Why do customers reply “Stop” to SMS campaigns?

You have worked hard on your mobile marketing campaigns only to find that a great number of your customers replied “Stop” to your SMS messages. Argh! How frustrating! Where did you go wrong?

It doesn’t matter if you are a beginner or you have been running a business for a long time – rejection is never a good feeling. Neither is presenting the number of opt-outs to your boss if you are the marketing manager.

Evaluate your messages and take note of the following.

1. Nobody likes Spam

Bombarding people with messages is a fool proof way to lose customers fast. Consumers don’t want to hear from you three times a day or at 02:00 am in the morning. It is best to do your research beforehand and to determine things like:
• Is mobile a suitable medium for my particular target market?
• How many times a week do my customers want to hear from me? Usually once will suffice.
• When is a convenient time for them to receive my messages?

2. Irrelevant messages leads to “Stop” SMS responses

Only send mobile marketing material your customers’ way when you actually have something to say – don’t send messages “just because.” If your content is inappropriate, incorrect, unrelated or too lengthy your customers will get irritated and quickly unsubscribe.

3. Your customers didn’t knowingly subscribe to marketing messages

Nothing gets a consumer’s blood boiling like receiving unsolicited mobile marketing. Remember, a cell phone is still part of your customer’s personal space and no one likes it when their privacy gets invaded. If you have tricked your customers into gathering their numbers or obtained it from a third party, you could damage your brand’s reputation irrevocably.

4. There is nothing in it for the customer

The purpose of mobile marketing is to elicit a response from consumers – purchase your products, join your social media following etc. If customers gain no value or reward from this, they will eventually reply “Stop” to your SMS messages.

Remember, there will always be customers who unsubscribe, no matter how good your strategy is. If you can learn from your mistakes and are willing to conduct thorough research, you will be able to keep these numbers to a minimum.

Herman Cremer
A seasoned professional with 20 years of experience in digital & mobile solutions and advertising.

 

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