What NOT To Do In SMS Marketing

SMS marketing is one of the most effective ways to connect with your customers. With open rates averaging over 90 percent, text messages have the power to cut through the noise of crowded inboxes and social feeds. But as powerful as SMS can be, it’s also incredibly easy to misuse. If you plan on utilizing an SMS marketing strategy to grow your business, be sure to avoid making some common mistakes.

Sending messages without permission.

This is the biggest mistake you can make. Sending unsolicited texts isn’t just bad etiquette. It’s often illegal under anti-spam regulations like CASL (Canada’s Anti-Spam Legislation). Unsolicited messages can lead to customer complaints, carrier blocks and hefty fines. More importantly, they damage your credibility and erode trust.

Always get express consent before sending marketing texts. Use a clear opt-in process. For example, “Text JOIN to 12345 to receive exclusive offers”. As well, provide an easy opt-out option in every message such as “Reply STOP to unsubscribe”. The bottom line is that you must respect your customers’ privacy. By doing so, they’ll respect your brand.

Over-messaging your audience.

Just because someone has opted in doesn’t mean they want a text every day. Bombarding subscribers with too many messages is one of the fastest ways to make them opt out. Too many texts can feel intrusive, leading to frustration or even complaints. Customers will begin to view your brand as “spammy” instead of helpful.

Limit your frequency to 1 to 4 texts per month, depending on your industry. Send messages that add real value and not just constant promotions. Also, test different sending schedules to find the balance that keeps engagement high without overwhelming subscribers. Remember that quality over quantity always wins.

Forgetting to personalize your messages.

Generic messages like “Buy now!” or “Don’t miss our sale!” are easy to ignore. Today’s consumers expect brands to know who they are and what they want. Impersonal messages make your customers feel like just another number. They reduce engagement and lower conversion rates.

Use personalization tools to include names, purchase history or preferences. Segment your lists by sending different messages to new customers, loyal buyers or inactive subscribers. In addition, don’t forget to keep your messages conversational and friendly. SMS is a personal space. Talk like a human, not a billboard! For example, “Hi Sarah, we noticed you loved our fall collection. Here’s 15% off your next order!”

Ignoring timing and content.

Even the best message won’t perform if it’s sent at the wrong time. Timing is everything in SMS marketing. Sending messages too early, too late or during busy hours can irritate customers or cause them to miss your message entirely.

Schedule your texts during business hours. Ideally, that’s between 10 a.m. and 6 p.m. Don’t forget to consider time zones if you’re messaging customers across regions. Time your promotions strategically. Set reminders a few hours before an event or offer exclusive deals right before the weekend. Always ask yourself: “Would I appreciate getting this text right now?” If not, adjust your timing.

Are you ready to run an effective SMS marketing campaign?

Engage your audience and drive more sales with Melo Text! The Melo Technology team can help you integrate SMS into your communications strategy seamlessly. To learn all about it, please don’t hesitate to give us a call at 1-888-MELOTEL or fill out the form on our Contact page.