SMS marketing can be highly effective, but certain SMS mistakes can hinder its success. No marketer wants to deliberately waste marketing budget on failed SMS but just like any marketing tactic, mistakes can happen, leading to wasted resources and frustrated customers, and this is why we thought to show you some major Bulk SMS mistakes.
5 Bulk SMS Mistakes You Must Avoid
1. Not Testing Your SMS
Telecommunication companies (Telcos) like MTN and Airtel often have limitations on specific words within SMS content. These might include words like “account,” “bank,” “Y’ello” (a common marketing term in Nigeria), “180” (a code used for mobile money transfers), or even seemingly innocuous terms like “wow,” “code,” “congratulations,” “promo,” or “win.” Using these restricted words can trigger rejection by the Telcos, causing your message to be undelivered or land in the spam folder.
The Solution: Before hitting “send” on your bulk SMS campaign, take the time to test your message for deliverability. Send it to a few pre-approved numbers to ensure it passes through Telco filters and lands safely in the recipient’s inbox. This proactive step saves you time, money, and the frustration of a failed campaign.
2. Lack of Clarity
The character limit of an SMS message is a constant battle for marketers. Every word counts and the urge to abbreviate to save space can be strong. However, falling into the trap of excessive abbreviation can backfire.
Consider this scenario: You send an SMS that reads, “Get B4 stock runs out!” While you might understand this as “Get it Before stock runs out,” your audience might be left scratching their heads. Not everyone is familiar with informal abbreviations like “B4.”
The Solution: Prioritize clarity over extreme brevity. Craft your message in a way that is easy to understand by a broad audience. If you must use an abbreviation, consider including a bracketed explanation within the character limit (e.g., “Get it Before [B4] stock runs out!”).
3. Overloading with Information
Conveying too much information in a single SMS can overwhelm recipients. Imagine receiving an SMS packed with dense paragraphs and complex information. Would you take the time to read it all? Probably not. The beauty of SMS marketing lies in its ability to deliver quick, bite-sized pieces of information.
The Problem: Overloading a single SMS with too much information can overwhelm recipients. They might skim the message, miss key details, or simply delete it without fully engaging.
The Solution: Stick to one clear message per SMS. Highlight the most important information you want to convey and avoid bombarding your audience with a barrage of details. If more information is necessary, consider directing them to a landing page on your website for further details.
4. Improper Spacing
A crammed SMS with no spaces can appear unappealing, leading recipients to exit the message upon opening. The solution is to utilize spaces and paragraphs effectively within your SMS. Presentation matters, even in a short SMS message. A cramped message with no spaces can appear unappealing and difficult to read. Imagine receiving an SMS that reads like this: “Get20%offallofframearttodayonlyshopnow!” Not exactly user-friendly, right?
The Solution: Utilize spaces and line breaks effectively within your SMS. This makes your message easier to read and understand, increasing the likelihood of recipient engagement. Take advantage of the character limit to format your message for optimal readability.
5. Ignoring Compliance
Neglecting SMS regulations and spam laws can damage your reputation and lead to legal issues. Always obtain explicit consent from recipients and adhere to all relevant guidelines. The last thing you want is for your SMS marketing efforts to be labeled as spam. Not only is it bad for your brand reputation, but it can also lead to legal issues.
The Problem: Ignoring SMS regulations and spam laws can have serious consequences. Without explicit consent from recipients, your messages can be flagged as spam and blocked by Telcos.
The Solution: Always obtain clear opt-in consent from your customers before sending them marketing SMS messages. Additionally, ensure you comply with all relevant SMS marketing regulations and best practices. This includes providing clear unsubscribe options in your messages and avoiding deceptive content or misleading offers.
Start avoiding these mistakes and watch your SMS deliver the results you want.
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