Free Text Message Marketing Templates | Recurring Messaging Campaigns
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Free Text Message Marketing Templates | Recurring Messaging Campaigns


Hi, my name is Derek Johnson with tatango.com. Today I’m gonna be walking through one of
our free text message marketing templates for setting up a recurring text messaging
campaign for both CTIA and TCPA compliance. So, first, right off the bat, what is a recurring
text messaging campaign? So, there’s two different kinds of campaigns,
recurring and single message campaigns. A single message campaign is you text in,
you get a message back, that’s the end of conversation. The brand is not opting that consumer in to
receive future text messages. So that’d be something like an app download
campaign. Text “download” to 12345 and then the brand
sends back a message with a link to download the app. The phone number’s not added to any mass text
messaging lists. That’s the end of the conversation. Now, what we’re gonna be talking about today,
and this template focuses on, is recurring text messaging. This is what you usually see from big brands
like restaurants, retail, where people opt-in, essentially, giving their phone number to
a brand to then really give the brand permission to send them recurring text messages with
offers and promotions. So, this template will help you, not only
set up, kind of, your advertising, your terms and conditions, also, kind of, messaging flow
so that everything is on point in CTIA and TCPA compliant. Now, just to make sure, always consult an
attorney before launching any text messaging campaign and also, we always recommend a TCPA
attorney because the TCPA is very, very confusing. Always search out and find a TCPA attorney
before launching your campaign. So let’s jump in to this free text message
marketing template. So, the first page that we have here is the
advertising page. This is how you’re going to advertise your
text message marketing campaign. Now, in this example, as you can see, it’s
like a billboard on the side of the road. This could be a website, this could be in
print, it really doesn’t matter. All of these things are required no matter
what the advertising medium is. So, right off the bat here, you’re gonna have
the call-to-action. And what I always recommend in a call-to-action,
again, this is not CTIA or TCPA required. This is more, kind of, just best practices
and really best practices mean, “How do you grow your SMS subscriber list the fastest?” So, what I always recommend is put the offer
in the biggest, boldest font right up front, right at the top and the offer here is 20%
off your next purchase. That grabs consumers’ attention. When they’re walking through the mall, if
20% off your next purchase is way down here, that’s not gonna grab their attention and
text BOBS to 12345 is not gonna grab their attention. You have to grab their attention through a
really, really good opt-in offer. So, this is really good, I think, “20% off
your next purchase,” okay, I’m interested. My head is turned. And then, the call-to-action, the second portion
of it, is, “Text BOBS to 12345.” So BOBS is the keyword, the short-code is
12345. A short-code is either a five or six digit
phone number. So, this is the call-to-action. The second component that you’re gonna have
is the recurring program description. Now, that sounds really complex and it is,
kind of, because there isn’t much information on, like, what actually qualifies as a recurring
program description but, essentially, in this document, we give you a couple examples like
SMS offers, SMS alerts and essentially, you have to give enough information that the consumer
is aware, and again, this is a CTIA requirement, the consumer is aware that they’re opting
in for some type of recurring program. So, what we always recommend is, “20% off
your next purchase. Text BOBS to 12345 and subscribe.” That, kind of, shows that the consumer is,
like, giving up their phone number to receive recurring SMS offers. If it was SMS alerts, you could change it. I like this. This is very simple. Also, it’s not misleading the consumer. You always wanna make sure the consumer knows
what they’re doing. You never wanna get somebody in a text messaging
campaign that was mislead into joining that text messaging campaign. This layout that we have here, this template,
makes it very, very obvious to the consumer that they’re joining a text messaging campaign,
they’re giving up their phone number for future recurring text messages from the brand but
also, as you can see here, it’s not overly, like, there’s not an over-amount of information
here that way the consumer would go, “Wow, that’s a lot of complex info. I’m just not gonna do it.” I think this is a healthy balance. So, again, this is the recurring program description,
which is a CTIA requirement. Now, you can stack these whatever way you
want. I always recommend, obviously, these at the
top and you can put this here, you can combine them, you can make it smaller text. This is just to show you, kind of, what needs
to be there. So, then you come down here, you have, “By
participating, you consent to receive text messages sent by an automatic telephone dialing
system. Consent to these terms is not a condition
of purchase.” I’m not gonna go into, specifically, like,
what those words mean and everything because we have a ton of videos on YouTube about that. You can just search it and you’ll find it
but essentially, this is what is required by the TCPA, the Telephone Consumer Protection
Act. If you violate the Telephone Consumer Protection
Act as a brand, a consumer can sue you, as the brand, for $500 to $1,500 per text message
