SMS plays a vital role in both internal and external business communications because it's direct, impactful, and relatively cost-effective compared to other channels.
In terms of external communication, texting is often preferred by consumers – 69% across all age groups would like to contact a business by text. Many companies now use text messages for customer service, transactional notifications (such as order confirmations), and SMS marketing.
SMS is ideal for promoting products and services. You can use texting to nurture leads, send abandoned cart reminders, special promotions and discounts, build relationships with new customers, collect feedback and much more.
You might want to use SMS as an aggressive marketing strategy, also known as cold texting. However, there are some essential things to know before you send cold text messages.
What is cold texting?
Cold texting, sometimes also known as cold messaging or cold text messaging, is a strategy where businesses reach out to prospective customers they've never contacted before via text messages. Cold texting prospects follows the same principle as cold calling, a sales and marketing strategy where businesses use phone calls to reach out to individuals they have no previous relationship with and who have not expressed any interest in their products or services before.
Is cold texting illegal?
Cold texting is illegal because it goes against global privacy laws, which demand that individuals give their consent and opt in to receive this type of marketing communication.
There are specific mass texting laws in place to ensure that no business sends unsolicited marketing and advertising content in the form of a cold text message to people who do not permit it. If you violate these laws and partake in cold SMS marketing, your business could receive a hefty fine (not to mention many complaints, thus lowering its reputation).
Therefore, cold texting is something your business shouldn't engage in. Instead, you must go for the next best option: warm texting.
Cold calling vs cold texting
Cold calls are not illegal in the way that cold texts are. However, certain rules still apply. For instance, in 2003, the Federal Trade Commission (FTC) in the US declared it illegal to make marketing cold calls to any phone numbers listed in the national Do Not Call (DNC) registry. In some regions, you can only cold-call customers during certain fixed hours of the day; otherwise, you risk facing penalties. In other regions, businesses can only cold-call customers who have, at some point in the past, bought their product or service.
Despite the lenience, cold calling is highly invasive. And it takes time to get to the point – you need to explain the call before getting onto the crucial 'selling' part of the conversation. Many people tend to hang up partway through after becoming annoyed that they've been disturbed about something they're not interested in. It's often an offputting experience for prospects (which could mean you lose a potential customer forever).
While cold texting is not comparable to cold calling due to the legal aspects surrounding it, warm texting is a great alternative. It allows you to deliver messages to an audience that's willingly opted in to receive your marketing communications. Each subscriber already has some degree of interest in your offering, and this means you'll have a greater chance of converting them into paying customers.
Your message must be short to fit within the character limit, and this is actually helpful, as it means subscribers can quickly read and digest what you have to say. Texting is also cheaper than long phone calls. Finally, text messages are delivered almost instantly, making them useful for time-sensitive promotions.
Is cold texting effective?
Cold texting prospects isn't very effective because you have no way of knowing their level of interest in your product or service. You may have found your prospect's phone number online but know nothing else about them. Therefore, you can't send them personalised or targeted content that offers value. Even if cold SMS marketing wasn't illegal, the best you could do was send out generic text messages and hope for a miracle.
In addition, cold texting runs the risk of breaching global data protection laws such as the:
GDPR – covers data protection for individuals in Europe.
TCPA – in place to protect U.S. consumers from robocalls and telemarketing (including texts).
CTIA Messaging Principles & Best Practices – a set of guidelines created by members of the U.S. wireless ecosystem to protect consumers from unwanted messages.
CASL – Canada's anti-spam legislation, created to put a stop to electronic threats.
Rather than having a cold text strategy, you should focus your efforts on warm texting – which involves getting proper, informed consent from SMS subscribers. Here's how to develop a warm text messaging strategy.
1. Work on building your warm text message database
Whether your business operates in-store or online, use the first interaction with every visitor or customer as a chance to obtain their phone number and explicit consent for SMS marketing.
