No matter how you use SMS for business, you must first get permission to text your contacts. This consent to send texts, called an opt-in, is required by law. Let’s delve into the topic and understand what opt means in the context of texting, and why SMS opt ins and opt outs are crucial to your texting compliance.
Jump right to:
- What does opt-in mean in texting?
- What does opt-out mean in texting?
- Importance of opt-ins in texting
- How to get more texting opt ins
- What’s needed for a compliant opt-in?
- Opt-in text messaging best practices
<h2 id="In">What does opt-in mean in texting?</h2>
An “opt in” for texting refers to the process of a contact choosing to get SMS messages from a business. It signals explicit consent from them to get text messages. Businesses must gain this permission from their customers prior to sending them any SMS messages.
Collecting SMS opt-ins is legally required by the Telephone Consumer Protection Act (TCPA). Without this consent, you will be illegally texting customers.
What is a single opt-in vs double opt-in?
There are two types of opt-ins in texting: single and double.
Single opt-in is the most common. By simply entering their phone number in an opt-in form or initiating the first interaction, customers agree to receive text messages from your business.
On the other hand, a double opt-in requires additional proof of consent. Upon entering their phone number into an opt-in form, customers immediately receive a text message asking them to confirm they want to hear from the business by responding with a provided keyword.
The law doesn’t require businesses to use double opt-ins in all scenarios. However, most SMS providers highly recommend using them because they can protect your business. As a result, Textline requires companies that use our platform to exchange marketing messages or HIPAA-protected information to use a double opt-in.
Check out: 10 ways to phrase opt-in text messages
<h2 id="Out">What does opt-out mean?</h2>
An opt-out in texting is the process of removing customers from a text messaging list by giving them the option to unsubscribe. An opt-out simply means the customer revokes permission for your business to reach them via text message. To comply with the TCPA law, customers must be able to opt out easily, such as replying to a text with a specific keyword, like STOP or END.
Read more: How to enable compliant opt-outs as a business.
<h2 id="Importance">Importance of opt-ins in texting</h2>
Opt-ins are vital to a successful texting program. Let’s look at some of the most important reasons that opt-ins need to be considered at every step.
- Stay compliant with the law. Failure to comply with TCPA opt-in requirements can result in fines and reputational damage. Avoid these penalties with a rock-solid SMS compliance strategy.
- Avoid spam complaints. Customers who get unsolicited text messages are more likely to report them as spam. These complaints can lead to message deliverability issues as carriers may flag your phone number.
- Boost open and conversion rates. An opt-in means customers want to receive text messages from your business. As a result, you can build an engaged SMS contact list. This can result in better metrics like open rate, reply rate, and conversion rate.
- Gain trust with customers. Obtaining opt-ins helps you establish a relationship of trust and transparency with customers. It shows you respect the customer's preferences.
<h2 id="How">How to get more texting opt-ins</h2
Building your SMS subscriber list by collecting opt-ins is the first step to executing successful text marketing campaigns or outreach strategies. Here are a few ways to get more text opt-ins from your customers and leads.
Website or Paper Forms
Create a form to generate more SMS marketing opt-ins. Host this form on your website, make it part of an existing signup workflow, or ask customers in person to fill it out.
The form could be:
- A physical form customers can fill out in person
- Part of a patient intake questionnaire
- A pop-up on your website
- A banner on your website
- A separate landing page
- A check box customers can click at checkout
- A check box to click while subscribing to other communication channels
The best form fill method largely depends on your business. For example, a healthcare clinic may see better results requesting opt-ins in person via a paper form, while an ecommerce store will see better opt-in rates from sign up offers promoted on its website. When using forms, it’s best to get a double opt-in to confirm SMS opt in with a message.
Here’s one example of an SMS subscriber pop-up ad that contains a form from NaturAll.
Here’s another example of a form fill that’s a landing page. In this example from Office Depot, customers can subscribe to email or SMS communication. Many businesses also use this check-box strategy at online checkout.
Text keywords
Another way to encourage SMS subscriptions is to get customers to text your business first. You can promote a text-to-join campaign or tell customers they can text you first.
For text-to-join campaigns, you’d encourage customers to text your short code number to subscribe to SMS marketing campaigns.
See the following example from SKIMS. The online retailer asks customers to text the keyword “SKIMS” to its 68805 short code. After a customer texts, the business sends a follow-up message to confirm the opt-in choice.
You can also let your customers know they can text you first by displaying your business texting number. See the following example from Super Coffee.
Incentivize your social followers or email subscribers
Another common way to get more opt-ins is to ask your already loyal customer base. You can post an Instagram story encouraging your followers to join your text program for a discount, or send an email newsletter encouraging opt-ins. This is a common way Textline customers build their texting list.
<h2 id="Components">What’s needed for a compliant opt-in?</h2>
You may wonder how to ensure that your business is collecting opt-ins in a compliant way. Here are the core components you must include for a compliant double opt in for texting. You should include this language where contacts enter their phone numbers or click a check box.
- Text message frequency (recurring, one-time, etc.)
- Type of messages customers will get (marketing, transactional, operational)
- How subscribers can opt-out
- Terms and conditions
- Privacy policy
- Your business name
- SMS disclaimers (Message & data rates may apply)
- Customer care information (text HELP to a phone number or supply an email)
<h2 id="Best">Opt-in text messaging best practices</h2>
When it comes to opt-ins for texting, keep these best practices in mind.
- Follow the TCPA guidelines. The law exists to protect customers from spam messages and fraud. Ensure your business complies with these guidelines to avoid fines and other reputational repercussions.
- Use a double opt-in for added protection. The onus is on businesses to prove that they received an opt-in from customers. Protect yourself and your business by using a double opt-in to confirm subscription preferences in writing quickly. This second opt-in message will ensure you have express written consent.
- Use clear and concise language. Be clear about what customers are opting into. Plus, texting is built for short messages, so make them to the point.
- Give opt-in incentives. Increase the likelihood that customers and leads will subscribe to texts by offering early access, discounts, and other incentives.
- Allow opt-ins from other channels. Make it easy to opt in from other communication channels. For example, provide a way for your email subscriber list and social media followers to opt into SMS.
- Clear opt-out option. Always make it clear how customers can unsubscribe. Give them an easy way out to avoid frustration.
- Make it easy to subscribe. Nothing is more frustrating than a form that doesn’t work or a cumbersome process. Make sure it is easy for customers to sign up for your text marketing.
Seamlessly collect SMS opt-ins with Textline
Textline makes it easy for your business to comply with opt-in and opt-out requirements. In fact, we even earned a patent for our double consent process and offer customers a compliant consent webform they can easily tweak and embed into their website.
Take your SMS outreach to new levels with Textline’s secure and compliant features. Give it a try today for free, and start growing your subscriber list.
