SMS Marketing: How To Comply And How Much Is Its Value | Adam Turner | Postscript.io
Honest Ecommerce · with Adam Turner · November 25, 2019 · 20 min
Summary
This episode discusses the critical role of SMS marketing in e-commerce, emphasizing compliance, effective list building, and strategic messaging to maximize ROI. It highlights that SMS, while powerful, requires a different approach than email to avoid subscriber fatigue and legal pitfalls.
Key takeaways
SMS marketing requires explicit written consent (TCPA compliant) from customers, with liabilities of $500-$1500 per non-compliant message. Prioritize compliance from day one, even if not immediately launching SMS campaigns.
Do not re-use old phone numbers without explicit re-permission. Incentivize existing email subscribers to opt into SMS via targeted email campaigns with mobile-friendly short links or landing pages.
Treat SMS as a channel for important updates like product drops and shipping notifications, not as a replacement for email. Over-texting leads to rapid channel fatigue. Quality over quantity is crucial.
Leverage various acquisition strategies for building your SMS list, including keywords on TV/radio, inserts in product packaging, and Facebook Lead Ads that directly integrate with SMS platforms.
SMS marketing is currently comparable to the early days of Google and Facebook ads in terms of high CTRs and open rates, offering a significant advantage to early adopters who implement it strategically.
Integrate SMS platforms with helpdesks (e.g., Zendesk, Gorgias) to efficiently handle two-way customer communication and support inquiries initiated via text.
Adam Turner is the CEO of Postscript.io, an SMS Marketing tool working with thousands of Shopify stores, including Brooklinen, Steve Madden, and Native. On this podcast, we talk about TCPA compliance, respecting your customers and using SMS marketing to give customers great experiences. To learn more, visit: http://honestecommerce.co Resources: Adam’s LinkedIn page: linkedin.com/in/adam-s-turner/ Postscript website: postcript.io Postscript’s compliance guide postscript.io/compliance Text “compliance” to 29071 to get a link to the compliance guide. Text “honest” to 29071 to get your first 30 days with Postscript free! Visit https://gorgias.grsm.io/honest to get your second month free. Visit simplr.ai/honest to start your free seven-day trial.
SMS marketing requires explicit written consent (TCPA compliant) from customers, with liabilities of $500-$1500 per non-compliant message. Prioritize compliance from day one, even if not immediately launching SMS campaigns.
What does this episode say about customer retention?
Do not re-use old phone numbers without explicit re-permission. Incentivize existing email subscribers to opt into SMS via targeted email campaigns with mobile-friendly short links or landing pages.
What does this episode say about paid acquisition?
Treat SMS as a channel for important updates like product drops and shipping notifications, not as a replacement for email. Over-texting leads to rapid channel fatigue. Quality over quantity is crucial.
What does this episode say about shopify & ecommerce platforms?
Leverage various acquisition strategies for building your SMS list, including keywords on TV/radio, inserts in product packaging, and Facebook Lead Ads that directly integrate with SMS platforms.
What does this episode say about email & sms?
SMS marketing is currently comparable to the early days of Google and Facebook ads in terms of high CTRs and open rates, offering a significant advantage to early adopters who implement it strategically.
