Top 5 SMS Marketing Mistakes eCommerce Stores Should Avoid

Do you want to minimize your ecommerce cart abandonment, boost conversions, and deliver an unforgettable experience to your target audience? We know you do, and that's exactly where SMS marketing helps. 

Running an eCommerce store is exciting but far from easy. While the internet makes it possible to sell globally, success requires getting many things just right. 

Did you know that eCommerce sales are projected to grow from $6 trillion in 2024 to a staggering $8 trillion by 2027, with a CAGR of 10.05%? Yet, despite this growth, 90% of eCommerce businesses fail within the first four months.

Why? Because in this digital and social selling era, common marketing mistakes—like an ineffective SMS campaign strategy—can cost you a lot. With its unmatched SMS open rates and direct reach, text marketing is a powerful tool. But if done wrong, it can annoy your customers and harm your brand.

Let's dive into the top 5 SMS marketing mistakes eCommerce stores must avoid to stand out and succeed. 

5 Costly SMS Marketing Mistakes eCommerce Businesses Should Watch Out For

1. Neglecting SMS Opt-Ins and Compliance – Build Trust Before You Text

One of eCommerce stores' biggest SMS marketing mistakes is sending text messages to customers without obtaining proper consent. Not only does this hurt your reputation, but it can also lead to legal trouble. 

Regulations like GDPR and TCPA are in place to protect consumer privacy, and sending texts to people who didn't explicitly opt-in violates these laws. Beyond SMS compliance, failing to obtain consent means you're more likely to annoy customers than engage them, which could result in lost sales or even public backlash. 

Imagine you're running a clothing store and decide to send a text campaign about your latest online sale. Many recipients may see this as spam without opt-ins and associate your brand with intrusive practices. Worse, fines for non-compliance can reach millions, as some businesses have unfortunately learned the hard way.

To avoid this SMS mistake, treat opt-ins as an opportunity to build trust. For example, offer a discount or freebie in exchange for customers signing up for SMS updates during checkout. 

This will grow your SMS marketing list and ensure that recipients actually want to hear from you. Once subscribed, follow up with a warm welcome message to set the tone for future interactions.

2. Overlooking Opt-Outs – Let Customers Say Goodbye Gracefully

Customers who receive text messages without a clear way to opt-out can feel trapped and frustrated. Over time, this frustration turns into resentment toward your brand, damaging your reputation and making it less likely for customers to return. 

Worse, regulations require that you provide an easy opt-out option, and failing to do so can result in penalties. That’s why ecommerce brands should always keep a check on important SMS marketing metrics like opt-out rates and engagement rates.

For example - Imagine a pet supplies store sending frequent promotional texts to customers who no longer need the service. Without an easy way to unsubscribe, customers may leave negative reviews online or complain to friends, discouraging potential customers. Every negative impression counts for a business, especially in the competitive eCommerce space.

To prevent this, every text message you send should include clear opt-out instructions, such as "Reply STOP to unsubscribe." This simple addition ensures compliance and shows customers that you respect their preferences. 

For example, a food delivery service might automatically confirm the opt-out with a follow-up message thanking the customer for their time. This approach leaves the door open for the customer to return in the future and maintains goodwill even if they no longer want to receive messages.

3. Ignoring Inactive Numbers – Stop Wasting Resources on Dead Ends

Sending SMS messages to inactive numbers is one of the most common yet avoidable mistakes eCommerce businesses make. Every message sent to a non-existent or reassigned phone number is wasted money, with no chance of engagement or return. 

Beyond the financial cost, text messaging inactive numbers can also create compliance issues. If a number has been reassigned to a new user who hasn't opted into your campaigns, you risk annoying that individual or even facing legal action for violating privacy regulations.

For example, an online fitness equipment store sends out a BFCM promotional campaign about a holiday sale. If their contact list hasn't been cleaned recently, many of those messages may never reach their intended audience. A reassigned number could also lead to complaints or poor reviews from someone who never signed up for updates in the first place.

To avoid this, regularly audit your contact list to remove inactive numbers. Many Shopify SMS marketing tools offer features to identify undeliverable messages, making it easier to keep your database up-to-date. 

