4 Common Marketing Mistakes in 2020

4 Common Marketing Mistakes in 2020

marketing mistakes

Updated June 4, 2020

Simple marketing mistakes are more common than you think, and it seems like when marketers correct one mistake, there are more that develop. Whether it’s email marketing mistakes, social media marketing mistakes or mistakes with text marketing, small oversights in your 2020 marketing strategy can results in opt outs, unfollows and even angry customers. What’s worse, some marketers are unaware of their marketing mistakes and don’t know why their marketing techniques are not working. These marketers take little notice to the fact that unsubscribe rates are enormous. They put campaign after campaign out there, then when there is no one left to market to they are left wondering what happened?

Marketing success comes to those who learn how to successfully construct campaigns. Part of this includes reviewing your marketing mistakes and learning why people are opting-out of your program, and then doing everything in your  power to turn those rates around. Learning how to engage with customers can make all of the difference in the world.

Get the most out of your marketing strategy by preventing these reasons for opt-outs:

4 Marketing mistakes leading to opt-outs and unsubscribes

In 2020, it’s essential to contextualize your message, be aware of how your communications mesh with global current events, and back up your marketing with real action. Here are common marketing mistakes in 2020 that happen when marketers don’t take that into account.

Marketing mistake 1: Too many messages

Sending too many messages is the number one reason for people opting out of a text marketing program or email marketing. You must learn the proper manner of sending messages so that you do not become annoying to the consumer. This became a running online joke during the start of the COVID-19 pandemic when companies were sending unnecessary updates to customers about how they were handling the coronavirus.

marketing mistake COVID-19

What to remember:

  • Customers want to hear from you, but only if it’s relevant. This can sometimes be hard to gauge, but it’s why you need to make sure your contact list is consistently updated.
  • Customers want deals, but they also do not want to hear from you 30 times per day. So many marketers make this mistake because they are so happy to have their campaign up and running. Some send messages on an hourly basis, even sending the same message numerous times. When a subscriber begins getting messages on this kind of frequency, they feel overwhelmed and annoyed, and they opt-out of the program.
  • Stay consistent with the amount of messages you said you’d send in your original auto-reply.
  • Try to stick to a plan that sends no more than a couple of messages per week.
  • Send messages one time only, and when you have something nice to offer.
  • Once a person opts-in to receive SMS from you, send an auto-reply welcome, and the initial offer. Then, wait several days to one week  before making contact again.

Can you change the frequency of your mass text messages? Sure, but do it strategically. Let’s say you usually send four unique mobile offers a month. Change your frequency promise first, and then up the promotions a bit. Keep a close eye on your redemption, and see if anything changes. If your redemption rates stay consistent, stick with the new frequency.

Marketing mistake 2: Wrong tone

The words that you use in a text message are very important, but it is also the method in which that message is said. If a subscriber doesn’t like your tone, three is a good chance they will unsubscribe.

What to remember:

  • Not everyone finds the same things funny as you do. In fact, it is very possible to offend someone, especially through a text message where tone doesn’t always translate easily.
  • Before any message is given the final okay, make sure that you re-read the message to ensure that it is professional in nature, direct, and to-the-point.
  • Brainstorm messages with your whole team and listen to feedback. If someone on the team doesn’t like the tone of the message, that’s worth paying attention to.
  • Use MMS marketing to send pictures or videos that could be more expressive than words.

Marketing mistake 3: Boring incentives

Customers are more likely to sign up for your list if you are offering promotions and incentives, but you must keep those coming if you want them to remain active members of your list.

What to remember:

  • Incentives such as buy one, get one free offers work amazingly.
  • Before offering an incentive, however, consider how you would like to receive such offers. For example, if you are offering a 10% discount on an offer that costs $400, many people might not see that as a good deal.
  • Keep in mind how your deals are being redeemed. If you offered a free admission with purchase on your last campaign, but there wasn’t a lot of redemption of that offer, resending the offer numerous times isn’t going to win over my customers.
  • Track all of the offers that you send, as well as how customers responded to those messages.
  • Don’t forget to include offer redemption instructions in your SMS message. This also can take form in a simple call to action. Something along the lines of “show this text” would be sufficient.

Marketing mistake 4: Inconsistent messaging

Text marketing is very effective but, you should remember that you must promote your marketing list as well as participate in other forms of marketing if you want to be successful in your endeavors.

What to remember:

  • There are numerous methods of marketing outside of SMS, and you want to actively engage in those while keeping the customer happy.
  • If the customer has a bad experience with your social media page, there is a good chance that they will unsubscribe from your marketing text list.
  • Same rule applies if they have a bad experience at a store.
  • Use SMS feedback marketing to ensure that your customers are all happy and keen with your company.
  • If there is a problem, quickly address the issue and do your best to resolve it.

Also, don’t forget that in order to stay consistent with the deliverability of your text messages, you’ll want to monitor how many text messages you’re using each month and upgrade your account to allot for growth if necessary. We hate seeing customers miss out on opportunity. Keep an eye on how many messages you’re using every month. If it’s getting close, don’t forget to upgrade.

Are you making these mistakes?

Using the tips above when you construct a text marketing campaign can ensure that you are growing as a business rather than going backwards and losing subscribers. The most important thing that you can remember is that you know your customers and what they want. If you feel like your marketing efforts are not working, maybe it is time to change things up a little bit. Building a relationship with the customer is what is important, and this information can help you do just that.

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