1) Sending SMS marketing campaigns responsibly
SPAM regulations are not created to penalise marketers. By following a few simple rules you will actually create better, more effective campaigns that will get far better response rates and are not damaging to your brand.
2) Getting permission to send text messages
The recipient must be clearly aware that he or she may receive commercial messages in the future. Opt-ins can be gained by;
- Filling in a form
- Ticking a box on a website
- Asking over the phone
- Asking face-to-face
- Texting to a number
- Certain existing business relationships
If an organisation has a strong relationship with the owner of the number such as a club member or service subscriber then consent to receiving messages messages may be "implied".
3) Indentifying yourself in the message
By law you must always identify yourself by company name within the message, as it will come from a number the recipient most likely will not recognise.
While not legally required, it is also a good idea to qualify the recipient as to why they are receiving the message. eg. Beauty Spa Members. This weeks specials are...
Recipients will not always remember when or how they came to subscribe to your service. By reminding them as part of the text, you will lessen the risk of damaging your brand.
4) Providing a simple opt-out method
As part of responsible messaging, you must also provide an opt-out mechanism. This mechanism should be displayed within the message and can take the following forms.
- Reply STOP to the message.
- Text STOP to a dedicated virtual number.
- Call a number in the message.
The simplest method is reply STOP. This gives the user the most direct path to opting out. Customers often ask why we make it easy, the answer is simple. Why would you pay to keep sending somebody messages they don't want?
Frequently asked questions
Q. These are my clients, why do I need to let them opt-out?
A. Contacts age, your clients may no longer be in the local area, they may not like to receive text messages. There are a myriad of reasons for people to want to stop receiving your messages. There is no reason not to have a simple opt-out method. It cleans your list, makes it cheaper to send to the people that want to hear you and creates a brand perception that is of a business that is easy to deal with.
Q. But I want to have my business name as the caller ID. How can I do that?
A. It is easiest to let recipients reply with the keyword STOP to opt out. This can only work if you send from a virtual number. It really doesn't matter if your business name is the caller ID because a person will ALWAYS read a message from an unknown number. As long as your business name is the first line of the message then you are going to be identified.
Q. Do you sell lists of my type of customer?
A. Essentially it is extremely bad practice to use a list that has been purchased. While it is possible from certain providers to purchase lists, we do not do it. We believe strongly in building your own marketing list and purchased lists are expensive an lead to massive opt-our rates and anger from recipients who have not explicitly given their permission for you to text them.