If you’re aware of bulk SMS then you’ve likely heard statistics like, 82% of people open their text messages, 30% click-through rates and that it takes only 90 seconds for a person on average to read a text message, etc.
With these kinds of stats how could you go wrong? It seems as though bulk texting could be the answer to all marketing problems but are there things businesses are doing right now that are severely hurting the success of their SMS campaigns?
In this article, I’ll reveal the 4 common mistakes business owners and even marketers make when using online text messaging campaigns.
If you want to grow your business, sometimes it’s worth looking at what successful big brands are doing.
#1. Not Using A Permission-Based Approach
There’s nothing more frustrating than receiving a text message from a company you’ve never subscribed to before and unfortunately, this is how a lot of businesses perceive SMS marketing – spamming people who don’t want to hear from you.
Real SMS marketing is permission-based and primarily interested in gaining genuine subscribers who are pre-interested, pre-motivated and pre-qualified to do business with you rather than mass spamming campaigns to strangers.
If you want to achieve long term growth with SMS then you need to build a list of people who have willingly subscribed to your SMS list because they are keen to hear about relevant information and promotions.
#2. Not Having An Opt-Out Keyword
Just because a person has opted into your list doesn’t mean they will want to stay on your list for eternity, some will achieve a goal, outgrow your product, lose interest which all mean they will want to unsubscribe.
In some countries and states, it’s mandatory to have a subscribe option on your SMS campaigns and not doing so can carry heavy fines.
Even if you do have an unsubscribe keyword there is another thing that can get you in trouble and that is using your business name as the sender ID that is, instead of the recipient seeing your business phone number when you text through they see your business name.
While this is great for instant recognition, it doesn’t allow people to opt-out because you can only reply to mobile phone numbers and not letters.
This is another sneaky trick that spammers use so that you can never opt-out of their lists, the only way to stop them is to change your mobile number.
#3. Not Segmenting
Unless you only sell one item, your customers will be buying your product or service for unique reasons.
Think about a clothing store that serves, men, women, and children.
It wouldn’t make sense to send a 50% off women’s shoes SMS campaign to the men on your list, right?
Since every customer has different needs it makes sense to split them up into relevant group segments inside your SMS programme so that when you have an offer that is specific to one group, that the other groups don’t see it.
This massively dials up the relevancy on your campaigns which will in-turn increase conversions.
#4 Not Fencing-Off The SMS Channel
Generally speaking, it takes longer to acquire SMS subscribers for two reasons:
1. These people are generally closer to making a buying decision, so there are naturally fewer of them; and,
2. People are very cautious about handing over their mobile numbers to businesses.
So, for this reason, you want to keep your unsubscribe rate down to a minimum.
One of the best ways to do this is to release content and offers that are not available anywhere else.
This creates an insiders club and increases the value of your SMS list to those subscribed to it.
Another good idea is to make it limited to a certain number of subscribers, this scarcity strategy is likely to make people reluctant to unsubscribe.
Keep in mind that you do want people to unsubscribe because it reduces the number of people on your list that would likely never purchased from you which keeps your list full of buyers.