that they received. So, as you can imagine, this is very, very
important to include in your call-to-action. And again, this example is a billboard. Then, a CTIA requirement, which is not a TCPA. They’re very separate. One is law, the Telephone Consumer Protection
Act, one is guidelines that the carriers give an organization called the CTIA to monitor
those guidelines and make sure short codes are, kind of, following those rules. Now, if you don’t follow those rules, the
CTIA can suspend your short code or even terminate it. So you wanna follow the rules, it’s important. So, “Message and data rates may apply.” Again, this is a CTIA requirement. And then, at the very bottom, you have one
that trips up a lot of people. I see a lot of brands will put terms and conditions,
you know, bobsburgers.com/sms-terms. Well, what the CTIA requires and the wireless
carriers, is they require you to link to both the terms and conditions and the privacy policy. Now, there’s two ways of doing this. I prefer this method because it’s simple. So this is the first method, is where, on
this page, this website, you include both the terms and conditions and the privacy policy. This is the way I like doing it. I have seen brands do it where they say, “Terms
& Conditions,” and they put a link and then they say, “and privacy policy,” and they put
another link, a different link. One to their privacy policy, one to their
terms and conditions. I like combining the terms and conditions
into one page. So, that’s a more of a personal preference,
I guess. So that’s all that needs to be included from
a CTIA and TCPA perspective on the call-to-action, which is the advertisement. We’ll go down here. We’ll go to that terms and conditions page
and up here, it says, “SMS Terms and Conditions,” but essentially, this page, the way we’ve
set it up, is the terms and conditions/ or and privacy policy. So, a lot of stuff needs to be included in
here as well, both CTIA and TCPA. So the first one is the business name or the
brand name. I always like putting that right up front. Then a recurring program description. Again, very similar to the call-to-action
or the advertisement. You’re subscribing to receive recurring SMS
offers and they know it’s SMS offers from, obviously, the business’ name because that
was put first. The third component here is, “Message and
data rates may apply.” Again, that’s a CTIA compliance requirement,
not a TCPA compliance. Now, down here is the TCPA compliance, “By
participating…” And again, it’s the exact same thing that
was in the advertising before. “By participating, you consent to receive
text messages sent by an automatic telephone dialing system. Consent to these terms is not a condition
of purchase.” Again, there’s a bunch of YouTube videos out
there that explain all that but that’s a whole new subject. So, again, that’s TCPA. Okay, now you get to the stuff that wasn’t
in the advertisement. That is, there has to be instructions for
“Text ‘STOP’ to opt-out.” So you just have to say, “Text ‘STOP’ to opt-out.” It’s not that hard. And then you also have to say, “Text ‘HELP’
for help.” And essentially, they’re saying text “HELP”
to the short code. So, in this example is 12345. Text “HELP” to 12345 or “STOP” to 12345. And I’ll explain what actually needs to happen
when you text “HELP” or “STOP” in a couple more slides here. Again, these are CTIA requirements. Then down here, remember I said that this
is the terms and conditions and privacy policy. Now, there’s two different ways you can advertise
it, which is, you can split up the links and have two completely separate links and advertise
those links in the call-to-action or you can have a page like this that includes the privacy
policy in it. Now, there’s two different ways you can actually
structure this component, is, you can say, “Privacy Policy,” and then put your privacy
policy right here, which this one’s very simple, “We take privacy very seriously and agree
not to share any of your information with others.” So that’s actually the privacy policy that
has been embedded into the terms and conditions or if you wanted to, you could say, “Privacy
Policy,” and then just link to the privacy policy, maybe on your website or something
like that. So, a bunch of different ways to do this. More personal preference but, again, this
is a CTIA requirement, not a TCPA requirement. I think that’s all for this one. This is, again, the terms and conditions and
privacy policy page and this is a website if that isn’t clear. Okay, so now we get into the opt-in flow. So we always recommend a double opt-in. There’s a bunch of reasons, you can search
online and you can look at our YouTube videos. Again, that’s a different subject but just
trust me, if you’re doing a recurring text messaging campaign, always do a double opt-in. Essentially, a double opt-in is you text in
and before you’re actually opted in, you have to reply “YES” to confirm that you want to
opt in and I’ll explain why that is so important here. But first let’s start off with this is, again,
is the consumer texting in. They’re texting in “BOBS,” the key word or
sometimes the mobile opt-in keyword, to the short code. So they text in “BOBS.” Now, the CTIA requires that you put the business
name in the text message. The TCPA requires that you put, “Reply YES
for recurring auto-dialed SMS/MMS marketing messages.” Now, this is actually, kind of, a blend of
the TCPA and CTIA. It gets confusing because they, kind of, talk
about the same thing so it is a blend of both but, just trust me, put, “Reply YES for recurring
auto-dialed,” and that’s the TCPA stuff. SMS/MMS marketing messages, that’s more CTIA
