Getting Started with SMS in Retainful

While email is perfect for in-depth messaging and storytelling, SMS cuts through the noise with instant impact. Grabbing attention and open rates is where SMS marketing shines. At Retainful, we believe that your messages should get both instant attention and deep storytelling. That’s why we’ve created a feature where you can send both emails and SMS using a single automation workflow.

US Guidelines for SMS Marketing

1. TCPA (Telephone Consumer Protection Act)

   • Requires prior express written consent before sending any promotional SMS using autodialing methods

   • Must include easy opt-out instructions in every SMS, such as “Reply STOP to cancel”.

2. CTIA Messaging Guidelines

   • Though not legally enforceable, carriers reserve the right to block or shut down senders who violate these guidelines

   • Key principles: clear consent, transparency, brand identification, and respectful frequency/volume control

   • Avoid “SHAFT” content; any messaging containing sex, hate, alcohol, firearms, or tobacco is restricted.

3. Timing & Frequency Rules

   • Promotional SMS should only be sent between 8 AM and 9 PM recipient local time to comply with TCPA and avoid disturbances.

   • Avoid over-messaging and respect carrier-level volume throttling to maintain reputation and inbox placement.

4. Transactional vs. Promotional Messages

   • Transactional messages (order confirmations, shipping alerts, account notices) may be exempt from marketing consent requirements, only if they contain no promotional content.

   • Mixing marketing material (e.g., “Get 10% off with code”) into transactional messages automatically requires full TCPA consent.

Best Practices for SMS Marketing

1. Get Consent First Always obtain explicit permission before sending SMS. It ensures compliance (e.g., TCPA, GDPR) and builds trust.

2. Easy Opt-Out Let users unsubscribe easily using keywords like "STOP" to respect their preferences.

3. Personalize Your Messages Use customer data to tailor texts based on behavior, preferences, or demographics.

4. Keep It Short Stick to clear, concise messages with a strong call to action.

5. Combine Channels Use SMS alongside email or social for a well-rounded marketing strategy.