Around the world, almost 75% of people own a device that can send and receive text messages. And most of us use them constantly. Worldwide, there are over 270,000 text messages sent every second. That’s more than 28 billion text messages every day, or more than four for every person on the planet. Because of their popularity, it’s no surprise that more and more companies use texts to promote their products and services.
That said, a text message is a highly unique method of communication. People are used to getting advertising material by email and snail-mail. They’re less used to texting. This poses some unique challenges for businesses and organizations. You want to reach your customers where they are, but you don’t want to come off as intrusive.
Here’s the best way to incorporate text messages – including no reply text messages – into your business process.
When Does a No Reply Text Message Make Sense?
At first, the idea of a no-reply text message might seem silly. Why would you want to send a message but not want the other person to respond? However, there are several reasons you might like to send a no-reply text. These include:
Appointment reminders: If you run a medical practice, a salon, or a dentist’s office, you probably see your customers by appointment. Sending out automated reminders helps keep people from forgetting.
Cancellations: Sometimes, you need to cancel on a client. For individual clients, a phone call or email is usually more polite. But if you’re balancing a significant event, you’ll need a quick way to let everyone know you’re canceling.
Shipping, pickup, and delivery alerts: No reply is needed if you’re letting a customer know where their shipment is. You just need to let them know what’s going on with their package, and a text message is an easy way.
Authorization requests: This is used commonly on websites and apps. For example, your client may have two-factor authentication set up on an account, or they may need to confirm their identity because they forgot their password. In that case, your system can send them a one-time code for authentication purposes.
Coupon codes: These can be used for both eCommerce and brick-and-mortar sales platforms. They encourage existing customers to come back because they know they’re getting a discount.
The common thread here is that you’re trying to convey information quickly. That’s only going to be effective if you have an existing, easy-to-use customer database. And unless you’re a tiny business, you’ll need a text message marketing platform to make the process manageable.
Get Your Customers’ Permission First
Marketing and other automated text messages are covered by the Telephone Consumer Protection Act (TCPA). George Bush first signed the TCPA in 1991 to protect customers from telemarketing. It has since been amended to include rules on text messaging as well as phone calls.
Under the TCPA, marketing texts are illegal unless a customer has permitted you to text them. For this reason, you need to have an opt-in process where your customers can share their approval. You’re texting your customers without their consent without an opt-in process, which is against the law.
Fortunately, most mass texting platforms come with a way for your customers to opt-in. They can sign up for text alerts when they create an account, or you can get permission later from your existing customers.
Keep Your Eye on the Ball
No reply text messages are a great way to keep in touch with your customers, but they’re not the only way. They shouldn’t even be the primary way. To be truly effective, they need to be part of a more comprehensive marketing strategy.
Some text messages require a reply. For example, GrubHub is famous for following up with a survey after every order. If customers can’t reply, they can’t take the survey!
Some messages are better conveyed through another format. For example, a weekly text with the latest offers from your eCommerce platform would be annoying. That kind of information is better conveyed via email. The point is to use no-reply text messages where they make sense and avoid them when another communication method would be more effective.
Conclusion
No reply text messages can be an essential part of the way you do business. They can be used for appointment reminders, coupon codes, and other time-sensitive customer communications. And as part of a broader strategy, they can do wonders to help you grow your business.
