We all have received text messages from our favorite retailers for the last couple of years. We get texts about the latest promotional code or a new release. Texting is starting to transfer from business-to-consumer (B2C) relationships to more business-to-business (B2B) communications. If you are interested in texting, there are a few things to consider before you get started.
Will you integrate your texting tool with CRM?
Many CRM and digital marketing systems include connectors with texting solutions like Twilio or EZ Texting. These solutions allow you to track the texting communications directly in CRM, report the number of activities, and even add texting communications to existing automations. Other digital marketing tools like Constant Contact and HubSpot are also starting to offer texting capabilities. We have helped clients integrate and review texting options with Microsoft Dynamics, Zoho, HubSpot, ClickDimensions, and Constant Contact.
Do you have opt-in records for clients you want to text?
With many texting tools, you must register your phone number and submit details about your opt-in process and texting campaign. You will need to show you have received consent to text your clients. You can show this by including opt-in on your website forms, details about text opt-in in contracts, and through email confirmations for opt-in. Your campaign’s details should include who you want to text and what message they will receive. Starting in January 2024, A29 10DLC will require your organization to register your campaign and opt-in procedures. If you do not have them in place today, now is an excellent time to start.
How will you opt-out clients?
Many texting tools can automatically opt out clients if they reply with keywords like STOP, CANCEL, or UNSUBSCRIBE. When planning your text campaigns, including language around opting out will be essential. Include messages like “Reply STOP to be removed from future communications.”
Do you have mobile phone numbers?
It might sound basic, but in many databases, I have seen teams use the business or primary phone field to store the mobile phone or are using these fields interchangeably. When you set up your text campaign, you must know you are using mobile phone numbers. If you haven’t cleaned up this data in the past, it would be an excellent option to start before you execute your first text campaign. TopLine Results has found different options to consolidate and clean up mobile phone number options. If you need help, please get in touch with us.
Who is following up with replies?
Before executing your first text campaign, it is critical to assign follow-ups on replies to specific team members. Depending on your texting tool and CRM integration, replies can be managed directly in CRM via views. Ensuring team members know how to find replies and what action to take should be completed before the campaign is published.
Are you considering setting up text campaigns with EZ Texting, Twilio, or another carrier? If so, we can help configure your texting solution and even integrate it with your CRM or digital marketing solution. If you’d like to discuss your options, contact us at 800-880-1960 or info@toplineresults.com.
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