Group Text Messaging Based On The Recipients' Permission

Although group text messaging is an effective marketing plan utilized successfully by companies large and small, it presents a few possible pitfalls. One of these is the enticement to deliver text messages to clients or potential customers without first obtaining their permission. An unrequested SMS text message is regarded as spam. Within the U.S., you will find laws in place that penalize companies for participating in this activity.

While specific figures are difficult to find, a few industry experts believe that billions of SMS spam texts are sent in the U.S. each year. In the following paragraphs, we will have a better look at this issue. We'll first establish permission-based texting, a term used by the Mobile Marketing Association (MMA). We'll then reveal why getting authorization from consumers is important, how to do it, and what to do after the fact to help ensure they stay subscribed to your lists.

What Is Permission-Based Text Messaging?

Before you can send a sole text to your customers and prospective customers, you have to get their authorization to do this. This is the foundation of permission marketing, whether the campaigns are sent via email, SMS messaging, or other channels

Permission is generally granted whenever an individual subscribes to your opt-in list using his or her phone. From there, you can continue sending text messages until he or she unsubscribes, or "opts out."

An example of this system can be found on websites that encourage you to sign into their subscriber lists. Once you do so, you will receive emails that promote goods and services, or provide value in some manner. In many instances, you will receive these emails unless you remove yourself from list. Permission-based SMS texting works likewise.

Getting consumers' consent before messaging them may seem to include lots of unnecessary work. But it's essential for a couple of good reasons.

Why Getting Permission Is Critical

Earlier, we mentioned that laws are in place in the U.S. to dissuade companies from delivering unrequested group texts. Violating these laws could result in substantial financial fees and penalties for the offending company. A class action lawsuit filed in 2008 against The Timberland Company offers a very good case in point. The case was eventually settled with the organization agreeing to pay $150 to each and every person named in the suit who was given a text message. The settlement cost The Timberland Company vast amounts of money.

Another reason to seek permission from customers involves the rapport you hope to establish with them. Think about how you feel whenever you receive a spam email. It's less likely that you will purchase something from the person or business powering the spam

In truth, you may even report the unsolicited email. Given that a mobile device is a personalized tool, your target audience will probably feel the exactly the same.

Getting consumers' consent is crucial before texting them. Without it, you will damage your firm's image, and even stumble into legal issues.

Exactly How To Gain Clients' Permission

Before you can ask your customers and prospects to join your opt-in texting lists, you should first let your target audience know your lists exist. There are a multitude of ways to achieve this, according to the kind of enterprise you operate

For example, imagine you manage a bar, restaurant, or additional retail venue. Utilize on-site signage to market your list. You can also motivate your staff to inform visitors about it.

Or, imagine your firm offers commercial real estate. Advertise your list on billboards, in print ads, and on each and every email you deliver to customers.

The next step is to provide your target audience something they think of beneficial in exchange for their consent. For instance, if you operate a cafe, provide prospective customers a significant discount on their next visit. Very few people will join your group text messaging lists unless they are given a compelling reason to do so.

Providing Worth After Consent Is Granted

As soon as a customer or prospect has enrolled in your list (therefore giving you their consent), the problem becomes to encourage them to remain signed up. If you deliver little else besides promotions, many will unsubscribe (i.e. opt out). Or, they may simply delete your communications. The answer is to discover ways to deliver continuing value to your subscribers. Not only will doing this help to make certain they stay on your list, but may also place your business in a positive light.

To summarize, successful (and legal) group texting requires obtaining recipients' consent prior to sending the first text message. Doing this allows you to leverage the rapport you have built with them.