Five Steps to Upgrade Your Opt‑In SMS Policy

Current regulations

SMS marketing regulations are varied and continually evolving. Businesses are expected to comply with specific rules to avoid penalties and ensure they are protecting their customers' privacy. Here's a look at a few important regulations to be aware of:

• Telephone Consumer Protection Act (TCPA): This is one of the most important regulations governing SMS marketing in the United States, requiring businesses to obtain express written consent from consumers before sending marketing text messages.
• CAN-SPAM Act: While primarily focused on email, the CAN-SPAM Act also applies to SMS marketing. Businesses must include an opt-out text message mechanism in all promotional messages and ensure that the sender’s identity is clearly visible and that the message is not misleading.
• General Data Protection Regulation (GDPR): This applies to businesses operating in the European Union or engaging with EU residents. Among other things, it requires businesses to obtain explicit consent for collecting personal data before sending marketing messages, provide consumers with an explanation of how their data will be used, and honor the rights of consumers to access, modify, or delete their personal data.
• Mobile Marketing Association (MMA) guidelines: Beyond government regulations, industry bodies such as the MMA provide guidelines that help businesses ensure their SMS campaigns comply with best practices. Guidelines focus on maintaining transparency, gaining proper consent, and respecting consumers' privacy preferences.

Why it's time for an upgrade

It's a good time to review and upgrade your SMS opt-in processes to keep up with evolving regulations, improve the customer experience, and increase engagement. If your current SMS opt-in policy hasn't been updated in a while, consider taking the following 5 steps to ensure you're meeting the latest standards while maximizing marketing impact.

Step #1: Create effective SMS opt-in forms

Whether you're collecting phone numbers online or in person, the way you design and manage your SMS opt-in forms directly impacts customer engagement and trust. Here's how to ensure your opt-in forms are as effective as possible:

Digital and physical form best practices 

SMS opt-in forms should be clear, simple, and transparent about what customers are signing up for. When creating a digital SMS opt-in form, ensure the following best practices:

• Clarity: Clearly explain what customers can expect by opting in, such as receiving promotional messages or discounts. Be explicit about the type of content they will receive and how often.
• Consent checkbox: Always include an unchecked box with a statement about receiving messages. This ensures the customer has actively given their consent. It is crucial that this box isn't pre-checked, as that would violate consent laws.
• Data privacy: Make it clear that their phone number will be kept confidential and not shared with third parties unless stated otherwise. Providing a link to your privacy policy helps build trust.

For physical opt-in forms, such as those used in stores or at events, follow these guidelines:

• Visible opt-in information: Ensure that customers know they are signing up for marketing messages, and offer incentives such as exclusive discounts or offers for opting in.
• Clear instructions: Provide clear, concise instructions on how to opt in—whether it's writing their phone number on the form, scanning a QR code, or texting a keyword.
• SMS opt-out instructions: Don't forget to include SMS opt-out instructions on physical forms, in case the customer wishes to unsubscribe later.

SMS keyword selection and usage

SMS keywords play a vital role in making the SMS opt-in process easy and memorable. A keyword is a short, catchy word or phrase that customers can text to a specific number (usually a short code) to sign up for your SMS list.

• Keep it short and memorable: Choose simple, easy-to-remember keywords like “SALE,” “JOIN,” or “DISCOUNT.”
• Be relevant: Ensure that the keyword reflects the type of content you'll be sending. For example, if you're offering a newsletter, you might use a keyword like “NEWSLETTER” or “UPDATE.”
• Clear instructions: Always provide clear instructions on how to opt in. For example, “Text 'SALE' to 12345 for exclusive deals!” Be sure the number or short code is visible and easy to read.

Craft compelling SMS opt-in messages

Once a customer texts the keyword, send them a compelling SMS opt-in message that confirms their subscription and encourages engagement.

Here’s how to craft a message that's both engaging and compliant:

• Clear consent language: Start by confirming the customer's consent. A message like “You've successfully signed up to receive exclusive offers from [Your Company] via SMS. Reply YES to confirm!” is effective.
• Value proposition: Explain the benefits of opting in. An opt-in example could be, “Get 10% off your next purchase and be the first to know about our flash sales!” Highlighting incentives can increase SMS opt-ins.
• Frequency and terms: Let customers know how often they'll receive messages (e.g., “Up to 4 messages per month”) and any costs involved (e.g., “Standard message and data rates may apply”).
• SMS opt-out instructions: Include SMS opt-out instructions to comply with regulations.
• Personalization: Where possible, personalize the message by using the customer’s name or referring to their previous interactions with your business.

