SMS Marketing Best Practices Every Business Should Follow

Let's face it - people are glued to their phones these days. That's why SMS marketing has become such a powerful tool for businesses. SMS marketing is simply the use of text messages to reach customers. But there's nothing simple about its effectiveness! Before getting started with SMS marketing, there are some SMS marketing best practices that you should know about.

Businesses are flocking to SMS marketing because it works. The 98% open rate that SMS marketing offers cannot be ignored. Plus, it's versatile!

You can use SMS for promotions, appointment reminders, shipping updates, or just to say thanks. That's why more and more businesses are adding text messaging to their marketing toolbox.

Compliance with Regulations

Understanding Legal Requirements

Before you start texting everyone on your contact list, pump the brakes! There are a few laws about this stuff.

The big ones in the US include the Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act (which applies to some commercial texts). In Europe, there's the General Data Protection Regulation (GDPR). Breaking these rules can cost you big – hefty fines and even severe damage to your brand identity.

Here's what you need to know:

• Get clear permission before sending texts
• Identify your business in each message
• Send during reasonable hours
• Keep records of consent
• Honor opt-outs immediately

Don't take shortcuts here. Following the law isn't just about avoiding fines. It also builds trust with your customers. Maintaining a good brand image is a necessity.

Obtaining Consent

Getting permission isn't optional. It's one of the most absolute laws. Plus, it's just good business. Would you rather text 100 people who want to hear from you or 1,000 who don't?

The gold standard is getting exclusive written consent. This doesn't mean actual paperwork. A digital form, text message reply, or checkbox on your website works too.

But there are a few things to remember:

Firstly, you should always make it clear to the customer what they're signing up for. "Get text updates" is too vague. "Receive weekly deals and product alerts via text" is much better.

Secondly, make sure to always document when and how someone gave permission. If questions come up later, you'll need this proof.

Providing Clear Opt-out Options

Every text you send must include a way to opt out. It's the law, and it's common courtesy.

The simplest approach? Tell people to reply with "STOP" to unsubscribe. This should be automatically included in every message you send to your customers.

Here are a few instructions:

• Don't hide the opt-out info in tiny text or confusing language
• Make it clear

Something like "Reply STOP to unsubscribe" works perfectly.

When someone does opt out, remove them from your contact list right away. Sending that ‘one more message’ after they've said stop is a big no-no.

Data Collection Strategies

Collecting customer data is valuable, but you should remember to handle it with care. People are more concerned than ever about their privacy. Here are a few tips for you:

• Only gather what you need: If you're sending appointment reminders, you need a name and phone number - not a home address or birthday.
• Store data securely, and don't share it without permission.
• Have a clear privacy policy that explains what information you collect and how you use it.
• Be transparent about how you plan to use your customers’ data. If they feel you're being sneaky with their info, they'll lose trust fast.

Segmentation for Targeted Messaging

Not all customers are the same, so why send them all the same messages?

Segmentation means dividing your audience into groups based on their interests, behaviors, or demographics. This lets you send more relevant texts to your customers.

You might segment by:

• Purchase history
• Location
• Age or gender
• How they signed up
• Previous engagement with your messages

More relevant messages mean better results and fewer people hitting the unsubscribe option. You can send personalized texts to your customers. You can also retain customers. It's a win-win.

Mobile Optimization

This might seem obvious, but your SMS marketing needs to work perfectly on mobile devices. After all, that's where people read texts!

Keep messages short and friendly. Most carriers limit SMS to 160 characters, though many phones now stitch multiple messages together.

If you include links (which are not really recommended), make sure they lead to mobile-friendly pages. Nothing kills interest faster than sending someone to a website that's impossible to navigate on a phone.

Test your messages on different devices and carriers before sending to your whole list. What looks great on your phone might break on someone else's.

And remember those tiny screens when writing your message. Don’ stretch out the messages – it's always better to get to the point quickly.

Avoiding Common Pitfalls

Over-messaging and spam issues

The fastest way to lose subscribers? Bombard them with texts.

Even your biggest fans don't want daily texts from your business. Find the right balance - maybe that's weekly for some businesses, monthly for others.

Pay attention to the unsubscribe rates. If they spike after certain messages or campaigns, that's a clue you might be overdoing it.

Remember, every text should provide value. Here’s a cheat code: if you wouldn't want to receive it, don’t send it.

Not personalizing messages

Generic blasts to your entire list are so 2010. Today's consumers expect personalization. Customers wish to be valued, and that’s exactly what you should deliver. Here are a few tips for you:

• Use customer names whenever possible.
• Refer to their past purchases or interests.
• Make it feel like a message just for them, not a mass broadcast.

How does "Hi there! 20% off everything today!" sound? Pretty robotic, right?

Here’s a better alternative:

"Alex, remember those running shoes you wishlisted? They are on sale today!" feels like a nice update from a friend.

Choosing reliable bulk messaging partners like Easify makes personalization super easy!

Understanding the Ongoing Evolution of SMS Marketing

Staying Updated with Changes

SMS marketing isn't static. It constantly evolves with:

• New regulations
• Carrier policies
• Customer expectations

Now, how do you stay current? Here are a few best practices:

• Follow industry blogs
• Join marketing forums
• Attend webinars

Organizations like the Mobile Marketing Association offer resources to keep you informed.

Set Google alerts for terms like "SMS marketing regulations" or "TCPA changes" to catch important news.

Working with a platform like Easify also helps. We track industry changes, so you don't have to. We constantly update our platform according to the new regulatory changes and keep you informed about the same.

Simplify compliance, customize your messages, and optimize your SMS strategy with Easify. Join now!

