Building an SMS marketing list is a significant step for any business since it allows you to engage with customers more effectively. An SMS marketing list is a list of customers’ mobile phone numbers collected and organized to send SMS marketing messages. It allows businesses to target their market more precisely, so they can customize offers, discounts, promotions, and other engaging content directly to each customer.
However, some challenges are associated with building a text messages list, such as getting SMS permission and list management. Businesses require an effective strategy for growing their marketing SMS lists. It will ensure the audience is targeted and only relevant notifications are sent. Furthermore, it is also essential to build a list compliant with applicable laws such as the Telephone Consumer Protection Act (TCPA).
How To Build Your SMS Marketing List In 9 Different Ways
- Observe TCPA Compliance
- Offer Some Deals
- Place a Sign-up Form on your Website
- Convert the Existing Email List to an SMS List
- Offer Bonuses for Every Checkout
- Require Mobile Numbers as an Entry
- Invite Anyone to Subscribe to your Social Media
- Inform Subscribers What they are going to Expect
- Create Campaigns Optimized in Different Channels
1. Observe TCPA Compliance
The Telephone Consumer Protection Act (TCPA) prohibits making unsolicited marketing calls and messages to consumers without explicit consent. Violating this law can lead to fines of up to $500 per violation for your company. To avoid such penalties, obtain affirmative consent from consumers and maintain records of it.
For SMS marketing, it’s ideal to use a double opt-in process. Once an individual submits their number, send a confirmation text containing a code they must use to receive additional communications. Inform them that their carrier may charge them for text messaging before they confirm their subscription.
Companies must comply with the following rules:
- Respecting the national Do Not Call Registry
- Following local time for sending messages.
- Including the company name in each message.
- An opt-out instruction
Reports indicate that if your opt-out rate exceeds 2.2%, it may suggest that some customers are dissatisfied with your SMS marketing efforts. Reviewing your organization’s compliance with TCPA guidelines and reassessing what your audience desires if you surpass this critical threshold may be advisable.
2. Offer Some Deals
Consider offering a reward as an incentive program to encourage more customers to sign up for your SMS list. It can generate excitement and interest among potential subscribers. One ideal incentivization program is the insider or VIP program.
Consider implementing a VIP program that provides exclusive advantages to your most devoted patrons. The perks you decide to include in the program should align with your brand and sales approach but should be unique to your VIP members. Providing early access to deals, birthday incentives, and complimentary shipping are all excellent examples of potential perks.
Linking your SMS list to a continuing program has the advantage of keeping customers interested in subscribing to your texts. VIP and insider programs can boost customer loyalty by making members feel exclusive. However, there are drawbacks, such as the high cost and significant work required to manage such a program.
3. Place a Sign-up Form on your Website
Inform your website visitors about how they can join your SMS list. Consider adding a sign-up form on your homepage or embedding it in your blog posts.
One suggestion is to offer free content, like a guide or checklist related to your brand, to new subscribers. It could incentivize them to provide their phone number.
Another option is including an SMS sign-up form in your website’s footer, sidebar, or non-intrusive pop-ups. By measuring the success of each sign-up form, you can determine which ones are generating the highest conversions and remove forms that are not performing well.
4. Convert the Existing Email List to an SMS List
Email the customers in your existing email list about your new SMS newsletter. The customers who are already active and reading your emails will probably be interested in receiving further updates through text messages.
Using the integrations available in HubSpot, Mailchimp, or Constant Contact, you can collect phone numbers from customers who choose to share them and effectively merge your email and SMS marketing strategies for maximum impact.
One easy method to collect contacts for an SMS subscriber list is by using it as a complement to email announcements. It helps ensure that your promotions are noticed. Additionally, providing unique content in your SMS newsletter will encourage email subscribers to pay attention to your SMS updates.
5. Offer Bonuses for Every Checkout
One way to increase in-the-moment sales is by incentivizing customers who have already committed to purchasing. Consider exchanging a discount code for your customers’ phone numbers during checkout. For e-commerce businesses, offering free shipping to those who subscribe to your SMS contact list may also be effective.
Although a checkout bonus can effectively encourage sign-ups during periods of high customer engagement, it does not provide lasting benefits. Customers may sign up solely for the discount and unsubscribe immediately afterward. Therefore, alternative methods should be explored to offer ongoing value through text marketing.
