Do Your SMS Marketing Messages Sound Spammy?

Spam, spam, spam, spam, spam, spam, spam, lovely spam; Wonderful spam…
This Viking spam song from a Monty Python sketch is said to have inspired the use of the word spam to refer to junk or unwanted messages on the Internet. Its first documented use is in 1993, but there is some evidence people were using it even in the early 1980s.
However and whenever it started is an interesting point of fact, but what matters is nobody likes it. As a marketer you probably don’t think you’re sending spam. After all, spam usually is most often associated with unsavoury pay day loans or other unscrupulous activities from companies that don’t have permission to contact the people they text.
That certainly isn’t you right? But what sort of response rates are you getting to your SMS marketing campaigns? Are people acting on the messages you send or is there an eerie silence that follows each campaign? Or worse are they taking action by opting out after getting your messages?
If you aren’t seeing a positive response from your SMS marketing then your list may be thinking of it as spam and just ignoring it like they do much of their email. So take your latest marketing messages and examine them again with these four questions in mind:
- Do you identify yourself? If your list doesn’t recognise the number you send text messages from, they may just ignore it thinking it is genuine spam. Always include something to identify your messages as coming from your company in every message. This can be achieved by including your company or brand name in the “From” field of your message. Alternatively put your virtual mobile number in the “From” field so you can get replies and make your company of brand the first thing in your message body. Click here for more info on message labels.
- Is there a specific call to action? Did you send out a great offer, but forget to include that little detail about what people should do to get it? For example, “click the link” or “reply YES to enter”. Don’t assume people know what to do. Always tell them exactly what they need to do in order to get the wonderful thing you’re offering. This is critical to the success of your SMS marketing campaign so spend the time to get it right.
- Are there enough details? Just telling your list there’s a sale, special deal, or limited offer isn’t enough. Should they change their entire schedule to make time to visit your sale? Not unless you convince them they should. Send messages with as much important details as possible. Say “50% off everything. Ends Tuesday” instead of “Clearance sale until Tuesday”.
- Is it relevant to your list? If you’re able to segment your list, make sure you send offers to the right people. Not everyone wants a deal on men’s suits, or vacation deals to Aruba. The more targeted your messages are to your list, the better the response will be. And even if the people don’t respond, they at least know the message was intended for them because it was relevant.
If you can answer all of these questions in the affirmative then your message won’t appear as spam to your list. It doesn’t mean your SMS marketing is perfect, but it does meet the core requirements for a good offer. Keep working on your offers and you’ll see your response rate improve. In the end, there’s no such thing as “wonderful spam”.
For more great ideas on to grow your business using SMS marketing download our free Mobile Marketing Guide.
Related Articles
5 Winter Phrases for SMS Marketing [Infographic]
5 Ways to Build Some Football Fever With SMS Marketing [Infographic]
Copywriting Principles for SMS Marketing
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.
What You Can Learn From a Bad SMS Message
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.
3 Ingredients for Successful SMS Marketing
9 Football Phrases to Kick Start Your World Cup SMS Marketing Campaign
7 Channels for “Free Promotion” of Your Opt In Campaigns
While there are many ways you can probably think of to promote your SMS opt in campaign, there may be some “free” channels you’re neglecting. Thanks to Google, I can point out seven of them. At the mCommerce Summit Google gave a presentation about app promotion and optimising. I can’t even convey how exasperated the presenter was when he talked about how many opportunities companies just let slip by.
Small Businesses Can Succeed with SMS Marketing
Is SMS marketing a viable strategy for SMEs to grow their businesses? A recent article by a US SMS provider suggests not but we debunk that view. Read how and why Fastsms can help small businesses can succeed with SMS marketing without breaking the bank.
Should You Tease Your SMS Marketing List?
Teasing is a tried and true marketing technique. But there’s a lot you can learn from some recent examples in the video game industry. In particular, how you can create the same kind of frenzy in your SMS list – but only if you do it right.
Increase Conversion in Your SMS Marketing by Doing This One Thing
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.