There's no doubt as to how effective SMS marketing can be to engage and communicate with your customers. Since 90% of texts are opened within three minutes of being received, it continues to be a powerful and efficient way to reach your customers, as long as you remain compliant with SMS marketing regulations.
While mobile communication has already worked its way towards the core of digital marketing, there is still plenty of room for improvement. Effectively managing SMS marketing campaigns with its many (country-specific) regulations is a good starting point, and should be seen as an opportunity for true customer-centricity, says Lisa Lottering, Digital Marketing Manager at CM Telecom.
Customers are flooded with messages from companies they do and don't do business with. Not to mention their friends and family. When they feel overwhelmed, the first thing they drop are those that add the least value. That's why companies that are actively segmenting their customers into groups, and targeting based on their specific buying behaviours and interests, will keep customers opted in as long as possible.
Of course, the notion that personalisation will satisfy all customers is unrealistic; you will still get some customers who opt out eventually. How do you ensure that customers are able to do so seamlessly and that you don't put your company's SMS and e-mail compliance at risk?
Since SMS is such a well-known and reliable way to reach your customers, it is often used for sending sensitive information, as well as sending marketing campaigns. The latter, however, is bound to renewed regulations as end-users have to be able to opt-out from a marketing SMS. Opt-out should not impact transactional SMS; these messages carry need-to-know information like a one-time password.
Benefiting from its footprint in EMEA and Asia, CM has been gathering a continuous stream of market insights based on local best practices and regulations, therefore addressing the specific but widespread market need for opt-out management. The input has been used to create a global 'opt-out management' solution working in any country for any customer.
Opt-Out Management is a fully automated suppression list management solution embedded in the CM database management software, called Address Book. Opt-Out Management gives end-users the ability to unsubscribe (opt-out) from promotional SMS or e-mail lists.
Next to safeguarding your company's integrity, there are more ways you can benefit from having Opt-Out Management integrated into your SMS campaigns:
* Compliance with the South African WASPA code of conduct.
* Seamless and automated management of unsubscribes, available as an API or Web app on CM.com.
* International opt-out options via a short code or URL: https://no-s.ms/123456.
* Configurable at a company level. Opting out of company A doesn't affect subscribers in company B.
How to get started with Opt-Out Management?
Opt-Out Management has already been integrated into the Address Book via CM's Web app and is therefore available immediately. Prefer using Opt-Out Management via API? You can get started here.
Find out how CM can help your business stay compliant with SMS marketing.
Already a CM customer? Visit the Address Book to experience Opt-Out Management.
Not yet a customer, but interested in our product? Create your free account or contact our sales team.
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