It's easier than you'd think – many prospects are happy to opt into your contact list if you provide an incentive in return. You could offer a special discount for first-time purchases, exclusive content (such as video tutorials), or the option to collect rewards when the prospect joins your SMS loyalty programme.
Many customers will opt into SMS marketing if you also offer order status tracking by text (text reminders are highly convenient).
Better still, let prospects start the conversation with your business – promote your phone number and encourage people to text to opt in. Do this by displaying a click-to-text button on your website (or via an online ad). Create a dedicated landing page to capture signups. Have marketing materials next to your in-store checkout with a call-to-action like:
"Be the first to know about exclusive special offers and discounts! Text 12345 to opt-in to SMS marketing notifications."
2. Use a bulk SMS texting platform
A professional text messaging platform that offers mass texting (like Messente) helps ensure you carry out SMS marketing in a professional and compliant way. Other benefits include:
Your own sender ID - the option to use a shortcode or memorable contact number, which makes your brand feel more trustworthy.
Branded messages – if you use Verified SMS, you can add your logo and other details.
Mass messaging – text your entire contact list in one go if you need to.
Text message tools – such as message preview, scheduling, templates, and more.
Audience segmentation – split your contact list into demographic groups for specific targeting.
Support – get help with business texting when you need it.
3. Be personal yet direct
Personalise your text messages so they don't read like a robot is sending them. Address your recipients by name and make your content highly relevant. Every text you send is a chance to bond with potential customers.
Always keep texts to the point and use a CTA to tell prospects what you want them to do after reading your text. It's important to be creative, not boring. You'll never be able to fit a cold call's worth of content into 160 characters, so craft your message wisely (don't waste your words). Write effective SMS messages with these copy hacks.
4. Provide real value
Ideally, you'll want to build long-term relationships with prospects and customers. To do this, make sure your texts offer real value, otherwise they'll unsubscribe.
It takes around ten marketing touches to turn leads into customers. Nurture prospects throughout the sales process by drip-feeding them must-know information that addresses any concerns or questions they may have.
Be mindful of message frequency – too many in a short space of time can come off as spammy and unprofessional. Never send during odd hours (late at night or too early in the morning).
Avoid cold text messages – always get opt-ins
Cold text messages won't do your business any favours – they don't address the needs of your prospects and will potentially annoy them. It wastes time and money, and is actually illegal in most countries. Breaching privacy laws leads to complaints and possibly substantial fines.
A better approach is warm texting, where you obtain SMS marketing permission from every subscriber. Anyone who opts into your marketing list effectively indicates some level of interest in your offering. It's much easier to sell to people when they know what your business is all about and are open to hearing from you.
Get started with SMS marketing using Messente – create an account today and get free credits to send your first text.
Frequently asked questions
Is mass texting illegal?
Mass texting, sometimes called text blasting, is not illegal – not all types of marketing messages are a form of cold texting. As long as you have obtained express written consent from the intended recipients and follow the general rules depending on which region you or your audience reside in, it is perfectly legal to send mass text messages.
Is it illegal to text random numbers?
If you, as an individual, text a random number by mistake and your message does not contain any harmful content, you need not worry about any legal consequences. However, if you continue to harass the individual even after being told you've got the wrong number or send them inappropriate or illegal content, especially with the intent of hurting or harming them, they are well within their rights to take legal action against you.
If you're a business, it is 100% illegal to send SMS messages to random numbers, especially if those texts contain promotional content. You need explicit consent before you text anyone marketing materials.
Is cold emailing illegal?
The laws around sending cold emails vary across regions. In some regions, there is no explicit ban on it. Other regions apply the same SMS consent laws to emails as well.
Typically, as with other types of marketing, there are usually some set rules for cold emailing. For instance, under the CAN-SPAM Act in the US, your cold emails must have an accurate subject line, state exactly who you are and what the purpose of the email is, provide a clear opt-out option, and not contain any false, misleading, or deceptive information.
