Updated: Sep 15
Are your SMS marketing campaigns experiencing high opt-out rates? Understanding the reasons behind this issue is crucial for finding practical solutions and retaining subscribers. We've compiled a list of possible causes to help you identify potential problems in your text marketing process. Check them out below ⬇️
1. Message frequency
One of the most common reasons for high SMS opt-out rate is inappropriate message frequency. To determine if this is affecting your text marketing campaigns, you can take the following steps:
Adjust your message frequency: Try sending fewer messages for two months and comparing the SMS opt-out rates with the previous period. If you observe an improvement, congratulations! You have successfully addressed the high opt-out rate issue. However, if the results remain similar, proceed to the next steps.
Analyze competitors' messaging frequency: Opt into your competitors' text message lists and learn about their messaging frequency. Consider applying a similar frequency to your SMS marketing campaigns.
Seek customer input: Sometimes, a simple solution can be found by asking your target audience directly. Utilize mass text messaging to gather feedback. Here's an example message:
Hey [name]! Can you spare 30 seconds? 👀 We value your preferences and strive to provide a tailored experience. Please let us know how many messages you would like to receive from us in a week. Simply reply directly to this message. Your feedback is precious to us. 🤍 - [Brand name]
2. Inappropriate language
To maintain a professional and engaging tone in your text marketing campaigns, it's important to avoid the following:
Spammy language: Refrain from using exaggerated or overblown statements that may appear insincere or misleading.
Slang: Avoid using informal or colloquial language that may not resonate well with your target audience or undermine the credibility of your brand.
Excessive and uncommon abbreviations: While abbreviations can be helpful for brevity, using too many or uncommon abbreviations may confuse or alienate your recipients.
Unprofessional, insincere, or offensive language: Ensure that your messages maintain a professional and respectful tone, avoiding any language that may be perceived as insincere, disrespectful, or offensive.
3. Bad timing
It's important to remember that when you send messages to your customers, you are reaching them on their personal mobile devices. Therefore, it is crucial to be respectful and mindful of their boundaries. At Pony Express HQ, we highly recommend limiting your texting hours to between 9 am and 9 pm. If you find yourself sending messages outside of this timeframe, we suggest reviewing your marketing strategy to ensure it aligns with best practices.
💡 Check this article to learn best practices: TCPA compliance checklist guidance for text marketing
4. Inadequate value
When it comes to promotions, offering inadequate value is just as detrimental as providing no value. Customers who do not see the value in your marketing messages may choose to unsubscribe from your SMS list. Therefore, it's essential to review your promotions and ensure that you deliver on the promises you made at the beginning through your text marketing messages. If you are uncertain about meeting their expectations, you can always ask your customers directly through SMS. Here's an example message to gauge their expectations of your marketing campaigns:
Hello [name], can we have a moment of your time? We are interested in understanding your expectations from [brand name]. To assist us in serving you better, please let us know what types of deals and offers you would like to receive from us by replying to this message. Your input is highly valued. Thank you!
4. No identity
Messages without a clear sender identity can be perceived as insecure or spammy, leading people to opt out of receiving further messages. It's crucial always to introduce yourself within your SMS marketing messages to establish trust and familiarity. Here are some examples:
Hello there! This is [Brand Name], bringing you an exclusive deal you won't want to miss…
Attention! Don't miss out on our one-time discount! Shop online now at [link]. - [Brand Name]
5. No consent
SMS marketing relies on obtaining proper consent from your customers. We assume that you have already obtained opt-ins from your customers to receive marketing messages. However, it's important to emphasize the significance of collecting opt-ins to avoid high opt-out rates and potential penalties. Ensure you have explicit consent from individuals before including them in your text marketing campaign lists. Remember, sending messages to people who have not opted in is not only against regulations but also disrespectful of their privacy.
The following guides can be helpful for SMS opt-ins:
6. No interest
Sometimes, customers may lose interest in receiving your messages. In such cases, respecting their decision and focusing your efforts and resources on engaging with interested customers is important. Additionally, opt-out customers can provide valuable feedback on their reasons for unsubscribing, helping you improve your marketing approach. Here is an example of an opt-out message:
Hey [name]! We understand that sometimes it's time to part ways. We'd appreciate it if you could take a moment to let us know why you're opting out. Your feedback means a lot to us and will help us improve. This will be our last message, so goodbye for now. Take care, and stay awesome! 😊
In this article, we've outlined 7 common reasons for increasing opt-out rates in your SMS marketing lists. Our goal is to provide valuable insights to help you build stronger customer relationships. If you have any questions or need further assistance, please comment below. We're here to support you! 😊
Happy Texting 💬
The Pony Express HQ Team