Group Text Messaging Based On The Recipients' Permission

Although group text messaging is an effective marketing strategy used successfully by companies large and small, it presents a few potential pitfalls. One of them is the temptation to send texts to customers or prospects without first getting their permission. An unsolicited SMS message is considered to be spam. Here in the U.S., there are laws in place that penalize companies for engaging in this activity.

While precise numbers are difficult to find, some experts estimate that billions of SMS spam texts are sent in the U.S. each year. In this article, we'll take a closer look at this issue. We'll first define permission-based text messaging, a term used by the Mobile Marketing Association (MMA). We'll then explain why getting permission from consumers is important, how to do it, and what to do afterward to help ensure they stay subscribed to your lists.

Before you can send a single text to your customers and prospects, you must obtain their consent to do so. This is the foundation of permission marketing, whether the promotions are sent via email, SMS messaging, or other channels. Consent is typically granted when a person subscribes to your opt-in list using his or her phone. From that point, you can continue sending texts until he or she unsubscribes, or "opts out."

An example of this system can be found on websites that encourage you to opt into their email lists. Once you do so, you will receive emails that promote products or services, or provide value in some way. In most cases, you'll receive these emails until you unsubscribe. Permission-based SMS messaging works in the same way.

Getting consumers' consent prior to messaging them may seem to involve a lot of unnecessary effort. But it is important for a couple reasons.

Earlier, we noted that laws are in place in the U.S. to discourage companies from sending unsolicited group text messages. Violating these laws can lead to substantial monetary penalties for the offending company. A class action lawsuit filed in 2008 against The Timberland Company provides a good example. The case was eventually settled with the company agreeing to pay $150 to each person named in the suit who received a text message. The settlement cost The Timberland Company millions of dollars.

Another reason to seek permission from consumers involves the relationship you hope to establish with them. Consider how you feel when you receive a spam email. It is unlikely that you will buy something from the person or company behind the spam. In fact, you may even report the unsolicited email. Given that a mobile device is a personal tool, your audience is likely to feel the same.

Getting consumers' permission is essential before texting them. Without it, you'll damage your company's image, and even stumble into legal issues.

Before you can ask your customers and prospects to join your opt-in text messaging lists, you must first let your audience know your lists exist. There are myriad ways to accomplish this, depending on the type of business you operate. For example, suppose you run a bar, restaurant, or other retail venue. Use on-site signage to promote your list. You can also encourage your staff to inform visitors about it.

Or, suppose your company sells commercial real estate. Advertise your list on billboards, in print ads, and on every email you send to clients.

The second step is to offer your audience something they consider valuable in exchange for their consent. For example, if you operate a restaurant, offer potential subscribers a substantial discount on their next visit. Few people will join your group text messaging lists unless they are presented with a compelling reason to do so.

Once a customer or prospect has subscribed to your list (thereby giving you their consent), the challenge becomes to encourage them to remain subscribed. If you send little else other than promotions, many will unsubscribe (i.e. opt out). Or, they might simply delete your messages. The solution is to find ways to deliver ongoing value to your subscribers. Not only will doing so help to ensure they stay on your list, but will also position your company in a positive light.

To summarize, effective (and legal) group text messaging requires getting recipients' consent before sending the first text. Doing so allows you to leverage the relationship you have built with them.