One of the most common mistakes that businesses make within their SMS marketing strategies is a weak CTA (or no CTA at all). Not only will this drastically reduce the likelihood that your customer will interact with your brand, but it may also cause them to opt-out of the service.
For example, if a customer receives a message from an athletic apparel company detailing their new winter releases but doesn’t provide a link or any incentive to learn more, all the message managed to accomplish was waste the customerās time.
The best-case scenario is one where the recipient navigates to the company’s website on their own and manages to find the section of their store that has details about the new release.
As you may be able to tell, it’s not realistic to expect this to frequently occur. For smaller businesses that have a small pool of customers, it may not occur at all.
Your CTA also must be clear. A button where the customer has no idea what will happen when they press it is unlikely to perform well. Here is an example on a website that sells coffee. The CTA says āJoin the Adventureā, but what actually is the adventure? It is likely for customers to be confused where this button is about to take them.