Not integrating number targeting with other marketing

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Number targeting should not operate in a silo. Integrate it with your email marketing, social media campaigns, and CRM system for a cohesive omnichannel experience. For example, if a lead clicks on a text message link, follow up with an email containing more detailed information. This multi-channel approach reinforces your message and provides different avenues for conversion, catering to diverse consumer preferences.

Over-communicating or under-communicating are two sides of the same coin when it comes to frequency. Bombarding users with too many messages through their phone numbers will lead to annoyance and opt-outs. Conversely, too infrequent shop communication means your brand loses mindshare. Establish a strategic communication cadence that respects the recipient's privacy while keeping your brand top-of-mind. A/B test different frequencies to find the sweet spot for your audience.

Finally, neglecting to track and analyze performance metrics renders number targeting efforts ineffective. It's not enough to send messages; you must measure their impact. Track key performance indicators (KPIs) such as delivery rates, open rates (for MMS), click-through rates, conversion rates, and unsubscribe rates. Analyze which messages perform best, which segments are most responsive, and at what times your audience is most engaged. Use these insights to continuously optimize your campaigns, refine your targeting, and improve your ROI.