Black Friday is synonymous with a shopping frenzy. However, amidst the chaos, marketing campaigns often become a battlefield of mistakes. Explore the seven common mistakes in SMS and chat apps campaigns and learn how to steer clear of them.
BulkGate's essential tip: The golden rule for Black Friday success
Don't forget that on Black Friday, the shorter the message, the better the impression! Steer clear of sending SMS messages over 160 characters. Overstepping this limit could lead to dire consequences, potentially derailing your entire marketing campaign and tarnishing your brand's reputation. Adhering to the 'One SMS Rule' isn't just good practice; it's a safeguard against operational glitches. Imagine sending a lengthy message, only to have it rejected by the operator due to a single incorrect character - your whole campaign could collapse like a house of cards. Need to convey more information? Use the BulkGate shortener and replace your long text message with a clickable URL link. Above all, rigorously test your campaign before launch to ensure smooth sailing. Keep it short, to the point, and successful!
1. Improper segmentation
The misstep
Utilizing a one-size-fits-all approach in your messaging without properly segmenting your audience.
The repercussion
This leads to irrelevant messages reaching the wrong audience, reducing engagement rates, and tarnishing brand perception.
Illustration
Imagine a scenario where a leading sports apparel brand sends out bulk SMS offers promoting their new collection of women’s yoga wear to their entire customer base, including a significant segment of male customers interested in outdoor adventure gear. Not only would the male customers find the message irrelevant, but it might also come off as annoying or spammy. This misalignment could lead to a loss of customer engagement, and over time, a tarnished brand image as customers perceive the brand to be out of touch with their preferences.
* ”Essentially, there is no more ‘one size fits all’ marketing and personalisation is one of the best ways to increase the effectiveness and relevancy of your messages – something that’s especially needed when it comes to ecommerce.” (Personalisation in marketing – where’s the line between ‘cool’ and ‘creepy’?)
2. Weak call to action (CTA)
The misstep
Crafting vague or uninspiring CTAs that don’t ignite a sense of urgency or fail to clearly guide the customer on what action to take.
The repercussion
Without a compelling CTA, the conversion rate plummets, and the campaign ROI takes a hit. Moreover, customers might feel lost on what the next steps should be, leading to a loss of potential sales and a decrease in customer satisfaction.
Illustration
Consider a local restaurant sending out an SMS with a CTA saying, “Visit us” on Black Friday. The message is vague and does not convey any incentive for the customer to act. Now imagine a competitor’s SMS with a CTA stating, “Enjoy a free dessert with your Black Friday dinner, book your table now!” The latter creates excitement, offers value, and directs the customer on what action to take, hence is likely to drive more foot traffic to the restaurant. Over time, customers are likely to remember the competitor with enticing offers rather than the one with vague invitations, impacting not only the day’s sales but also long-term customer loyalty.
* “The CTA is your final chance to get people to engage with the message you’re sending. Use a CTA that is clear and easy to understand.” (SMS marketing ultimate guide for Black Friday)
3. Overemphasis on discounts
The misstep
Relying solely on discount-driven messaging without highlighting the value or uniqueness of your offerings.
The repercussion
This could lead to a price war with competitors and also train customers to buy only during sales, impacting profitability in the long run. Moreover, the brand may be perceived as low-value, which could deter customers from making purchases at regular prices. These customers may not be loyal to the brand but are instead chasing the best bargains.
Illustration
A tech gadgets store offering flat discounts on all products might initially see a surge in sales. However, if a competing brand highlights not just a discount but also the superior battery life and exceptional warranty of their products, customers might lean towards the latter. Over time, the first store's brand may become synonymous with cheap, low-value products, while the competitor could be perceived as offering value for money, impacting customer loyalty and long-term profitability.
4. Ignoring post-Black Friday promotions
The misstep
Failing to extend marketing efforts beyond Black Friday into Cyber Monday and the holiday season.
The repercussion
This results in lost opportunities to capitalize on the shopping momentum and leaves money on the table. Moreover, customers might shift their attention to competitors who continue to entice them with offers and promotions.
Illustration
Picture an electronics store that had roaring sales on Black Friday but goes silent post the event. In contrast, a competitor continues the momentum with Cyber Monday deals and a “Holiday Tech Gift Guide” sent out via SMS and chat. Customers are likely to continue engaging with the latter, leading to a higher sales volume throughout the holiday season, while the first store misses out on these additional revenue opportunities.
5. Lack of early planning
The misstep
Procrastinating on campaign planning until the eleventh hour, leaving no room for thorough analysis or strategy optimization.
The repercussion
Last-minute rushes can lead to poorly crafted messages, missed opportunities, and ultimately, underwhelming campaign performance. Furthermore, inadequate preparation could result in technical glitches or errors that could frustrate customers and harm the brand's reputation.
Illustration
Envision a skincare brand that decides to jump onto the Black Friday bandwagon last minute, hastily putting together an SMS campaign. The messages are riddled with typos, the offers are not compelling, and the links lead to error pages. Customers frustrated by the poor user experience may opt to shop from competitors, leading to a loss in sales. Moreover, the brand's reputation could take a hit, with customers questioning its professionalism and reliability.
6. Failure to test campaigns
The misstep
Neglecting to test your SMS and chat apps campaigns before Black Friday.
The repercussion
Technical glitches, poorly formatted messages, or broken links can lead to a frustrating user experience, and potentially lost sales.
Illustration
Imagine a fashion retailer launching their Black Friday SMS campaign without testing the links. The messages direct customers to a “Page Not Found” error, creating a wave of frustration. Social media then gets flooded with complaints and screenshots of the failed campaign, becoming a PR nightmare for the brand. The negative publicity not only affects sales but also erodes trust and could have a lasting negative impact on the brand's reputation.
7. Ignoring opt-out options
The misstep
Failing to include clear opt-out instructions in your messages.
The repercussion
Increased customer irritation and potential legal ramifications.
Illustration
Consider a scenario where a home decor brand incessantly sends promotional messages without providing an opt-out option. Annoyed customers might take to public forums or social media to vent their frustration, leading to negative reviews and a tarnished brand image. Moreover, the brand could face legal issues if it's found to be non-compliant with data protection and privacy regulations, leading to financial penalties and further damage to its reputation.
Conclusion
Black Friday is not just a test of who slashes prices the most, but a test of strategy, understanding your audience, and crafting messages that resonate. By learning from past missteps, aligning with best practices, and gearing up well in advance, you can steer clear of common pitfalls and ensure your Black Friday SMS and chat apps campaigns hit the right note with your audience, propelling your brand towards a successful sales season. To learn more about mobile marketing campaigns for Black Friday, check out our SMS marketing ultimate guide for Black Friday.