Friends Text Messaging Through Smart Phone

Let’s be honest; No one enjoys it when people unsubscribe from their marketing list.

With all the time and effort you put into creating and growing your list, carefully crafting messages, and sending them out, it’s never fun when someone hits you with a, “thanks, but no thanks.” Whether you’re a marketing guru, a qualified professional, or simply a beginner, you’re always going to experience people opting out of your list. While you can’t always predict the future, you can be aware of some common themes that may help prevent your customers from opting out:

Consumers hate SPAM

Message frequency is the leading cause of mobile marketing opt-outs. Bombarding people with messages is a great way to produce unhappy consumers. Not only could this result in a huge number of opt-outs, but it may also tarnish your brand equity and soil your relationship with a current or potential customer. In the wide world of marketing, knowing your consumer is a must – where they live, their age, education level, likes, dislikes, beliefs, etc. Part of knowing your customer is being aware of when, where, and how often they prefer to receive marketing messages, if at all. For some this may be once a day, for others, once a week, and for others, bi-weekly messages would suffice – any more than this and you may run the risk of losing an opt-in for good.

Irrelevant messages make for not-so-satisfied customers

Sending irrelevant messages is a huge mobile marketing red flag. Doing so can almost guarantee significantly higher opt-out rates. This may include any content that is incorrect, inappropriate, insignificant, unrelated, unfocused, or too lengthy. Remember, content is king. As a general rule of thumb, ask yourself – are these messages suitable for my audience? If the answer is no, it may be time for a change.

No incentive equals no value

What value-add do your marketing messages offer? And furthermore, what is the user experience? If there is no clear incentive or call-to-action (CTA), it’s likely that consumers will eventually opt-out of your campaign. The primary purpose of a call-to-action is to get your target consumer to do something – to purchase an item, sign up for a service, or request more information. CTAs are too often neglected in marketing messages and without them, consumers may become uninterested in your messages.

While having people opt-out of your marketing list is never fun, it’s not the end of the world – it’s part of the business. However, now that we know what causes consumers to opt-out, we can take necessary steps to try and prevent it from happening as often in the future.

What are you doing to prevent consumers from opting out? In part 2 of this article we will recommend strategies to retain and grow your mobile marketing list.