Avoid These SMS Marketing Automation Mistakes

Common Mistakes to Avoid When Using SMS Marketing Automation

Estimated reading time: 7 minutes

Key Takeaways

• Always obtain explicit opt‑in consent and document it to stay compliant.
• Send messages at appropriate times and respect time‑zone differences.
• Limit frequency, personalize content, and include a clear CTA in every text.
• Test messages, use correct encoding, and provide an easy “STOP” opt‑out.
• Track performance metrics and continuously iterate based on data.

Table of Contents

• Why SMS Automation Is a Double‑Edged Sword
• 1. Not Getting Explicit Consent (Opt‑In)
• 2. Sending Messages at the Wrong Times
• 3. Overloading Subscribers with Messages
• 4. Omitting a Clear Call to Action (CTA)
• 5. Not Optimizing for SMS Character Limits
• 6. Overuse of Slang or Inappropriate Language
• 7. Sending Unsolicited Messages
• 8. Lack of Personalization
• 9. Not Testing Messages Before Sending
• 10. Choosing the Wrong SMS Encoding
• 11. Failing to Segment Audiences
• 12. Neglecting Compliance and Opt‑Out Mechanisms
• 13. Not Tracking and Analyzing Campaign Performance
• Technical & Automation‑Specific Errors
• Expert Tips to Avoid SMS Automation Errors
• Summary Table: SMS Marketing Mistakes vs. Best Practices
• Practical Takeaways
• Final Thoughts
• FAQ

Why SMS Automation Is a Double‑Edged Sword

SMS marketing has exploded in recent years. According to recent studies, text messages boast open rates of 98% and click‑through rates that outpace email by a factor of five. For marketers, this makes SMS an irresistible channel for driving instant engagement, promoting flash sales, or delivering critical updates.

But the very immediacy that makes SMS so powerful can also backfire if you’re not careful. A single misstep—like sending a message at 3 a.m. or forgetting to obtain explicit consent—can trigger opt‑outs, legal penalties, and a damaged brand reputation.

Below we break down the most common SMS mistakes, explain why they’re harmful, and provide concrete, actionable steps to avoid them. Whether you’re a seasoned marketer or just starting out with automation, this guide will help you design campaigns that respect your audience, stay compliant, and deliver measurable ROI.

1. Not Getting Explicit Consent (Opt‑In)

The Core Problem
Sending SMS without clear recipient consent is not only unethical; it’s illegal in many jurisdictions (e.g., the U.S. TCPA, EU GDPR, Canada’s PIPEDA). Recipients who didn’t explicitly opt‑in are more likely to block your number, file complaints, or simply ignore your messages.

How to Fix It

• Make opt‑in simple and transparent. Use shortcodes, double‑opt‑in confirmations, and clear language that spells out the benefits (frequency, value, opt‑out options).
• Document every opt‑in with a timestamp and the exact wording used. This protects you if a compliance audit ever occurs.
• Keep the opt‑out process just as easy as opt‑in. A single “STOP” reply should remove the subscriber immediately.

Sources:
Bitly Blog – SMS Marketing Mistakes
TextDrip – Do’s and Don’ts of SMS Marketing

2. Sending Messages at the Wrong Times

The Core Problem
SMS is a high‑immediacy channel. If you send a promotional text at 2 a.m., you risk being perceived as spammy or intrusive. Timing also matters for time‑zone differences and personal schedules.

How to Fix It

• Analyze customer time zones and purchase behavior to identify optimal send windows.
• Avoid early‑morning and late‑night windows unless you have explicit permission for those times.
• Use dynamic scheduling tools that automatically shift send times based on each subscriber’s local time.

Source: Bitly Blog – SMS Marketing Mistakes

3. Overloading Subscribers with Messages

The Core Problem
Too many texts in a short period can overwhelm customers, leading to opt‑outs and a negative brand image.

How to Fix It

• Limit frequency to a maximum of 1–2 messages per week for most campaigns.
• Prioritize value: every message should deliver a clear benefit or actionable insight.
• Segment by engagement: send more frequent updates to highly engaged users, and less to dormant ones.

Sources:
Bitly Blog – SMS Marketing Mistakes
TextDrip – Do’s and Don’ts of SMS Marketing

4. Omitting a Clear Call to Action (CTA)

The Core Problem
A vague or missing CTA leaves recipients unsure of the next step, reducing conversion rates.

How to Fix It

• Include a single, clear CTA positioned near the middle of the message.
• Use actionable verbs (“Shop Now,” “Claim Your Coupon,” “Reply YES”).
• Keep the CTA concise—SMS is limited in length, so every word counts.

Source: AgencyAnalytics – SMS Text Marketing Mistakes

5. Not Optimizing for SMS Character Limits

The Core Problem
Standard SMS messages are capped at 160 characters. Exceeding this limit can cause truncation or the need for concatenated messages, which may incur extra charges and confuse recipients.

How to Fix It

• Write concise copy and avoid unnecessary filler.
• Use abbreviations judiciously (e.g., “info” for “information”).
• Test message length in your SMS platform before sending.

Source: FalkonSMS – SMS Marketing Mistakes

6. Overuse of Slang or Inappropriate Language

The Core Problem
While a casual tone can feel friendly, excessive slang or unprofessional language can erode credibility and alienate certain demographics.