and then no purchase required is more TCPA. But it doesn’t make sense to break it out. The consumer just gets really confused of,
like, these different, kind of, messages and components in the message. So I like, kind of, putting it in one. Put the brand name and then reply “YES.” And I always put “Reply YES” at the start
just because, if they don’t realize that they have to reply “YES,” they just won’t reply
“YES”. So, “Reply ‘YES’ for recurring autodialed
SMS/MMS marketing messages.” Now, if your campaign, for some reason, isn’t
active for MMS or you’re not sending MMS, I recommend you do send MMS. It’s a great technology but if it isn’t, you
could remove that MMS mention there and then, “No purchase required.” And then, the very, very bottom here, the
CTIA requires that you put, “Message and data rates may apply.” Okay, so when someone has texted “BOBS,” they’re
going to get this message back, right here. At this point the phone number is, kind of,
in limbo. It’s not opted in to receive recurring future
text messages from the brand but it’s, kind of, in the middle. It’s waiting for them to reply “YES.” Until they reply “YES,” they’re not opted
in. So, the reason I always recommend, and everybody
at Tatango recommends, you do a double opt-in, this is this, kind of, process here, is you
always wanna have a text messaging record of the consent from the consumer. So we see a lot of times that a consumer will
look at this and they will claim in court, under the TCPA, they will say, “You know what,
I only saw 20% off your next purchase, text BOBS to 12345,” and if it’s a single opt-in,
they’re automatically opted in when they text in. So they could say, “Well, I didn’t see the
recurring, you know, notices. I didn’t see their terms and conditions,”
you know. “Hey, that’s not my problem. I just didn’t see it. Maybe there was mud over here if this is a
billboard or maybe somebody took a photo of this and then cropped out this stuff and they
only showed, you know, this information.” Or even, kind of, crazier is, let’s say your
friend sees this billboard and then tells you, “Hey, just text, ‘20% off your next purchase. Text BOBS to 12345.'” I think it would be impossible for a consumer
to remember all this and then make sure whenever they tell their friends, they would also tell
them all this info. I think that is unrealistic. So, that’s why we always recommend a double
opt-in because if there’s some, you know, case where the consumer feels they didn’t
see it or maybe they didn’t see it, maybe it was covered for some reason or maybe the
printer, you know, screwed up and left that stuff out or maybe it was too small of a text,
no matter what the excuse is, if you do a double opt-in, they’re consenting here, again,
to what, essentially, you need for the TCPA to get their consent to receive recurring
auto-dialed messages. Now, one thing we left out here, I mean, again,
it’s a text message record, so you can go to your software provider like Tatango and
even five years later, you could pull the record and see that, you know, this phone
number texted in BOBS, then they got the message. They, you know, with your, you know, all the
disclosures and everything that you, you know, need to get to a consumer and then they replied
“YES,” and that would be considered consent, and that’s very hard to argue that, kinda,
consent. The one thing here we didn’t include because
this is more of a legal preference is, in here, you could also include a link to your
terms and conditions. So by replying “YES,” you’re also agreeing
to all the stuff in the terms and conditions. The terms and conditions here are pretty basic
as you can see but a lot of attorneys, a lot of brands include a lot of stuff in their
terms and conditions such as arbitration agreements, there’s all kinds of things. So, if you do have more of a complex terms
and conditions or there’s some reason you want a consumer to consent to, not only receive
auto-dialed messages and consent is not a condition of purchase, those TCPA things,
you also want them to agree to your terms and conditions, I would include that link
to your terms and conditions in here. So, “Reply YES for recurring auto-dialed SMS/MMS
marketing messages. No purchase required. Terms and conditions apply,” and then use
a short link and link to your terms and conditions. Okay, lot of stuff covered here. The consumer then replies, “YES.” That essentially, you know, gives you as a
brand a record, a text message record that they’ve not only seen all these disclosures,
they’ve also consented by replying yes. Their digital consent. Okay. Then, when they reply yes, you have to send
them an opt-in confirmation message. You have to confirm to them that, “Hey, we
got your ‘YES’ message and you’re in the campaign, all is good.” This is also just best practice. So, first thing, Bob’s Burgers. You always wanna have the business name upfront. I always recommend, just put it upfront. It keeps it easy and keep it upfront. “You’ve subscribed to receive recurring SMS
offers.” This is a CTIA requirement. You don’t need to say, “Auto-dialed SMS marketing
messages. No purchase required,” because they’ve already
consented to that. So this is a CTIA requirement because they’re
concerned that the consumer just needs to be made aware that they’ve opted in for recurring
messages. So they want it both in this and in this. Then another CTIA. These are all CTIA requirements. “Text STOP to opt-out, HELP for help. Message and data rates may apply,” and I’ll
show you what stop and help, those messages should look like as well. Again, you can download this entire PDF. You can share with anybody. You don’t have to be using Tatango to use
