3 Common Errors That Will Ruin Your SMS Marketing
You worked hard to get those customers on your SMS marketing list. But now they are unsubscribing like crazy, or maybe just no longer responding to your messages. What happened? Maybe you’ve committed one of the following common, but easy to fix, errors that can completely drive your customers away.
- You included a misspelled keyword in your message. The message you sent was perfect with a clever keyword. But you received zero replies. Then you hear about the calls to customer service where people complained that the keyword didn’t work. You read the message again and notice it was spelled wrong. Ouch. Between human error and the autocorrect features on just about everything, a misspelled keyword is not only likely but probable. Always have at least two people review the message before you send it. One of them should be someone who isn’t working on that campaign so they have an objective eye. If you’re a small business and you are the only one in the marketing department get anyone else around to review it. It’s a small mistake that’s very easy to fix before the message is sent. Afterwards not so much. Will your customers forgive you? Why take the chance they won’t?
- The offer you sent can’t be used. Beyond spelling errors, you might send an offer before it is valid, or maybe after it expired. Perhaps there was a miscommunication between your marketing department and the website department and the coupon code hadn’t been activated. Or the POS system in store hadn’t been updated appropriately. Whatever the reason, it’s an awful feeling for the customer to have when they don’t get the deal they wanted. Keeping track of timing, and all the moving parts of a campaign is challenging for sure. But since SMS messaging is so simple to do (like sending an email), it can be easy to forget about making sure everything else is lined up before sending out the offer. Make sure you have a checklist and review process in place. Better to get it right the first time than to send out an apology message later.
- You send too many messages. If you followed SMS best practices, you told your customers how many times you send them messages per month or week when they signed up to your list. If you send more than that, people will get irritated. They’ve trusted you with their personal mobile number and they are likely to feel like you’re spamming them with too many offers. Or worse, if you’ve committed one of the errors above then you send them apology messages and more offers. Remember every message gets their attention. That’s the power of SMS messaging. Don’t abuse the power, even for good reason, or your customers will start opting out.
These simple errors can cause more than simple embarrassment for you and your company too. They could upset your whole marketing strategy. Say you send out a message with the wrong keyword. Now you have to send out an apology message that includes the correct keyword. You look bad, but that’s not all. Assume you promised to send only four messages per month, but now you’ve just used one of those up for your apology. Your next campaign was a series of three messages introducing special deals on a new product launch. But you’ve already sent two messages that month (the one with the error and the apology).
What do you do? Well, you send them five SMS messages that month, or you push off the next campaign until the following month. But then you have to adjust every campaign that comes after that…and so on. You’ll have to judge the impact of each option, but the point is there is no painless way to fix it. You can violate the trust your customers put in you by sending extra messages or you can change all your marketing plans.
Fortunately these types of errors really are avoidable. Plan, type carefully, and have at least one person from outside the campaign review every message prior to sending.
If you would like to read about more errors to avoid, or see great examples of best practice just browse our archive of Mobile Marketing blog posts.
SMS Marketing is a low cost, powerful marketing tool for reaching and engaging with consumers, as well as offering tremendous added value to companies operating in the B2B sector. For copywriting agencies, SMS Marketing is highly attractive not just because of its exceptional open and response rates, but also the low costs, high ROI and ease of use. If you are looking to build your market penetration and reputation for customer service as a copywriting agency, look no further than SMS Marketing.
Good copywriting is something marketers understand. But it’s easy to forget the basic principles when running SMS marketing campaigns. You only have 160 characters after all (or 453 characters if you’re using fastsms). While there are many elements to successful copywriting, there’s one element that is often either overlooked or over-used. What is it? Urgency.
In a recent post I covered how to create urgency in your SMS marketing messages. It didn’t feel right to leave out a few other key components – the U companions. In copywriting circles they are often called the 4-Us. They are: Urgent, Useful, Unique, and Ultra-specific. So to make sure I don’t leave anything out, here I’ll show you how to use the others in your SMS messaging.
In a previous article I shared two examples of SMS marketing messages I received and how their call to action worked, or not. This time I want to share two more examples to help you in crafting the perfect call to action for your SMS marketing messages.
The clocks have turned back, the days are shorter and the mornings are getting frostier. Like it or not, winter is upon us. Although (Christmas aside) it may not be our favourite time of year, it can nonetheless conjure up powerful images. Knowing how to capture the wonder of winter and use it to add that special touch to your SMS Marketing campaign is a great way to show your human side, demonstrate your creative flair and most importantly, increase sales. Read on to learn more.
In terms of storytelling, SMS text messaging is probably as far removed from long-form, direct-action copywriting as you could be. However, the SMS marketing writer can still learn a lot of lessons here with regard to overall approach, content and composition.
One mistake some marketers make is assuming people will know what to do when they read an SMS message. After all, they’re short and to the point right? How confusing could they be? On the other hand, when writing every other form of marketing they know that calls to action need to be clear. So, just because you don’t have much room, it doesn’t mean you get to leave out your call to action! Saving space and being brief is important though, so take a look at three of the best SMS marketing CTAs you can use.
In last week’s blog I covered how the Trump campaign sent unsolicited SMS messages to voters. This week I’m stuck on the same topic, but from a totally different angle: what we can learn from that failure. Because honestly, their biggest issue might not be violating the law. It might be the people they have writing their SMS messages. It’s time to dissect the message that spawned the law suit, and learn what we can from it.
Sadly there was no Murray on the player list when Wimbledon officially opened earlier this week, but nonetheless the tournament of all tennis tournaments is still guaranteed to impress. With a little creativity, national and international sports events such as Wimbledon can offer fantastic SMS marketing opportunities. In this article, we explore how to make the most of Wimbledon in your SMS marketing.
Text messages can be a pretty powerful way of communicating with potential customers. They land directly in people’s inbox and offer a clear and direct sales channel. They’re also hugely popular. So how can you launch a successful SMS campaign for your business? These 10 steps should help you outline an effective plan.