6. Require Mobile Numbers as an Entry
Offering free things can greatly attract customers to your marketing campaign. You can ask customers to sign up for your SMS list for a chance to win a giveaway. You can set the terms and criteria for the winners. The key is creating an irresistible opportunity that customers want to take advantage of.
Much like checkout bonuses, contest entries need to provide a lasting advantage. Therefore, it is necessary to create more captivating content to reduce the chances of that person unsubscribing. Some companies maintain positive relationships with all participants by providing a form of consolation prize, such as a coupon code, to those who do not win.
It is vital to inform contest participants that they agree to receive future marketing messages by entering. Failure to do so would be a violation of the TCPA.
7. Invite Anyone to Subscribe to your Social Media
If you provide text chat support with either an agent or an SMS chatbot, ask people if they would like to receive SMS marketing messages when they contact you for support.
You can either ask for people’s mobile numbers to help them with their query over the phone or prompt them to text a keyword to your helpline number for a response.
However, texting for support does not imply permission for SMS marketing, which should be requested separately. Nonetheless, this approach can be more effective in initiating contact.
8. Inform Subscribers What They are Going to Expect
To prevent customers from getting annoyed and unsubscribing, explain what they are signing up for before asking for their phone number. It includes how often they will receive texts and the content they can expect, such as notifications or exclusive coupons. It is essential to maintain consistency with these expectations.
Modern consumers are more aware of their privacy rights. Therefore, providing them with clear and easy-to-understand information about how their phone number will be used is essential. It also helps to assure them that their phone number will not be sold. It is also necessary to provide clear instructions on how they can opt out of your SMS subscriber list. Be sure to let them know they can unsubscribe anytime without complicated procedures.
If you find it challenging to share your texting program’s details every time, consider creating a webpage where people can easily access the information. The Frye Company, for example, includes a link to their privacy policy in plain language on the page where they ask for mobile phone numbers. Another suggestion is to send the link to customers’ phones and the opt-in message.
9. Create Campaigns Optimized in Different Channels
To gather numbers for your SMS marketing list, target your audience where they are most frequently found. It involves launching campaigns tailored to the settings and circumstances you engage with your customers.
Consider implementing marketing campaigns on your website, emails, and social media to drive sign-ups. Making it easier for people to share information increases the likelihood of receiving it. Consider using pop-ups or an email-embedded form to encourage customers to join your text marketing list without disrupting their current activity. It will make your customers happy.
Another way to grow your SMS list is by allowing people to sign up in person. You can offer this option when customers visit your store or complete their purchase at the register. It is also an excellent opportunity to engage with customers and answer any questions about your program. If you host any events, you may also set up a program to collect phone numbers.
What are the Challenges in Building Your SMS Marketing List?
SMS marketing is a proven method to reach customers, but building an effective list can be difficult. Here is some common challenges businesses experience when making their SMS marketing list.
- Earning New Subscribers is a Challenge – Before you can send messages to people, they must first opt in. Using a purchased SMS list for a campaign may result in being flagged as a spammer and removed from the email platform. Growing an SMS marketing list naturally is essential, even if it takes a while.
- Retaining Subscribers is Vital – While increasing your subscribers is essential, monitoring your unsubscribe rate is equally important. If you notice a consistent amount of subscribers unsubscribing, it could be a sign of issues with your content, frequency, or relevance. It’s essential to make an effort to retain your active subscribers.
- Low Deliverability – Some numbers you collect may not be linked to an active phone, or your messages are sent to the spam inbox. Getting past the spam filter and delivering marketing messages to people is challenging. Also, there are problems with sending messages to inboxes that are full or to phone numbers that don’t exist.
- Low Click Through Rate – Another challenge to building a text marketing list is getting customers to take action on the SMS messages they receive. Getting people to click through or take action on your message can take time and effort. To overcome this, you must create engaging and relevant content for your subscribers.
What are the Benefits of Building Your SMS Marketing List?
Building a successful SMS marketing list brings numerous advantages.SMS is a highly effective way for businesses to communicate with their customers. Since texting is available on all 15 billion phones worldwide, it’s a channel that can reach more people than social media or email. Here are some of the advantages of having a text messaging list.
- SMS is an owned channel, unlike social media platforms such as Twitter, which can block your account, or Google, which can modify its algorithms and affect your reach. With an active SMS list, your list of subscribers is secure, and no algorithm change or social media platform can delete it. So, when you build an SMS list, it’s yours forever.
