The SMS marketing, which, let’s recall, reaches record reading rates of 98%, is a powerful tool that no longer really needs to prove itself. A formidable weapon indeed, but one that can backfire on its sender and cause significant harm. To spare you a lot of trouble, here are the ten most common mistakes every e-marketing professional should know, and how to avoid them.
1) Not obtaining users’ consent
The most serious and costly mistake is sending SMS messages without recipients having clearly given their prior consent to receive your offers. Not only is this method against current regulations, but it can also quickly tarnish your brand’s reputation.
Solution: Implement an opt-in strategy to contact only people who agree to receive your messages.
2) Sending SMS at inappropriate times
Timing plays a crucial role in SMS marketing, especially with the new laws recently enacted. Now, sending a promotional message at midnight or during lunch hour on a Sunday can not only inconvenience your customers and damage your image, but also expose you to sanctions.
Solution: Send SMS during weekdays, during business hours, and preferably late morning or early afternoon. Use analysis tools to identify the most relevant time slots for each segment of your audience.
3) Neglecting personalization
The absence of personalization is a mistake still too common. Yet, this simple gesture can greatly impact your campaigns, particularly regarding the engagement rate! Recipients expect messages that speak directly to them. Not personalizing your SMS messages is like considering your clients as mere numbers and not as individual entities.
Solution: Include the recipient’s first name in your SMS, along with specific data tailored to their preferences.
4) Sending messages too frequently
Another major mistake in SMS marketing is overwhelming customers with too many messages. Excessive messaging can wear out, even annoy, subscribers, and push them to unsubscribe.
Solution : Stay relevant by spacing out your messages and ensuring that each SMS provides real added value to the recipient. Adjust the frequency based on the nature of your products or services, avoiding crossing the line between relevance and harassment.
5) Not offering an unsubscribe option
The “STOP” mention, does that ring a bell? Recipients must have the option to unsubscribe easily. The absence of such an option is not only against regulations but also very frustrating for the user.
Solution: Clearly and visibly place this mention in each of your messages to maintain a trustful relationship with your subscribers. It’s worth noting that a client who can easily unsubscribe is one who remains open to the possibility of returning later.
6) Using overly commercial content
SMS is a direct and intimate channel. Sending overly commercial messages can irritate the receiver and dissuade them from continuing to receive them.
Solution: Favor useful information, exclusive promotions, or relevant event reminders for the user. A good SMS is short, precise, and straight to the point while offering something of interest to its recipient.
7) Not including a clear call-to-action
Every SMS marketing message must have a specific objective. This implies an explicit call-to-action. Without a CTA, the recipient won’t know what action to take after reading your message.
Solution: Whether it’s an invitation to visit your website, take advantage of an offer, or register for an event, create a simple and motivating CTA. Use action verbs and ensure the provided link is functional.
8) Ignoring database segmentation
This mistake goes hand in hand with personalization. An overly generalized approach is rarely effective. For example, a message intended for young adults will not really resonate with parents.
Solution: Segment your contact lists to send relevant messages to each group of recipients. This increases the chances of engagement and conversion.
9) Not testing campaigns before sending
Not doing enough testing before sending is a mistake that can be costly. A single incorrect link or syntax error can ruin the effectiveness of your campaign.
Solution: Send test SMS messages to ensure the text is suitable for different types of smartphones, that links work correctly, and that CTAs are clear. These tests help avoid embarrassing errors and optimize your message before the official launch.
10) Neglecting message writing
Sending an SMS riddled with spelling or grammar mistakes is an extremely damaging error in SMS marketing. A poorly written message gives an impression of amateurism, even a scam, and can immediately alter the perception your customers have of your brand.
Solution: Refine your messages, carefully consider both content and form, and always proofread. Don’t hesitate to use correction tools to ensure impeccable quality.
11) Not verifying the validity of phone numbers
A database containing incorrect, obsolete, or deactivated numbers can sabotage your SMS marketing efforts. Sending messages to incorrect recipients not only wastes time and resources but can also harm your deliverability statistics.
Solution: Regularly verify your number database with specialized tools like CaptainVerify’s HLR Lookup. Ensure your contacts are up-to-date and valid to optimize your campaigns and avoid unnecessary sends. This also helps maintain a good reputation with mobile operators.
By avoiding these pitfalls and following our advice, you can not only optimize your SMS campaigns, but also strengthen your relationship with your audience. The result? Better outcomes and a better image.
