Bulk SMS Best Practices To Avoid Filtering (SPAM)

It is very important to follow best practices to avoid being reported as spam by your prospects, and being marked as spam by the carriers. 

Please follow the below guidelines to ensure maximum deliverability, and reduced filtering.

  • Do not use Bitly links or shared public URL Shorteners. (if it looks like this: https://tcrn.ch/3yJH0vv. it's a shortened link and NOT allowed) 
    • If you want to send links use a domain you control (your website for example) 
  • MUST have 'opt-in' language (and tick box to consent) with the following verbiage (adjust as needed) 
    • By providing your phone number, you agree to receive text messages from [Gym Name]. Message and data rates may apply. Message frequency varies. You can opt-out at any time by texting STOP, or HELP for any help [Link to terms and conditions & Privacy Policy]. 
  • Is it a good user experience?
    • Put yourself in the shoes of a prospect, is this a message I would report as spam? 
  • Formatting and writing style
    The message format and style is very important. Extremely long messages, too many capitalized words/exclamation marks/dollar signs, mysterious links
  • Personalization
    Use merge fields so a carrier doesn’t detect identical messages sent
  • Volume
    Try and keep your sending volumes lower.  Perhaps break-up your campaigns into smaller chunks

If you plan to test your text messages, do so at one location (if you have multiple locations, do not test at multiple locations, this is called 'snowshoeing' and is considered 'spam' 

Examples of Spam Messages

Clubname Fitness is having a 48 hour membership sale!  Join by May 31st and pay NO ENROLLMENT FEE! Save $99 (our regular enrollment fee) when you decide to take the first step to a healthier, more active lifestyle at Location's premier fitness club. Bring your friends! To take advantage of this offer, please reply with the day and time you can come by to start your membership.

The above message was sent to over 5000 People without Personalization.

Suggested Improvements

  • Add a Merge Field.   Hi [person.first_name] would have helped personalize the message.
  • Remove Some of the references to money.  NO ENROLLMENT FEE!   or   Save $99
  • Try a shorter message.  This is 381 Characters
FLASH DEAL- This is the FINAL DAY to get $100 in ClubCash and half off of your enrollment! See what you're missing here: http://bit.ly/xyzlink
Want in? Better hurry- this offer ends TONIGHT! Call (415) 555 1234 or stop in to get started.

Suggested Improvements

  • Add a Merge Field.   Hi [person.first_name] would have helped personalize the message.
  • Remove Some of the references to money.  Get $100 in ClubCash
  • Remove too Many capitalized worlds.   TONIGHT!   FINAL DAY,   FLASH DEAL
  • bit.ly has a bad reputation with the phone carriers.  Try to avoid this URL shortener.
Hello from The Location Club team,
Summer is coming quickly with activities for everyone!    We have a great promotion for joining by May 31st with $0 initiation fee!  Starting June 1st, heading into our peak season, we will have an initiation fee for each category of membership.  Please join by May 31st to have your initiation waived!  Call our membership team to join.   We look forward to hearing from you. Take care.

Suggested Improvements

  • Add a Merge Field.   Hi [person.first_name] would have helped personalize the message.
  • Remove Some of the references to money.  Get $0 initiation fee!
  • Try a shorter message in smaller batch
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