Introduction
SMS is a highly direct and personal communication channel. To use it effectively and responsibly, follow these best practices for compliance, deliverability, engagement, and contact satisfaction.
Best Practices
1 Legal and Compliance Considerations
Research local regulations: SMS laws vary by country. Many countries have strict rules around opt-in, message content, frequency, and sender identification.
Obtain separate opt-ins for SMS: An email opt-in does not grant permission for SMS. Use double opt-in flows to confirm subscriber consent.
Include unsubscribe instructions in every message, such as “Text STOP to cancel.” This is legally required in most countries.
Use translated opt-out keywords in countries with multiple languages or dialects. Common keywords include: STOP, END, CANCEL, UNSUBSCRIBE, QUIT.
2 Group and Program Structure
Use dedicated SMS groups: Keep SMS subscriptions separate from email to manage opt-ins, send limits, and automations more effectively.
Create separate groups by code or program:
One group per mobile code or keyword.
Separate groups for regional or campaign-specific programs.
Consider a dedicated subscribe/unsubscribe group to handle opt-ins/outs and support more complex flows.
3 Frequency and Content
Limit sends to 2 messages per week to avoid fatigue and maintain high engagement.
Use SMS for time-sensitive, high-value content:
Flash sales or exclusive offers
Product launches or limited-time events
Transactional alerts or urgent service updates
Avoid using SMS for general marketing that’s better suited to email, such as newsletters.
4 Subscription Management
Use double opt-in:
Contact texts a keyword or enters a phone number on a form.
Mapp sends a subscription SMS with a confirmation link and code.
Contact completes the opt-in by entering the code on a webpage.
Provide clear expectations in the opt-in flow:
How often will you message them
Message type (promotions, updates, etc.)
Cost disclosure (e.g., “Msg & data rates may apply”).
5 Unsubscribes and Contact Support
Test the unsubscribe flow regularly to ensure functionality.
Send confirmation SMS after opt-out to reassure contacts.
Use consistent keywords and local language alternatives for opt-out. For shared short codes, note that SAP blacklists unsubscribed numbers, and they cannot be removed via Mapp.
6 Automation and Ongoing Engagement
Create a welcome SMS with opt-out and support instructions.
Set up regular reminders for long-term subscribers (required by some carriers).
Use automations for polling, event reminders, or follow-ups to encourage interaction.
6.1 Example: Welcome Message
Welcome to TopFashion Alerts! You'll hear from us soon! Text HELP for help. Text STOP to cancel. Msg&data rates may apply. For T&C: www.topfashion.com/SMS6.2 Example: Reminder Message
Reminder. You are subscribed to TopFashion Alerts. Up to 2 msg/week. Text HELP for help. Text STOP to cancel. Msg&data rates may apply. For T&C: www.topfashion.com/SMS