Campagnes SMS & fêtes de fin d'années
Les fêtes de fin d’années sont là et avec elles, l’une des périodes les plus intenses pour le commerce et le marketing. Si l’e-mail et les réseaux sociaux jouent un rôle crucial, le SMS marketing s’impose comme un levier stratégique incontournable pour capter l’attention de vos clients dans un contexte de sur-sollicitation.
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 erreurs les plus courantes en campagnes SMS analysées par Efidem - and how to avoid them to maximize your results.
Campagnes SMS marketing pas d'envois au mauvais moment
- The problem: Un SMS marketing envoyé à une heure inappropriée (tôt le matin, tard le soir) peut agacer vos destinataires, générer du désabonnement et impacter l’image de votre marque.
- 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: Un message générique risque de passer inaperçu. Vos clients veulent se sentir uniques quani ils reçoivent des campagnes sms, mieux vaut personnaliser vos messages.
- 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: Le SMS est un format court. Les textes trop longs perdent leur impact, risquent d’être tronqués et de pénaliser votre campagne SMS.
- The solution: Soyez concis et allez droit au but. Exemple : « FLASH : -30 % sur tout le site, ce soir uniquement !
Do not include a clear call to action
- The problem: Une campagne SMS marketing sans CTA (call-to-action) explicite peut dérouter vos destinataires.
- 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.
Ignorer le timing des promotions SMS flash
- 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.
Ne pas optimiser les liens de vos SMS enrichis
- 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: Les SMS marketing doivent rester conviviaux et directs. Un ton trop formel peut sembler froid ou distant.
- The solution: Adopt a friendly, engaging tone, without being familiar. Example: "📢 Your exclusive offer is waiting for you! Find out soon."
Négliger les règles RGPD SMS
- 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: Ne pas mesurer les performances de vos campagnes sms revient à piloter à l’aveugle.
- The solution: Analysez les taux de clics, de conversion et de désabonnement pour affiner vos prochaines campagnes, faites le sur Snapshoot.
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), et les campagnes SMS manuelles ou par API affichent un taux de réponse de 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.