Step #2: Build your SMS opt-in process

Here's how to create an efficient process that maximizes participation:

Collect SMS opt-ins effectively

Businesses need to provide a smooth and user-friendly experience at every touchpoint where customers might subscribe. Below are some strategies to ensure effective SMS opt-in collection:

• Multiple touchpoints for SMS opt-ins:  Use various channels, including your website, social media, in-store promotions, and email campaigns, to encourage customers to opt into your SMS list.
• Clear call to action (CTA): Make the SMS opt-in process easy to understand by using clear CTAs like “Text JOIN to 12345 for exclusive offers.”
• Incentives for opting in: Offer customers compelling reasons to opt into your text messaging program. Offer discounts, early access to sales, or exclusive content in exchange for subscribing.
• Accessible and visible SMS opt-in forms: Whether digital or physical, opt-in forms should be easy to find and fill out. Ensure that digital forms are responsive and mobile-friendly, and that physical forms are available at key locations (like checkout counters) with clear instructions.

Set up double SMS opt-in methods

The double opt-in method is the gold standard when it comes to ensuring that customers genuinely want to receive your SMS messages. While it requires an extra step, it provides greater security and ensures compliance with regulatory requirements.

Double opt-in involves 2 steps: The customer first expresses interest in receiving SMS messages (by texting a keyword or submitting an online form), and then they receive a confirmation message asking them to confirm their subscription. This confirmation step ensures that the person opting in is the one who owns the phone number and is aware of the terms. The double opt-in approach:

• Prevents spam: Double opt-in reduces the chances of invalid or spam signups, as the subscriber must actively confirm their desire to receive messages.
• Enhances compliance: Many countries and regions, such as the US and the EU, require businesses to use double opt-in to ensure explicit consent.
• Improves customer trust: Providing a clear confirmation process builds customer confidence that they are in control of the subscription process.

Manage phone number collection

Phone number collection is a critical part of the SMS opt-in process, and it must be handled carefully to ensure that businesses remain compliant with regulations and protect customers' privacy. Here's how to manage phone number collection effectively:

• Explicit consent for number collection: Before collecting phone numbers, businesses must obtain explicit consent from the customer. This can be done through a clear opt-in form that explains how their phone number will be used and the type of messages they'll receive.
• Data privacy and security: Protect the phone numbers you collect by storing them securely and complying with relevant data protection laws, such as GDPR or CCPA.
• Minimize data collection: Collect only the information necessary, such as the phone number. Avoid collecting additional, unnecessary data that could complicate the opt-in process or raise privacy concerns.
• Ensure accurate data: Implement systems to validate phone numbers to avoid mistakes, such as incorrect or incomplete entries.

Step #3: Integrate SMS with your marketing strategy

When done right, SMS can complement your existing marketing efforts, reaching customers at the right time with personalized, actionable messages. Here's how to integrate SMS into your broader marketing strategy:

• Combine SMS with email marketing: Use SMS marketing campaigns to complement your email campaigns. For example, you can use SMS to notify customers about an upcoming email campaign, encourage them to open a promotional email, or send a reminder for a limited-time offer. This integration helps to create a cohesive messaging strategy across multiple touchpoints.
• Leverage social media to promote SMS signup: Social media is a great platform for driving SMS signups. Use your social media channels to share special SMS-only offers and encourage followers to join your list. Running exclusive contests or giveaways that require SMS opt-in can also help drive new subscribers.
• Link SMS with loyalty programs: If your business runs a loyalty program, SMS can be an excellent tool for keeping customers engaged. Use SMS to notify customers about earned rewards, remind them of loyalty points, or offer exclusive rewards to SMS subscribers.
• Incorporate SMS in retargeting campaigns: SMS is also a great tool for retargeting customers who have abandoned carts or interacted with your website but haven't made a purchase. Send a timely SMS reminder with a personalized offer to encourage conversion, such as “Still interested in your items? Get 10% off your order—just for you!”

Step #4: Optimize your SMS opt-in message

An effective SMS opt-in message is crucial to ensuring that customers understand what they are signing up for and feel confident in their decision to opt in.

Create effective initial opt-in messages

The initial opt-in message is the first communication a customer receives after subscribing to your SMS list. It should serve as a confirmation of their opt-in while also highlighting the benefits and value they will receive from your messages.

• Clarity and transparency: Your opt-in message should immediately confirm that the customer has successfully subscribed. It's essential to clarify what they are agreeing to, such as receiving promotional offers, discounts, or updates. For example: “Thanks for joining [Your Business Name] SMS updates! You'll receive exclusive offers and discounts. Reply YES to confirm.”
• Set expectations for frequency: Let customers know how often they'll hear from you. For example: “We'll send you up to 4 messages per month. Msg & data rates may apply.”
• Be concise but informative: Keep the message short and to the point, as SMS messages have a limited character count. Ensure all essential information is included without overwhelming the recipient.

