Text Message Marketing: 7 Things to Avoid

Consumers are consistently surrounded by advertisements and traditional marketing techniques, and they've become used to tuning them out. Emails are deleted unread, banner ads are banished with ad blockers, and video ads are skipped after five seconds.

Text messages, however, have an almost 100% click-through rate, because we are psychologically helpless against that little red dot. When done right, text message marketing (or SMS marketing) is one of the most effective marketing methods out there.

As with anything, though, there are plenty of ways for it to go wrong. Here are seven things NOT to do in your next campaign.

1. Drone on

Focus on a specific purpose for your text blasts, like scheduling or confirming appointments, offering discounts, or providing quick information, such as reminders on the time and place of an event. You should also be mindful of your tone.

2. Use without permission

Under the Federal Communications Commission and Telephone Consumer Protection Act, businesses must obtain written (either by hand or electronically) permission from the customer authorizing them to send messages or face serious legal consequences.

There are many different ways to get permission: You can have users text a keyword, provide their phone number or sign up through an email link. These all count as written permission, but you should make sure your audience knows what they are signing up for and how to get out if they want.

3. Give people no way out

Consumers like to have a choice, especially when it comes to how they're being marketed to. Text message marketing is a delicate line to walk, because receiving the text message can be jarring.

4. Offer one-way communications

These days, a personal connection to a brand goes a long way with consumers. They feel that their time and money is valued, and the company actively cares. If you can devote the time and energy, consider making your text messaging a two-way communication with your customers, allowing it to serve as a feedback channel.

5. Send messages constantly

Text messaging is all about the timing. People tend to take more notice of a text message than an email, so they will notice if you send messages too frequently.

6. Be purposeless

Traditional forms of marketing don't necessarily need one specific purpose or goal beyond brand awareness, but text message marketing absolutely does. You're sending a text straight to a person and most likely interrupting something they're doing, so you should have a good reason for doing so.

7. Be disrespectful

Because text messages are a direct line to your customer, they can feel more private and personal than regular forms of advertising. Respect this – do not abuse your privileges and be mindful of your messaging practices.