your message is seen and, more importantly, well received. The best times to send promotional messages are usually when people are most active. Typically, this is from mid-morning to mid-afternoon. It’s the sweet spot when people check their phones but aren’t too overwhelmed by work or other commitments.
Early mornings and late afternoons are times to avoid. No one wants to be interrupted during their morning routine or just before winding down for the night. The goal is to interact and connect with your customers, not annoy them.
Lack of customization
People like to feel valued and understood. They are more likely to engage when they receive messages that resonate with their needs and preferences. That’s why you need to add some personalization in SMS marketing.
The way to achieve this is through segmentation and targeting. By segmenting your customer base into different groups based on their preferences, behaviors, or demographics, you can craft messages specifically tailored to each group.