Emerging Technologies in SMS Marketing

The future of SMS marketing is pretty exciting! Texts have been around for a while now, but the newest additions in tech are making texts even more powerful.

• Automation: Automation is changing the game. You can set up triggered messages based on customer actions (like abandoned cart reminders, birthday texts, etc.)
• AI and Machine Learning: AI and machine learning help predict the best times to send messages. They can also help you gain insights on offers that resonate with specific customers.

There’s also something called Rich Communication Services. RCS is expanding what's possible with business texting, adding features like high-res images, brand verification, and interactive buttons.

Additional SMS Best Practices for Success

Get Permission from Every Subscriber

We touched on consent earlier, but it's worth repeating. Always get permission before texting.

There are several effective ways to build your list:

• Website signup forms
• Keyword campaigns (Text "JOIN" to 12345)
• In-store signup sheets
• During checkout on your website
• On social media profiles

Always include clear terms when collecting numbers. Remember, a smaller list of people who want your texts is far more valuable than a huge list of unwilling recipients.

Tell Contacts What They're Signing Up For

Nobody likes surprises when it comes to their phone. Be crystal clear about what subscribers will receive.

Spell out:

• What kind of content you'll send
• How often they'll hear from you
• Any potential costs
• How to get help if needed

For example: "Sign up for weekly deals, product launches, and exclusive offers. Typically, 4 msgs/month. Reply HELP for assistance."

This transparency builds trust. When customers know exactly what to expect, they're less likely to feel annoyed by your messages.

With Easify, SMS marketing has never been easier. Start your free trial today and unlock advanced features to boost your business.

Don't Send Too Often

Timing is everything, right? Here are a few best practices to follow when sending texts:

• Finding the right messaging frequency is a balancing act. Too many texts = people unsubscribing. Too few and they forget about you.
• For most businesses, 4-6 messages per month is a good starting point. But your optimal frequency depends on your industry and audience.
• Pay attention to metrics like unsubscribe rates after each message. If they spike when you increase frequency, dial it back.
• Consider surveying your audience to ask directly how often they want to hear from you. Giving them control increases customer satisfaction.

Include Disclaimers

Those little bits of legal additions at the end of marketing messages? They're not just formalities; they're kind of your life jacket.

Standard disclaimers to include:

• "Msg & data rates may apply"
• How to get help (e.g., "Text HELP for info")
• How to opt out (e.g., "Text STOP to cancel")
• Your privacy policy (or a link to it)
• How often you'll send messages

These disclaimers keep you compliant and set clear expectations for your subscribers.

Provide an Exit Route

We've mentioned opt-outs already, but let's dig deeper. Making it easy to leave builds trust with those who stay.

The industry standard is responding "STOP" to messages. There are also variations like "CANCEL" or "UNSUBSCRIBE."

When someone opts out, send a simple confirmation like "You've been unsubscribed and will receive no more messages." Don't guilt-trip them or immediately ask them to rejoin.

Text During Regular Hours

Nobody wants a marketing text at 5 AM or midnight. It's intrusive and can create a negative impression.

Generally, stick to business hours in your subscriber's time zone, typically between 8 AM and 8 PM.

Consider your audience's lifestyle. A nightclub might text later in the evening, while a business service would stick to work hours.

SMS platforms like Easify let you schedule messages in advance and automatically send them based on each recipient's time zone.

Use Common Language

Here’s a tip: leave the corporate jargon and marketing buzzwords behind.

Text messages should sound like they're from a real person. Write like you talk. Short, simple sentences work best. Aim for a middle-school reading level to ensure everyone understands.

Avoid industry jargon unless you're absolutely sure your audience uses those terms regularly.

And please, don't use ALL CAPS (it feels like shouting) or excessive exclamation points!!!!! A friendly, conversational tone works much better.

Provide Value in Every Message

This is perhaps the most important rule: every text should benefit the recipient in some way.

Value might be:

• A special discount or promotion
• Useful information they need
• Early access to products or services
• Reminders for important events
• Exclusive content not available elsewhere

Before hitting send, ask yourself: "Would I want to receive this?" If the answer is no, rework the message or don't send it at all.

Launch Your SMS Marketing Program with Easify

Ready to put these best practices to work? Easify makes SMS marketing simple and effective.

Our platform handles compliance, scheduling, personalization, and analytics - all in one easy-to-use dashboard. Whether you're new to SMS marketing or looking to upgrade your current approach, Easify has the tools you need.

Easify features that you’ll love:

• Simple compliance tools to collect and manage consent
• 10DLC compliance to get rid of that “spam likely” tag
• Advanced segmentation capabilities
• Personalization options
• Ready-to-use SMS templates
• Scheduling options
• Two-way conversations with customers
• Detailed SMS analytics
• Geo matching feature to text customers from numbers with same area code

15,000+ Brands Rely on Easify to Power Their SMS Marketing

Join the thousands of businesses that trust Easify for their text message marketing. From small local shops to national brands, our platform scales to meet your needs.

Conclusion

SMS marketing is powerful, but only when done right. By following these best practices, you'll build a responsive, engaged audience that welcomes your messages.

Remember the key points:

Always get permission

Be clear about what you're offering

Respect your subscribers' time and privacy

Keep messages valuable and relevant

Stay compliant with regulations

The businesses that succeed with SMS marketing are those that treat it as a conversation, not a billboard. They provide genuine value in every message and respect their customers' preferences.

Ready to transform your marketing with text messaging? The time is now. With the right strategy and tools like Easify, you can create SMS campaigns that drive results and build lasting customer relationships.

Start applying these best practices today with Easify, and watch your SMS marketing performance soar!