The key to successful promotion of a company's products or services is its image. Especially, this includes good reviews from regular customers, quality service, and the guarantees provided by the business. During advertising campaigns for various companies, the focus often shifts to quantity, which negatively impacts quality. However, the quality of the information you provide determines whether a customer will want to purchase a product or service from your company. This problem often arises when using such marketing tactics as bulk SMS campaigns to clients.
You might think there's nothing simpler than sending a promotional message to a client and then just waiting for them to come to your store or gym. But then you're surprised when no one responds to your SMS campaign?
The problem is that your message probably contained typical mistakes that only scare off potential clients and drive them to your competitors.
Common Mistakes in SMS Campaigns
1 Promoting Multiple Products or Services Simultaneously
Promoting multiple products or services in one message affects how the information is perceived by the client — the main focus of the message gets lost.
2 Incorrect Target Audience
By sending messages to all users, you won't achieve the expected conversion and won't be able to track the effectiveness of your SMS campaign. You need to segment your client base by criteria such as location, interests, number of purchases, etc., and send targeted messages that match the interests of the selected group of numbers.
3 Frequent Promotional Messages
Very frequent promotional message campaigns can annoy consumers. Clients start associating your messages with SPAM. So don't “bombard” potential buyers with discount messages every day. The optimal interval between campaigns is one week.
4 Grammatical Errors
Not checking for grammatical errors in your message text. When clients see mistakes, they subconsciously feel that they can't trust your company, thinking that your product may be as low-quality as the message itself.
5 Length of the Message
Using long, complex sentences. It's difficult for the client to grasp the meaning of your message. The simpler, the better.
6 “Boring Messages”
Sending boring and typical promotional messages. Be creative and surprise the client — that way, they'll definitely come to you for the service!
7 No Direct Address to the Client
You don't address the client by name, which lowers the level of communication with the consumer. Attention! Be sure to proofread your message before sending it, to avoid mistakes like: “Dear Olga!”
8 No Option to Unsubscribe from the Campaign
You don't provide an option to unsubscribe from the promotional messages, which creates subconscious negative feelings toward your services. A small note about the option to unsubscribe will improve loyalty to the company. For example, you can add a link to your website where the client can unsubscribe from the campaign.
9 No Call to Action
Your promotional message lacks a clear call to action. How will the client know what to do and by when? Your SMS campaign should provide the information as clearly as possible.
How to Avoid These Mistakes?
The main advice is to be attentive and write a message that wouldn't provoke negative emotions and that you would want to read yourself. Avoid all the above mistakes in your SMS campaign, and you will definitely leave a good impression and stimulate the client to act.
Loyal relationships with consumers are the key to your business success!