How to Fix It

• Align tone with brand voice and target audience.
• Avoid profanity or overly informal expressions unless your brand specifically embraces that style.
• Proofread to catch slang that might be misinterpreted.

Source: FalkonSMS – SMS Marketing Mistakes

7. Sending Unsolicited Messages

The Core Problem
Non‑permission‑based messaging not only violates regulations but also drives recipients to block your number.

How to Fix It

• Maintain a clean, updated subscriber list that reflects current consent status.
• Regularly audit your database to remove inactive or bounced numbers.
• Use double‑opt‑in to confirm that each subscriber truly wants to receive texts.

Source: TextDrip – Do’s and Don’ts of SMS Marketing

8. Lack of Personalization

The Core Problem
Generic mass messages feel impersonal and can lead to low engagement rates.

How to Fix It

• Segment by demographics, purchase history, or engagement level to tailor content.
• Use dynamic fields to insert the subscriber’s name or relevant product details.
• Test different personalization tactics to find what resonates most with your audience.

Source: TextDrip – Do’s and Don’ts of SMS Marketing

9. Not Testing Messages Before Sending

The Core Problem
Typographical errors, broken links, or formatting issues can damage credibility and reduce click‑through rates.

How to Fix It

• Send test messages to a small internal group before full deployment.
• Verify message rendering on multiple devices and carriers.
• Check link integrity and ensure URLs are short and trackable.

Source: FalkonSMS – SMS Marketing Mistakes

10. Choosing the Wrong SMS Encoding

The Core Problem
Using non‑standard characters (e.g., emojis, special symbols) with incorrect encoding (GSM7 vs. UCS‑2) can lead to unreadable texts or extra charges.

How to Fix It

• Match encoding to content—use GSM7 for plain text, UCS‑2 for Unicode characters.
• Test across carriers to confirm that emojis or special symbols display correctly.
• Keep an eye on message length—Unicode characters count as two characters in GSM7, affecting the 160‑character limit.

Source: AgencyAnalytics – SMS Text Marketing Mistakes

11. Failing to Segment Audiences

The Core Problem
Mass‑blasting the same message to everyone dilutes relevance and reduces conversion.

How to Fix It

• Segment by behavior (cart abandonment, repeat purchase), location, or preferences.
• Create micro‑segments for high‑value customers to receive exclusive offers.
• Automate segmentation using your CRM or marketing automation platform so that updates propagate in real time.

Source: TextDrip – Do’s and Don’ts of SMS Marketing

12. Neglecting Compliance and Opt‑Out Mechanisms

The Core Problem
Every SMS must include a clear opt‑out instruction. Failure to do so can trigger legal fines and damage trust.

How to Fix It

• Add a “Reply STOP to opt‑out” line in every message.
• Honor opt‑out requests immediately—no delays or follow‑ups.
• Keep a record of opt‑outs for compliance audits.

Sources:
Bitly Blog – SMS Marketing Mistakes
TextDrip – Do’s and Don’ts of SMS Marketing

13. Not Tracking and Analyzing Campaign Performance

The Core Problem
Without metrics, you can’t tell what’s working or what needs improvement.

How to Fix It

• Track open rates, click‑through rates, conversion rates, and opt‑outs.
• Set up UTM parameters on any links to capture traffic in Google Analytics.
• Iterate based on data: tweak subject lines, send times, or CTA wording to improve results.

Source: Bitly Blog – SMS Marketing Mistakes

Technical & Automation‑Specific Errors

Expert Tips to Avoid SMS Automation Errors

1. Secure and document explicit opt‑in from every subscriber.
2. Keep messages brief, personalized, and value‑driven.
3. Test message rendering on multiple devices and carriers.
4. Track campaign results and iterate quickly based on data.
5. Stay updated with national and regional SMS marketing regulations.

Sources:
Bitly Blog – SMS Marketing Mistakes
AgencyAnalytics – SMS Text Marketing Mistakes
TextDrip – Do’s and Don’ts of SMS Marketing
FalkonSMS – SMS Marketing Mistakes

Summary Table: SMS Marketing Mistakes vs. Best Practices

Practical Takeaways

Final Thoughts

SMS marketing automation is a powerful tool when wielded responsibly. By avoiding the common mistakes outlined above—especially around consent, timing, personalization, and compliance—you can unlock higher engagement, stronger customer relationships, and a safer, more sustainable marketing practice.

Your next step? Audit your current SMS workflow against this checklist, identify the gaps, and start implementing the best practices today. The result? A more respectful, effective, and compliant SMS strategy that delivers measurable business value.

FAQ

Do I need to get consent for every SMS campaign?

Yes. Explicit opt‑in is required for each subscriber before you can send any promotional SMS. Document the consent to protect against audits.

What’s the ideal frequency for SMS messages?

Generally, 1–2 messages per week works well for most audiences. Adjust based on engagement levels and campaign purpose.

How can I ensure my messages are compliant across different countries?

Familiarize yourself with local regulations (e.g., TCPA in the U.S., GDPR in the EU, PIPEDA in Canada) and always include a clear “STOP” opt‑out option.

Can I use emojis in my SMS?

Yes, but only if you use the correct Unicode (UCS‑2) encoding and test how they render across carriers.

What metrics should I track to measure SMS success?

Track open rates, click‑through rates, conversion rates, opt‑outs, and revenue generated. Use UTM parameters to link clicks back to analytics platforms.