Even though the pros of SMS text marketing far outweigh the cons, if businesses don’t continuously fall in line with strict mandates outlined within the Telephone Consumer Protection Act (TCPA), the results can be disastrous.
Organizations around the world are continuing to launch SMS-based campaigns because findings show that SMS has open rates of 95 percent, which means almost every person sent this important information via this next-generation communication channel will likely read it at some point. Less intrusive than other types of advertising such as e-mail blasts and even snail mail, e-mails sent are actually touted as only accounting for an open rate of approximately 12 percent to 15 percent.
But, what happens when a big company such as Jiffy Lube, an organization that’s motto is “Leave the Worry Behind” doesn’t worry enough and powers an SMS marketing campaign without first receiving opt-in consent from the recipients of the message? It gets a major slap on the wrist from the TCPA—a group that demands businesses receive permission from consumers before these texts are sent—being forced to pay around $47 million in fines.
Mechanic fixing a car image via Shutterstock
A recent blog post from SMS text marketing provider CallFire outlined this pretty significant mistake from the service provider in order to represent how when a ideal marketing initiative is not used in the way in which it should, it could potentially harm a brand rather than enable it to gain traction within its customer base. In fact, according to the post, if an organization doesn’t first receive consent from consumers, they can be awarded between $500 to $1500 per violation.
So, how do you ensure your campaign remains intact with all rules? “The key to avoid spamming and optimizing a SMS marketing campaign is getting consumers to knowingly opt-in. Brands can promote consumer opt-ins through a compelling call to action. Be aware that being compliant also requires that within your call to action, the “Message and Data Rates May Apply” warning needs to be presented. In addition, you should warn consumers on the frequency of your messages. And lastly, within the email there should be some instructions on how to opt-out,” CallFire advises.
In related company news, last month TMCnet reported that the California-based firm was chosen by NGP VAN as the go-to provider of cloud broadcast voice and hosted IVR telephony services.
When partnering, the twosome will enable users to gain access to robust functionalities including voter identification and persuasion, grassroots fundraising, rally crowd building, volunteer recruitment, get out the vote (GOTV), and other activities.
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Edited by Rachel Ramsey