SMS marketing is one of the most efficient ways to reach your customers quickly. However, to succeed, you must use the right strategies and avoid common mistakes.

Below, you’ll discover the dos and don’ts of SMS marketing and how to stay compliant with privacy laws to ensure your campaign is successful.

What Successful Open Rates Look Like

When it comes to SMS marketing, one of the most important metrics is the “open rate.” Research shows SMS messages have an impressive open rate of up to 98%. This means nearly every person who receives your text will read it.

Brands are tapping into this high engagement. For instance, Domino’s Pizza used SMS marketing to lower their cost per new customer to just 15 cents. Additionally, a European travel brand found that SMS messages had much higher open rates and click-through rates (CTR) compared to email. While their email conversion rate was 1.2%, their SMS conversion rate was a staggering 12.36%.

Beyond engagement, SMS marketing is incredibly profitable. Businesses typically earn $71 for every $1 spent on SMS marketing, making it a highly cost-effective channel.

Furthermore, 91% of consumers prefer receiving texts for fast updates, promotions, and personalized messages, reinforcing SMS as a powerful tool for customer communication.

Optimal Strategies for Compliant and Successful Campaigns

To ensure your SMS marketing campaign succeeds, you need to follow the right strategies. That means sending relevant and personalized messages, while adhering to privacy laws.

Here’s how to do that:

The Dos: Best Practices for Effective SMS Marketing

• Write Clear Messages: Your message should be concise, clear, and engaging. People don’t have time for lengthy texts. Instead of saying, “Huge sale happening now!” personalize the message. For example, “Hey Sarah! Enjoy 20% off your favorite books today. Click here to shop!” A personal touch goes a long way.
• Use Personalization and Perfect Timing: People respond better to messages that are tailored to them. Utilize their name, past purchases, or location to make the text feel relevant. Timing also matters; send messages between 10 AM and 8 PM for the best response rates.
• Include a Clear Call-to-Action (CTA): Make it clear what you want the recipient to do. Whether it’s visiting your website or confirming an appointment, use strong CTAs like:
  • “Claim your 15% discount now – Click here!”
  • “Reply YES to confirm your appointment.”
  • “Tap the link to shop before the sale ends tonight!”

The Don’ts: Common Mistakes to Avoid

• Don’t Over-Message and Spam: Nobody likes receiving too many texts. Bombarding your customers will lead them to unsubscribe or block your number. It’s best to limit messages to two to four per month unless it’s an urgent update, like an appointment reminder.
• Don’t Send Irrelevant or Poorly Targeted Messages: Sending the wrong message to the wrong person can turn customers away. If someone just bought a product, don’t send them a promo for the same item the next day. Use customer data to send offers based on their interests and avoid generic texts like, “Big sale today!” Instead, be specific: “John, enjoy 30% off running shoes now – online and in-store!”

Ensuring Compliance with Privacy and FTC Laws

To keep your SMS marketing campaign compliant and avoid fines, it’s crucial to follow privacy laws. The Federal Trade Commission (FTC) has strict regulations around marketing via text. Ignoring these laws could result in costly penalties.

Understanding TCPA and CAN-SPAM Act

Two major laws govern SMS marketing in the U.S.:

• The Telephone Consumer Protection Act (TCPA) – This law requires you to obtain permission before sending marketing texts and restricts the times you can send messages (no early morning or late-night texts).
• The CAN-SPAM Act – This law mandates that all marketing messages provide a clear way for people to opt-out and ensures that messages are truthful and transparent.

Ignoring these regulations can lead to thousands of dollars in fines per text sent, so it’s vital to follow them.

Obtaining Proper Consent

Before sending SMS marketing messages, you must get permission from the recipient. There are two types of consent:

• Express Consent – The customer gives clear permission, usually by checking a box online or signing up through a form.
• Written Consent – For promotional texts, written consent is required, which can be obtained via digital forms, SMS opt-ins, or even paper agreements.

Simply having someone’s phone number does not give you the right to send marketing texts. Explicit consent is a must.

Providing Opt-Out Options

You must give customers a way to unsubscribe if they no longer wish to receive your texts. A simple opt-out option like:

• “Reply STOP to unsubscribe.”
• “Text UNSUBSCRIBE to stop receiving messages.”

Once someone opts out, you must immediately stop sending texts to that number. Respecting your customers’ privacy will foster loyalty and engagement.

SMS Marketing Services with Legal Protections in Mind

When it comes to SMS marketing, it’s essential to use platforms that not only help you craft effective campaigns but also ensure compliance with legal standards. Services like Constant Contact, Mailchimp, and HubSpot are industry leaders in SMS marketing solutions that incorporate built-in safeguards to keep your campaigns legally compliant.

Constant Contact

Constant Contact offers a comprehensive SMS marketing platform that integrates seamlessly with its email marketing tools. This service provides built-in features to ensure compliance with regulations such as the Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act. It includes easy opt-in and opt-out processes for customers, ensuring that businesses have documented consent before sending marketing messages. Additionally, Constant Contact offers features that allow businesses to segment their audience effectively, ensuring that messages are tailored and relevant to the recipients, further enhancing the customer experience and reducing the risk of sending irrelevant communications.

Get started with Constant Contact here.

Mailchimp

Mailchimp’s SMS marketing services, part of their all-in-one marketing platform, are designed with legal compliance in mind. It provides users with tools to build opt-in forms and obtain express consent before sending any promotional messages. Mailchimp also allows businesses to automate their opt-out processes, ensuring that recipients can easily unsubscribe from receiving SMS marketing messages. By integrating SMS campaigns with email marketing, businesses can streamline their customer communication while adhering to all privacy regulations.

HubSpot

HubSpot’s SMS marketing feature is an excellent choice for businesses looking for a platform that combines CRM functionality with SMS outreach. HubSpot offers features that help businesses stay compliant by automatically collecting consent through forms and landing pages. HubSpot also provides detailed reports on compliance, ensuring that businesses can track and manage opt-ins and opt-outs efficiently. With HubSpot, businesses can also personalize SMS messages based on customer data, further enhancing the relevance and impact of the campaigns.

Legal Protections Included

Each of these services ensures that businesses are compliant with major SMS marketing laws:

• Opt-In and Opt-Out Options – They provide tools that ensure customers can easily give consent before receiving marketing texts and easily opt-out at any time.
• Segmentation and Personalization – Helps to target only the right audience with relevant offers, reducing the risk of sending irrelevant or spammy messages.
• Data Security and Privacy Compliance – These platforms use secure data encryption and adhere to the General Data Protection Regulation (GDPR) and other privacy laws, ensuring that customer information is handled safely and responsibly.

By utilizing platforms like Constant Contact, Mailchimp, and HubSpot, businesses can ensure they are following the necessary laws and regulations, ultimately fostering trust with their customers and avoiding costly fines.

Conclusion

By following these dos and don’ts, and staying compliant with laws, you can run successful SMS marketing campaigns that drive real results for your business. If you need help creating impactful SMS marketing campaigns, feel free to reach out to M10Pros for a smart, hassle-free solution.