Tips For Building SMS Subscriber Lists

Why Even Bother with SMS?

You might be thinking, “Isn’t texting a bit… personal?” Yes, and that’s exactly its power! Unlike email or social media, SMS cuts through the noise.

Incredible Open Rates: SMS messages boast open rates often cited around 98%. Compare that to the average email open rate (around 20-30%). Your message will be seen.
Immediate Connection: People check their phones constantly. SMS offers near-instant communication for time-sensitive offers or updates.
Higher Engagement: Because it feels more personal, subscribers often pay closer attention to texts than other marketing channels. You build a stronger connection.

SMS Is A Permission-Based Marketing Channel

Before you even think about collecting numbers, let’s talk about the most crucial part: consent. You absolutely must get explicit permission from someone before adding them to your SMS list.

This isn’t just good manners; it’s often the law (like the Spam Act in Australia). Getting permission means someone actively agrees to receive marketing texts from you.

Explicit Consent: This means they check a box (that isn’t pre-checked!), text a specific keyword to join, or fill out a form clearly stating they’re signing up for SMS messages. It cannot be hidden in long terms and conditions.
Clear Opt-Out: Every message you send must include a simple way for people to unsubscribe, usually by replying “STOP”.

Ignoring this step is a fast track to frustrating users, damaging your brand reputation, and potentially facing legal issues. Start right by prioritizing permission.

Quick Check: Are your current signup methods truly getting explicit, clear consent?

Your website is prime real estate for growing your SMS list. People visiting are already interested in what you offer. Make it easy for them to take the next step.

Simple Signup Forms: Place clear, concise forms on your homepage, contact page, or even in the footer. Ask only for the phone number (and maybe first name for personalization). Clearly state what they’ll get (e.g., “Get SMS-only discounts!”).
Checkout Opt-In (for E-commerce): Add an optional checkbox during checkout. Offer order updates or future deals via SMS. Remember, make it optional and unchecked by default.
Targeted Pop-Ups (Use Wisely): A pop-up offering a compelling reason to join (like 10% off their first order or entry into a giveaway) can work well. Trigger it based on user behavior (like exit intent) so it’s less annoying. Avoid immediate pop-ups that disrupt browsing.

The key here is value. Why should they sign up? Make the benefit crystal clear.

Capture Leads Beyond Your Website

Don’t limit signups to just your online presence. Opportunities are everywhere!

At Point of Sale (POS): If you have a physical store, train your staff to ask customers if they’d like to join your VIP text list for special offers during checkout.
Events and Trade Shows: Use a unique keyword people can text to a short code or your virtual number. Display it prominently on banners or flyers (e.g., “Text DEALS to 04XX XXX XXX for exclusive show offers!”). QR codes linking directly to a signup form also work great.
Print Materials: Add your SMS signup keyword or QR code to flyers, posters, receipts, and even product packaging.

Think about every place a potential customer interacts with your brand. Could you add a simple way to join your list there?

Leverage Your Existing Audience

You likely already have followers and customers engaging with you elsewhere. Invite them to join your SMS list!

Email Newsletters: Include a dedicated section in your emails promoting your SMS list. Highlight the unique benefits of joining (e.g., “Want faster sale alerts? Join our text list!”).
Social Media: Post occasionally about your SMS list. Use a link in your bio or run a contest where texting a keyword is the entry method.
Email Signatures: Add a simple line like “Get exclusive deals via SMS: [Link to signup form or Text KEYWORD to Number]”.

Cross-promoting reminds your existing audience there’s another valuable way to connect with you.

Make Your Offer Impossible to Resist

Simply asking people to sign up isn’t enough. You need a compelling reason for them to share their phone number. What’s in it for them?

Exclusive Discounts: Offer a specific percentage off or a dollar amount saving only available to SMS subscribers. This is often the most effective hook.
Early Access: Give subscribers first dibs on new product launches or upcoming sales before anyone else.
VIP Content: Share helpful tips, tutorials, or insights related to your business that aren’t available elsewhere. For example, a real estate agent might text hot new listings before they hit the major portals. You can check out more ideas for specific industries like real estate.
Convenience: Offer practical value like appointment reminders, order confirmations, or shipping updates via text.
Contests & Giveaways: Run SMS-exclusive contests. “Text WIN to [Your Number] to enter to win [Prize]!”

