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Diagnosing Normal and Abnormal SMS List Opt-Outs

Diagnosing Normal and Abnormal SMS List Opt-Outs

Opt-outs are a fact of life when it comes to maintaining any type of subscription list, be it email, postal mail, SMS, or even social. But, that’s not to say there’s nothing you can do about people opting out of your list. After all, they are opting out for a reason. Some of these reasons are perfectly innocuous, while other opt-outs stem from dissatisfaction with the service or how the service is being presented. Today, we’ll be taking a look at several common opt-out instigators and what you can do about them.





Why SMS Subscribers Opt-Out

As with any subscription list, a certain amount of subscriber turnover is expected and is quite normal (think about any email lists you’ve unsubscribed from recently). By keeping an eye on your subscriber numbers before and after sending each text message, you will come to learn what you can expect to see as far as an average opt-out rate. That said, not all opt-outs are created equal.

They No Longer Need Your Messages

A certain number of your opt-in subscribers will opt-out of your SMS distribution list simply because they no longer need your messages. For example, if you are a car dealer you might maintain an SMS list that alerts customers of new factory incentives. As soon as the customer buys a car, there’s a pretty good chance they’ll remove themselves from of your new car incentives list (and hopefully opt-in to your maintenance deals list).


More Common Opt-Out Triggers




Moving Out of the Area
Getting a New Phone Number
Losing Interest in the Service
Too Many Messages Being Sent (Read More)
and/or Selling Too Hard
“Was it Something I Said?”

Also read 5 effective sms marketing strategies

If you send a single message and get a noticeably abnormal number of opt-outs, you may want to double-check your text and make sure nothing unusual was in the message. This includes statements that could be accidentally misconstrued or misunderstood. Even something as simple as an unfortunate typo can lead to unexpected opt-outs. Here on the SnapGiant blog, we’ve written a couple of articles that outline what goes into a solid SMS campaign:

The Anatomy of a Successful Text Marketing Message

7 Common Text Message Marketing Mistakes to Avoid

Your Subject Matter Has Drifted
If your SMS campaign was originally intended to deliver coupons to a customer loyalty club and has shifted into being a promotional channel for events, you may find your subscribers opting out. This will manifest itself as a slow but noticeable bleeding of subscribers over time. Look back at your last 10 message and ask yourself if those messages are delivering the value your subscribers originally signed up to receive.

Also read Bulk sms service

Solution: Re-focus the content of your messages back to the original intent of the list.

You’re Not Providing Value

This one ties in closely with the previous entry. Consumers subscribe to opt-in lists because they want to receive something of value. This “something” can be special offers, coupons, information, a sense of community, and so forth. If you fail to deliver the type of value the subscriber was seeking, that subscriber will abandon your list.

A Few Ways to Provide More Value

Provide Interesting Information
Promote New Products and Services
Offer Sales, Coupons, and Promotions
Create Unique SMS-Only Content

Also read  More Common Opt-Out Triggers

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