We’ve all done it.

A text messages pops up. You swipe. You delete. You don’t even bother to open or read it.

Why? There are several reasons why people might ignore SMS messages or trash them before they’ve even opened them. However, 78% of consumers say they want to receive texts from business. So what will get you blown off in the inbox? This post will dive into the possible answers. 

1. You’re a stranger who doesn’t identify yourself.

When a new number pops on the screen, most people have immediate caution flags. Is it spam? A new friend? A stalker? SMS messages from unknown or unfamiliar numbers can be perceived as spam or unwanted, leading people to ignore them. Ideally, you can segment your audience. When you text someone for the first time (or the first time in awhile) you can idenitfy yourself from the start. If it makes sense, give yourself a real identification. (Example: “Hey, it’s Mike from X Company.”)

Our tip: Suggest the recipient add your number to their contacts so you don’t stay a stranger.

2. Your opening doesn’t spark interest.

Most people instinctively react to the buzz or ding that alerts them to a new message. They glance to see who it is and possibly the preview. The brain then compartmentalizes the message into one of two files: (a) I need to read this and maybe respond. (b) I don’t want to mess with this right now (or ever). Consider this when you select your words, because some people will at least see the opening.  It could potentially not even matter if the overall content of your SMS message resonates with the recipient, because if the opening doesn’t compel them, you’ll sit unread for days–maybe weeks or months…or get deleted!

Our tip: Use a personal greeting and a key phrase so the recipient knows what your message is about or you need to create immediate curiosity.  

3. Your message doesn’t feel important.

Do you know anyone guilty of having a double-digit number of unread messages at any given moment? It’s not uncommon for people to receive numerous texts (and messages through other apps) throughout the day, and it’s easy for individual messages to get lost or overlooked in the sea of notifications. If your message doesn’t convey urgency or pique curiosity, it could be left unread until a much later time.

Our tip: Be choosy about when you utilize SMS. Don’t become so frequent that your audience doesn’t even get excited to hear from you. when you gather consent to message, let your audience know how frequently you will be in contact and don’t abuse that agreement.

4. You’re texting way too often.

Turn it down a notch, bro! Your contact is going to ignore or block you even if you are in their address book if you start blowing up their phone with too many or repetitive messages. When you bombard the recipient with frequent messages, it is likely to lead to message fatigue, causing the recipient to ignore subsequent messages, or worse, unsubscribe.

Our tip: Don’t start with the firehose. Begin simple and ask if your recipient would like to be added to other lists for specific types of info. (Sale alerts, event updates, etc.)

5. You were asked to not text, but to communicate another way.

Your recipient isn’t playing hard-to-get mind games with you. If you acquired their number, but they opted out of SMS messages or they said their preferred communication method was email or something else, that’s exactly what they meant. So don’t text. End fo story.

Our tip: Do better. If you realize you are texting people who specifically said they did not want to be texted, double check your data systems. You always want to respect the customer’s wishes.

6. Your message is unclear or just plain weird.

There is a fine line between clever and creepy in SMS marketing of the 21st century. You definitely want to spark interest and connect with the recipient, but if you get too fanciful, the message may get wordy. This could lead to the message not being read at all or the point getting lost along the way. Be careful with length, but also be sure the core of your messages is well written. You don’t want to leave the recipient scratching their head, possibly discouraging them from taking the action you desire.

Our tip: Keep it simple. Don’t try to turn SMS messaging into a newsletter.

7. You’re getting too personal for SMS. 

Depending on your industry, there may be a need to gather personal information from your customers or prospects. Many people are not going to be comfortable sending such things via text message. (And they have good reason for that; plenty of spamming and hacking happens this way!) Some people may ignore messages that seem suspicious to protect their privacy and security.

Our tip: This may be a time to pick up the phone and call or direct them to a personal account they’ve created with your business rather than expecting an SMS response. Use your judgement based on the situation. Check out this post for more information on choosing the right communication channel.

Conclusion

There isn’t a cookie-cutter method for a successful SMS strategy, so it’s important to consider these factors when sending SMS messages in professional or marketing contexts. Respect for the recipient’s time, providing valuable content, and targeting relevant audiences can improve the likelihood of getting a response and not end up ignored or unsubscribed.

Haven’t started your SMS marketing campaign yet? We’d love to help and be sure you don’t get ignored or deleted. To learn more about how SMS marketing can help your business, contact us today.