4 Text Message Marketing Sins to Avoid
Guest Post by Andrew Lisa
Marketing campaigns have targeted cell phones since the first text message was sent more than 20 years ago. The reasons for the platform’s incredible longevity amidst so much change is that it is incredibly direct, personal, intimate and effective. Unlike emails, the overwhelming majority of text messages are opened and viewed. There are, however, some absolute don’ts that SMS marketers must incorporate in their sales techniques.
Text message marketing can be intimate and powerful or annoying and intrusive.
Don’t Make Presumptions About Their Device
As discussed in the article “10 Commandments of Text Message Marketing,” the messages you send should be compatible no matter what phone they receive their texts on – or even if they don’t receive them on a phone at all. Make sure your messages look the same on iOS, Android and all tablet formats.
Don’t Send Messages Without Permission
The only way that anyone should be on your text message marketing list is if they gave you their information and volunteered to receive messages. SMS marketing works because it is incredibly intimate and personal, but inappropriate or unsolicited messages annoy and enrage people more than on any other platform because it is so intimate.
Don’t Hold Them Hostage
Every message you send must have prominently displayed and simple instructions on how to stop receiving messages (e.g., “Reply ‘unsubscribe’ to stop receiving updates”). The moment someone wants to opt out but can’t figure out how, you become a spammer.
Don’t Bombard
Text message marketing is a lot like email marketing. If you do it too frequently, your message rapidly loses effectiveness. If you’re always texting, recipients can quickly become annoyed or zone you out.
Use the power of text message marketing – just make sure you avoid the four biggest sins.
Text message marketing is about what not to do wrong as much as it is about the things to do right. Sales techniques have to factor in cell phone psychology. They are the most personal devices a person owns. Marketing campaigns have to invite them in, give them a way out and not bug them too much for it to work. But when it works, there is no more powerful medium for entrepreneurs and employees alike.
Andrew Lisa is a freelance marketing writer. He covers digital marketing and SEO.
All of the above guidelines apply both to entrepreneurship, corporate sales and communicating with recruiters for your next opportunity of employement. Following these will lead you to Smooth Sale!
Read Additional Strategies and Techniques:
Nice Girls DO Get the Sale: Relationship Building That Gets Results, Sourcebooks
HIRED! How to Use Sales Techniques to Sell Yourself On Interviews, Career Press
