Marketing has become more complicated as people are quick to tune out advertisers. To cut through the noise, it’s important to find innovative ways to reach your audience. SMS marketing has come to the rescue for many marketers for its ability to get their customer’s attention.
The myth that SMS marketing costs are high and prohibitive is often debunked when considering the impressive return on investment it offers.
However, it is easy to make a mistake when trying out a new strategy such as SMS marketing. When done right, agencies like Agital are able to boost customer engagement, drive sales, and build lasting relationships. In this article, we will go over several common mistakes you should avoid.
1 – Ignoring opt-In rules
One of the foundational rules of SMS marketing is the need for explicit consent. Before you even think of sending out a promotional message, you need to have the recipient’s clear approval. Nobody likes unsolicited messages so just as you wouldn’t appreciate a stranger knocking on your door without warning, customers don’t appreciate businesses texting them without permission.
Ignoring the opt-out requests is not only a breach of trust but can also land businesses in hot water. When a customer chooses to opt-out, they are sending a clear signal that they no longer wish to receive messages. Continuing to send messages post this can lead to legal consequences.
Many countries have strict regulations about unsolicited communications, and violating these can result in hefty fines. There’s also the damage to a brand’s reputation that can be devastating. Customers talk, and in today’s age of social media, word spreads fast. Respecting opt-in and opt-out rules is essential for successful and ethical SMS marketing.
2 – Sending messages at inappropriate times
There’s nothing worse for a potential customer than receiving a text message at all hours of the night. Sending a message at an inappropriate time can be a fast way to lose lots of leads.
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 during the hours when people are most active. Typically, this is mid-morning to mid-afternoon. It’s the sweet spot when people are likely checking their phones but aren’t too swamped with work or other commitments.
Early mornings and late nights are times to avoid. No one wants to be interrupted during their morning routine or just before they’re winding down for the night. The goal is to engage and connect with your customers, not annoy them.
3 – Lack of personalization
People like to feel valued and understood. When they receive messages that resonate with their needs and preferences, they’re more likely to engage. This is 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 that cater specifically to each group. For instance, a young college student might be interested in a different kind of promotion than a middle-aged professional.