By ensuring your messages reach active, engaged customers, you save resources and improve the effectiveness of your campaigns. Plus, a cleaner SMS list reduces the risk of compliance issues, keeping your brand safe. 

4. Using Long, Confusing URLs – Keep It Simple for Clicks

When customers receive a text message with a long, jumbled URL, they're often hesitant to click on it. Such links look unprofessional and can seem suspicious. If customers don't trust the link, they won't visit your site, and you lose out on valuable traffic and potential sales.

Picture this: a beauty brand sends a message about an exclusive sale with a link stretching across two lines of text, filled with random characters and numbers. Customers are unlikely to click the link, even if they're interested in the sale because it doesn't inspire confidence. Untrustworthy links can harm your brand image and hurt conversions. 

Instead, keep your URLs clean and concise. Use a URL shortener like Bitly or, even better, create branded links that align with your store name. To give an SMS marketing example, an online bookstore promoting a sale might use a link like readmore.ly/sale, which is short, clear, and easy to remember. 

5. Skipping A/B Testing – Know What Works Before You Commit

Not testing your SMS campaigns is like throwing darts in the dark—you're unlikely to hit the bullseye. Without A/B testing, you miss valuable insights into your audience's preferences. Poorly crafted messages may not resonate, leading to low engagement, missed sales, and wasted resources. 

Imagine a home décor eCommerce store sending a promotional text about a new product line. Without testing, it might send a generic message that fails to excite customers. But by A/B testing two versions—one focusing on a limited-time discount and another highlighting product features—it can identify which approach drives more clicks and conversions.

A/B testing SMS campaigns involves sending different versions of your message to small segments of your audience to see which performs better. Test factors like messaging, call-to-action placement, and timing. 

For example, a clothing brand might test "Shop now for 20% off" versus "Limited-time sale: 20% off on all items" to determine which phrasing generates more urgency. 

Once you identify the winning version, roll it out to your audience for maximum impact. Testing ensures your campaigns are data-driven and converting, giving you the best chance to connect with your customers and boost ecommerce sales.

Top SMS Marketing Tips to Avoid Mistakes 

1. Timing is Everything: The last thing you want is to bombard your customers with messages at all hours of the day. Timing plays a huge role in SMS marketing success. Ensure your texts are being sent during appropriate hours. Consider your audience's location and habits — sending a text at midnight is not going to win you any fans! Be mindful of the right time to engage them without being intrusive.
2. Personalize Your Text Campaigns: Avoid generic texts by adding personal touches like using the customer's name or referencing their past interests. Segmentation plays an important role in making your audience feel special. Send targeted, relevant SMS marketing campaigns that make your customers click.
3. Use Social Proof: To build trust, incorporate customer reviews, testimonials, or user-generated content. Mention things like "Over 1,000 happy customers" or "See why people love our product" to encourage action and boost credibility.

Start Optimizing Your SMS Marketing Campaigns Today!

A well-planned SMS marketing strategy can be a game-changer for eCommerce businesses when done right. You can create more engaging, effective SMS campaigns that drive results by avoiding some of the common SMS marketing mistakes discussed above. 

And to create high-converting SMS marketing campaigns, you can use a powerful SMS marketing tool like The Convertway, which is designed to help eCommerce and Shopify stores. With features like abandoned cart recovery, personalized campaigns, and automated flows, it's one of the best SMS marketing platforms for driving conversions and building brand loyalty.

FAQs To Help You Avoid Common SMS Marketing Mistakes

• Why is skipping opt-outs bad for business?
  It frustrates customers, damages trust, and risks legal penalties. Always offer a clear opt-out option to stay compliant and build credibility.
• What happens if I send messages to inactive numbers?
  You waste resources and risk contacting non-consenting users, which can lead to fines and harm to your brand. Keep your contact list updated regularly.
• Why does SMS marketing compliance matter?
  Compliance avoids legal trouble, builds trust, and ensures messages reach a willing audience, improving engagement and sales.
• How can SMS marketing mistakes hurt eCommerce?
  Mistakes like spammy links or ignoring compliance reduce engagement, harm credibility, and lead to lost sales and opportunities.