SMS marketing remains alive amidst mushrooming free chat applications. In truth, SMS marketing grows stronger than ever. The promotion tool slips through smartphone popularity then finds place in today’s users as potential customers.
As smartphones are barely separable nowadays, SMS marketing arrives at the customers’ fingertips directly. Many opt choosing SMS marketing to emails. People most likely open SMS marketing to emails.
Optimize the broad benefits by avoiding 10 SMS marketing mistakes that are listed below:
Error #1: Delivering SMS marketing without permission
The old saying “knocks before you enter someone’s house” holds true for every single aspect in our lives. Don’t disregard a user’s privacy for virtual world as in smartphone. Always consider smartphone as their homes.
Before anything else, collect information on state and local regulations and wireless carriers’ messaging policies to check targeted customers are really those who wish to receive SMS marketing. Hold up your company’s reputation through this simple common sense that informs your customers how much you value their choice.
Tips #1: Using an Opt-In Form
Include an opt-in form that can be either clicked or not by receivers of your SMS marketing. Once signing up, they agree to receive contents, such as exclusive promotions, product releases and others. You can either send online forms or ask for them texting a keyword to a mobile shortcode.
For example: “Text YES to 555111 to sign up for our latest information and enjoy 15% discounts for next orders!”
The rule no. 1 lays out a strong foundation between your business and customers. They will start recognizing your brand as trustworthy one.
Error #2: Ignoring numbers validity
The second error tops SMS marketing delivery mistakes. Companies merely send SMS marketing without previous checking on targeted customer numbers. Changed, fake or invalid phone numbers are very common. Sending SMS marketing to changed, fake or invalid numbers contribute in ineffective promotion. Not only your brand message fails to hit the target but also your marketing expenditure.
Tips #2: Building your own contact list
Our tips may take long time and require patience but this will result in convincing customer numbers. You can purchase or borrow contact list from external party but you may receive contacts that are no longer valid.
To grow the contact organically, you can utilize SMS list that’s already at your contact base. From that, hold a contest, offer limited discounts and promote your brand in other media platforms. Through the channels, you can garner more subscribers.
It’s recommended for you checking whether or not all your customer contacts are valid through a reliable API with phone number lookup.
Error #3: Failing to focus on future communication
SMS marketing isn’t a sort of hit-and-run communication strategy. Grabbing new customers and getting in touch with them well brings two different challenges. While some brands focus too much on the first goal, you need to make the purposes at a good balance.
This will lead to customers’ beforehand knowledge on what SMS marketing natures your brand be in the future. It’s recommended to inform them in advance technical terms based on the mutual agreement.
Tips #3: Giving information text after opt-in
Put customers convenience on top of all. In the information text, explain on how frequent you’ll be texting and the types of information you’ll be sending. In addition, inform them in case they want to opt-out or change their messaging preferences.
Error #4: Sending the same content for SMS and email
Email and SMS are two different marketing tools. Each of them contains different benefits so optimize them accordingly. Don’t focus on time and cost efficiencies that you treat them the same way. Deliver the same messages but with different presentation for email and SMS.
Tips #4: Delivering on-time promotion and information
Truly hold on what makes SMS marketing is unique by its nature. With just 160 character at store, create content that speaks your business well within that short space. Then send the message on proper time that most likely reaches as many people as possible.
Email can take up longer message with pictures, links and attachments. Email accommodates your business for sending complete messages that can be saved for upcoming activities.
SMS marketing fits well for your purpose of persuading customers to take immediate actions in response to promotion or information that you send.
Error #5: Neglecting time zone
Given SMS marketing nature as immediate action caller, timing plays very essential role for the success of the marketing tool. Put the rule into practice whether or not you have international customers or regional audiences as the targets.
Tips #5: Adjusting to time zones
Pay attention to time zones of the customers, especially when you have global audiences as the customer targets. Choose an API provider that systematically scales and maximizes for different countries’ mobile rules. Use a provider that automatically sends your messages to your customers at the right hour according to the time zone.
With that said, study well on your subscribers’ time schedules for local customers. General rule has it that no SMS marketing is expected before 9 AM or after 9 PM. Deliver your messages during business hours that customers most likely have their phones at hands then see SMS immediately.
Error #6: Sending spammy messages
Nobody likes receiving spammy messages. The rule applies for emails, let alone SMS. Get your messages on-point within 160-character limit. Cultivate your skill at creating effective and attractive messages for SMS.
Make SMS yang will instantly deliver your messages in seconds, even through a phone’s lock screen.
Tips #6: Making short but effective messages
Bear these classic rules on your mind about SMS marketing. Put them into practices by composing messages that are read personal, informal but informative. Use your customer’s name, state your intention clearly and add humour whenever necessary.
Error #7: Missing a clear call-to-action
A call-to-action holds the most important part of an SMS marketing. Paying attention to this segment is necessary as SMS marketing hopes customers to take immediate actions as intended.
Given the goal, you can’t fail to capitalize call-to-action in your SMS marketing. You can’t create unclear call-to-action messages. State clearly what your call-to-action messages, such as subscribing to your mailing list, registering to an event, purchasing products or filling customer survey.
Tips #7: Making call-to-action statements
Optimize one-line statement to wrap your messages into a clear call-to-action. Within few clicks away, drive them to do as you wish, from taking part in a survey to enter waiting list of certain product launches.
Use keywords to encourage customers taking actions. Firstly, ask for them responding to your texts with specific keywords to participate in exclusive offers. Secondly, use keywords in your texts to get your messages straightforward. As customers know the keywords very well, they will likely act immediately.
Error #8: Bombarding the customers
Customers will find it annoying when you send too many messages within short period. They will unsubscribe from your mailing list if they receive too many promotional texts. Delivering texts every day to their phones will be considered irritating.
Tips #8: Sending texts once or twice per week
Sending texts once or twice per week is considered ideal. The strategy won’t irritate customers. At the same time, your company engages well with the subscribers. Deliver texts that contain important information only. Or send texts that require immediate actions.
Error #9: Relying on one promotion tool only
In relation to point number 4, don’t use one channel only. SMS and emails convey different marketing presentations. They can support one another that result in increased subscription and rising sales.
Tips #9: Using SMS marketing as email marketing compliment
Optimize both channels to engage with your customers. Voice your brand and convey your messages in both emails and SMS. For instance, send emails on upcoming offline sale event held by your company. Follow up the email through an SMS that informs subscribers on the event.
Optimizing the two tools is a win-and-win solution. The strategy makes them feeling personal and comfortable. On the other hand, your firm will remain in touch with them.
Error #10: Overlooking customers’ needs
We reiterate how crucial for your brand to put customers’ satisfaction on top of all. Put on their shoes before sending an SMS. Avoid delivering texts on your product releases or discounts that don’t relate to their needs.
Tips #10: Giving advantageous texts only
Think of yourself questions like whether or not the information that you’ll be sending will benefit for your customers. If necessary, conduct a survey to let yourself knowing which information that best meets their interests.
Then act accordingly. Only then will a deep and engaging relation between your company and customers start flourishing.