SMS marketing for shops: the rules and what works
Promotional SMS can bring customers back the same day. It is also the kind of SMS most likely to annoy people and draw complaints. These practices keep it effective and lawful.
Get opt-in first
The Data Protection Act requires express consent to use personal data for commercial purposes, and the CA Consumer Protection Regulations set an opt-in principle for automated direct marketing that is generally applied to SMS. A past purchase is not the same as agreeing to offers. Ask, record the answer, and tag the customers who said yes.
Use separate sender IDs
On Safaricom, one sender ID carries either promotional or transactional traffic, not both. Register one name for offers and another for order and delivery updates, for example TAMUFASHION and TAMUORDERS.
Put an opt-out in every promotion
End each promotional SMS with a simple way to stop, such as "Opt out: WhatsApp STOP to 07XX XXX XXX". Customers who send STOP to your WhatsApp or SMS line are removed from future campaigns automatically. Safaricom customers can also block promotions from any sender on the *456# menu.
What makes a promotion work
- One clear offer, with a deadline.
- Where to buy: the shop, the street or your WhatsApp number.
- Send during the day, before people shop, not late at night.
- A code or "show this SMS" so you can count the sales it brought.
- Fewer, better offers. Weekly blasts teach customers to opt out.