Here are 3 mistakes that every SMS marketing professional should NOT do.

Sending out generic marketing messages to everyone.

All marketing professionals know that the secret to any successful marketing plan is to tailor fit your each of your marketing activities and messages with each of your target market segments. Your customers would have different tastes, different preferences, different buying habits, etc. That’s because each have a unique demographic characteristic—age, gender, geographical location, occupation, marital status, etc.

In order to keep them loyal to you, you must recognize their unique characteristics and offer something that would keep them interested. For example, if you were operating a travel agency and running a special vacation promo for a family of 4, would you bulk send an SMS about this promo to everyone in your list, including those who’ve indicated that they are single and living alone?

If your subscribers keep on receiving messages and promotions that don’t apply to them, they will soon tire of this and may eventually opt-out of your text marketing service. Nothing turns off a customer faster than a marketing SMS that does not apply to them.

Concealing the opt-out recourse and text messaging charges.

Your customers deserve to be given a choice—everyone does. While you may want to always keep them in your SMS marketing subscriber list, they should be able to opt out whenever they want to. Always place an option to unsubscribe in each SMS message. It may use up some precious text message space, but it is the right thing to do.

You must also disclose text costs whenever they reply to your messages or use your special SMS short codes. You don’t want your customers experiencing bill shock and unsubscribing from your list as a result.

Sending send messages just to follow a set schedule.

Out of sight, out of mind. While this adage holds true, you should not send out texts just so you could keep your text messaging schedule. It’s very easy to fall into the trap of sending out the same message you sent out a week or two ago just so you can keep your timetable. But for most people, sending out the same marketing message twice is considered spam, which may cause your subscribers to unsubscribe.

You should not send out SMS messages based on certain dates or schedules—you should send them out because they are relevant and you know that your customers will be glad to have received them.