- SMS is a highly effective messaging option with a nearly 98% open rate. Sending it through SMS is recommended to maximize the chance of your message being seen.
- It is against the law to send marketing text messages without the recipient’s consent. The Telephone Consumer Protection Act (TCPA) mandates that brands obtain permission before sending SMS messages to consumers. Therefore, you cannot send unsolicited texts to anyone you want.
What is an SMS Marketing List?
An SMS list is a list of individuals, such as customers or leads, who have chosen to receive text messages from your business. Typically, these messages are for marketing purposes, but they can also be for receiving conversational or transactional messages.
With a professional SMS API and platform, managing various text lists, adding or removing contacts, and segmenting groups for better targeting are easy. An SMS provider allows you to send bulk messages to large groups of subscribers in a one-way format. It is commonly used for promotional campaigns like flash sales or new product launches.
Find out more about SMS marketing benefits and how to leverage it for your campaign.
What is the Importance of Having an SMS Marketing List?
An SMS list is vital because it enables you to reach customers with personalized, targeted messages. Text messages are a direct way of communicating with consumers and can increase customer engagement, loyalty, and sales.
Text marketing messages are likely to be seen because many people check their phones frequently. A study showed that more than 70% of respondents check their phones within 10 minutes of waking up, while almost as many check their phones within 5 minutes of receiving a notification.
Texting is a preferred way of communication for many users because it feels less disruptive than a phone call. When the phone rings, it demands immediate attention, even if the caller leaves a voicemail. Listening to a human voice can create a sense of urgency, which can feel invasive instead of inviting, particularly for cold or prospective customers.
Conversely, a text message has a more relaxed tone. The recipient can peruse and reply when convenient without feeling rushed to take action immediately. Additionally, many individuals find it more effortless to skim through a text compared to accessing a voicemail application or sifting through an inundated email inbox.
Why is it Necessary to Build your SMS Marketing List?
Businesses need to build an SMS marketing list for numerous reasons. Some companies purchase a mobile number list, but the individuals on that list may differ from the intended audience for your marketing. The decision-makers on the list may not have any connection to your offers, and even if they do, there is no guarantee that they will be interested in them.
Sending unsolicited text messages to paid SMS lists is considered unethical because the recipients may not recall having provided their information to an agency. Additionally, users need to explicitly allow their data to be shared with you as a third party to ensure these lists are legal. As a result, your campaigns may be classified as ‘cold texting,’ which is against local and global texting laws and is prohibited in most regions of the world.
Expanding your SMS marketing list naturally is essential by directly requesting customers’ or potential customers’ consent. This method enhances brand loyalty, fosters trust, and assures subscribers want to receive your texts.
What are the Best Practices for Building your SMS Marketing List?
Keep in mind these crucial tips for building your text marketing list, regardless of what methods you use.
- Observe TCPA Compliance – To remain compliant with the Telephone Consumer Protection Act (TCPA), you must obtain permission before texting individuals. Ask customers to opt in and provide an easy way to unsubscribe if they wish to stop receiving your texts.
- Use SMS Marketing Tools – Use an SMS platform to manage your lists, create campaigns, add contacts, and segment your list. Many people find group texts extremely annoying, especially ones they were added to without permission. You’ll likely get a lot of angry customers if you do this. You also won’t be able to collect data about how many people opened or clicked on your texts.
- Offer Value – Let your subscribers know why they should choose to be on your list. Do you offer incentives, discounts, or special deals? People are more likely to opt in if they receive something in return.
- Personalize – Although text messaging is a popular communication channel, it can take time to capture attention since many businesses use it. To grab people’s attention, making them feel the message is specifically for them is essential. You can achieve this through personalization techniques like sending location-based offers, referencing their recent purchases, or providing customized product reminders.
- Keep It Short – Remember that texting is intended for short and casual conversations when writing marketing messages. Therefore, it’s essential to tailor your messages to match this format. Keep it short, simple, and to the point.
What are some common mistakes to avoid when building an SMS marketing list?
It is easy for businesses to make mistakes and run into issues when starting an SMS marketing list. Here are some common mistakes to avoid:
- Not double-checking for opt-in consent – Ensuring customers provide their permission before adding them to your text marketing lists is the most crucial aspect of building a successful list. Forgetting this step can be a costly mistake.
