Don't Blast Messages to Any Large Lists
If you're sending a message to more than 200 people at one time it's likely you'll get blocked from the carrier. That would mean all of your future messages would never be delivered.
There are rare circumstances where it may be appropriate to blast a message - such as an emergency. Even sending a blast message in this case could trigger the Carrier's blocks, so please be careful to follow all best practices.
Provide Value with Each Message
Don't repeat yourself. Don't send something they wouldn't be interested in. And above all, before hitting send, imagine how they would read your message.
Would they be annoyed?
Will they know why they are getting it?
Did they give you permission?
Time your messages for maximum effectiveness
While all messages should be sent during normal business hours - that's not what we're referring to here. Instead, we're referencing the timing of the message related to the customer's life-cycle and interaction with your agency.
For example, if someone just renewed a policy, a confirmation message may be appropriate (if you have their permission.)
Or if a claim was recently closed you may want to send a brief text message survey.
Of if they completed a form they may appreciate a value-driven follow-up message.
Be aware of the customer's engagement with you and changes in their life that may be relevant to texting. And avoid all other cases.
Use Transactional Messages
A quick text follow-up after a contact request form or a quote form is a great way to engage at the moment someone is connected with you.
Text messaging has it's own style of communication. It doesn't mean you need to get dorky and use text phrases ROFLMAO - but you should be concise and clear with all of your communication. Eliminate unnecessary words. If the meaning of your writing isn't clear, look at rephrasing it until you get it right.
To help with clarity and lower complaints, your first sentence should reference why you are contacting them.
"Thanks for requesting an insurance quote"
"I am following up regarding your recent insurance claim"
"Your policy is renewing in 60 days and I wanted to check-in"
ABC Insurance is proud to announce....
We value your business...
Do it. Because if you don't you could very well get blocked from sending future text messages.
Include a message in your welcome kit letting them know you may text them in specific situations. Tell them what those are.
Inform your new customers of your communication plan.
If you're emailing your customers regularly, include communication about your text messaging communication plan.
Don't Communicate Too Frequently
If you limit your text communication to transactional event driven messages then this shouldn't be a problem.
Generally speaking, you don't want to send more than a message every 60 days via text messaging.
Text During Normal Hours
Don't wake up your customers or disrupt their quiet times. Only send campaigns during normal business hours.
Include Opt-Out Instructions
All of the text messages sent via our system includes the ability to opt-out. If someone replies STOP to a message we will block them from receiving more communications. You should include this at the end of each message
Txt "STOP" to cancel
Twilio has a good article on preventing your messages from getting flagged as spam.