How can you reduce SMS opt-outs in mobile communications?

2 Provide value

One of the main reasons why people opt out of SMS messages is because they don't see any value in them. They may feel that the messages are too frequent, too generic, too intrusive, or too spammy. To avoid this, you need to provide value to your recipients with every SMS message you send. Value can come in different forms, such as discounts, coupons, rewards, tips, reminders, confirmations, or updates. The key is to make sure that your messages are useful, relevant, and timely for your audience. You can also use personalization techniques, such as addressing them by name, mentioning their location, or referencing their previous interactions, to make your messages more appealing and engaging.

3 Respect their privacy

Another reason why people opt out of SMS messages is because they feel that their privacy is violated or compromised. They may not trust how you handle their personal data, or they may not consent to receive messages from you or your partners. To respect their privacy, you need to follow the legal and ethical guidelines for SMS marketing, such as the TCPA and the CTIA in the US. These guidelines require you to obtain explicit permission from your recipients before sending them SMS messages, to disclose your identity and purpose, to provide a clear and easy way to opt out, and to honor their opt-out requests promptly. You also need to protect their data from unauthorized access, use, or disclosure, and to comply with any applicable privacy laws or regulations in your region.

4 Optimize your frequency

Another reason why people opt out of SMS messages is because they feel that the messages are too frequent or too infrequent. Too frequent messages can annoy or overwhelm your recipients, while too infrequent messages can make them forget or lose interest in your brand. To optimize your frequency, you need to find the right balance between sending enough messages to keep your audience engaged, but not too many to irritate them. You can use data and feedback to determine the optimal frequency for your audience, and to adjust it according to their behavior and preferences. You can also give them the option to choose how often they want to receive messages from you, and to change their preferences at any time.

5 Test and measure

Another reason why people opt out of SMS messages is because they don't like the content, format, or style of your messages. They may find your messages boring, confusing, misleading, or offensive. To avoid this, you need to test and measure your SMS messages before and after you send them. You can use various tools and methods to test your messages, such as A/B testing, split testing, or multivariate testing. You can test different elements of your messages, such as the wording, the tone, the length, the timing, the call to action, or the emoji. You can also measure the performance of your messages, such as the delivery rate, the open rate, the click-through rate, the conversion rate, or the opt-out rate. By testing and measuring your messages, you can identify what works and what doesn't, and improve your SMS campaigns accordingly.

6 Ask for feedback

Another reason why people opt out of SMS messages is because they feel that their voice is not heard or valued. They may have questions, concerns, complaints, or suggestions about your brand, products, or services, but they don't have a way to communicate them to you. To avoid this, you need to ask for feedback from your recipients regularly and sincerely. You can use SMS messages to solicit feedback from your audience, such as asking them to rate their experience, to answer a survey, to share a testimonial, or to refer a friend. You can also use SMS messages to respond to their feedback, such as thanking them, acknowledging them, apologizing to them, or rewarding them. By asking for feedback, you can show your recipients that you care about their opinions and satisfaction, and that you are willing to improve your mobile communications.