5 Common Mistakes in SMS Campaigns That Can Cost Your E-commerce Business

Eduardo Monteiro · 2026-10-07

SMS campaigns are a powerful tool, but they can become a waste of resources if they’re not executed well. Here are five common mistakes you should avoid.

Not getting prior consent from customers

Sending text messages without customers’ consent violates privacy regulations and can result in penalties. It also creates a negative experience, leading to high unsubscribe rates. Always use a clear and transparent opt-in form where customers can agree to receive your messages. If you don’t have consent, don’t send an SMS.

Sending messages at inappropriate times

Timing is crucial for SMS campaigns. Sending messages too early or too late can annoy customers. It’s recommended to send SMS between 10 a.m. and 8 p.m., avoiding peak times or weekends unless it’s for a specific promotion. Run A/B tests to find the best times for your audience.

Ignoring audience segmentation and relevance

Generic messages have low conversion rates. Ignoring segmentation means you may be sending offers that aren’t relevant to a significant portion of your list. Use demographic, behavioral, and purchase history data to segment your audience. If a customer bought a specific product, send them a message related to that niche.

Lack of clarity in the message and call to action

Confusing or ambiguous messages can lead to a loss of interest. Every SMS should have a clear message and a specific call to action (CTA). For example, instead of “Check out our promotions,” use “Get 20% off your next purchase! Click here to use your code.” If the message isn’t clear, customers may not take action.

Not measuring results and adjusting your strategy

Without measuring results, it’s impossible to know what’s working and what isn’t. Use metrics like open rates, clicks, and conversions to evaluate how effective your campaigns are. If the results aren’t satisfactory, adjust your strategy. Consider testing different approaches and analyzing which ones deliver the best results.

Putting these practices in place can help you avoid unnecessary costs and maximize your return on investment.

Which metrics have you been tracking in your SMS campaigns?