With attention spans getting shorter, it takes creativity and know-how to keep your subscribers from opting out.
While you can expect a few opt-outs with any campaign, there are some scenarios that can cause a higher opt-out rate than normal. Based on our experience, your opt-out rate for a mobile text campaign should average less than 1%. If subscribers are leaving at a higher rate, it’s a clear sign you’re doing something wrong!
Here are a few reasons why mobile subscribers opt-out and what you can do to turn things around:
Irrelevant or Unhelpful Message Content
If subscribers aren’t finding value in your text messages, they won’t waste time in unsubscribing. You have to keep them hooked with every message. Instead of sending bland announcements, make sure every message offers value and has a clear call-to-action. Don’t send a text until you have those two things.
Sending Text Messages Off-Hours
Like sales calls, text messages are only allowed between 8 am and 9 pm—in the subscriber’s time zone, not yours. If your subscribers are local, it’s easy to stay within that time frame. If you’re texting a national list, limit those hours to be safe. For example, send between 11 am and 9pm if you’re on the east coast or between 8 am and 6 pm if you’re on the west coast. You can still upset your subscribers if you text early or late, especially on the weekends, so avoid the beginning and ending times of that schedule and avoid going off-hours altogether. Refer to the full list of rules for text message marketing.
Too Many Offers
Don’t trigger the “annoyance factor” in the minds of your subscribers. Many will opt-out if they feel they’re getting texts too often. To avoid this, you need to learn how much is too much. We usually recommend once a week at most. Adding value and varying the style and content of your text messages can help. Also, make sure your subscribers can actually take advantage of each offer. Otherwise, your texts are too frequent.
So-So Customer Support
Does your business offer customer support for your text messaging program? There may be issues with customers who can’t receive texts because of their plan or their carrier. For that reason, it’s important to work with a mobile marketing firm that can help customers by text, email, phone or all three. Otherwise, those subscribers will ignore your text efforts and respond by unsubscribing.