06. SMS - Best Practices

Keep text messages brief

• Brevity is one of the keys to the success of text messaging - recipients can get all the information they need at a glance. Recipients will quickly lose interest in longer messages.

• Since many providers still limit messages to 160 characters, the system will split longer messages into 160-character segments. When this situation occurs, you (as the sender) will be charged for multiple messages. Also, recipients who do not have unlimited texting plans will also be charged for receiving multiple messages (which could, in turn, cause more STOP requests).

Always give opt-out instructions

• Even though it is widely known that replying STOP to an SMS shortcode will prevent further messages from the sender, it still must be stated in the message. Example: Reply STOP to cancel.

Vary your Content

• If you send the same notice or coupon every week, you are not generating interest in your company or product. Make sure your message has value to the recipient (it's so easy for them to reply STOP if they have no interest in your message). You could send one or two coupons per month along with a newsletter notification and/or company or event announcement. Monitor your response rates to determine whether your message or offer is interesting enough to your subscribers.

Send consistently, but not frequently

• Do not over-notify your subscribers. Monitor your response rates closely. If response rates go down, you may be sending messages too often.

Use a Double Opt-in - Always!

• Unlike email which allows for a single opt-in, a double opt-in is required for SMS messaging from shortcodes. After receiving the prospect's request, an SMS confirmation message must be sent to the recipient asking them to confirm that they requested SMS messages from the sender.

  • Spell out what you will send - tell recipients what to expect. "You will receive 3-4 msgs/month."

  • Notify the recipient of the cost of the service. In almost all cases, it will be the standard SMS cost. "std rates apply."

  • Give instructions on how to opt-in. "Reply START to confirm."

  • As always, give opt-out instructions. "Reply STOP to cancel."
    

  • Including Terms and Conditions may be helpful as well. A URL for a web page that documents your privacy terms will be sufficient. "T&C: url.com/terms."

Note:

START and STOP requests will be managed by the SMS provider, not by MindFire Studio.

Here is a full example of a sample SMS message that includes all of the Best Practices above:

"You requested info from MindFire. We will send 3-4 msgs/month. Std rates apply - T&C: url.com/terms. Reply START to confirm, STOP to cancel."