Why I Stopped Sending Generic Texts and Started Using SMS Automation
I’ve been in digital marketing for over five years now.
That means I can confidently navigate everything from SEO strategy to lead nurturing campaigns like the back of my hand.
But it wasn’t always that way. I, too, have had my share of rookie mistakes, and one of the biggest was how I approached SMS marketing.
For the longest time, I thought sending generic texts was enough to engage my audience. After all, wasn’t SMS supposed to be a quick, simple communication channel?
Unfortunately, I soon learned that "quick and simple" doesn’t cut it when you’re trying to build meaningful relationships with customers.
This is the story of the day I stopped sending generic texts—and how SMS automation changed my entire approach to marketing.
The Set-Up: A Mass Text Gone Wrong
Let’s rewind to 2019, back when I had just started managing SMS campaigns for one of my first clients. At the time, the strategy was simple: create one generic text, send it to the entire list, and wait for results.
One day, I sent out a message like this:
"Hi! Check out our latest offers at [link]. Thanks for being a valued customer!"
Seems harmless, right? But the response was anything but. Complaints rolled in:
"Who are you again?"
"This feels like spam."
"Unsubscribe."
I’d underestimated the power of personalization in SMS marketing, and it showed. My client’s unsubscribe rate skyrocketed, and our campaign ROI plummeted.
3 Ways I Failed at SMS Marketing
Looking back, there were three critical mistakes I made with SMS:
1. Treating Everyone the Same
I sent the same generic message to a diverse audience with different needs and preferences.
Why it failed: Customers expect personalization, especially in direct channels like SMS. Receiving a one-size-fits-all message makes them feel like just another number.
The Solution:
Using SMS automation, I started segmenting the audience based on their behavior and interests. For example:
New subscribers got a welcome series with an exclusive discount.
Loyal customers received early access to promotions.
This approach made messages more relevant, boosting engagement rates by 35%.
2. Ignoring Timing
I’d send messages whenever it was convenient for me—not the customer.
Why it failed: Sending a text at 10 PM is a surefire way to annoy your audience.
The Solution:
With automation, I could schedule messages based on optimal times for each segment. Using data, I discovered that:
Shopping reminders performed best on Saturday mornings.
Appointment confirmations were most effective 24 hours in advance.
3. Lack of Tracking and Optimization
I was essentially sending texts blindly, with no idea what worked and what didn’t.
Why it failed: Without tracking, it’s impossible to improve performance or prove ROI.
The Solution:
Automated platforms let me track open rates, click-through rates, and conversions. Armed with this data, I A/B tested messages and refined our approach, doubling the campaign’s ROI in three months.
2 More Benefits of SMS Automation
Real-Time Customer Engagement
Automation lets you respond to customer actions in real time. For example:
If a customer abandons their cart, send an automated reminder with a discount.
After a purchase, follow up with a personalized thank-you message.
Consistency Across Campaigns
With automation, you can plan and execute campaigns without worrying about human error or delays. This ensures consistent messaging that builds trust over time.
Perseverance Pays Off
With Engage 360, you can create automated SMS strategies that help businesses connect with their audience authentically and effectively.
Got questions about SMS automation? Let’s chat! Book a Call with us: https://calendly.com/sjmdigitalconsulting/freeconsultationcall
Want to see how automation can work for you? Try our Engage 360 CRM today and start boosting your engagement!
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