- Buying a List – Never purchase a list of phone numbers for SMS marketing. In most countries, this is illegal as it violates privacy laws and leads to authentication issues.
- Not having an opt-out option – Customers should always be able to unsubscribe from your texting list with just one click. Failing to do so can damage the company’s reputation and violate texting laws.
- Not offering incentives or value content – Offer subscribers something they can’t get anywhere, such as discounts, coupons, special offers, or even inside information. If you don’t offer value to your list members, they won’t stick around and will quickly unsubscribe from you.
- Sending too many messages – Text overload is real and can be off-putting for subscribers. Stick to a reasonable frequency; otherwise, you risk annoying people and losing their trust.
- Not segmenting your list – Segmenting your contacts into different groups helps you deliver personalized content that gives them more value. People don’t like generic messages, so make sure you are sending relevant and timely content.
Make sure to avoid these mistake by reading SMS Marketing Etiquette Rules and following the tips on how to conduct text marketing properly.
What are Some Creative Ways to Give Incentives to People For Them to Join Your SMS Marketing List?
Giving incentives is one of the best ways to invite people to your subscriber list. There are various ways to offer incentives, depending on your business and the goals you have in mind. Here are some ideas:
- Use Mobile-Only Exit Pop-ups on Your Site – Place a signup form that appears on mobile devices only when visitors are about to leave your website. Offer them an exclusive deal, coupon, or discount for joining your list.
- Create SMS Games, Contests, and Giveaways – Social media contests and giveaways can be fun and rewarding ways to acquire new subscribers. Promote the competition across all mediums and include a link or short code that they can use to join.
- Localize Deals and Updates – Tailoring offers to their local area can be an excellent way to get more people interested in signing up.
- Zeigarnik Effect – The principle is simple but effective in marketing: people tend to complete tasks they’ve started. Therefore, if you persuade someone to do something, they will likely comply with your next request.
- Instant Access – Sending information through text messages is an effective way to provide quick updates. As text notifications are received immediately, people respond promptly, as the study mentioned earlier demonstrated. Therefore, text messages have a better chance of reaching and receiving responses from recipients than emails.
What role do compliance and legal considerations play in building an SMS marketing list?
SMS permission is vital in all types of text marketing campaigns. When you build an SMS marketing list, it is essential to make sure that each subscriber has given their consent for you to send them texts. This requirement and other compliance and legal considerations must be met to avoid breaking the law when sending text messages.
But what are the SMS Marketing Laws? The Telephone Consumer Protection Act (TCPA) sets rules for telemarketing, including texting and marketing on cell phones. The Cellular Telecommunications Industry Association (CTIA) also offers guidance on best practices, which wireless providers in the U.S. usually follow.
There are three rules for compliance in SMS marketing:
- You must obtain explicit permission, whether written or digital, for all your contacts.
- Your initial message to any contact should be a compliance message.
- Be aware of your text message timing and rhythm, considering the time of day and your messaging frequency.
How can you leverage social media and other channels to Drive SMS List Growth?
Social media is a powerful tool to drive SMS list growth. You can encourage your followers to sign up for your text message campaigns by engaging them with creative content. Here are some ways you can leverage social media and other channels:
- Create an SMS Subscriber Signup Form – Create a sign-up form that people can fill out to subscribe text message. It can be a simple form, or you can create a quiz to make it more engaging. You can add this form to your social media profiles, website pages, and other touchpoints people may see when interacting with your business.
- Run Social Media Contests – Offer exclusive discounts or prizes through social media contests for people who sign up for your SMS list.
- Include Promotional Messages – Include promotional messages on social media posts and ads encouraging people to join your list.
Do you Make a Profit from SMS Marketing?
Yes. SMS marketing campaigns can be highly profitable. A successful campaign depends on many factors, such as the size of your list and the message content. The more subscribers you have, the higher the profit potential, as text messages are cost-effective. Personalizing your messages to target specific interests or demographics can also increase response rates and conversions.
Do SMS Marketing Lists Need To Be Maintained?
Yes. SMS marketing lists must be regularly maintained to ensure you continue reaching the right people. You review and update your list regularly as part of your regular maintenance. It includes removing out-of-date contacts and adding new ones. You should also remove any subscribers who have opted out or not responded to your messages promptly. It helps ensure you reach the right audience and maintain a healthy list.