SMS Marketing Set-up and Best Practices

In Canada, SMS marketing is regulated by the CRTC. There are rules and regulations that must be followed to avoid shut down and penalties.

We have put together a series of best practices for SMS marketing below. For Canada's Application-to-Person (A2P) details, click here .

1. Start with Permission

Before sending a single text message, it is imperative to obtain explicit permission. Failure to secure consent constitutes a violation of the law and can tarnish your company's reputation. Fortunately, obtaining permission is a straight forward process that we will help you with.

Once customers opt-in, the in-box software stores proof of consent for every customer and is always available in reporting.

2. Allow for Opt-Outs

In Canada, if someone replies with STOP/ARRET, you must immediately stop sending SMS or MMS to that customer. in-box software has a series of toggle switches to disable services called DNC (Do not Call) or DND (Do not Disturb), as seen below.

Once selected, you may no longer call, send SMS, MMS or email AND it is automatically tracked as DND (do not disturb) in reporting.

3. Clarify your SMS Offers

Programs should never use deceptive or misleading promotion/advertising to gain participation. Your program's intent should be transparent, outlining expectations regarding future content. We recommend using existing customer and not cold outreach ever.

PRO TIP: Existing customers adapt quickly. Your phone orders will decrease, your text orders will increase ... you can multi-task easily while texting, but not while on the phone.

4. Do not over send ...

SMS, is a personal communication channel, and that demands respect. In most scenarios, we advise limiting them to 2 – 4 messages per month to prevent annoying your customers to the point where they opt-out of your communications.

PRO TIP: When you INVITE existing customers to text in their questions and orders, they will absolutely LOVE the close connection and control to engage when they need you. Texting really provides the best customer service when it includes a universal in-box.

5. Text Management

Sending Short Messaging Service (SMS) and Multimedia Messaging Service (MMS) both fall under Canadian Anti-Spam Legislation (CASL) which also includes email.

This is not something you manage from your phone, because at any time the authorities can ask for proof of opt-in or opt-out and you better have that securely stored in a system better than your iPhone to prevent fines which are real here in Canada.

6. Daytime Texting Recommended

Sending text messages during day time hours. This is courteous to your subscribers. No one appreciates being awakened by texts in the middle of the night, so keep it to day time and consider time zones across Canada as well.

7. Mandatory Responses in Canada

HELP (EN) or AIDE (FR): should identify the message sender, or program, cx support info, price & opt-out information.

INFO: provides the above info in EN & FR

STOP (EN) or ARRET (FR): immediately opt the user out of receiving further messages.

8. Standard Message Rates

Upon sign up, you must inform customers of the cost by adding "Standard Message rates may apply", despite the fact that the big 3 Canadian carriers include unlimited text and picture messaging, it needs to be said. We can assist in setting this up.

9. Give Value or don't send

Ensure that each text message you send provides value, never send sloppy texts. Make them tight, crisp and to the point. Subscribers should feel like VIPs.

Failure to deliver value in every group text increases the likelihood of subscriber dissatisfaction and eventual un-subscription.

Pub Style SMS Marketing

A great local pub experience includes getting to know your customers. The best way to do this is by providing them with choices which can most efficiently be done via text ...

Auto Service Reminders

Replace the "reminder sticker" with a text message. Link that text message to a self-booking calendar and allow that customer to pick their time to come in, Then auto-send him reminders before the appointment ... done for you automation!

Texting is Personal

Don't overdo it ... the unwritten SMS rule is 4 texts per month is max. Too many texts will begin to slowly offend your audience. A nice work around is to build up your social network and share some content over there. This is a beautiful blend of ...