Offering a business texting service is a smart way to connect with your customers, build stronger relationships, and drive engagement. However, like any communication tool, it has its nuances. Missteps in setup or execution can alienate your audience, diminish your brand’s reputation, or even result in compliance issues. To maximize the effectiveness of your texting service, it’s crucial to avoid common mistakes and align your approach with best practices.

Here are some common pitfalls to avoid—and actionable tips to get it right.

Mistake 1: Not Obtaining Customer Consent

Text messaging is a highly personal form of communication, which is why ensuring customer consent is not optional—it’s the law. Regulations such as the Tele Text Enable Landline Phone Consumer Protection Act (TCPA) require businesses to have explicit opt-in permission before texting customers. Forgetting or bypassing this step can alienate customers and lead to hefty fines.

How to Avoid This:

• Clear Opt-In Processes: Use sign-up forms, checkboxes during purchases, or keyword-based subscriptions like “Text YES to 12345 to join.” Make sure customers clearly understand they are signing up for messages.
• Confirm Subscription: Send a confirmation message like, “You’re signed up to receive updates from [Your Business]. Reply STOP at any time to unsubscribe.”

Transparency not only ensures compliance but also builds trust with your audience.

Mistake 2: Sending Too Many Messages

Nobody likes to be bombarded with texts. Sending too many messages—especially within short time frames—can frustrate customers and lead to high opt-out rates. The last thing you want is for people to view your messages as spam.

How to Avoid This:

• Set a Message Frequency: Establish how often you’ll send texts and communicate this during the opt-in process. For example, “Sign up for 2-3 updates per month.” Stick to this limit unless there’s an important exception.
• Prioritize Quality Over Quantity: Each message should deliver value. Whether it’s an exclusive discount, a timely reminder, or helpful updates, make sure your texts are worth the recipient’s time.

Keep your communications purposeful, and your audience will appreciate your outreach instead of dreading it.

Mistake 3: Neglecting Personalization

A generic, one-size-fits-all message won’t resonate with your audience. Texting is inherently personal—it’s how people communicate with friends and family. Neglecting to personalize messages misses the opportunity to create meaningful customer relationships.

How to Avoid This:

• Use Customer Data: Address customers by their name and tailor messages to their preferences or past interactions. For example, a fitness studio might text, “Hi Sarah, we’ve added a new yoga class on Friday—your favorite time!”
• Segment Your Audience: Divide contacts into groups (based on location, purchase history, or interests) to send relevant messages. A boutique could inform recent shoppers about upcoming sales, while newer subscribers receive a welcome offer.

Thoughtful personalization shows customers that your business sees them as individuals, not just a number on a list.

Mistake 4: Failing to Integrate with Other Channels

A business texting service shouldn’t operate in isolation. Disconnecting it from other communication tools can create inconsistent messaging or missed opportunities to engage customers across platforms.

How to Avoid This:

• Connect Your CRM: Integrate your texting service with your Customer Relationship Management (CRM) system. This syncs data, ensures consistent communication, and allows you to track interactions.
• Align with Email and Social Media: Use texting to complement your other channels. For example, send a text reminder for an event you promoted in an email or direct customers to exclusive details on your social media platforms.

A unified communication strategy creates a seamless experience for your customers while enhancing your brand's efficiency.

Mistake 5: Ignoring Compliance Rules

Beyond failing to obtain consent, there are additional compliance risks to consider, such as messaging customers during inappropriate hours or not providing a way to opt out. Overlooking these rules can harm your credibility and lead to penalties.

How to Avoid This:

• Follow Quiet Hours: Avoid texting customers during early mornings, late at night, or on holidays unless it's urgent. Stick to standard business hours whenever possible.
• Include Opt-Out Options: Add easy instructions like, “Reply STOP to unsubscribe.” Automated systems should promptly remove opt-outs to prevent any further messages to those numbers.

Maintaining compliance helps you protect your business while staying respectful of your customers’ preferences.

Mistake 6: Forgetting to Define a Consistent Brand Voice

Texting is a conversational medium. Forgetting to align your tone with your brand identity—or worse, sounding robotic—can make your business feel disconnected. Yet going too casual and straying from your established image can confuse or turn off customers.

How to Avoid This:

• Design an Appropriate Tone: Whether your tone is professional, playful, or friendly, make sure it reflects the personality of your brand. For example, a retail brand aimed at young adults might say, “Hey [Name], we’ve got your weekend plans covered—BOGO on all denim this Friday!”
• Train Your Team: If team members are responding to texts, ensure they understand your brand tone and values. Offer templates and training to streamline communication.

Consistency builds trust by assuring customers they’re interacting with the same business, no matter the channel.

Tips for Setting Up a Successful Texting Service

To maximize your success and avoid missteps, follow these best practices when setting up your business texting service.

1. Start Small: Test the waters with a limited audience or specific use cases, such as appointment reminders or exclusive promotions, before going all in.
2. Track Metrics: Monitor engagement rates, opt-out trends, and customer feedback to fine-tune your approach over time.
3. Be Responsive: Texting is a two-way street. Be prepared to answer incoming messages promptly to ensure customers feel heard.
4. Use Automation Wisely: Leverage automated workflows to send order confirmations, shipping updates, and surveys, but keep personalized communication for more complex interactions.
5. Regularly Update Permissions: Periodically ask long-term subscribers to reconfirm their opt-in, ensuring your list remains compliant while respecting their preferences.

By addressing these common mistakes and incorporating best practices, you can build a texting service that not only complies with regulations but also engages and delights your audience. When done right, business texting can be a powerful tool to strengthen customer relationships and keep your business top of mind.