With brands typically seeing a 98% open rate and a 45% response rate when it comes to SMS outreach, no wonder you’ve decided to make this a part of your marketing strategy. But as with any new and fast-moving competitive landscape, mistakes happen. The good news is, Alison Vandenkieboom, Director of Client Success at Quikly and resident SMS expert, has drummed up some of the most common mishaps and how to avoid them.
1. Not using messaging that resonates with your audience
Takeaways:
- Leverage your customer personas. Speak directly to them, using language that resonates.
- Talk to your audience in a way that is consistent with your brand, but don’t try to hard sell them; your texts shouldn’t come off as too salesy.
2. Failing to use a call to action
Takeaways:
- What do you want the customer to do as a result of receiving your text? Make that your call to action.
- Be sure to instruct the audience on what exactly they should do and what to expect when they click through. For example, “learn more here” is different than “sign up now” or “order now.”
3. Not fully understanding the value of SMS messaging in your marketing mix
Takeaways:
- Leverage SMS — it’s instant, more often than not sees one of the highest click-through rates and is valuable for encouraging sharing/referrals.
- But don’t overdo it. Make sure not to inundate consumers with messaging.
4. Not using customized short links
Takeaways:
- Use short links to give yourself more room to get your message across.
- Customize short links to include language that speaks to the action you’re trying to motivate. This can help to reiterate your call to action and also give customers a glimpse into what will happen when they click through.
5. Poor timing
Takeaways:
- Avoid sending SMS communications during commute times if possible, or family time such as dinner or bedtimes.
- Ultimately, choosing optimal times comes down to your audience and what you’re offering them. (For example, lunchtime is a good idea for restaurants.)
As you move forward with your SMS marketing strategy, watch out for these five common mistakes. And if you do encounter them? Hopefully the insights in this blog will help.
Ready to learn about acquiring and engaging SMS subscribers? Let’s chat!