Think like your customer. What would make you want to sign up for texts from a business? It needs to feel genuinely beneficial.

Value Proposition: “Join our SMS list for instant access to flash sales and secret deals you won’t find anywhere else!”

Keywords and QR Codes: Easy Entry Points

Two simple tools can make signing up incredibly easy:

Keywords: These are specific words people text to your designated number (often a short code or a virtual mobile number) to opt-in. Example: A cafe could use “COFFEE”. When someone texts “COFFEE” to their number, they’re automatically added to the list (and should receive a confirmation message). You can set up automated responses confirming their subscription and outlining expectations.
QR Codes: Create a QR code that, when scanned, either pre-fills an SMS message with your keyword or links directly to your online signup form. Put these codes everywhere – tables, posters, receipts, website. They make joining effortless.

These methods remove friction and are perfect for capturing interest on the spot.

Keep Your List Healthy and Engaged

Getting subscribers is just the start. Now you need to nurture that list.

Provide Consistent Value: Stick to the promises you made during signup. If you promised exclusive deals, send them!
Don’t Overdo It: Respect their inbox. Sending too many messages is the fastest way to get unsubscribes. Find a frequency that works – maybe 2-4 messages per month, depending on your industry and audience. A well-planned SMS campaign considers timing and relevance.
Personalize When Possible: Using subscriber names or referencing past purchases can make messages feel more relevant. Platforms often allow merge tags for this.
Segment Your List: As your list grows, consider grouping subscribers based on interests, location, or purchase history. Sending targeted messages leads to better results. Imagine sending a special offer only to customers who previously bought a specific product – much more effective!
Monitor Performance: Pay attention to delivery rates, open rates (though harder to track precisely with SMS), click-through rates (if using links), and unsubscribe rates. This data tells you what’s working.
Clean Your List: Periodically remove inactive or invalid numbers. This saves you money and improves your sending reputation.

A healthy list is an engaged list. Treat your subscribers like the VIPs they are.

Sidestep These Common Mistakes

Building a great list means avoiding common pitfalls that can sabotage your efforts:

Buying Lists: Never do this. It violates consent rules, harms your reputation, and leads to high unsubscribe/complaint rates. Build your list organically.
Making Opt-Out Difficult: Hiding the unsubscribe instructions or making them complicated is frustrating and illegal. Always include clear opt-out info (e.g., “Reply STOP to end”).
Vague Signup Promises: If people don’t know why they’re signing up, they’re less likely to join or stay subscribed. Be specific about the value.
Inconsistent Messaging: Sending messages sporadically or changing the type of content without warning can confuse subscribers.
Ignoring Compliance: Not getting explicit consent is the biggest mistake. Always prioritize permission.

Avoiding these helps ensure your SMS efforts are successful and sustainable.

Finding the Right Tools for the Job

Running SMS campaigns manually isn’t practical as your list grows. You’ll want a reliable SMS platform. Look for features like:

Easy list uploading and management.
Keyword opt-in capabilities.
Scheduling messages in advance.
Personalization features (merge tags).
Delivery reporting and analytics.
Compliance tools (like automatic opt-out handling).

Platforms like 160.com.au offer these features, designed to be simple and effective. We’ve been helping businesses connect via SMS since 2000. Whether you need Online SMS for easy web-based sending, Email to SMS capabilities, or robust API integration, having a good partner makes managing your list and campaigns much smoother. Many platforms, including 160.com.au, also offer features like virtual numbers for two-way messaging and sub-accounts for team management.

Imagine the Possibilities

Think about what a highly engaged SMS list could do for your business.

Imagine launching a flash sale and seeing orders flood in within minutes because your VIP text list got the notification instantly.
Picture reducing appointment no-shows significantly just by sending simple text reminders.
Think about building stronger customer loyalty by sending exclusive birthday offers or helpful tips directly to their phone.

This direct line of communication is powerful. Building your list the right way – focusing on value and consent – unlocks these possibilities. It takes effort, but the payoff in terms of direct customer engagement and attention is often worth it.