Business text messaging refers to the use of text messaging by a business for marketing. Text messages sent to customers are effective in engaging with them. This can help a business boost its revenue. Customers who consider it a non-intrusive method prefer messaging. Messages can be received even on ordinary phones and do not require smartphones or internet connectivity. This makes it a preferred choice for businesses. It is also cost-effective to send text messages for marketing than using other methods.
If you are using text messaging for marketing, you must use it effectively. Some common mistakes marketers make can cause them problems and make the messaging ineffective.
We look at seven much mistakes and understand how to avoid making these mistakes:
1) Not providing a way to opt-out
When you send text messages you would have taken it from a database where the customer has expressed willingness to receive messages. This is not sufficient. Every time you send a message, you must let the customer know they have the freedom to opt-out from receiving the message. As per privacy laws in most countries, it is mandatory to give the option for customers to stop receiving the messages. You can add a line like “send STOP to XXXX to stop receiving messages”.
2) Sending too many messages
Customers prefer receiving text messages from marketers. This doesn’t mean you spam them with messages. Sending them multiple messages a day or even sending a message every day can lead to problems. Customers who feel they are being spammed may stop receiving messages or block your number. You should avoid sending too many messages. Send not more than 2 or 3 messages or even lesser. You can send more messages if there is an alert or reminder to be sent.
3) Not sending meaningful messages
Avoid sending general messages. Some companies send greetings or other such messages regularly. This can be irritating. Send a message only if you want to convey something of interest to the customer. Not sending a meaningful message is a big mistake. Make sure your messages are relevant to the customer and offer some value. The message should help the customer in some way or make him want to purchase your product. Send clear messages that are not ambiguous.
4) Sending messages at the wrong time
Most people have their mobile phones with them at all times of the day. When a message arrives, they are most likely to see the message immediately. If they receive a message from someone important, they would open it immediately whatever maybe the time or situation. Sending a marketing message at the wrong time can irritate the customer. Send messages only during working hours. Never send messages early morning, late evenings, or weekends unless there is a special sale or urgent offer. Ideally, you should send messages during lunchtime when working people are free and would be willing to read the message.
5) Not customizing your messages
When you send a text message, it should not only be relevant to your customer but also be customized. When you customize a message, it would include the name of the customer and other details like location, email ID, etc. This makes the message more personal. Customers don’t like receiving a generic message addressed to all the customers. Such a message can look spammy. Doping something as simple as including the customer name in the message can help you engage better with the customer. Most texting software will give you options to include custom data that you can take from your database. Use this feature effectively for better customer engagement.
6) Sending lengthy messages or multiple messages
Text messages usually allow you to send a message of up to 160 characters. This doesn’t mean you have to use the entire limit. A mistake marketers make is sending too lengthy messages. When you exceed the character limit, it is broken up into multiple messages. This makes your message look like spam. Customers today don’t have the patience to read lengthy messages. Send a short message and you can include a webpage link or a keyword for customers to get more details.
7) Not including a call to action
The most important part of any marketing message is the call to action. Your message should make the customer take action, which can include visiting your website or store. It can also include making an offer that motivates the customer to make a purchase. Not including a call to action makes your message ineffective.
The seven common mistakes listed in this article can be costly for a marketer. Now that you have understood how to avoid these mistakes, you can ensure that your text messaging is done effectively without committing such mistakes.