If you’re thinking about adding text to your marketing mix, you know text is a great way to reach consumers via their preferred channel in real time. It helps raise awareness and boost sales.
What You Need to Know Before You Collect Mobile Numbers for Text
Before you get started, however, you should be aware of the guidelines in place for collecting mobile contact information from customers. Growing an SMS text marketing list isn’t as simple as growing an email list. There are standards, set in place by the CTIA, that should be adhered to every time you ask consumers to opt in to your list. Failure to comply with these regulations could result in a citation and — at worst — the suspension or termination of your program.
What does this mean for you? Every time you create an opportunity for users to join your text message list, you MUST include certain information in your call to action, whether it’s a print advertisement that runs on the side of a bus, a television commercial, a web page, or a piece of in-store signage.
Here’s what must be included:
The name of your business, or the name of your particular text club or promotions initiative, must be identified. Example: Acme Mobile Alerts, or AAA Text Club.
Product description and frequency
Describe what the customer will receive by singing up with you and how often you intend to send text messages each month. Example: Receive sales alerts and coupons, 2-3/month.
Opt-out instructions must appear in bold. Just include the keyword customers need to text to discontinue receiving messages. Example: Text STOP to unsubscribe, or Text QUIT to discontinue.
Message and data rates may apply
Let customers know that their mobile carrier may charge them for the alerts. Also, avoid using the word “free” unless your alerts are configured to be 100% free of charge to the end user. To include this language, simply add: Message and data rates may apply.