Customers with crowded mailboxes now prefer to hear from brands via quick and short SMS. In fact, the latest data seems to confirm this: every two in five consumers are open to hearing from brands through SMS.
Surprisingly, consumers from ages 25 to 54 prefer to communicate with brands via SMS, even over email. So, undoubtedly, SMS is a growing marketing channel.
But the question is, how do you make the most out of it?
Sure, you can grow your SMS list now by encouraging customers to sign up. The Internet will also (t)sell you some other shortcuts to buy phone numbers. However, the Telephone Consumer Protection Act (TCPA) prohibits companies from buying phone numbers—and you may incur substantial penalties.
What if we tell you—there is a way you can collect phone numbers, being totally compliant with regulations, by getting consent from customers.
This article will discuss some tried-and-tested strategies on how to get people’s phone numbers for SMS marketing.
10 ways to collect phone numbers
Here are the top 10 ways to collect phone numbers compliantly from customers:
1. Include a sign-up form on the website with offers
One simple step is to include a sign-up form on your website to collect phone numbers. You can highlight the benefit of signing up to the SMS list.
For instance, you can give 15% off on subscribing to an SMS list or promise exclusive offers. You can create a simple form on your website and connect it with SMS or an omnichannel marketing platform that collects all the data.
For example, Ice Jewellery, an accessories brand, added a sign-up form on your site to collect their website, and customers would receive exclusive offers via SMS.
2. Get opt-in on the order page
Another way to boost SMS marketing is to get opt-in on the order page. This is a low-effort step for customers, who have to just tick a box while placing an order.
This strategy reduces the friction. You can add a small checkbox on the checkout page and a small note highlighting the benefits of signing up for the SMS list. It could be early access to new stock, exclusive perks, and more.
For example, Domino's asks customers to choose at the checkout page where they would like to get text or email offers.
3. Promote on social media
You can also create exciting posts or stories on social media, providing links to join the SMS list. Highlight the exclusive benefits of subscribing to your SMS list, such as early access to sales, special discounts, or VIP-only offers.
Petite Studio, a clothing brand, launched a VIP SMS list on social media offering 15% off. Customers who join the SMS list will get style tips and early access to sales.
AOPSIA, a clothing brand, promotes its latest collection on social media by promising early access to SMS subscribers.
4. Run contests or giveaways
Go ahead and run contests or giveaways exclusive to the SMS list subscribers. It gives incentives to customers to join the SMS list.
For instance, Carnegie Deli ran a Valentine’s Day giveaway for its SMS list subscribers and posted about it to encourage followers to join the list.
5. Promote via collaborations
This step is closely related to the strategy above. Promote such contests or giveaways by collaborating with influencers for wider reach. Find influencers in your niche with a highly engaged audience with whom you can collaborate to promote your SMS list/contest/giveaway.
Check if the influencer's content and brand image resonates with your brand values and messaging before collaborating.
6. Set up a short code or long code
Other than providing the link to join, you can also set up a short code for your business. A short code is a 5 to 6-digit phone number used in SMS marketing.
For instance, 12345 can be a short code, and customers can text ‘JOIN’ to 12345 to join the SMS marketing list. Short codes are often shared across companies and used for mass promotion.
Alternatively, focus on creating a long code. Long codes are 10-digit numbers, similar to regular phone numbers. These long codes are not so common for mass promotion but are usually helpful for two-way communication. They are simple to set up and get approved faster. Having these dedicated numbers brings more trust in customers.
RIPit, a performance gear brand, promoted its SMS marketing deals on social media. Customers have to message “JOIN” to their long code for exclusive discounts.
7. Add a CTA on product delivery email
Another underrated way to promote an SMS marketing list is via product delivery emails. Add a quick note about the SMS list at the end of the email.
For instance, add “Join the VIP SMS list for future offers” with instructions in your email to keep customers hooked to your brand.
8. Promote via newsletter
You can promote your SMS marketing via your regular newsletter. Create a compelling graphic to promote the benefits of joining the SMS list and provide clear instructions on how to join.
For instance, GoPro, an electronic manufacturing brand, offers 15% off and special perks on joining the SMS list. They promoted these benefits via their newsletter.
9. Get opt-in at the point of sale
If you have a physical store, you can also ask customers at the checkout counter if they want to opt in for SMS to get offers. Here is where the omnichannel platform helps you.
Having a single platform that stores customer data and runs marketing will help you run promotions with ease.
