5 Common Mistakes When Implementing Your SMS Campaign

1. Not Segmenting Your Audience

One of the most common mistakes in SMS marketing campaigns is sending mass SMS messages to the same database without segmentation. Sending the same message to all your contacts can be ineffective since not all customers have the same preferences. Before preparing a communication or commercial campaign, it is important to know who is on the other side of the message.

Below are some key aspects to consider:

Demographic Data

Segment each contact by city or country to send local offers or specific events.

Age and Gender

Group your customers by age range to send relevant messages to each group and personalize your messages based on tastes and interests.

Purchase Behavior

Identify customers according to their purchase history, their value, and their interaction with the brand. This data allows you to offer the right promotions for each segmented group.

Engagement

Group customers based on their level of interaction with your emails, SMS, social media, etc.

2. Creating Ambiguous Messages

An SMS, not only due to its character limitation but also to improve its effectiveness, should be brief and concise. Avoid long and/or confusing messages, and make sure to include a link or URL to expand the information or provide a contact point in case the customer needs more details.

3. Not Shortening URLs

Including long links in your SMS wastes characters that you could use to add other types of data and/or information. For this reason, we recommend using a URL shortening tool. With this resource, you can maximize the space of an SMS and add a tool that allows you to get feedback, receive results, and expand information.

4. Not Optimizing Your Website for Mobile

If you include a link in your SMS, make sure that the mobile version of your website is optimized for mobile devices. One of the most common mistakes is failing to adapt web pages for mobile, creating a gap between the content of the message and the website where the information is stored. The user should be able to complete the message cycle, improving their experience and, most importantly, increasing conversion rates.

5. Sending Messages Without Authorization

One of the most important aspects of sending SMS marketing campaigns is obtaining the recipient's consent. Therefore, you must ensure you have your customers' permission before sending them any type of communication. Sending unsolicited SMS can damage your brand's reputation and result in legal penalties.

You can read more about this in the article on GDPR.

In conclusion, avoiding the most common mistakes in commercial SMS campaigns is crucial to maximizing their effectiveness and ensuring successful communication with customers. A well-planned strategy not only increases conversion rates but also strengthens long-term relationships with customers, fostering their loyalty over time.