Are You Set Up to Text Your Customers?

SMS messaging (texting) is quickly becoming the new ad of choice for business. The growing number of companies texting their customers means they receive more personalized information in an easy-to-read format. But there’s a catch—you must have their permission to send those messages. This is required by law in the US (and several other countries.)

Each customer you text must opt-in before you can send them your marketing. Without it, your company could break the law and even face fines. Opt-ins are a must-have before you begin sending SMS. Before your business starts texting your customers, here’s what you need to know.

FCC Regulations

The TCPA protects consumers against unwanted communication, including text messages. In 2012, the Federal Communications Commission (FCC) updated the law to require callers to get consent from the recipients, including those with a previous business relationship.

Additionally, the FCC passed CAN-SPAM to protect against “unwanted electronic mail messages” and some text messaging.

Individual mobile carriers may also have rules governing business texting to protect recipients from spam and limit bad actors from spamming large numbers of people. Ten-digit long-code numbers, or 10DLC, allow businesses to send more texts simultaneously. They also improve A2P (Application-to-Person) or business-to-consumer text messaging.

The Customer Opt-In

Like email marketing, SMS also requires permission from the recipient to receive your company’s marketing messages.

Texting “cold” is illegal, and companies who buy lists or otherwise obtain numbers without permission can face stiff fines. Businesses must get “express written consent” from anyone they text beforehand.

There are two types of opt-ins:

Single Opt-In

The most common type of opt-in is when a customer clicks the check box to acknowledge receiving marketing messages.

While it isn’t mandatory, it’s a best practice to use double opt-ins. In this case, the customer opts in by clicking a box or agreeing on your website. You follow up by emailing them to ask them to click a link to acknowledge and consent to continue receiving your text messages. Double-consent opt-ins mean they intend to sign up, understand what they’re signing up for, and agree to receive your texts.

Once they click on the link and you receive their confirmation, you should immediately send a text detailing your company’s or product name, how often they can expect your messages, contact instructions, message/data rates that may apply, and instructions for opting out of the messages.

Double Opt-In

Double opt-ins ensure that the person has intentionally opted in, reducing the chances of opting out. After all, they want to receive your texts. It’s also less likely that the signup was unintended or accidental. You’ll have a more carefully curated list that is less likely to unsubscribe. It’s also a good idea to occasionally text, asking recipients to respond to continue receiving your messaging. The text confirms that your list is current and accurate, that they are still interested, and offers options for personalization.

The Opt-Out

Customers come and go. Rather than continue to market to customers who no longer need your company’s goods or services, your company’s marketing should focus on those who do. Similarly, your messages should have an easy way for customers to cease receiving marketing when they change phone numbers or aren’t customers anymore.

A company must legally cease all texts once customers respond with the keyword for stopping. Many businesses respond with a final text that indicates that they have unsubscribed and will no longer receive promotional messages. Some may include instructions on re-subscribing. Just so you know, opting out applies only to marketing and promotional texts, not transactional, administrative, or employment-related messages.

If a receiver has made a purchase, has another matter with your company, or is a team member, you can still send them appropriate text messages.

Getting Customers To Opt-In For Your Company

You can offer your customers multiple choices for text messages. From a physical paper form to pop-up banners at checkout, it’s easy to give them opportunities to get your texts. Those who accept your text marketing offer want to hear from your company and are interested in your brand. There are several ways to get more customers to opt-in, such as:

• Digital forms on your website
• Pop-ups on your website
• Utilize a texting platform, like SimpleTexting
• Using SMS Keywords to opt-in (“Text SIGNUP to 75468” or a keyword from your marketing) means you can bypass the double opt-in since they initiated the contact with express consent

It’s also easy to ask customers in person or when they call your company if they would like to sign up to receive occasional texts.

Example: SMS from The Post Office

The US Post Office offers its Informed Delivery service, which allows customers to see incoming letter-sized mail before it arrives and track incoming and outgoing packages quickly and easily. Customers can sign up on the website and download a separate USPS smartphone app to see their mail delivery before it arrives. The service lets customers sign up for text messages and emails to receive updates on letter mail and tracked number mail. Both require individual opt-ins.

Every morning, recipients receive an email with the day’s expected mail and a list of tracked mail pieces arriving that day. The Post Office sends separate emails for tracked mail indicating the current location and estimated delivery time. Users can check the app anytime for the same information and opt-in for texts there.

Those who opt-in for SMS receive texts every time tracked mail reaches and departs a Post Office location, such as a distribution center or the local post office. They also receive texts when tracked mail is out for delivery, delayed, and delivered. Each text contains a short opt-out message: “Reply STOP to cancel.”

Disclamer: This information is provided for informational purposes only and does not constitute legal advice. It is not a substitute for advice from a qualified legal professional. You are responsible for compliance with all legal matters, including consulting with legal counsel for clarification.

Are you ready to take your business to the next level with texting? Press8 Telecom now offers business texting tools that allow customers to couple their VoIP numbers with business texting and customization to reach more customers quickly. Contact Press8 today for a free quote for your business.