these concepts or this template. We’ll link to the free download in the description
below. Okay, so we’re almost done here. We got two more messages. We got the help and then the stop message. Now, help and stop messages. Well, the concept of stop is more of like
a TCPA compliance. If somebody replies stop, you have to opt
them out but what is included in each message is more of a CTIA requirement. So, if someone texts “HELP” to your short
code, there’s two things that need to be included. One is the business name. And like I said, just put the business name
always upfront. Keep it up front. If you can set it by default, that’s even
better. It just keeps consistency for the consumer
when they’re looking at things plus, then you won’t forget it as well. So, Bob’s Burgers, that’s the business name,
then below, they have to have additional help instructions. Essentially, instructions on how to communicate
with whoever’s text messaging them, in this case, Bob’s Burgers, but outside of text messaging. So they allow either a toll-free phone number
or an email address to be placed here. So they’ve chosen an email address, you could
put a toll-free number. It really doesn’t matter. Now, this is the bare bones requirements by
the CTIA. If you wanna include additional information
here, feel free to do it. I usually get 160 characters for an SMS message. So, you could say, “Bob’s Burgers,” you know,
“for help, please email this and in the meantime check out our menu and link here.” You can do whatever you want in the message
as long as it has those two components, which is the business name and then additional help
instructions. And just so you know, some people get this
wrong is, do not put, “Text ‘HELP’ for help,” in the help response, that makes no sense. People will just keep texting help and they’ll
keep getting the message. So make sure you customize each message, not
just, kind of, make it a default help type message for every message that goes out. Okay, now, we’re on to the stop message. Now, be very, very clear. When somebody replies stop to your message,
you have to opt them out. That’s a TCPA requirement. That’s, kind of, like, just Basic 101. If someone replies stop or unsubscribe or
quit, stop and cancel, unsubscribe or quit, any one of those, they have to be opted out
of the campaign. That means you can’t send them any future
text messages except for the confirmation text message to tell them that they’ve been
opted out and that what they were doing was successful. So let’s look at this. So if they reply “STOP” to the short code,
the CTIA requires that you put the brand name there, and just put the brand name at the
very beginning. It makes it simple as you’ve, kind of, telling…seeing
here. So, then, you have to have opt-out confirmation. Now, this is kind of a generic requirement
by the CTIA. It just says, “Opt-out confirmation.” You gotta tell the consumer and give them
confidence that you’ve removed their phone number from receiving future text messages. I, like, “You’ve opted out or will receive
no further messages.” You can’t get more clearer than that. Now, this, maybe, only takes 50 characters. Again, even in the stop message, you can use
this as a standard and as a minimum but you can include things in here like, I see a lot
of brands, a lot of smart brands, they’ll put the opt-in keywords and opt-in instructions
into this message. So when somebody types stop, some people just
do reply stop for fun to see what happens. They’ll put, at the bottom here, they’ll put,
you know, “To re opt-in, reply BOBS,” because it’s, you know, they have extra characters. Why not, at least, you know, give the 1% or
5% or 10% of people that just randomly reply stop to see what happens, the chance to opt-in? Or maybe they go on vacation for, you know,
a month so they want to stop messages but then, “Oh, I’m not getting Bob’s messages. How do I get back in?” Well, it says that at the bottom of the message. So, use these templates as a bare minimum
but feel free to spice it up, make it, you know, brand specific, making them fun too. This is not like you’re chatting with a robot. We’ve seen some really cool fun brands that
will, kind of, say, “Hey, friend,” or, you know, “My bestie,” like, they’ll mix and things
that are brand specific and on point for the brand. So that’s it. We have the stop, the help message, the opt-in
blueprint. Again, double opt-in, so important. I highly recommend it. If you’re doing a recurring campaign, always
double opt-in, just remember that. Then you got the SMS terms and conditions
which also includes that privacy policy and then you have the advertising compliance as
the first slide. So, hopefully that helps. Usually, clients will use this template to
set up their campaign and then they’ll also use it in the future to just make sure everything
is running properly. The printer didn’t mess up and, you know,
forgot to include something or your help message is working properly. Use this template at the start and then ongoing
during your text message marketing campaign. Again, my name is Derek Johnson with tatango.com. If you have any questions, let us know in
the comments below but we will drop a link in the description. You can download this template, this text
message marketing template, for free. You do not have to be a Tatango customer and
you can use it for any of your text message marketing campaigns.

About Ralph Robinson

Read All Posts By Ralph Robinson

1 thought on “Free Text Message Marketing Templates | Recurring Messaging Campaigns

  1. ⭐⭐⭐ Download this free text message marketing template here: https://www.tatango.com/resources/sms-marketing-blueprints/ ⭐⭐⭐

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