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      Sending Cold SMS

      Cold Texting in Sales: What is It? And Should You Do It?

      Cold texting is a marketing strategy where businesses send unsolicited SMS messages to prospects or leads they have not had prior contact with. While this approach can seem appealing due to the high open rates of text messages,  cold texting is illegal. Sending unsolicited text messages to leads without consent could risk you facing serious fines or damage to your reputation.

      Table of Contents

      1. What is Cold Texting?
      2. Why is Cold Texting Illegal?
      3. Benefits of Cold Texting (When Done Right)
      4. 5 Ways To Legally Send Cold Text Messages To Leads
      5. Effective SMS Marketing Strategies To Leverage Text Messaging

      What is Cold Texting?

      Cold texting refers to the practice of sending SMS messages to a prospect or lead without having prior consent with them. It's akin to cold calling or cold emailing, as it involves reaching out to prospective customers without a pre-existing relationship. Cold texting can involve sending mass text messages to prospects found online or via purchased contact lists.

      Why is Cold Texting Illegal?

      Cold texting is generally illegal due to its invasiveness and potential violation of privacy laws. Many countries have regulations requiring businesses to obtain explicit consent from prospects before sending SMS messages. Violating these laws can lead to hefty fines and harm your business's reputation.

      • US: Federal Communications Commission (FCC) and Telephone Consumer Protection Agency (TCPA) regulations require businesses to obtain specific opt-in consent from customers.
      • Europe: General Data Protection Regulation (GDPR) requires companies to secure explicit consent before contacting individuals.
      • Canada: Canadian Anti-Spam Legislation (CASL) prohibits unsolicited messages without prior consent.

      Benefits of Cold Texting (When Done Right)

      When executed with the right strategies and permissions, cold texting can have several benefits:

      1. Higher Open Rates: SMS messages have an open rate of 98%, much higher than emails (20%).
      2. Cost-Effective: Bulk SMS is a cost-effective form of cloud messaging that allows businesses to contact thousands of customers.
      3. Instant Delivery: With a reliable cloud telephone provider, SMS messages can be delivered quickly and reliably.
      4. Better Conversion Rates: SMS marketing tends to have higher conversion rates compared to other methods.
      5. Greater Audience Reach: SMS can reach a large target audience, as it does not require internet connectivity.

      5 Ways To Legally Send Cold Text Messages To Leads

      Here are five strategies to ensure you send cold texts legally:

      1. Create an SMS Opt-In on Your Website: Capture traffic and inbound leads with an SMS opt-in chatbot or forms.
      2. Make Your Phone Number Available: Share your phone number on LinkedIn profiles, email signatures, and other channels to encourage leads to reach out via SMS
      3. Set Up a Texting Shortcode: Use shortcodes to allow prospects to opt-in to receive your messages. Promote a shortcode on marketing material to be sent via SMS
      4. Convert Email Subscribers: Provide ways for followers and subscribers to opt-in to text messaging.

      Effective SMS Marketing Strategies To Leverage Text Messaging

      Here are some effective strategies for using text messaging in your sales and marketing efforts:

      1. Use Texting for Follow-Up: Use SMS for follow-up instead of initial outreach to increase open and response rates.
      2. Keep Messages Short and Sweet: Stay under the character limit and avoid excessive use of emojis.
      3. Offer Relevant and Valuable Information: Create hooks to encourage people to sign up for your products or services.
      4. Use Text Messages as Reminders: Send friendly reminders for scheduled meetings or product demos.

      Conclusion

      Cold texting can be detrimental to your business due to its legal risks and potential harm to your reputation. Instead, focus on obtaining consent from your prospects through warm texting, which involves securing SMS marketing permissions from every subscriber. This approach allows you to build relationships with interested prospects and grow your business ethically and effectively.