For example, Tom’s of Maine, a personal care brand, encourages customers to join SMS campaigns by texting “prebiotic” to a listed number.
10. Get opt-in via website chat
Use website chat as a medium to sign up for SMS marketing by sending a quick note like below:
"Before you go, join our SMS list for exclusive offers and early access to the latest collection! Enter your phone number, and we'll send you a special discount code."
6 Best practices to get more opt-in from customers
Follow the 6 best practices below to get maximum engagement from customers:
1. Always ask permission before adding to the SMS list
Never add any customer number to your SMS list without seeking permission. It looks like spam and increases your chances of being blocked. Use any of the techniques mentioned above to get customers' opt-in.
2. Keep the opt-in instructions simple
Make it easy for customers to sign up for your list. Provide a direct link for SMS sign-up with simple instructions.
3. Be transparent on purpose
When you ask customers to share their number, ensure they know what they are signing up for. This precaution will help you get a more engaged audience for your SMS marketing efforts.
4. Always give an opt-out option
Provide an opt-out option in every SMS so they can opt out when the messages are no longer relevant to them. It creates a negative experience for customers if they are unable to subscribe easily.
5. Offer incentives on opt-in
Highlight the benefits of signing up for an SMS list for customers. With every brand wanting a share of their time, customers need a solid reason to share their phone number.
6. Follow data protection regulations
As you are collecting customer information, ensure you are following all data protection regulations such as The General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and more.
Also read: Discover tips and strategies to boost the ROI of your SMS marketing efforts.
Run meaningful SMS marketing campaigns with Plivo CX
Plivo CX, an omnichannel marketing platform, helps you manage your entire SMS marketing effort end to end. With this web-based tool, easily create an opt-in form on your website. You can also import your existing contracts using CSV or API.
Plivo CX is powered by Plivo’s award-winning Premium Carrier Network—the low latency, global coverage, and cost can help you save up to 70% in your SMS marketing campaigns.
Once you have your entire customer database ready, here’s what Plivo CX can do:
- Segment data: Our Audiences feature helps segment customers based on their online behavior, engagement levels, and purchase history and create targeted campaigns.
- Create campaigns: You get templates for writing SMS campaigns. For further support, you also have an AI-powered copywriter to create new campaigns quickly.
- Get short code: Plivo CX also helps you to get short code easily by assisting in filling the application with carriers.
- Execute campaigns: Easily launch SMS campaigns quickly by selecting the audience you want to cater to and scheduling the campaign.
- Check reports: Lastly, you can also get reports of SMS campaigns to understand which campaign is performing better.
Sign up for a free trial to see things in action.
Frequently Asked Questions (FAQs)
1. Why shouldn't you buy a list of phone numbers?
As per the Telephone Consumer Protection Act (TCPA) law, you aren't supposed to buy phone numbers. Also, you are prone to scammers when you try to take this shortcut route.
2. Why do you need to start building your SMS list right now?
Every two in five consumers are open to hearing from brands through SMS. In fact, consumers from ages 25 to 54 prefer to communicate with brands via SMS, even over email. SMS is a growing marketing channel, and building your SMS list ensures you make the most of it.
3. How to ensure you have written consent from subscribers?
You can add a form on your website to collect phone numbers or add a checkbox on the order page to get consent. Document how and when the customer provided confirmation for compliance audits.
4. How to set up a short code?
You can contact a wireless carrier and fill in the application form to get a short code. The carrier reviews the application, the type of campaigns you plan to run, and compliance details and then approves the application.
5. What’s the best tool to collect phone numbers?
Plivo CX Engage, an omnichannel marketing platform, allows you to create web forms to collect phone numbers from customers compliantly. You can further use the platform to run SMS marketing campaigns.
6. What are opt-out instructions?
Opt-out instructions are added at the end of emails or SMS so that customers can opt out of the marketing list if they no longer wish to receive the messages. For example, they can reply "STOP" to an SMS if they do not find the messages relevant anymore.
7. How often can I text to subscribers?
As per a latest consumer trends study, a majority (46%) of consumers are comfortable with hearing from brands once a day, 16% want to get messages once a week, and 11% on alternate days.
8. How can I build trust while collecting phone numbers?
Have a legitimate form to collect phone numbers and link your data privacy policy to build trust. Customers fear misuse of their data, so seeing your data protection measures will instill confidence in them. Secondly, they also fear getting spammed. You can add a general description about how often they can expect messages to set clear expectations.
