How to play it safe with your Bulk SMS marketing

Bulk SMS marketing isn’t something your brand should take on lightly. Your customer’s phone is after all a private space, and if you carelessly invade it, you could lose their trust and loyalty. How can you avoid falling into such a trap?

Be the best version of yourself that you can possibly be

When you sit down to construct your messages, think carefully about what you want to say. You want your message to be relevant, add value, and elicit some kind of response. What you don’t want it to be is offensive, irritating or a waste of the receiver’s time.

What you put into your text will depend on three things: who you are, what you want to achieve and who your customers are. Every brand has a personality and a voice. You might be serious and highly professional (e.g. a law firm) or clever and quirky (e.g. a fast food takeout).

Your brand’s personality will reflect in your Bulk SMS marketing. Don’t try to be something that you are not or talk in a way that your customers don’t expect. For example: if a law firm used “teenage talk” in their messages, their clients might feel that the company couldn’t possibly help them out of trouble.

Think your content through very carefully!

Respect your customers

In the beginning, brands are a little cautious about how and when they send their messages. But as soon as they get the hang of it, they let loose and it rains texts on their customers’ heads.

Never get trigger happy

Put yourself in your customer’s shoes. What do you think your customers are doing at this very moment? Will they welcome an SMS from you, or will they be too busy to read it? If you send your message right now, will this trigger the wanted response?

Also, make sure you comply legally. For instance: Your Bulk SMS messages should always have an “opt out” option.

Playing it safe doesn’t mean you have to be boring or that your marketing should be a burden. Treat your customers well, and they will stick around for a long time to come.


Herman Cremer
A seasoned professional with 20 years of experience in digital & mobile solutions and advertising.


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