In this article we'll explore some 1:1 text messaging best practices that will help you avoid being flagged as spam, reduce opt-out rates, and drive higher response rates with your contacts.
Gather opt-in consent
First, always obtain explicit consent from recipients before sending them SMS messages. This is done through your company's opt-in consent processes, such as a web form opt-in or mobile opt-in where individuals voluntarily subscribe to receive messages.
Avoid words or characters that could get you flagged as spam
When drafting your messages, it's important to follow a few basic guidelines to ensure your messages won't be flagged as spam and get blocked by cellphone carriers' filtering systems. While there are not explicit rules on what will cause a message to be blocked, there are some general best practices you can follow to increase the chances that your message will be delivered to your contacts:
Avoid typing in ALL CAPS: Overuse of capitalization, like "WE'RE HIRING," can make your messages look like spam. Use capitalization only when necessary.
Don't use excessive punctuation: Excessive punctuation or special characters in a message, such as repeating dollar signs ("$") or exclamation points ("!"), can come across as unprofessional and spam-like. Use punctuation sparingly in your messages.
Avoid including phone numbers: You don't need to provide you phone number to your contacts in a message because the number that you're texting from will appear on your contact’s phone . If your TextUs number is different from your office line, you can set up call forwarding so that calls can be routed to you.
Don't include excessive email addresses or URLs: Including email addresses or URLs in every text message can be viewed by a mobile carrier as redirecting traffic, which can cause you messages to be flagged as spam.
If you want to include a URL, we recommend using our built-in link shortener. Using a third-party link shortener such as Bitly or TinyURL could get your message flagged as spam by mobile carriers and affect your deliverability.
Identify your business
Make sure you clearly state your business name at the beginning or end of the message. Identifying your business in SMS text messages is important for clarity, brand recognition, and compliance with regulations.
Personalize your message
Customers appreciate personalization. Whenever possible, address recipients by their names and tailor your messages to their specific interests and needs. Try using contact personalization variables in your message to significantly enhance the relevance of your messages and make recipients feel valued.
Keep your message concise
Get straight to the point and keep your messages concise. Avoid unnecessary jargon and use clear and straightforward language. Busy professionals and customers appreciate information that is easy to digest.
While TextUs does not have a default text limit, and your org admin can set your account’s messaging limit, remember that smaller character counts usually mean higher response rates.
Include opt-out instructions
Always provide clear instructions on how recipients can opt out of receiving further messages if they wish to do so. This is not only a legal requirement, but also essential for building trust and respecting recipients' preferences.
Don’t send prohibited SMS content
Sending text messages is highly regulated and has strict rules. There are certain things you can't say in messages and if your messages include forbidden content, mobile carriers will automatically block them. The following message categories are prohibited for SMS and MMS:
High-risk financial services
Third-party lead generation
Debt collection and forgiveness
“Get rich quick” schemes or Multi-level marketing
Illegal substances
Gambling
Sex, hate, alcohol, firearms, and tobacco (SHAFT)
Choose the right time
Timing matters when sending business text messages. Avoid sending messages outside of normal business hours, unless it's necessary and you have recipient consent. Consider the time zone of your audience when sending to ensure you don't disturb them during late or early hours. Additionally, be mindful of how often you send SMS messages to avoid overwhelming recipients with too many messages.
Tip: To ensure your campaigns are sent during normal business hours, use the Campaign Cutoff Time settings. You can also use Filter Out Contacts to automatically exclude contacts from a new campaign if they have recently received a campaign message within the selected timeframe.