Text message marketing: what to know

What the job involves, what changes the price, and what to ask a pro.

What text message marketing is

A text message marketer sends promotions and updates by text to customers who opted in, handling list setup, message writing, scheduling and the rules for messaging. Businesses use texts for short, time sensitive messages such as offers, appointment reminders and back in stock alerts.

Signs you need it

  • You have a time sensitive offer, such as a same day sale or a last seat at an event, and email is too slow
  • Your customers ask for appointment reminders, and no-shows are costing you time
  • You want to send offers to customers who have already agreed to hear from you by text
  • You have a list of customers' phone numbers, but you are not sure whether they opted in to texts
  • You need a short message system for updates, such as an order is ready or a service is due

What the pro does

  • Confirm how each contact opted in to text messages and record the source of each opt in
  • Set up the text platform, the sender name and the keyword or method for people to join or leave
  • Write the short messages, keeping them clear, honest and within the length the platform allows
  • Schedule the messages for times when the recipients are likely to read them
  • Handle replies, opt outs and questions, following the rules for each message
  • Report the delivery, the replies and the actions taken, and remove any numbers that opt out

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • The number of contacts on the list and the number of messages sent each month
  • Whether the marketer sets up the platform, the keywords and the opt in forms
  • How many messages, offers and automated flows must be written and tested
  • Whether the messages include links, images or multiple languages
  • How many replies must be answered by hand, and how quickly
  • Whether the texts must connect to your booking, sales or customer systems

What a written quote should spell out

  • The number of messages, flows and campaigns included each month
  • The platform setup, the sender name and the keywords used
  • How opt ins are recorded and how opt outs are processed
  • Who writes the messages and how many approval rounds are included
  • The reporting schedule and the measures each report covers

Questions to ask before you hire

  • How do you confirm that each person agreed to receive texts from us?
  • How do you handle opt outs, and how fast are they applied?
  • What platform will you use, and will the list stay in my account?
  • How many messages will you send each month, and how often?
  • Will you show me each message before it goes out?
  • Can you send a message to a number that is not on my opt in list?

Red flags

  • Offers to buy a list of phone numbers or to add numbers you did not collect with consent
  • Will not show how people opt in or how they opt out
  • Sends messages before you approve the wording and the list
  • Asks for your phone account login rather than using the platform's access tools

What you can do yourself

You can add a sign up line to your receipts or appointment confirmations, and send a short message to the people who agreed, using the text tool on your phone for small lists. Hire a text message marketer when the list is large, when messages must be scheduled and tracked or when opt in, opt out and reply handling must be done properly.

Licenses and permits

No license is usually required for text message marketing. Consent and opt out rules apply to marketing texts and differ by location, so ask the marketer how they confirm consent and handle opt outs; check with your state or local licensing office for any rules that apply to your business and industry.

Text message marketing questions

Can I text people I have on a list from past customers?

Only if they agreed to receive texts from you and the rules that apply allow it. A customer's phone number alone is not consent to marketing texts.

What should every text say?

Your business name, the purpose of the message and a clear way to opt out. Ask the marketer to include those on every message.

How often should I send texts?

Send only what the recipient would expect and value, and keep the frequency low enough that people keep the subscription. Ask the marketer to track opt outs by campaign.

Pro reviewers

Pros who offer text message marketing remotely can improve this guide, like Wikipedia. We check every edit before it goes live. Every approved edit is credited in the edit history and on the pro's profile.

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  3. 3. They reach out

    They contact you the way you chose: phone, email or in-app messages.

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