HOW to Message: Best Practices + Compliance
HOW to Message: Best Practices + Compliance
Text messaging is the most effective marketing channel available to brands. Not only does SMS have a 98% open rate compared to 20% for email, but 77% of enterprise-size B2C companies that reported revenue growth in 2020 leveraged SMS as a marketing tool to send promotions or offers despite the complexities of the global pandemic.
61%
of consumers have opted in to
receive text messages from brands
55%
prefer the low-pressure
approach of SMS
However, words matter and it’s crucial to choose them wisely. B2C brands must send the right messages by customizing their content to individual consumers while remaining compliant.
People appreciate
these brands text
Promo codes /
discounts
Happy Birthday
Messages
One time passwords
But these messages are annoying to receive
Feedback or review
solicit request
Re-order prompts
Inspirational stories of
motivational messages
When it comes to effectively engaging audiences, your messaging matters. For instance, 48% of
millennials are most receptive to slang, while only 29% of older consumers ages 55+ are okay with it.
Some items to keep in mind while crafting your content include:
Almost half of customers have opted out of a brand’s SMS program because of an irritating tone or language. Before hitting the ‘send’ button on a campaign, ensure the content is appropriate for your intended audience.
Receiving too many texts is the most common reason customers choose to opt-out. Never bombard consumers with too many texts. And aim to send your texts on weekday afternoons. SMS scheduling can help make the process easier.
Keep customers engaged by sending them content that is relevant to what stage they are in on their customer journey. For example, create an SMS loyalty program to retain returning customers or send deep discounts to entice shoppers that recently opted in to browse your products.
Worldwide, governments are protecting customers’ privacy with stringent SMS compliance regulations. To avoid serious legal repercussions and hefty fines, it’s essential for brands to abide by these policies.
To remain compliant while keeping consumers engaged, brands should:
Only message customers
who have opted-in
Always provide an opt-out option
Keep a list of customers who
have opted out
Always triple-check your subscriber list
to ensure everyone has opted-in
With the right messages sent at the right
time, brands can engage customers, nourish
relationships, and drive profits while
remaining compliant.
Posted on 09/26/23
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