Text message has proven to be one of the most effective marketing tactics out there with an open rate of 98% and high customer engagement, its use in a business’s marketing mix is becoming more and more sought after. It’s quick to write, and if done well can be highly effective. However, as with any medium, there is potential for disaster. Being aware of the potential mistake out there can increase your company’s success.
- No call to action
While many other forms of advertising are passive, SMS marketing invites interaction. Forgetting to tell your customers what you want them to do can be incredibly damaging to your campaign. Many SMS marketing campaigns fail to capitalize on the fact that messages invite your customer to engage with your brand, by either not including a call to action or having one that is easily missed.
If there is not a clear call to action then your customers are missing what action you wish them to take. Your aim is to engage customers and turn passive activities into interactive ones.
- You’re only interested in selling / Generic Content
Customers want to feel valued. Marketing today is becoming increasingly about building a relationship with the customer, and appealing to their emotions. SMS messages should have a personal feel. Traditional disruptive marketing practices are becoming less and less popular as the goal for brands has shifted from selling a product to creating a meaningful connection with the customer.
Don’t annoy your customers with constant messages, or promotions, this can lead to your customers opting out – which is the last thing you want. Include content that is beneficial to your customer, and relevant to your campaign.
As with all forms of marketing, don’t put it out there for the sake of it. What you produce is reflective of your brand, you want to captivate your audience with content and campaigns that reflect your brand.
- Poor timing
Timing is everything, and planning a SMS marketing strategy that fits into your marketing mix should be scheduled properly. Sending messages infrequently can be as detrimental to the success of your campaign as sending message to frequently.
Schedule your campaigns, from often a month you wish to engage with customers to the exact time of day you decide to send your message.
Remember – Don’t send SMS marketing messages at weekends!
It may like an obvious pointer, but you’d be surprised how many companies forget to check content and messages before they are sent or published. Ensure you’ve included all relevant information, include contact details and a website address so customers can find you at ease.
By avoiding these common mistakes you will create a more successful SMS marketing campaign. Be sure to monitor and analysis each campaign to ensure you are getting the most relevant information to your customers.
Thanks for taking the time to read our blog, we hope you found it helpful J For more information visit us at www.sendmode.co.uk or call 020 3411 4464, we’d be happy to help.