SMS Marketing & Holiday campaigns
The festive season is upon us, and with it, one of the most intense periods for sales and marketing. While e-mail and social networks play a crucial role, SMS marketing is an essential strategic lever for capturing your customers' attention in a context of over-solicitation.
With an opening rate of 98 % on average and reading in the 3 minutes after receiptSMS is the ideal tool for sending flash offers, order confirmations or event reminders. But beware: used incorrectly, it can quickly become ineffective or even counter-productive. Here are the 10 most common mistakes in SMS marketing campaigns - and how to avoid them to maximize your results.
Sending SMS at the wrong time
- The problem: An SMS sent at an inappropriate time (early in the morning, late at night) can annoy your recipients, generate churn and impact your brand's image.
- The solution: Respect the recommended times (generally between 10 a.m. and 8 p.m.) and adapt your mailings according to your target and its location.
Neglecting to personalize your SMS campaigns
- The problem: A generic message risks going unnoticed. Your customers want to feel unique.
- The solution: Use available data (first name, purchase history, location) to personalize your messages. Example: "Julie, take advantage of -20 % on your order until midnight!"
Sending messages that are too long
- The problem: SMS is a short format. Texts that are too long lose their impact and risk being truncated.
- The solution: Be concise and to the point. Example: "FLASH: -30 % on the entire site, tonight only! 🎁 "
Do not include a clear call to action
- The problem: An SMS campaign without an explicit CTA (call-to-action) can confuse your recipients.
- The solution: Add a link, a promo code or an invitation to act immediately. Example: "Book now: [Link]".
Underestimating the frequency of mailings
- The problem: Bombarding your recipients with SMS messages can quickly lead to mass churn.
- The solution: Limit your mailings to strategic moments, and prioritize quality over quantity.
Ignoring the timing of flash promotions
- The problem: An SMS for a flash offer sent too late will have no impact.
- The solution: Schedule your mailings according to purchasing behavior. For Black Friday, notify your customers a few hours before the offers open.
Don't optimize your links
- The problem: A broken link or one that is too long can discourage your recipients.
- The solution: Use short URLs and traceable to track clicks. Example: "Click here: efid.io/PromoBF.
Use an overly formal or impersonal tone
- The problem: SMS messages should remain friendly and direct. An overly formal tone can come across as cold or distant.
- The solution: Adopt a friendly, engaging tone, without being familiar. Example: "📢 Your exclusive offer is waiting for you! Find out soon."
Neglecting the RGPD rules
- The problem: An SMS campaign sent without the recipient's prior consent can expose you to legal sanctions.
- The solution: Make sure all your recipients have given their explicit consent (opt-in) and include an unsubscribe option.
Ignore post-campaign analysis
- The problem: If you don't measure the performance of your campaigns, you're flying blind.
- The solution: Analyze click, conversion and unsubscribe rates to fine-tune your next campaigns.
SMS campaigns: a powerful lever to exploit
SMS marketing remains one of the most powerful tools for engaging your customers quickly and effectively, especially during strategic periods like Black Friday. In 2024, 61 % of consumers say they prefer to receive important notifications by SMS (source: MobileMarketer), and SMS campaigns have a response rate of 45 %much higher than e-mail.
By avoiding these common mistakes and applying the right practices, you can transform your SMS campaigns into an exceptional conversion lever. And don't forget: every message must deliver real value to your customers to strengthen their loyalty and optimize your ROI.
