SMS marketing is one of the most direct and cost-effective methods to communicate with customers. It offers fast delivery, high open rates, and excellent engagement when done correctly. However, many businesses make simple yet costly mistakes that hurt their campaigns and damage customer trust.
To help businesses avoid these mistakes and run successful SMS campaigns, this article outlines the most common errors and explains how to prevent them. Whether you are a small local shop or a large eCommerce brand, these insights will help you improve your SMS strategy and increase customer loyalty.
1. Sending Messages Without Permission
One of the biggest mistakes businesses make is sending SMS messages to people who didn’t agree to receive them. This practice is not just annoying for the recipient—it can also be illegal. In many regions, including the UAE, strict rules apply to unsolicited messages. Businesses can face large fines and damage to their reputation if they ignore these rules.
Always make sure that customers clearly opt in. Use online sign-up forms, shortcodes with keywords, or checkboxes during registration or purchase. Never purchase third-party contact lists, as this often leads to spam complaints.
Avoid this by:
- Asking for clear opt-in consent
- Providing an easy unsubscribe option
- Maintaining a clean and verified contact list
2. Poor Timing of SMS Delivery
Sending messages at the wrong time can make your customers feel irritated. For example, no one wants to receive a promotional message at midnight or during early morning hours. It’s also ineffective to send food deals late at night or shopping offers during work hours.
Understanding your audience’s behavior helps you send messages when they are most likely to respond. For instance, lunch deals can be sent mid-morning, and flash sales can be promoted just after work hours.
Avoid this by:
- Scheduling messages during peak engagement hours
- Avoiding weekends or public holidays unless it suits your audience
- Using data to find the best timing for each campaign
3. Repeating the Same Message Multiple Times
Repetition without change is a quick way to lose your subscribers. Sending the same message over and over makes your audience lose interest. Even if the offer is good, it becomes invisible after a few times.
Customers like fresh content and new opportunities. Repeating offers with a different approach or limited-time campaigns can be more effective than simply copying and pasting the same text.
Avoid this by:
- Rotating between different types of messages (offers, tips, updates)
- Personalizing each message with customer preferences
- Offering value beyond sales (such as loyalty rewards or reminders)
4. Not Personalizing Your SMS
Every customer is different. Sending the same message to all your contacts makes your SMS feel robotic and generic. Personalization increases the chance that a customer will read and respond to your message.
Simple details like including the person’s first name or referring to a recent purchase can make a big difference. If you have a large list, divide your audience into groups based on behavior, location, age, or buying habits.
Avoid this by:
- Using customer names when possible
- Segmenting your audience based on interests
- Referring to past interactions or purchases
5. Ignoring Message Length and Formatting
Long messages get cut off or broken into multiple parts, especially on older phones. Messages that are too short might miss important information. Additionally, using too many special characters, emojis, or long links can make your message hard to read.
Keeping your message concise but complete is the goal. Make your point quickly, and always include a clear call to action (CTA) such as “Visit now,” “Reply YES,” or “Click the link.”
Avoid this by:
- Staying under 160 characters if possible
- Using short, branded URLs
- Testing formatting on different devices before sending
6. Missing or Weak Call-to-Actions (CTAs)
A message without a clear CTA leaves the reader confused. People need to know what to do after reading the message—whether it’s clicking a link, calling a number, or replying with a keyword.
CTAs should be direct, short, and action-oriented. Avoid vague phrases like “Check this out” and instead use “Shop Now,” “Claim Your Discount,” or “Book Your Appointment.”
Avoid this by:
- Making the CTA visible and simple
- Placing the CTA at the end or start of the message
- Using urgency where appropriate (e.g., “Limited Offer”)
7. Not Testing the Campaign Before Sending
Even experienced marketers can make small mistakes in spelling, formatting, or scheduling. Sending a message to thousands of customers without checking can result in embarrassment and loss of credibility.
Always test your messages. Send them to a test group, check delivery status, and see how they appear on different devices.
Avoid this by:
- Running A/B tests to compare different versions
- Previewing messages on Android and iPhone devices
- Checking link redirects and opt-out functionality
8. Failing to Track Campaign Performance
If you don’t measure your SMS campaign’s performance, you’ll never know what’s working. Metrics like open rates, click-through rates, responses, and unsubscribes help you improve over time.
Many SMS platforms offer built-in analytics. Use them to learn which messages perform best and when.
Avoid this by:
- Tracking open and response rates
- Comparing campaign results weekly or monthly
- Making changes based on real data
9. Not Respecting Opt-Out Requests
Failing to allow customers to opt out—or ignoring their requests—can harm your brand’s reputation and even result in legal trouble. Always include opt-out instructions in your message. This shows professionalism and respect for the recipient’s choice.
Avoid this by:
- Including opt-out keywords like STOP or UNSUBSCRIBE
- Automatically removing users who opt out
- Responding quickly to manual unsubscribe requests
10. Not Adapting for Local and Multilingual Audiences
In regions like the UAE, it’s common to have customers speaking different languages. Sending all messages in English may not connect well with Arabic-speaking users, and vice versa.
Offering bilingual messages can improve understanding and engagement. It also shows your respect for your audience’s language preferences.
Avoid this by:
- Sending bilingual SMS (e.g., English + Arabic)
- Testing message appearance in both languages
- Keeping both versions brief and clear
11. Overloading with Promotions
Constantly pushing promotions without adding value can annoy your audience. If every message is a sales message, subscribers may begin to ignore or block your number.
Balance is important. Send helpful reminders, loyalty rewards, event invites, or birthday greetings alongside promotions.
Avoid this by:
- Mixing promotional with informative or personal content
- Sending occasional exclusive offers to VIP customers
- Using loyalty programs to maintain engagement
12. Not Integrating SMS with Other Marketing Channels
SMS works best when combined with your email campaigns, website promotions, social media, and customer support. Running SMS in isolation limits its full potential.
For example, an SMS can announce an email offer, direct users to a landing page, or follow up after a form submission.
Avoid this by:
- Connecting SMS tools to your CRM and email systems
- Creating cross-channel campaigns
- Coordinating the timing of all messages
13. Not Segmenting Your Contact List
Your customers are not all the same. Sending a one-size-fits-all message can result in low engagement. Use segmentation to target people based on what they like, how they interact, or where they are.
For example, customers in different cities may need different store hours, or online shoppers may prefer product links.
Avoid this by:
- Grouping contacts by location, age, interests, or activity
- Sending personalized offers or reminders
- Creating separate campaigns for new vs returning customers
14. Using Inconsistent Brand Voice
If your SMS tone changes from formal to overly casual without reason, it can confuse your audience. Consistency builds trust.
Decide on a voice for your brand—whether friendly, professional, or energetic—and stick to it across all messages.
Avoid this by:
- Writing SMS scripts that match your brand
- Avoiding slang or emojis unless your brand supports it
- Training your marketing team on tone consistency
Conclusion
SMS marketing can be a powerful way to connect with your customers—if done right. Avoiding the mistakes above can make your messages more effective, your brand more trustworthy, and your audience more engaged.
Take time to plan, test, and improve your campaigns. Respect your customers’ preferences, personalize when possible, and always provide value in every message.
Done correctly, SMS becomes not just a communication tool—but a strong business asset.
