business builds trust by sending relevant messages to its customers over time. Text message marketing is one of the most effective ways to reach a large audience quickly — but because the laws, rules, and regulations differ across marketing channels, it is important to understand the rules of text-message marketing before adopting it.
Here are the core best practices every business should follow when sending SMS to its audience.
Be absolutely clear about the program
Be certain about your program before you start broadcasting. The intent of every text message should be clear to your target audience — say exactly what you want them to know. A short message that gets straight to the point works far better than a long, detailed one.
Get permission
Always get permission from your audience before messaging them. Sending unsolicited messages annoys recipients, damages your reputation, and can break the law and expose you to legal penalties. Collect consent by inviting people to opt in for free, and always let them cancel their subscription whenever they choose.
Pay attention to frequency
Don't over-message your audience — you will only annoy them. Two to five messages per month is a good guideline, and each one should be informative enough to keep customers engaged rather than tuning out.
Include disclaimers
Include disclaimers such as "Msg and Data rates may apply" to stay transparent and give customers the full terms of your messaging program.
Provide an exit
As a courtesy — and a requirement in most markets — provide a "STOP" keyword in your messages so customers can opt out at any time if they no longer want your service.
Followed properly, these practices help you run a compliant, effective SMS program. Text message marketing remains one of the most persuasive tools in a marketer's toolkit.