SMS marketing can be a powerful tool for connecting with customers, increasing engagement, and boosting sales. With high open rates and immediate visibility, it’s no surprise that more businesses are adding SMS to their marketing mix. In this guide, we’ll walk through the most common SMS mistakes that marketers make and show you how to avoid them. Whether you’re just getting started or looking to refine your strategy, steering clear of these missteps can make all the difference.
Why avoiding SMS mistakes matters
Before we get into the details, let’s consider why it’s so important to avoid SMS mistakes.
Unlike email, text messages are highly personal and direct. They go straight to a user’s mobile phone and often get read within minutes. This makes SMS marketing powerful, but also risky. One wrong move can annoy your audience, damage your brand, or even land you in legal trouble.
That’s why taking a thoughtful approach is key. Let’s dive into the top SMS mistakes and how to fix them.
1. Not getting permission first
Perhaps the biggest SMS mistake you can make is sending texts to people who didn’t ask for them. This isn’t just annoying, it’s illegal in many places.
Why this matters:
Laws like the TCPA in the U.S. and GDPR in Europe require businesses to get explicit consent before sending marketing texts. Ignoring this rule could result in fines and a damaged reputation.
How to avoid it:
Always use an opt-in process. Make sure users clearly agree to receive texts and know what kind of messages to expect. Include details about how often you’ll text them and how to opt out.
2. Sending too many messages
Another common SMS mistake is overwhelming your audience with too many texts. Just because text messages are short and easy to send doesn’t mean you should flood users’ phones.
Why this matters:
Too many messages can feel intrusive and push people to unsubscribe. It also weakens the impact of your most important messages.
How to avoid it:
Stick to a consistent but reasonable schedule. For most businesses, 1–4 messages per month is a good starting point. Always monitor opt-out rates to gauge how your frequency is being received.
3. Poor timing
Timing plays a huge role in SMS marketing success. A well-timed message can drive action. But poorly timed texts, like those sent late at night or early in the morning, are a major SMS mistake.
Why this matters:
People are likely to silence notifications at night. Worse, you risk waking them up, which can lead to complaints or unsubscribes.
How to avoid it:
Send messages during regular business hours in your customer’s time zone. Many SMS platforms allow you to schedule sends based on user location, which helps avoid this issue.
4. Lack of personalisation
One-size-fits-all messaging doesn’t work well in any marketing channel and SMS is no exception. A generic message can feel impersonal and irrelevant.
Why this matters:
Personalisation increases engagement. When a message feels tailored to the recipient, they’re more likely to read it and take action.
How to avoid it:
Use customer data to personalise your SMS campaigns. Include the recipient’s name, refer to past purchases, or send offers based on their behaviour. Even small touches can make a big difference.
5. No clear call to action
Another SMS mistake is sending a message without telling the customer what to do next. If your text doesn’t include a clear call to action (CTA), you’re missing out on conversions.
Why this matters:
People need direction. If they’re unsure what to do after reading your message, they’ll likely do nothing.
How to avoid it:
Include a strong, direct CTA in every message. For example: “Shop now,” “Claim your discount,” or “Reply YES to confirm.” Make it obvious what action you want them to take.
6. Using complex or long messages
One of the benefits of SMS is its simplicity. That’s why another common SMS mistake is trying to cram too much information into one message.
Why this matters:
Text messages are meant to be short and easy to digest. Long or confusing messages are likely to be ignored.
How to avoid it:
Keep your texts brief. Focus on one key message and make it easy to understand at a glance. If you need to share more details, include a link to a landing page.
7. Forgetting to include an opt-out option
Every SMS message should give recipients a way to stop receiving texts if they choose. Skipping this step is a serious SMS mistake, and a legal risk.
Why this matters:
Providing an opt-out option is not just best practice, it’s required by law in many regions. Without it, your messages may be flagged as spam.
How to avoid it:
Add clear opt-out language like “Reply STOP to unsubscribe” at the end of your messages. Even if users don’t opt out, they’ll appreciate having the choice.
8. Not testing your messages
Many marketers hit send without testing their SMS campaigns. This leads to another avoidable SMS mistake: typos, broken links, or unclear formatting.
Why this matters:
Once a message is sent, you can’t take it back. Errors can damage your brand’s credibility and reduce trust.
How to avoid it:
Always test your messages before sending them to your full list. Preview how the message looks on different devices and check that all links work correctly.
9. Ignoring customer preferences
Your audience isn’t all the same. Some customers may want promotions, while others only want order updates. Ignoring these preferences is a big SMS mistake that leads to unsubscribes.
Why this matters:
Respecting user preferences builds trust and improves engagement.
How to avoid it:
Let customers choose the types of messages they want when they opt in. Use segmentation to send relevant content based on these choices.
10. Failing to track performance
Finally, many businesses make the SMS mistake of not measuring results. Without tracking key metrics, it’s impossible to know what’s working and what’s not.
Why this matters:
Tracking helps you refine your strategy, increase ROI, and avoid repeating the same mistakes.
How to avoid it:
Monitor metrics like open rates, click-through rates, conversions, and unsubscribe rates. Use this data to test and improve your future campaigns.
Conclusion
SMS marketing offers a direct and effective way to reach your customers but only if you avoid common SMS mistakes. By getting permission, sending messages at the right time, keeping texts short and clear, and respecting customer preferences, you can build stronger relationships and drive better results.
Mistakes in SMS marketing can cost you more than just a missed sale, they can damage trust, increase opt-outs, and even create legal risks. The good news? Every one of these SMS mistakes is avoidable with the right strategy and attention to detail.
Want to avoid costly SMS mistakes in your next campaign? Partner with a trusted SMS marketing platform that offers smart tools, automation, and guidance. Start improving your SMS marketing today and see better results tomorrow.
