We all know why Bulk SMS Marketing is so popular with businesses of all sizes. Simplicity of use, low cost, great open and response rates. However, there can be a number of reasons why it is not working as well as it should for your company.
We’ve put together a list of why SMS Marketing might not be working for you, if you are doing any of the following, maybe have a think about how your customers perceive these SMS and try to come up with better campaigns.
Over-Messaging and List Fatigue
- Overuse of SMS: We’ve had tons of instances where a company uses Bulk SMS for the first time, gets an amazing response and then starts sending too many messages. This will 100% lead to higher opt-out rates. “The companies overutilizing sms definitely see higher opt-out rates.”
- List Fatigue: Frequent, irrelevant messages can cause subscribers to ignore or unsubscribe. “When SMS is treated like a faster email blast, fatigue shows up fast.”
Poor Segmentation and Targeting
- Generic Blasts: Sending the same message to your entire list can be ineffective. “Generic blasts are dead now.”
- Lack of Personalization: Subscribers expect relevant and timely messages. “You need to sound like a human who knows the customer, not a bot yelling about a sale.”
Compliance and Legal Issues
- Opt-In Requirements: Everyone must explicitly opt-in before you can text them. “Everyone has to explicitly opt in before you text them.”
- Compliance Costs: Navigating the legal landscape can be challenging and costly. “The compliance costs for doing a SMS campaign will generally run more than $80.”
Technical Issues
- Inbox Filtering: Apple’s iOS 26 update has made SMS filtering more aggressive. “If your number isn’t saved in someone’s phone, your texts might go to an ‘Unknown Senders’ tab that nobody checks.”
- Spam Folder: SMS is now getting a spam folder, which can affect deliverability. “SMS is getting a spam folder.”
How to Improve SMS Marketing
OK so let’s talk about how to improve your Bulk SMS Marketing.
Optimize Message Frequency
- Reduce Frequency: Sending fewer, more targeted messages can improve engagement. “Typically sweet spot is 2 campaigns a month.”
- Cap SMS by Context: Limit the number of texts per specific customer action. “Max 2 texts per cart, 3 per trial, 1 per event reminder.”
Enhance Segmentation and Personalization
- Behavioral Targeting: Use customer behavior to trigger SMS messages. “Send messages based on what people actually looked at or bought.”
- Segment Your List: Treat SMS as a high-trust channel for your most engaged audience. “SMS works best for your most engaged audience, not your entire database.”
Compliance and Best Practices
- Ensure Opt-In: Make it easy for customers to opt-in and always include an opt-out option. “Add a ‘save our number’ step to your welcome flow.”
- Use Reputable Platforms: Platforms like Sendmode, Attentive, and Textedly can help manage compliance and optimize campaigns. “Most teams use an SMS provider that bakes in compliance, opt-in tracking, and registration support.”
Leverage Automation and Rich Media
- Automated Flows: Use SMS for high-intent, time-sensitive moments like cart abandonment and restock alerts. “SMS works GREAT for time-sensitive offers and high-intent moments.”
- Rich Media: Consider using RCS (Rich Communication Services) for branded layouts and interactive messages. “RCS is basically iMessage for brands.”
Additional Tips
- Test and Iterate: Continuously test different approaches and iterate based on performance. “Start small, test messages, and always make opt-out super easy.”
- Combine Channels: Use SMS in conjunction with email and other marketing channels for a balanced approach. “Use both. Email for nurture, SMS for urgency.”
If you would like to know more about the best ways to use Bulk SMS Marketing, please click the image below and open a no obligation free trial. One of our team will give you a call and talk you through how best to use SMS Marketing in your business.