In this brief section we will cover the do’s and don’ts of your mobile marketing campaigns. The top two are as follows:

FREQUENCY: Just as sending too many offers to your audience will lower your campaign results, sending too few of messages will accomplish the undesirable result of low redemption rates.

So how much is too much? Text marketing is still relatively new and text is still considered an intimate space (more so than email). As this form of marketing becomes more mainstream and universal, the accepted amount before annoyance will also increase; for now, here is a good guideline:

Once per month is too little;
Once per day is too much;
Once to twice per week is a good amount.

As with any audience, it is situation dependent. You may find that sending more frequent messages is desirable. A good way to gauge this is by tracking un-subscribes to your list. Test sending frequent offers and the responses to those offers (people coming in the door) versus the response rate of sending less frequent offers.

As you start to market to your audience, you will find the list takes on its own personality, meaning that they will react and respond to certain type of deals. The best way is to test, test, and test some more!

BORING OFFERS: Make sure to only send exciting offers. Send offers that make people want to tell others. Every text should be like an amazing gift. Remember that boring offers results in lower redemption rates.

Text marketing tips