If I got a text message out of the blue from a business, I would DEFINITELY think it was intrusive. And annoying. It would color my opinion of that business because I didn’t ask for you to intrude on my personal phone.
It would also be illegal. I repeat. Illegal.
To Run An Effective Mobile Marketing Program, You Must Follow The Rules.
Text marketing, by law, is permission based. To run a legally compliant program, you MUST obtain explicit permission from your customer before you can communicate with them on their personal mobile phone. There are many DIY text message operators today that skirt this law, or don’t fully inform the people using their platform about all the rules they must follow in order to avoid trouble….the least of which will be annoying your customer. That is why I recommend you work with a full service partner such as Mobile High 5.
If you violate the law, there can be a fine of $500- $1500 PER text message sent. So if your database is 1,000 people (a reasonable database for a small business) that could be a HUGE fine. Plus, on top of the fine, the short code the message was sent on can be suspended and those costs upwards of $8,000 to provision.
So as you can see, annoying your customer is NOT the biggest thing to worry about. That said, if you run your program correctly, text message marketing can make a HUGE impact on your bottom line. Think about it. The customers who have signed up to be on your mobile program, have given you explicit permission to send them advertising right to their personal phone. And everyone has only one phone today, right? These people are typically your best customers. Treat them well, send them juicy offers and announcements. They will repay you in spades.
Because your texts will come in on the same channel as personal messages, they will see readership of 98% within 3-5 minutes. All phones light up when a message comes in. Texts cannot be turned off like an app notification can and messaging is native to every smartphone. Text marketing programs bring extremely high ROI and just get better the longer you run them.
What questions do you have for me about Texting and compliance with the law? Post them in the comments and I’ll answer them in a future post.