SMS marketing compliance can be confusing, and sometimes painful and expensive. From TCPA regulations to MMA, CTIA and FCC guidelines, there’s a lot to keep track of when setting up your SMS marketing campaign. For some cautious brands, this complicated landscape keeps them from launching an SMS marketing program at all—holding them back from reaping the tremendous benefits of communicating with their customers through mobile messaging.
To help ease the pain for marketers, we’ve pulled together a list of our best tips for running a successful, effective, and compliant SMS marketing campaign, while providing your customers the best possible experience with your brand.
Think like a customer: Always provide customers the best possible user experience and honor their choices such as “opting in” or “opting out”.
Determine the nature of your mobile program: Is it marketing and advertising? Or operational and informational? Depending on whether your mobile program is marketing or operational in nature, there are federal regulations and guidelines that inform how to obtain customer consent, even down to the specific language that must be included in your call-to-action (CTA), terms and conditions, and message flows.
Create a clear call-to-action: Ensure your call-to-action is clear, concise and compliant across all channels where you are targeting customers. When providing consent, a customer should understand what they are going to receive and how often.
Maintain useful SMS terms and conditions that are easily accessible online: Your terms and conditions should contain all details about the mobile program. Any and all changes to the CTA or the message flows should be updated in the terms and conditions as well.
Create meaningful customer engagements: After properly opting a customer into your program, mobile messaging enables customization and personalization. Address customer needs and keep them engaged with your brand by providing personal and relevant offers and information.
Enable the universal keyword HELP: Give the customer the ability to resolve questions quickly by sending the word “HELP” to your short code. Your HELP response should contain a toll-free support number and/or support email address to expedite answers to the customer’s questions.
Enable the universal Keyword STOP: Give the customer the ability to opt-out of a program at any time by sending: STOP, END, CANCEL, UNSUBSCRIBE, or QUIT to your short code. Brands and marketers should immediately deliver an opt-out confirmation message and maintain records of opt-outs for at least four years.
STOP means STOP: If a customer replies STOP, you can immediately deliver an opt-out confirmation message, and then immediately remove the customer’s mobile number from any future communications. There are strict financial penalties for sending a text message to a customer after they opt out.
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