When it comes to SMS marketing, there are clear do’s and don’ts to ensure your campaigns are both effective and compliant. Following these practices can help you build stronger relationships with your audience while avoiding common pitfalls.
Do:
- Get explicit consent before sending any SMS. In the UK, regulations like GDPR and PECR require businesses to obtain clear opt-ins from recipients. Make the process transparent and easy for users to understand what they are signing up for.
- Keep your messages concise and relevant. SMS is limited in space, so every word counts. Stick to the point and include a clear call-to-action (CTA) to guide your audience on what to do next. Short, personalised messages can significantly boost engagement.
- Time your messages carefully. Avoid sending texts at inappropriate hours. Sending messages during business hours or times when your audience is most active is essential to avoid frustrating recipients. For example, avoid sending during late evenings or very early mornings.
- Provide an easy opt-out option in every message. This not only complies with regulations but also maintains trust and transparency with your audience.
- Track performance by monitoring open rates, click-through rates, and conversion metrics. This allows you to adjust your campaigns for better results.
Don’t:
- Don’t bombard your audience with messages. Sending too many texts too frequently can lead to unsubscribes and create a negative perception of your brand. A good rule of thumb is no more than one SMS per week unless it's particularly time-sensitive or valuable.
- Avoid jargon or complex language. Your message should be easy to understand for everyone. Stick to simple and professional language that’s easily digestible.
- Don’t forget compliance. Ignoring regulations such as providing a clear identity in your messages or sending unsolicited texts can lead to legal penalties and damage to your brand's reputation.
- Don’t ignore customer feedback. Regularly reviewing responses and engagement data is essential for refining your approach.
By adhering to these do’s and don’ts, you can create successful SMS marketing campaigns that not only engage your audience but also stay compliant with UK regulations. SMS, when used effectively, remains a powerful tool to communicate directly with customers and drive immediate results.
These insights will help you maximise the effectiveness of your SMS campaigns, ensuring you maintain trust and relevance with your audience.