As Black Friday approaches, businesses over the world gear up to capitalize on the shopping frenzy by reaching out to prospects with enticing offers and promotions. However, it’s essential to understand the dos and don’ts of messaging prospects to ensure compliance, respect customer preferences, and avoid potential legal implications.
Here are some best practices for messaging your prospects over Black Friday:
DO Ensure You Have Clear Consent
Before sending any marketing messages, it is crucial to obtain explicit consent from the recipient. Clearly outline the type of messages they will receive, such as promotional offers or reminders.
Methods for obtaining consent include web forms, verbal agreements, or customer interactions. For non-web-based consent, documenting consent and sending an initial confirmation message with clear opt-out instructions is essential. Reconfirming consent at least every 18 months is also recommended to avoid messaging numbers that have changed owners or to prevent customers from forgetting they agreed to receive messages.
DON'T Send Promotional Messages Without Consent
Under no circumstances should unsolicited promotional messages be sent to leads or customers who haven’t provided clear consent. This includes refraining from sending messages to purchased or rented lists, even if they are from another club or business you own. If a customer expresses their desire to no longer receive promotional messages, their request should be promptly honored by removing them from the marketing list.
DO Respect Preferences and Frequency
Respect the frequency communicated at the time of consent. If a customer has been informed they will receive 2 messages per week, it is essential to adhere to that schedule to avoid triggering opt-outs and complaints. Utilizing the soft opt-out feature to allow clients to receive non-promotional messages while unsubscribing from promotions is a recommended practice.
DON'T Overwhelm Clients with Messages
Bombarding customers with excessive messages, especially those who are cold leads or have not interacted with your business in a while, can lead to higher opt-out rates and potential carrier complaints. Starting promotional messages earlier in the month and distributing them over a longer time period can prevent overwhelming clients. Additionally, it’s crucial to comply with customer requests to stop receiving promotional messages, ensuring all communications align with their preferences.
DO Include Clear Opt-Out Instructions
Every promotional message must contain clear opt-out instructions to comply with regulations and give customers control over their communication preferences. Staff should be trained on using proper opt-out language, especially in one-on-one communications or via specific platforms.
DON'T Send Messages During Quiet Hours
Starting Saturday, September 6th, ClubReady will update the quiet hours for promotional texting. This update will define specific windows during which promotional messages are sent. Please note, non-promotional messages (like two-way conversations and booking reminders) will not be affected.
U.S.
- Monday–Friday: 9:00 AM – 8:00 PM
- Saturday: 9:00 AM – 8:00 PM
- Sunday: 12:00 PM – 8:00 PM
Canada
- Monday–Friday: 9:00 AM – 9:00 PM
- Weekends (Sat–Sun): 10:00 AM – 6:00 PM
Why Consent and Compliance Matter
Proper consent is essential to avoid violating the Telephone Consumer Protection Act (TCPA) and protect your business from fines and legal action. High opt-out rates can lead to compliance reviews from mobile carriers, potentially resulting in account suspension or other penalties.
Tips for Successful Promotional Messaging
Personalizing messages, keeping them short and clear, avoiding cold lists, and monitoring opt-outs are essential for successful promotional messaging. It’s crucial to focus on one clear call to action per message and only message those who have engaged with your center or opted in to receive updates.
Managing Customer Preferences
Ensuring that client preferences are updated in the system, allowing control over promotional and non-promotional messages, is necessary to comply with customer preferences without losing communication with them.
Final Thoughts
Messaging, when done correctly, can be a powerful tool for business growth. Adhering to these best practices will help build trust with members, stay compliant with regulations, and avoid unnecessary risks during the Black Friday rush.