It's completely normal to experience SMS unsubscribes from your lists—it's simply inevitable. For some, receiving SMS messages will be relevant only for a short period, while others may wish to remain part of your customer list for the long term. However, if you notice an increase in unsubscribes during a certain period, it could be wise to put on your detective hat and investigate the reasons. There are many possible reasons customers unsubscribe. Nevertheless, it's essential to do whatever you can to prevent losing your customers. With that in mind, here are 5 tips to help you avoid SMS unsubscribes.
1. Send Valuable SMS
Customers subscribe to your SMS messages because they expect some kind of value. This could be unique offers, discount codes, news, or early access to new products and services. The reasons will vary from customer to customer. It’s your job to identify what different customer segments value most.
You can also create value via SMS by offering something exclusive. Customers will be less likely to unsubscribe if the messages contain deals or updates exclusive to SMS subscribers. Therefore, ensure the messages you send are primarily relevant, informative, and offer customers value they can't get anywhere else.
2. Personalize Messages to Recipients
There are several ways you can personalize your messages and ensure they're relevant to customers. The most obvious method is segmentation. Segmentation allows you to send targeted messages to the right customers, preventing your messages from seeming irrelevant and reducing the likelihood of unsubscribes.
Another approach to personalization is giving customers the opportunity to choose which types of messages they're interested in receiving. They might only want offers and promotions, news, reminders, or exclusive access to new products and services. Providing this option gives customers control over the content they receive, significantly reducing SMS unsubscribe rates.
3. Set Clear Expectations
Be clear and transparent with your customers. Inform them of what to expect when signing up for SMS from your business. Clearly indicate how frequently they can expect messages and what types of content will be sent. This ensures messages won't surprise or irritate your customers.
It’s equally important to deliver on the promises you make to your customers. The frequency and content type of your SMS campaigns should match the information provided at registration. During certain periods, like Black Friday or holidays, it's common to send messages more frequently. Make sure your customers are informed and aware of what to expect during these times. And monitor your SMS unsubscribe rate.
4. Keep It Short and Concise
The beauty of SMS campaigns is that it only takes recipients a few seconds to decide if the message is relevant to them. That's why, as the sender, you need to convey the value quickly. SMS isn’t a novel—don’t create suspense; get straight to the point!
Invest time in crafting short, punchy messages that immediately capture the reader’s attention. Personalize messages by including the recipient's first name and ensure the message is relevant to the recipient. If you have additional information you wish to share, include a link or file in your message. Doing so will also provide additional insights into relevance by measuring open and click-through rates.
5. Make SMS Unsubscribe Easy
The goal of SMS marketing lists isn't to trap customers in a system they can't exit. That approach only creates irritation and harms your company's reputation. Make unsubscribing easy for customers who are no longer interested. Not only is this required by consumer protection regulations, but it also enhances customer trust in your business.
