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
How to Capture the Essence of Autumn in Your SMS Marketing Campaign
Top Three Things Retailers Should Do to Keep Customers on Their SMS Opt-In List
You've run a successful SMS opt-in campaign for your retail store. Now that you have your list, do you have a plan to keep them from opting out? Wait, you mean there's more to this than just sending out coupon codes? There is if you want to keep your customers from opting out.
The Truth About SMS Opt Out Rates
You’ve read all about getting subscribers, the legal and recommended guidelines, and put great offers out to your list. But people still unsubscribe. Should you be worried? Are you doing something wrong? That depends. As the saying goes, you can’t make 100% of the people happy 100% of the time. You will have opt-outs, but whether you have too many is the question you should be asking.
5 Phrases for Your Spring SMS Marketing Campaign [Infographic]
[Infographic] How to Write the Perfect SMS Message
Is there such a thing as a "perfect" SMS message? Yes, there is, but there isn't just one example of a perfect message. There are so many uses for SMS messages that each of them would have their own perfect example. How many different types are there? This infographic includes a short list of some types.
SMS Marketing Best Practice: Do’s and Don’ts
Whilst social media has gained the attention of many small businesses as a marketing technique, SMS marketing has become a highly beneficial way of keeping your customers and clients close and building solid working relationships. According to research, 90% of text messages are read within three minutes, meaning SMS marketing shouldn't be overlooked when it comes to your advertising and customer service strategies. SMS marketing may be an ideal tactic for your business marketing, so here's a list of what to do and what not to do to ensure you're making the most of your campaign.
5 Top Converting Power Words for SMS Marketing
How A/B Testing Works in SMS Messaging
A/B testing in SMS messaging is something that sounds vague and possibly complicated. But with a little knowledge it’s something you can do for your organisation. We make it simple to understand and share some tools to make it easy to do.
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.
How To Craft Your SMS Opt In Messages
You’ve probably seen many SMS opt in messages. They’re usually short little blurbs on websites, flyers, TV ads and many other places. You might have even heard one on the radio. They’re so simple, it doesn’t seem it would take a lot of time to make them right?