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Text Message Marketing Best Practices

Text message marketing can be extremely effective. However, there are a few guidelines that must be followed. They help you get the most return and make sure your program follows federal rules. When done well, a text message marketing campaign can yield fantastic results. To make the most of your text message campaign, here are best practices.

  1. Stay professional
    While it may be tempting to use texting shorthand or abbreviations it’s best to avoid them (think ‘u’ instead of ‘you’) and  only use regular abbreviations when necessary to save space (“exp.” instead of “expire,” for example). Your brand’s message should still be a professionally crafted message. Also, brevity is key – do not try to fill all 160 characters if you don’t need to.
  2. Make it easy
    Opting in (or out) of any text message campaign should be easy for the user. Keeping codes short, or asking the user to text a number should be something short. Pro tip: the best way to get a large number of entries on your list is to host a sweepstakes. Keep it short and easy to get the biggest number of entries!
  3. Plan what, then when
    It’s important for these text messages to come at a time that will not seem intrusive to the client. Acceptable hours for your text to go out should be business hours, around 9 am – 6 pm. It’s important to keep in mind that this is a client’s personal phone and to be respectful of it.
  4. Comply with the TCPA
    The Telephone Consumer Protection Act was made to protect the very people you are trying to market to. To avoid any legal issues, make sure that everyone on your mobile list has opted into receiving messages from you. There are also certain messages that should be included in your opt-in language (“Message and data rates may apply. Text STOP to stop. You provide consent to receive autodialed text messages.”)

These tips will  help improve customer response and ensure a successful campaign.

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