How can you avoid miscommunication in SMS?

Knowing your audience in SMS marketing transcends basic demographics; it's about understanding their behavior, preferences, and how they interact with your brand. Tailoring messages often means analyzing customer data to uncover insights that guide personalization. For instance, you can group subscribers (also known as segmenting) based on their purchase history, engagement levels, and feedback. This SMS best practice allows you to send SMS messages that resonate on a more personal level, enhancing the likelihood of engagement and conversion. SMS personalization is more than adding a name; it's about messaging that resonates with the recipients individually - making the potential for miscommunication less likely.

Clarity and conciseness in SMS messages are paramount. Given the limited space, every word must serve a purpose. Start by defining the core message or offer, then strip away any unnecessary details or jargon that could confuse the recipient. A clear call-to-action (CTA) is essential—tell recipients exactly what you want them to do next, whether it's visiting a website, replying to the SMS, or taking advantage of a limited-time offer. This approach ensures your message is not only understood but also actionable, driving higher engagement and response rates. Regarding the SMS messages themselves, T-Mobile explicitly states in their Code of Conduct that they prefer messages to be 160 characters or less (which can be sent in 1 part).

SMS are usually good to entice a customer and get their interest, but not for sustained, detailed conversations or in-depth information. Consider embedding links in your messages to additional, in-depth information such as webinars, reports or white papers where the reader can click on if the initial topic interests them and they would like additional information.

Emojis can add personality and emotion to SMS messages, making them more engaging and relatable. However, their use should be strategic and sparing to maintain the message's professionalism and clarity. Not all recipients interpret emojis the same, so what's clear and humorous to one person might be confusing or off-putting to another. When used thoughtfully, emojis can highlight key points or convey emotions effectively, but they should never replace words or critical information. Overuse can lead to perceptions of spamminess, potentially increasing opt-out rates and negatively impacting deliverability and sender reputation. Remember that with SMS marketing, friendly does not mean unprofessional - when in doubt, leave it out.

It's always important to be clear if the message being sent is personal or professional in nature. If companies lose sight of this and send messages that come across as too light hearted or personal, they may not be taken seriously by the potential customer base.

Timeliness in responding to SMS inquiries or actions signals respect for the recipient's engagement and can significantly impact customer satisfaction. Automated acknowledgments can reassure customers that their message has been received, while a prompt, personalized follow-up addresses their specific needs or concerns. This balance between automation for efficiency and personalization for relevance is crucial in maintaining a positive relationship with your audience, encouraging continued engagement, and building trust over time. It's important to note that to be compliant with legal and industry regulations, timeliness is also expected - especially for opt-in/opt-out confirmations and for responding to HELP with customer care details.

Respect and empathy are foundational to effective SMS marketing. Every message should be crafted with consideration for the recipient's perspective, ensuring it's relevant, valuable, and respectful of their time and privacy. Empathy involves more than just personalized greetings; it's about understanding the recipient's needs, preferences, and current situation. Messages should offer solutions or benefits that genuinely interest the recipient, avoiding overly promotional content that lacks personal relevance. By prioritizing empathy, marketers can foster stronger connections, enhance customer loyalty, and drive meaningful engagement.