SMS stands for Short Message Service and is a form of communication that involves sending and receiving messages via mobile phone.
It is used by individuals and businesses every day to send messages quickly and cost-effectively.
How does SMS work?
The technology behind it is simple: users can send up to 160 characters to the intended recipient’s mobile phone through the mobile network.
Once the message has been sent, the recipient can read it and - if they wish - reply to the message.
The advantages of this type of communication are many: it’s fast, cost-effective, it allows users to reach a large audience quickly, and it has been proven to be one of the most effective ways to reach people. In fact, when compared to other marketing promotional channels, SMS has the highest open rate.
As a result, businesses of all sizes use SMS to communicate with customers, prospects, and staff, including recruitment, customer enquiries, appointment reminders, and marketing messages.
Legal obligations
Businesses should be aware of the legal requirements for SMS marketing. In the UK, the Data Protection Act 1998 requires consent for any marketing messages sent via the mobile phone.
The text message sender must have permission from the recipient before sending the message, and this permission must be recorded and kept up-to-date.
Businesses should also be aware that SMS messages must comply with regulations set out by the Advertising Standards Authority. The guidelines state that marketing messages must not make unsubstantiated claims, must be verifiable and should not cause confusion or detriment to the recipient.
Furthermore, messages must contain an unsubscribe option and must only be sent to those who have expressed an interest in receiving them.
Best practices for using SMS in your business
When using SMS for marketing, there are a few best practices that businesses should follow.
- Firstly, make sure that your SMS messages are concise and to the point. Remember that the character limit is 160, so keep it as clear and brief as possible.
- Try to avoid text speak, such as abbreviations, as it may be difficult for users to understand.
- Ensure that your messages are professional and relevant to your target audience. Personalisation is key and will improve the chances of your message being read.
- Finally, be sure to record and keep track of any opt-ins you receive, as this information will be necessary in cases where unsubscribes are needed. It will also help you to monitor the success of your campaigns and improve their accuracy over time.
SMS is an effective form of communication, preferred by many individuals and businesses alike. Use SMS carefully, and businesses can ensure they get maximum benefits from this platform while complying with the necessary regulations.
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The text message sender must have permission from the recipient before sending the message, and this permission must be recorded and kept up-to-date.
Businesses should also be aware that SMS messages must comply with regulations set out by the Advertising Standards Authority. The guidelines state that marketing messages must not make unsubstantiated claims, must be verifiable and should not cause confusion or detriment to the recipient.
Furthermore, messages must contain an unsubscribe option and must only be sent to those who have expressed an interest in receiving them.
Best practices for using SMS in your business
When using SMS for marketing, there are a few best practices that businesses should follow.
- Firstly, make sure that your SMS messages are concise and to the point. Remember that the character limit is 160, so keep it as clear and brief as possible.
- Try to avoid text speak, such as abbreviations, as it may be difficult for users to understand.
- Ensure that your messages are professional and relevant to your target audience. Personalisation is key and will improve the chances of your message being read.
- Finally, be sure to record and keep track of any opt-ins you receive, as this information will be necessary in cases where unsubscribes are needed. It will also help you to monitor the success of your campaigns and improve their accuracy over time.
SMS is an effective form of communication, preferred by many individuals and businesses alike. Use SMS carefully, and businesses can ensure they get maximum benefits from this platform while complying with the necessary regulations.