Successful SMS marketing requires more than just avoiding prohibited words and categories. This page outlines comprehensive best practices that ensure long-term compliance and effectiveness.
| Practice | Implementation | Benefits | Common Mistakes to Avoid |
|---|---|---|---|
| Double Opt-In Process | Send confirmation text after initial signup | Higher engagement, stronger legal protection | Skipping confirmation step |
| Clear Consent Language | "By entering your number, you agree to receive marketing texts" | Reduces confusion, stronger consent | Vague or hidden consent text |
| Separate Consent for Different Programs | Different opt-ins for promotions vs. alerts | Targeted messaging, better compliance | Assuming blanket consent |
| Timestamp All Consents | Record exact date/time of opt-in | Legal documentation, audit trail | Missing or inaccurate timestamps |
| Store Consent Method | Document how consent was obtained | Compliance verification | Not tracking consent source |
| Required Information | Format | Retention Period | Access Requirements |
|---|---|---|---|
| Phone Number | E.164 format (+1234567890) | 5 years post opt-out | Immediate retrieval |
| Consent Date/Time | ISO 8601 format (2025-01-15T14:30:00Z) | 5 years post opt-out | Audit trail access |
| Consent Method | Standardized codes (WEB, PHONE, SMS, etc.) | 5 years post opt-out | Reporting capability |
| IP Address | IPv4/IPv6 format | 5 years post opt-out | Geographic verification |
| Consent Language | Exact text shown to user | 5 years post opt-out | Version control |
| Campaign Type | Promotional, transactional, mixed | 5 years post opt-out | Segmentation data |
| Element | Best Practice | Example | Character Impact |
|---|---|---|---|
| Sender Identification | Include business name at start | "ABC Store: Your order has shipped..." | 10-15 characters |
| Message Purpose | Clear indication of content type | "Promo:", "Alert:", "Reminder:" | 5-10 characters |
| Core Message | Primary information or offer | "20% off all shoes this weekend" | 30-50 characters |
| Call to Action | Clear next step | "Shop now at abc.com/shoes" | 15-25 characters |
| Opt-Out Instructions | Standard unsubscribe language | "Reply STOP to opt out" | 20 characters |
| Instead of This | Use This | Why It's Better | Risk Reduction |
|---|---|---|---|
| "URGENT! ACT NOW!" | "Time-sensitive offer expires Friday" | Specific deadline, professional tone | Reduces spam filtering |
| "FREE MONEY!!!" | "Earn cashback rewards" | Realistic benefit, professional | Avoids critical triggers |
| "You've WON!" | "You've earned a reward" | Honest language, no gambling implications | Eliminates gambling triggers |
| "GUARANTEED RESULTS" | "Proven effective for many customers" | Honest claims, realistic expectations | Reduces false advertising risk |
| "Limited time only" | "Offer expires March 15th" | Specific timeframe, transparent | Builds trust, reduces pressure |
| Personalization Type | Implementation | Privacy Considerations | Effectiveness |
|---|---|---|---|
| Name Personalization | "Hi Sarah, your order is ready" | Use first name only | High engagement |
| Location-Based | "Visit our downtown Seattle store" | General area, not specific address | Medium engagement |
| Purchase History | "More items like your recent shoe purchase" | Aggregate categories, not specific items | High relevance |
| Behavioral Triggers | "Complete your abandoned cart" | Action-based, not personal details | High conversion |
| Preference-Based | "New arrivals in your favorite category" | Opt-in preferences only | High relevance |
| Time Factor | Best Practice | Rationale | Implementation |
|---|---|---|---|
| Time of Day | 10 AM - 6 PM recipient local time | Higher engagement, compliance | Time zone database required |
| Day of Week | Tuesday - Thursday for promotions | Better attention, less competition | Day-based scheduling |
| Frequency Capping | Maximum 4 promotional messages per month | Prevents fatigue, reduces opt-outs | Frequency tracking system |
| Holiday Awareness | No promotional messages on major holidays | Respect for recipients, better timing | Holiday calendar integration |
| Emergency Override | Account alerts can bypass time restrictions | Critical information delivery | Message type classification |
| Strategy | Implementation | Expected Improvement | Monitoring Required |
|---|---|---|---|
| Sender Reputation Management | Dedicated phone numbers, IP warming | 5-10% delivery improvement | Daily delivery rate tracking |
| Content A/B Testing | Test subject lines, CTAs, timing | 10-20% engagement improvement | Statistical significance testing |
| List Hygiene | Regular bounce removal, engagement scoring | 3-5% delivery improvement | Monthly list cleaning |
| Carrier Feedback Loops | Monitor spam complaints, delivery failures | Early warning system | Real-time alert system |
| Authentication Setup | SPF, DKIM, DMARC for email-to-SMS | Improved deliverability | Technical monitoring |