How to Use Direct Messages Effectively (And Avoid Spam Complaints)

In the marketing world, there is still a lingering perception that automated Twitter Direct Messages (DMs) are spam. The misuse of automated DMs has built a bad reputation for the technology.

Some brands have sent cold, generic reply messages to each of their Twitter followers. For example, some have only gone as far as to say “Thanks for the follow”, and others have used their DMs to focus on promotion rather than adding genuine value to the recipient.

However, DMs – when used appropriately – could be a very effective way to establish a connection with your target audience. Keep in mind that even the best DM campaigns could elicit the occasional negative response from recipients.

DM campaigns from Socedo aren’t all that different from the email campaigns you’re running. Just like email marketing, it is normal for your direct message to reach a few individuals who do not wish to hear you.

However, if you follow a few guidelines when setting up your campaign, you can reduce the chances of getting negative responses:

Every DM from Socedo is only sent to those who have opted in to following your brand on Twitter. Your DMs are only directed to those who have shown a willingness to see your messages on Twitter.
Make your DMs as compelling as possible. With DMs, people always want to know what’s in it for them. Make sure to offer something of clear value.

For example, let’s say you’re planning a large event for your prospects and customers. If you want to drive attendance, you can use a DM to tell your prospects they can get the latest product demos at the event and send them a link so they can sign up to see a demo.

Makes sure you always tell people why they’ve received your message. For example, Kollecto, a fine art curation startup, looked for people tweeting things like “Wish I could buy art”, “went to an art museum,” or “visited an art gallery,” to identify art lovers and collectors and then sent: “Hey [first name]! Saw your tweets on art. If you’re interested in collecting, check out our Art Collecting School program.”

Lastly, make sure you write like a human being. Keep it natural and conversational, avoid jargon.

What to do if someone does complain about your DM

If someone does respond negatively to your DM because they do not wish to hear from you, apologize and let him know that he will not hear from you again. We recommend you monitor all the DM responses you receive. Tools like SproutSocial makes monitoring easy by putting all DM responses in one place.

If you maintain two or more campaigns and have not set up any blocking groups, it is possible that someone receives multiple DMs from a couple of campaigns in a short amount of time. To prevent prospects from getting several DMs from multiple campaigns, you can set up a blocking group, which ensures that once one campaign within the group has engaged with the prospect, no other campaign within the blocking group would engage with that prospect.

If someone blocks you on Twitter, you will not be able to send them direct messages. For any additional questions, reach out to us at [email protected]