We’ve talked in the past about how to avoid digital marketing mistakes. Now, we’re shifting our focus to the digital marketing channel we’re most familiar with—texting.
The great thing about SMS marketing is how simple it is to execute. Thankfully, this also means most pitfalls can be easily avoided. All it takes is a little know-how.
So, avoid the mistakes before they occur with this blueprint to navigating the most common SMS marketing mistakes.
Almost all the text marketing mistakes you could make are attributed to user-error. At SimpleTexting, we create as many safeguards against these as possible. We’ll cover each one in a little more detail.
Of all the text marketing mistakes you could make, this one is the most serious. When you send mass SMS messages, you must secure express written consent from all your recipients. This means you can’t purchase phone numbers or upload random lists of contacts.
If you don’t secure consent before you send a bulk message, you risk incurring some serious fines and potential legal action from contacts.
In order to avoid any compliance issues, we suggest using tools like keywords, web forms even QR codes to help you get your audience subscribed!
💡Solution: Read our comprehensive guide on SMS compliance and text message regulations. Not to mention we’ve built automatic confirmation messages into all campaigns to ensure you send new subscribers all the necessary disclaimers.
While not necessarily detrimental to your business, this second mistake can cause enough of a nuisance to your subscribers that they start dropping you like a bad habit. Texting outside business hours is like receiving a call from a telemarketer right when you sit down for dinner. It’s bothersome to recipients and can taint their impression of your organization.
Unless it’s contextually appropriate (e.g. text alerts for an emergency) it’s best to keep your texts within the confines of regular business hours. For more guidance in this regard, check out our post on the best times to schedule a text campaign.
💡Solution: Both mass text campaigns and one-on-one inbox messages can be scheduled in advance to avoid reaching customers when they don’t want to be contacted. In the case of autoresponders (which send out automatically hours, days, or weeks after opt-in) you can even specify “do not deliver” windows.
This means that, even though a customer subscribed to your messages at midnight, they won’t receive their autoresponders at midnight moving forward. Instead, you can set them to send at a time you feel is more suitable.
While we’re on the topic of autoresponders, one of the lesser thought-of text marketing mistakes is a lackluster post-subscription strategy. In order to keep your new subscribers interested, it’s important to keep them thoughtfully engaged with your content. Even the very first message you send them is an opportunity to introduce yourself to their inbox and set the expectation of the relationship. It may sound like digital dating, but it’s all in the name of brand loyalty!
💡Solution: Take advantage of our ability to customize your initial auto message that’s sent to every new subscriber. Turn the boiler plate text (“Thanks for joining our list”) into a warm welcome message:
You can also always take advantage of the autoresponders feature to create a set-it-and-forget it onboarding strategy that sends the most essential texts to all new subscribers!
We get it, communicating with your audience over text can feel a little stiff at first. However, it’s important to remember that your messages are read by real people! It’s almost certain that if you write your texts exactly how you would speak to someone face-to-face, you’ll see far more positive responses.
Texting provides a direct line to your audience’s attention, you don’t want to lose that natural bond with copy that falls flat. Instead, ask yourself if you were a subscriber, would you read this text? Better yet, would you respond to it? If you run each of your messages through this quick test, you’ll be surprised at how quickly you realize your tone needs some workshopping.
At the end of the day, what’s most important is authenticity. If you’re a bubbly, energetic organization make sure that comes through in your messages. On the other hand, if you’re more formal and technical, don’t feel pressure to stray from that. It’s all about meeting your customer expectations!
💡Solution: Check out our success stories to read about how different organizations learned to strike a balance with messages that make sense for their unique audiences.
After you ensure that your messages are appealing to your readers, you have to ask yourself this all-important question: now what? While texts may be short, it’s best practice to make sure your messages are always actionable. Once a subscriber receives your message, they should have a clear idea of what you want them to do—buy this, read this, try this, and so on.
A clear CTA associated with each message ensures your subscribers always receive value from your messages and therefore will be less likely to unsubscribe!
💡Solution: Check out our deep dive into the most effective calls to action to learn how to make your messages as useful as possible.
We won’t hover over your shoulder, but should you need any help navigating these unchartered text marketing waters feel free to reach out. No matter what direction your strategy takes you, just remember to keep it real, keep it simple, and keep it legal!