In recent years, text message marketing has become a widely used tool for businesses. SMS offers typically have a very high open rate and redemption rate, but some campaigns are more successful than others. Certain pitfalls can have a negative impact on your mobile marketing campaign. Here are seven common mistakes to avoid when creating an SMS marketing plan for your business.
Unclear Call to Action
Having a clear call to action is essential for a successful campaign. However, many companies overlook this important step, and miss out on a key opportunity for customer engagement. Although you may be limited to 160 characters in your text marketing messages, you should always make room for a clear call to action which encourages customers to take the next step.
Overusing Industry Specific Language
Most industries have very specific language, but typical customers are not well versed in the language. When creating your text messages, it can be an easy trap to use industry verbiage rather than layman’s terms. This may result in confusion among your mobile subscribers. When possible, try to avoid industry-specific language to ensure your messages are clear, concise, and easy to understand. Remember that you’re writing for your customers, not your professional network.
Sending the Same Message Over and Over
When creating your text message marketing plan, it can be tempting to simply distribute the same offers over and over again. However, this reduces the impact of your messages. If you are sending out the same offers all the time, then your customers have no motivation to take action right away. Instead, they know they will get the offer again, so they will be unlikely to make a purchase immediately. Over time, customers may also get bored by your messages and opt out.
Make every message new and different for a greater impact.
Too Lengthy a Message
Text message marketing can be an effective way to reach your customers. However, you are limited to 160 characters per message. Although some smartphones may seem to allow messages longer than this limit, messages are still sent over the network in 160 character chunks. This can lead to a long message being sent as multiple messages, which in turn may charge your customers additional fees. Lengthy messages may also be broken up, which looks unprofessional and could lead to confusion. Therefore, it is essential to create messages that are short and within the limit.
Only Using SMS Once
Mobile is a unique channel for continually engaging with your subscribers. One common mistake many companies make is simply using text messages as a communication tool for a one-off special. When you do this, you miss out on the potential to build relationships with your mobile subscribers over time, which will help boost your customer loyalty and retention.
Poor Timing and Frequency
An easy way to lose customers is to annoy them with too many texts or send messages at inconvenient times. One of the most common mistakes that companies make in their text message marketing campaigns is related to the frequency of messages. Data has shown that the optimal frequency is 1 to 2 text messages per week, according to research from BlueHornet.
Keep an eye to the timing and frequency of your text messages.
Poor timing is another common mishap that can have a negative impact on a mobile marketing campaign. Text messages are an immediate marketing channel, with most people opening a message within 3 minutes based on research from MobileSquared. Therefore, it makes sense to send your text messages at a time that works well with the offer you’re sharing. For example, if you are sending an offer for lunch, distribute the message just a few hours before for greater redemption rates.
A Lack of Engaging Messages
When you send text messages to your customer base, it’s important to create something that attracts their attention and makes them want to continue to participate in your mobile program. Offers, specials, tips, and appointment reminders are a few examples of text messages that provide some value to the user.
When creating your SMS messages, you should also avoid sending anything that is too general. Personalisation and tailor-made messages will always have a stronger impact than generic offers. An easy way to personalise a message is to use the mobile subscriber’s name in your communication to them, according to Mobile Marketer.
It may take you some trial and error to find the exact type of messages that work best for your company. But by avoiding these common pitfalls, you can increase your chance of having a widely successful mobile campaign. If you are ready to begin, try FireText for free today!