Neglecting Call-to-Action (CTA)
Every Digital Marketing campaign aims to drive specific actions from the audience, and SMS marketing is no different. Not including a clear and compelling Call-to-Action in your SMS messages is a missed opportunity to encourage customers to take the desired action.
Whether it’s visiting a website, making a purchase, or participating in a contest, you should ensure that your SMS includes a well-crafted CTA that motivates recipients to act immediately. A sense of urgency and exclusivity in the CTA can significantly improve the campaign’s effectiveness.
Failing to Optimize for Mobile
It may sound obvious, but SMS marketing is inherently a mobile-oriented strategy. Neglecting to optimize your SMS content for mobile devices can result in a poor user experience, leading to reduced engagement and conversions.
You must test your SMS messages on various devices and screen sizes to ensure they display correctly. Keep the content concise and easy to read and avoid including large files or lengthy URLs that may be challenging to access on mobile.
If you must use a long URL, consider implementing a URL shortening strategy. The advantage of using URL shortening is it provides another data point as you can monitor how many times the link was clicked (opened).
Ignoring Compliance and Privacy Regulations
In the ever-evolving landscape of Digital Marketing, privacy regulations are becoming more stringent. Ignoring these rules can lead to severe consequences, including hefty fines and reputational damage.
If you are considering text messaging as a marketing channel, then you should be well-informed about the SMS marketing regulations in your target markets and adhere to them diligently. This includes providing clear opt-out instructions, honoring unsubscribe requests promptly, and safeguarding customer data.