You’re sending out SMS messages, maybe feeling pretty good about reaching people directly on their phones. But then… crickets. You check your reports, and the response rate is disappointingly low. Sound familiar? It’s a common frustration, seeing that potential slip away.
We’ve narrowed down the top 5 reasons why your list is not responding and some ways on how to turn that around.
1. POOR VALUE PROPOSITION
This is the absolute heavyweight champion of response rate killers: a weak value proposition.
Think about the last marketing text you received.
Did you instantly understand why you should care? Or did it feel generic, irrelevant, or like a waste of your time?
Your message needs to say “This is for YOU, and here’s why it’s awesome/helpful/urgent!” It has to answer the silent question everyone asks: What’s in it for me?
- Poor Value: “Shop our sale now!” (Okay… why? What kind of sale? Is it relevant to me?)
- Good Value: “Hey [Name], thanks for being a loyal customer! Get 25% off your next coffee order today only. Show this text: [Link]” (Personal, clear benefit, urgent, easy action).
Your offer needs to feel like a helpful tip or an exclusive perk, not just another ad. If the value isn’t crystal clear within the first few words, you’ve likely lost them.
Is the benefit to your reader immediately obvious?
Think about the customer that you are messinging and what goals they are trying to complete – then thinking about offering them products that directly help them either get that goal or take a step closer to that goal, you can even make add a special offer.
2. UNCLEAR CALL-TO-ACTION
Right alongside value is the Call-to-Action, or CTA. This is where you tell people exactly what you want them to do next. Confusion is the enemy here.
If your CTA is vague, hidden, or asks for too many things, people will just give up.
- Unclear CTA: “Visit our website for more details and check out our social media.” (Which one first? What details? Too much work!)
- Clear CTA: “Tap here to claim your free guide: [Link]” (One action, clear benefit).
- Clear CTA: “Reply YES to confirm your appointment.” (Simple, direct).
Your CTA should be:
- Obvious: Easy to spot in the message.
- Singular: Focus on ONE primary action you want them to take.
- Easy: Make it simple to complete (like tapping a link or replying with a keyword).
Action Tip: Read your message aloud. Can someone understand the single most important action they should take within about 3 seconds? If not, simplify.
Make it effortless for them to say “yes” to whatever you’re asking.
3. INADEQUATE LIST QUALITY
I was inclined to push this to the top of the list but since the 1 and 2 are an easier fix they took priority.
The list IS the asset, if you get the wrong people on to the list then you no-longer have an asset.
Most businesses don’t run into this issue but if you acquired customers through a competition that is not related to your typical products or you purchased the list then you’re going to run into trouble that may not be fixable.
My recommendation is to always make special offers trials or information that is directly related to your products.
- Real Opt-Ins Matter: Only text people who have clearly agreed to receive messages from you. Sending to purchased lists or those who didn’t explicitly consent is asking for trouble (and low responses). People engage when they expect to hear from you.
- Segment: Don’t send the exact same message to everyone. Group your contacts based on interests, past purchases, location, or engagement level. Sending targeted messages feels more relevant and less like spam. Imagine sending a discount on dog food to a cat owner – instant ignore!
A clean, opted-in, and well-segmented list means your killer message actually reaches people who are likely to care. This isn’t just about response rates; it’s about respecting your audience and building trust. Check out SMS marketing best practices to ensure you’re on the right track.
4. MESSAGE TIMING & FREQUENCY
This one is a bit of a no-brainer, but depending on the type of business you’re in then timing can be super important for example, a cafe might send a text message before 9am or a restaurant would send an SMS right before lunch.
- Timing: Think about your audience’s routine. Sending a lunch special offer at 11:30 AM makes sense. Sending a business-related message during peak work hours might be better than late evening. Avoid sending texts super early in the morning or late at night unless it’s truly urgent (like an appointment reminder). Test different times to see what works best for your audience.
- Frequency: Bombarding people with texts is the fastest way to get ignored or opted-out. Find a balance. Is it a daily update, a weekly deal, or a monthly newsletter summary? Set expectations if you can (“Get weekly tips…”). Monitor your opt-out rates; a sudden spike might mean you’re sending too often.
Align your messages with the customer’s journey. A welcome message right after signup feels timely. A follow-up after a purchase makes sense. Random blasts out of the blue? Less effective.
For the most part, keeping your text messages inside of business hours is a good place to start.
5. LACK OF PERSONALIZATION
Personalisation isn’t the be all, end all but it can be the thing that adds a little extra push into your SMS campaigns.
- Use Their Name: Simple, yet effective. “[Name], your exclusive offer is here!” feels much warmer than “Exclusive offer inside!”
- Reference Past Interactions: “Hi [Name], enjoyed the workshop? Here’s the link to the slides…” shows you remember them.
- Tailor Offers: Use segmentation (from the list quality point) to send offers based on preferences or past behaviour. “Fans of [Product Category] like you get early access…”
Personalization shows you see them as an individual, increasing the chance they’ll pay attention and respond. It might seem like extra effort, but the payoff in engagement is often huge. Tailoring your approach might even involve creating custom SMS marketing plans for different audience segments.
Putting It All Together: The Transformation
So, what happens when you focus on these areas?
- You Avoid Problems: You stop wasting money sending texts people ignore. You avoid annoying your audience and reduce opt-outs. You steer clear of looking like a spammer.
- You Gain Advantages: Your messages get read and acted upon. Engagement increases. You build stronger relationships with your audience because you’re providing relevant value. Your marketing becomes more effective and efficient. Imagine seeing those reply notifications actually pop up!
- Your Life Gets Easier: Less frustration wondering why things aren’t working. More confidence in your SMS strategy. You start seeing SMS as the powerful, direct communication tool it truly is, backed by impressive stats showing its effectiveness – check out some key SMS statistics to see the potential.
Improving your SMS response rate isn’t about finding some secret trick. It’s about being more thoughtful, relevant, and clear in your communication.
It’s about respect for the person receiving the text.
Need Help With Your SMS?
Implementing these strategies – managing lists, personalizing messages, scheduling sends, tracking results – is much easier with the right platform.
At 160.com.au, we’ve been helping businesses connect with customers via SMS since 2000. Our platform is designed to be incredibly easy to use, whether you’re sending bulk campaigns or personalized messages.
We offer features specifically designed to boost your engagement:
- Personalised Messaging Tags: Easily insert names or custom fields.
- Unlimited Contact Groups: Simple segmentation for targeted sends.
- SMS Scheduling: Send messages at the perfect time.
- Delivery Reports: See exactly who received your message.
- Two-Way SMS: Manage replies directly via mobile or email.
- Email to SMS: Convert important emails into instant SMS alerts.
Our goal is to make powerful SMS communication accessible and effective for everyone, with no hidden fees or contracts. You get enterprise-level security and reliable delivery, all through a simple online interface or even via email using our Email to SMS functionality.
If you’re serious about improving your SMS results and want a partner dedicated to simplicity and reliability, check us out at 160.com.au.
Stop letting your text messages fade into silence. By focusing on clear value, direct calls-to-action, a healthy list, smart timing, and a personal touch, you can dramatically increase your SMS response rates and build stronger connections.