What Do You Need to Pay Attention to Before Doing an SMS Campaign in the US Market?

Running an SMS marketing campaign can be a quick way to reach your audience directly. But before you hit send, there are important things to think about. Doing it right means following rules, respecting people’s privacy, and making sure your messages are welcomed. Here is what you need to know before launching your SMS campaign in the US.

Know the Law and Regulations

The first thing to check is the legal landscape. The US has strict rules for sending SMS messages to protect consumers. The main regulation to follow is the Telephone Consumer Protection Act (TCPA). This law states that businesses cannot send unsolicited text messages without proper consent.

It’s essential to get explicit permission from customers before sending them marketing texts. This usually means using a clear opt-in process where customers agree to receive messages. When collecting phone numbers, be transparent about what they’re signing up for and how often they’ll hear from you.

Furthermore, include an easy way for people to opt-out or unsubscribe from future messages. Respect their wishes immediately once they opt-out — do not send further messages to those who unsubscribe.

Build a Quality Contact List

Having a list of contacts who want to hear from you makes a big difference. Avoid purchasing random phone number lists. These often include numbers of people who haven't agreed to receive your messages, which can lead to violations of laws and damage your reputation.

Use clear and simple sign-up methods, such as online forms or in-store sign-ups. Confirm subscribers’ intention by sending a confirmation message. Keep your list updated, removing inactive or invalid numbers regularly.

Craft Clear and Respectful Messages

Your messages should be straightforward, respectful, and to the point. Be clear about who you are and why you’re reaching out. Provide value, such as discounts, important updates, or timely information.

Avoid using overly promotional language or making false claims. Keep the tone friendly and professional. Remember that SMS is a personal communication channel, so messages should feel relevant and respectful of the recipient’s time.

Timing and Frequency Matter

Sending messages at inappropriate times can annoy customers and lead to opt-outs. Stick to reasonable hours, typically between 8 am and 8 pm local time. Don’t flood your contacts with too many texts. Find a balance that keeps your brand visible without overwhelming your audience.

It’s also helpful to set expectations about how often they will hear from you. If you promise monthly updates, stick to that schedule. Consistency builds trust and keeps your messages welcomed rather than invasive.

Technical Considerations

Choose a reliable SMS platform that complies with the law and offers features like opt-out management and delivery tracking. Make sure the platform supports the volume of messages you plan to send.

Include your business name in the message, so recipients know who is reaching out. Use short, simple URLs if including links, and make sure your messages are mobile-friendly. Remember that some carriers may block or filter your messages if they seem suspicious or violate rules.

Respect Privacy and Data Security

Handle customer data carefully. Protect phone numbers and personal information from breaches. Be transparent about how you will use their data and stick to your privacy policy.

If your campaign involves collecting personal data or integrating with other systems, follow best practices for data security. Trust is vital in SMS marketing, and respecting privacy builds long-term relationships.

Monitor and Adjust Your Campaign

Once your campaign is running, keep an eye on performance metrics like delivery rates, opt-outs, and responses. This information helps you understand what works and what doesn’t.

Be ready to adjust your messages, timing, or target audience based on feedback and results. Continuous improvement helps you reach your goals without running afoul of laws or irritating your contacts.

Starting an SMS campaign in the US requires careful planning. Pay attention to legal requirements, always seek explicit consent, and craft respectful, valuable messages. Focus on building a quality contact list, timing your messages wisely, and respecting privacy. By doing so, your SMS marketing can be a successful way to connect with your audience.