Learn From One Company's BIG Mistake

Learn From One Company's BIG Mistake 

All I Want To Do Is Import Numbers…

So you've spent all this time developing a database of customers…and in that database, you have e-mail addresses, physical addresses, names, a list of some of the stuff they like…but most of all, you have their cell phone number. It's one of the most protective pieces of information about your customer. 

Now that you've bought this texting plan to communicate with your customers, all you want to do is take those mobile numbers and import them into your texting plan. Sounds Genius! We agree. I mean you've spent all this time working so hard to get all this data…it only makes sense to take advantage of what you have and grow your business.

Let me start by telling you a story about a company who prides themselves on oil changes. It's been the lifeblood of their company for more than 30 years servicing more than 22 million customers every year. They thought the same thing as you - I have this database of mobile phone numbers and all I want to do is import these numbers into a text message platform and send a message.

Here was the problem with this award-winning company. They didn't follow the rules. Rules schmrules - I know but when it comes to texting we have to follow them. What the automotive vendor did was take a list of mobile numbers they already had - and sent them a text message without permission. That means the customer never gave the company permission to send them any type of text message. So the genius idea cost them BIG bucks - as in $47 Million! All because the customer didn't subscribe to the text alerts. (Subscribe means the customer physically opted-in to the text alerts on their phone - not on the web, but on their phone.)

So now what? We need to know the rules. Knowledge is power. Here are a few key guidelines to follow when texting your customers: 

• Customers must subscribe to the text specials, info reminders or mobile info club
• Once the customer subscribes, they will automatically receive a confirmation text - and in that text we have to have 3 specific things: 

a. identify your business

b. message must contain the following wording: Standard data rates apply

c. we must inform our customers how they can unsubscribe with the very first message we send them. We do that with the following wording: Text Stop to quit

• Now that the customer has given you permission to text them, you can legally send text alerts

We look forward to serving you!

Heather Sophia

EVP

heather@bfac.com