7 Common SMS Marketing Mistakes Businesses Make

Texting is your direct line to customers, but they’ll unsubscribe if you’re not careful. Like any other marketing tool, it can backfire if you don’t use it correctly. 

From overlooking the significance of opt-ins to underestimating the power of two-way messaging, we’ll walk you through seven common mistakes businesses make when texting customers.

1. Not Collecting Opt-Ins

Opt-in permission is a huge part of SMS marketing. Yet, many businesses make the mistake of overlooking opt-in requirements. Texting people without their written consent is illegal as it violates privacy regulations. It also negatively affects your brand reputation. 

To avoid this, make sure your texting campaigns comply with regulations such as the Telephone Consumer Protection Act (TCPA). Implement clear opt-in processes on your website, social media, and other touchpoints.

2. Overlooking Personalization

Generic, one-size-fits-all texts don’t cut it. Failing to tailor your messages to each contact’s preferences, behaviors, demographics, etc., leads to disengagement. People expect personalized experiences and generic messages are more likely to be ignored. 

Segment your text subscriber list and use customer data to understand your audience better. Write messages that resonate with each segment to increase engagement. Personalized SMS campaigns create a more meaningful connection with your audience.

Related: How to Build a Text Subscriber List and Why It’s Important

3. Sending Too Many Texts

Bombarding your audience with excessive messages will annoy them and lead to opt-outs. Businesses often make the mistake of being too aggressive with their SMS marketing frequency. This decreases engagement and frustrates customers. 

Find a balance between staying connected and overwhelming your customers. Figure out a reasonable frequency based on your industry, product/service lifecycle, and customer preferences. Regularly analyze engagement to see if you need to change your strategy. 

4. Sending Texts at The Wrong Time

Timing is everything in SMS marketing. Sending messages at inappropriate hours can irritate your audience and leave a bad impression. Businesses sometimes ignore time zones, leading to messages being delivered at inconvenient times. 

Study your target audience’s behavior and time zone preferences. Schedule your texts to send during periods when your target audience is likely to be receptive. Being considerate of your customers’ time increases the likelihood of positive engagement. 

5. Having Weak Call-to-Actions (CTA)

A strong call to action (CTA) guides your audience towards the desired action. Some businesses make the mistake of sending messages without clear and compelling CTAs or too many CTAs, decreasing the effectiveness of their campaigns.

Write concise and compelling CTAs that clearly communicate the desired action. Whether it’s making a purchase, visiting a website, or participating in a promotion, make sure that your audience knows what you expect from them. Use persuasive language and, if needed, incentives to drive desired outcomes.

6. Ignoring Two-Way Communication

SMS marketing should not be a one-sided conversation. Don’t make the mistake of treating SMS as a broadcast channel only, neglecting two-way, interactive communication.

Encourage two-way communication with your audience. Allow customers to reply to your messages, ask questions, and provide feedback. Engaging in conversations builds trust and creates a more meaningful relationship between your brand and your audience.

Related: What is Conversational Texting?

7. Messaging is Inconsistent

Consistency helps you establish a strong brand identity. Businesses sometimes send conflicting messages through their SMS campaigns, confusing their audience.

Develop a consistent brand voice and messaging strategy. Make sure that your SMS content aligns with your overall marketing messaging, both in terms of tone and content. Consistency builds trust, reinforces brand identity, and contributes to a more cohesive customer experience.

Related: How to Develop Your Own Voice for Sales and Marketing Communication

Improve Your SMS Campaigns

SMS marketing is a powerful tool for businesses when executed strategically. Avoid these seven mistakes to improve your SMS campaigns while building lasting relationships with your audience.

Need a reliable business texting platform? Skipio is specifically built to help businesses like yours, boost replies, increase meeting show rates, and grow revenue with automated two-way text messaging. With pre-build campaigns, a dedicated resource library, and access to many integrations, Skipio is the best texting tool for your business.

Schedule a demo today to learn more about Skipio’s features.