SMS Campaign Mistakes That Kill Performance
TL;DR:
- Sending too many messages causes subscribers to opt out quickly
- Poor timing means your messages get ignored or lost
- Broken links frustrate recipients and tank your click-through rates
- Messages that don't display properly on different devices look unprofessional
- Not tracking link performance means you're flying blind on what works
Most SMS campaigns fail because of basic mistakes that are easy to avoid once you know what to look for. Getting the frequency, timing, and technical details right makes the difference between campaigns that convert and ones that annoy people into unsubscribing.
The Big Four SMS Campaign Killers
Message Overload
This is the fastest way to lose subscribers. When you send too many messages, people stop reading them and start hitting unsubscribe. Focus on sending valuable content rather than hitting arbitrary send quotas. If you're sending daily messages and your opt-out rate is climbing, you've probably crossed the line.
Terrible Timing
Sending messages when people are commuting, sleeping, or in meetings means they'll either ignore or delete your text. Avoid early mornings, late evenings, and rush hours unless it's genuinely urgent. Test different send times and watch your engagement rates to find what works for your audience.
Broken Links
Nothing kills trust faster than clicking a link that doesn't work. Always test your links before sending, and check them again after your campaign goes live. Use link tracking so you can spot problems quickly and see which content actually drives clicks.
Poor Device Display
Your message might look perfect on your phone but terrible on others. Different carriers and devices can display SMS messages differently, especially when you include special characters or emojis. Test your messages across different devices and networks before sending to your full list.
Fixing These Problems
Check your messages on multiple devices before hitting send. Keep a test group of different phone types and carriers if possible. For links, use a URL shortener that includes tracking so you can monitor performance and catch broken links quickly.
Set up a content calendar that spaces your messages appropriately. Most businesses find success with 2-4 messages per month, but this varies depending on your industry and subscriber expectations.
Monitor your metrics closely. Rising opt-out rates, falling click-through rates, or dropping engagement usually signal one of these common problems.
FAQs
How often should I send SMS campaigns?
Start with once or twice per month and adjust based on your opt-out rates and engagement. Some businesses can send weekly messages if the content is valuable enough, while others need to stick to monthly sends.
What's the best time to send SMS messages?
Generally between 10am-12pm and 2pm-4pm on weekdays work well, but test different times with your audience. Avoid early mornings, late evenings, and weekend mornings unless your business specifically caters to those times.
How do I know if my links are working properly?
Test them yourself on different devices and networks before sending. Use a link shortening service with analytics to track clicks and spot problems. Check your links again a few hours after sending to make sure they're still working.
Should I use emojis in SMS campaigns?
Use them sparingly and test how they display across different devices. Some older phones don't display emojis properly, which can make your messages look unprofessional or confusing.
Jargon Buster
Click-through Rate (CTR) – The percentage of people who clicked a link in your SMS compared to how many received the message
Opt-out Rate – The percentage of subscribers who unsubscribe from your SMS list, usually calculated monthly or per campaign
Link Shortening – Services that create shorter URLs for your messages while providing click tracking and analytics
Delivery Rate – The percentage of your messages that actually reach subscribers' phones (different from open rates since SMS doesn't track opens reliably)
Wrap-up
The biggest SMS campaign mistakes are also the easiest to fix. Test your messages before sending, respect your subscribers' time and attention, and keep an eye on your performance metrics. When you avoid these common pitfalls, your SMS campaigns become a reliable way to reach customers directly without annoying them.
Most successful SMS marketers spend more time planning and testing than actually sending messages. A bit of preparation prevents the problems that kill campaign performance.
Learn about QuickSMS: https://www.quicksms.com/