Promotional message templates that convert

Once you've successfully onboarded subscribers, the next challenge is to send promotional messages that lead to conversions. Well-crafted promotional messages can drive sales, increase engagement, and boost customer loyalty. Here are some ways to approach this.

Clear benefit: Your promotional message should immediately communicate the benefit of taking action. For example: “Flash Sale! Get 25% off all items today only. Use code FLASH25 at checkout. Shop now at [Website Link].” This message is direct, provides an incentive, and creates a sense of urgency.

Urgency and scarcity: Promotional messages that create a sense of urgency often convert better. Use phrases like “Limited time offer,” “While supplies last,” or “Hurry, sale ends soon” to motivate immediate action.

Make the next steps clear: Your CTA should tell the recipient exactly what to do next. Use action-oriented language like “Shop Now,” “Claim Your Discount,” or “Sign Up Today.”

Clear opt-out instructions

Including SMS opt-out instructions is not only required by law but also helps build trust and ensures that customers can easily manage their subscription preferences.

• Legal compliance: To comply with regulations like the TCPA, always include SMS opt-out instructions in your messages. These instructions should be simple and easy for the customer to follow, ensuring that they can unsubscribe quickly if they choose to do so.
• Visibility and simplicity: Place the opt-out instructions at the end of the message, where it is easy to spot but doesn't overshadow the promotional content. Be concise but clear: “Reply STOP to opt-out, HELP for support.”
• Respect customer preferences: Ensure that when customers do send an opt-out text message, they are immediately removed from your list and no further messages are sent. This helps maintain a positive customer experience and ensures compliance with legal requirements.

Step #5: Grow your SMS subscriber base

Successfully launching your SMS program can set the tone for future engagement and help build momentum. Here are some strategies to ensure a successful launch:

• Exclusive early access for new subscribers: Give new subscribers a sense of exclusivity by offering them early access to sales or promotions when they sign up. This can create excitement and encourage others to join your SMS list. An SMS opt-in example could be, “Sign up today and get early access to our Summer Sale, starting tomorrow!”
• Run targeted campaigns: Promote your SMS program with targeted campaigns that highlight the benefits of subscribing. You could run limited-time offers or special events that are for subscribers only, driving urgency and interest. For example, an email campaign could feature a call to action like “Get 20% off your next order when you sign up for our SMS list.”
• Cross-promote your SMS program: Announce your SMS program to your existing customers through various channels such as email newsletters, blog posts, or even physical flyers. Let them know about the value they'll receive by subscribing, and make it easy for them to opt in with a clear CTA.

Convert existing customers to SMS subscribers

Converting existing customers who may already engage with your brand through other channels into SMS subscribers is a valuable strategy. These customers are already familiar with your products and services, making it easier to convince them to opt in.

• Leverage your email list: Email is a great channel to encourage your existing subscribers to opt into your SMS list. Send a dedicated email campaign inviting them to join your SMS list in exchange for exclusive offers or content. For example, “Join our SMS list today and get 15% off your next order + exclusive access to flash sales!”
• Use loyalty programs and rewards: Existing loyalty program members are prime candidates for SMS opt-ins. Promote your SMS list as an extension of your loyalty program benefits, and offer rewards like bonus points or additional discounts for joining. You could send an email or SMS message saying, “Earn extra loyalty points by signing up for our SMS list today!”
• Personalized incentives for past purchasers: Reach out to customers who have previously made a purchase and offer them a personalized incentive for joining your SMS list. This could be a special discount based on their past purchases or early access to new product launches they might be interested in.

Key takeaways 

• Written consent is crucial: Your policy must ensure that customers explicitly agree to receive marketing messages. This builds trust and keeps your campaigns compliant with regulations like the TCPA and GDPR.
• Double opt-in enhances compliance and trust: Using a double opt-in process ensures that the customer genuinely wants to receive messages, minimizing errors and protecting both your business and subscribers from unwanted communications.
• Offer incentives to encourage opt-ins: Providing exclusive discounts or early access to promotions is a great way to incentivize customers to join your SMS list, increasing engagement and conversion rates.
• Integrate SMS marketing with other campaigns: By promoting SMS signups across multiple channels like email, social media, and in-store promotions, you can expand your reach and build a robust subscriber base.
• Craft compelling and compliant opt-in messages: Your initial SMS opt-in message should confirm the subscription, highlight incentives, and set clear expectations for message frequency, while also including opt-out instructions to comply with legal requirements.
• Optimize your SMS opt-in process: Ensure that your opt-in forms—whether digital or physical—are simple, clear, and transparent. Providing easy-to-follow steps and a visible opt-out option will enhance the user experience and trust.
• Leverage existing customers: Convert your current customers to SMS subscribers by promoting the benefits of opting in, such as exclusive offers or loyalty program rewards, ensuring a smooth transition into your SMS marketing ecosystem.