Consumers are systematically enclosed by advertisements and ancient selling techniques, and they’ve become adept at calibrating them to avoid cognitive overload. Emails are deleted unread, banner ads are banished with ad blockers, and video ads are skipped after 5 seconds. So, you need a good Text Marketing campaign to hold their attention.
Text messages, however, have a virtually 100 percent click-through rate. As a result of which, we have a tendency where we are psychologically helpless against that tiny red dot. Once done right, text marketing (or SMS selling) is one among the foremost effective marketing ways out there. As with something, though, there are many ways in which for it to go completely wrong.
Here are four things that you should avoid while preparing for your next Text Marketing campaign:
1. Talk On
One mistake peoples create too often is sending messages that are way too long. Folks don’t desire to read a novel on their cellular phone. Therefore it is important to keep the text message precise and transient. Concentrate on a selected purpose for your text blasts, like planning or confirming appointments, giving discounts, or providing fast data, like reminders on the time and place of a happening.
You should even be aware of your tone. Texting is inherently short and informal. Do not copy and paste long emails into texts or send extremely technical and dense data.
2. Using Information without Permission
Under the Federal Communications Commission and Telephone Consumer Protection Act, businesses should get written (either by hand or electronically) permission from the client authorizing them to send messages or face serious legal consequences.
There are numerous ways in which to induce permission: you’ll have users’ text a keyword, give their telephone number or register through an email link. These all count as written permission, however, you must confirm your audience is aware of what they’re signing up for and an option to get out if they require.
3. Giving People No Way Out
Consumers wish to have an alternative choice, particularly once it involves the way they are being marketed to. Text Marketing maybe a delicate line to run, as a result of receiving the text message can be often unpleasant.
Since you’ve made it pretty clear you’ve got access to a client’s telephone number, currently you wish to be polite and avoid sounding invasive. Allow them to understand immediately what they need to do if they do not want to receive messages from you.
4. Provide Unidirectional Communications
These days, a private association with a brand goes a long way with shoppers. They feel that their time and cash is valued, and therefore the company actively cares. If you’ll devote the time and energy, contemplate creating your text messaging a two-way communication together with your customers, permitting it to function as a feedback channel.
By text sanctioning your business, you’re committing to a platform of communication that delivers near-instant satisfaction. It goes on to mention that if you do prefer to permit back-and-forth electronic communication, you do not have to be compelled to overcompensate and schedule staff for round-the-clock shifts, however, you do have to be compelled to arrange to respond to any or all messages in an exceedingly timely manner.
Bonus Points to Avoid
5. Sending Constant Messages
Text messaging is all regarding the timing. Folks tend to take additional notice of a text message than an email. Similarly, they will also notice if you send messages too often through your Text Marketing campaign.
Sending out weekly texts might make the folks fed up with it. If you’re being excessive with your prospective shoppers, it may make them avoid wanting to try and do business with you. Thus, take some time and cut back on your marketing messages drastically.
6. Be Pointless
Traditional sorts of marketing do not essentially need a specific purpose or goal beyond brand awareness. However, text message marketing fully will. You are sending a text straight to an individual and possibly interrupting something they are doing. Thus, you must have a decent reason for doing this.
We’ve seen the most effective results once using it as a variety of follow-up. For instance, if you would like to assist customers to sell their automotive, thus simply use text messaging to remind people that if they wished to sell their automotive, you’re still there to assist them.
7. Be Disrespectful
Since text messages are an immediate line to your client, they will feel more personal and private than regular sorts of advertising. Respect this – don’t abuse your privileges and be aware of your messaging practices.
For example, Zach Hendrix, co-founder of GreenPal, aforementioned that text message marketing has become the lifeblood of his business. However, that success was not achieved without some blunders.
“We were sending text messages within the early morning hours on the East Coast, whereas it had been really the middle of the night on the West Coast,” he said. “As soon as we tend to send them, we started receiving furious emails from our customers on the West Coast as a result of it had been three and four o’clock in the morning their time,” Hendrix said it took loads of labor to regulate the GreenPal promotions to be stratified inconsistent with geographical zone, however it had been worthwhile in the end.
Therefore, Text message marketing appears like a simple factor to pull off. However, you cannot really just send and forget like email. You’ve got to think it through.