Mass texting is becoming an essential tool for modern business communication.
Part of its mainstay is that it's so versatile. Whether it's keeping your customers informed or your employees informed, texting offers an immediate way to reach them. Plus, the high open rates (98%!) and ease-of-use make it a favorite for businesses.
However, diving into mass texting without a strategy can lead to a whole lot of trouble. Being marked as spam, violating the FCC's regulations—it could cost you your audience...and money.
We've been helping businesses all across the US for many years with optimizing their mass texting efforts. That's why we decided to write this blog. You deserve to know the best practices for mass texting regardless of the platform you use!
So, let's get into it:
To get the most out of your mass texting efforts, it’s worth sticking to a few key guidelines. These tips help ensure your messages actually reach your audience—and in the way you intended.
If you're sending a link, always use “https://” links rather than unsecured options like “http://” or public URL shorteners like Bit.ly. These are often flagged as spam by carriers, so sticking to secure, recognizable links goes a long way in keeping your messages safe and reliable.
It’s tempting to grab attention with ALL CAPS or lots of exclamation marks, but resist.
A message that reads like it’s shouting often gets flagged as spam or feels too pushy to the reader. Instead, a friendly “limited-time offer” or “today only” will give your message a sense of urgency without overwhelming your audience.
While you may want to personalize texts, avoid phrasing like
“If this is [First Name] [Last Name].”
Not only can this come off as robotic, but it might also look like lead-generation content—a surefire way to get flagged. Instead, go with something natural and general, and let customers come to you.
Always make it clear who’s sending the message. Identify your business within each message to maintain transparency and help your audience recognize a familiar source.
“Hi, this is [Your Company Name]...”
This is a good way to build trust and keeps readers from feeling caught off guard. Remember, if they're getting messages from you often, you don't have to remind them that it's you!
Every text should include an opt-out option.
“Reply STOP to unsubscribe”
This is a common one. Not only is this legally necessary, but it also reassures your audience that they’re in control. It’s a small touch that can make a big difference in how your messages are read.
Now, let's say you follow all these steps. What do you actually get in return?
Adhering to these best practices offers several advantages:
When you send a text, you're sending it to a specific person that you have in mind, right? Well, spam filtering has improved greatly through the years. You can even customize your filter settings on your iPhone or Android. The point is, if you don't adhere to these practices, you won't be able to reach the people you'd like.
But, when you do follow these steps, you can be more confident that they'll actually reach your audience, making your message heard, instead of being filtered out by spam bots.
Obviously, if you don't get filtered out by bots, you get more messages read. Therefore, your open rates go up.
But that's not all these practices do to increase engagement rates.
When your messages are crafted with clarity, they eliminate any potential confusion or misunderstanding, allowing your recipients to actually understand your message. Especially within the text-character limits.
Every message you send should meet industry standards and what your customers expect. When you follow these steps, you're showing a strong sense of professionalism, which your customers will notice and trust.
Plus, sticking to legal rules keeps you out of trouble and shows you care about doing things right. By focusing on these areas, you create a strong, positive image for your brand. This not only keeps your current customers happy but also means they're not going to groan every time they get a message from your business.
Over time, being known for reliability and integrity can really set you apart from the competition.
By following these guidelines, you create a positive customer experience and establish trust, which are crucial for long-term success.
Even with the best intentions, businesses can make mistakes when they send texts. Here are a few common pitfalls and how to avoid them:
Nobody likes being bombarded with messages. When businesses send too many texts, it starts to feel invasive and, frankly, annoying.
Think of your SMS strategy like a conversation. Nobody likes talking to someone who's just going on and on, right? Instead, you want engagement. Some mass texting providers even allow you to have two-way conversations just for this reason!
Either way, aim for a balance. A weekly or bi-weekly message can be enough to stay relevant without overdoing it. Remember, less can be more when each message provides real value.
For businesses that handle sensitive customer information, keeping data safe is a must. If you're in the medical field, you'd have to adhere to HIPAA. And there's a difference between a secure text and a HIPAA-compliant text. For medical professionals, we recommend looking into a secure text for healthcare.
Now, imagine the potential fallout if customer data were compromised due to a security oversight! Invest in secure SMS platforms that regularly audit their security measures. It’s worth it for both peace of mind and protecting the reputation of your business.
It’s easy to get so focused on the message that you skip the fine print. But every texting campaign needs clear Terms of Service and a Privacy Policy. Carriers require it, and your subscribers expect it.
Here’s a simple example of Terms of Service you can use as a starting point:
“[COMPANY NAME] operates a campaign that sends opted-in subscribers [USE CASE]. Message frequency will vary. Reply HELP for more information or contact [SUPPORT PHONE/EMAIL]. Here’s a link to our Privacy Policy: [INSERT LINK]. Message and data rates may apply. Carriers are not liable for delayed or undelivered messages. Reply STOP to opt out.”
Your Privacy Policy should also spell out what happens with a subscriber’s phone number. The most important piece: it should be clear that their information will never be shared or sold. A carrier-approved example looks like this:
“No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.”
Be clear, be upfront, and give people confidence when they sign up. Also, this will help you avoid spending lots of money on legal fees. Which is nice.
Protecting customer data and privacy is not just a legal requirement but also a trust-building measure. We cannot overstate how important this is. To learn more about compliance in texting for business, visit the FCC's regulations document on texting.
Think you got a handle on mass texting now? Implementing these best practices will improve your mass sending efforts and build a stronger connection with your audience. We've done it ourselves and seen the results. We can't wait for you to do the same.
But, if you're feeling like you're not getting the most out of your mass texting service, we recommend checking out our blog on the 5 best mass texting services for 2025!
Interested in learning more about our myAmbs Mass Texting service? Reach out today—our plans start at just $29/mo.