Do you want to stop receiving messages about promotional services or weather updates? Do you sometimes get suspicious texts prompting you to respond to a paid offer or unsolicited commercial messages? In France, there are many ways to unsubscribe from marketing campaigns or stop unwanted texts.

How to set up an effective text message campaign

SMS has become a widely used communication tool for professional advertising campaigns because it is far more effective than email. SMS marketing is highly efficient for reaching customers directly on their mobile phones. As a professional, it is essential to ensure your texts comply with the law and are not perceived as spam by your recipients.

• SMS tips: sending messages effectively
• SMSBOX : web-based messaging tool
• SMS.com: Send SMS online
• The origins of the Short Message Service
• MMS software: for creative marketing campaigns

Legislation

Unlike email, the use of text messages for marketing campaigns is strictly regulated. Data must be collected for a specific purpose only. It is subject to principles regarding the duration for which personal data may be stored. To ensure your marketing campaign is successful, you must follow a few rules as outlined in Article L.34-5 of the Post and Electronic Communications Code and Article L.121-20-5 of the Consumer Code.

Data collection, content, and message delivery

• Your recipients' mobile numbers must come exclusively from opt-in databases.

They must have explicitly agreed to receive advertising or commercial texts or have provided you with their mobile contact details. There are two exceptions: 1. The recipient is already a customer of your company. 2. The outreach is non-commercial, such as notifying a customer about exceeding their phone plan. In these two cases, recipients must have been informed that their mobile details were collected for prospecting purposes and that they have the right to opt out easily.

• Customize the sender name.

Legislation prohibits concealing your identity. Your sender name must appear in the number or the subject line of the message received by your recipient (name, contact details, etc.). Furthermore, this will make your text more effective and increase the recipient's sense of closeness to your brand.

• Send content tailored to your target audience.

It is forbidden to mention a subject unrelated to the products or services you offer. Inappropriate content will drive your recipient away and may make them feel intruded upon, as a phone is a very personal device. Mail merging, which allows you to personalize your messages based on your target audience, is a tool included in all Octopush SMS packs. Do not include premium-rate numbers in your message. If a premium-rate voice or messaging service is mentioned, the cost from a phone must be clearly indicated. With Octopush, create or use pre-filled campaign templates that comply with the law.

• Do not send commercial SMS outside of the following hours: 8 a.m. to 8 p.m. on weekdays and 8 a.m. to 12 p.m. on Saturdays. Days specified by the recipient, as well as Sundays and public holidays, must also be excluded.

In addition to prospecting regulations, you must allow your contacts to unsubscribe from your marketing campaigns.

How do I unsubscribe from mobile messages?

Receiving advertising or commercial text messages means the recipient has consented to receive these communications on their mobile phone. Conversely, SMS spam refers to messages sent without the recipient's consent. There are two ways to allow your recipients to stop receiving marketing or unwanted text messages.

SMS STOP: how to unsubscribe from marketing texts

To allow your recipients to unsubscribe from your campaigns, include the word STOP in the body of your outgoing text messages. By including "STOP," you comply with current legislation and avoid the risk of sanctions or fines from the CNIL. Upon receiving these keywords, you must send a text message confirming the recipient's request. Subsequently, you must remove their contact information from your database and stop sending them text messages. Octopush manages "STOP" requests from your recipients for you. All relevant mobile numbers are automatically removed and will no longer receive texts, in accordance with the law. You can therefore conduct your online campaigns via the Octopush platform in full compliance with CNIL regulations.

33700: how to unsubscribe from SMS spam

The operators of the French Telecom Federation (Bouygues Telecom, Orange, and SFR), in collaboration with public authorities, have set up 33700, a web platform that allows users to report text messages or calls considered spam by forwarding them to this organization. This enables them to take action in France against the company whose number was reported. While the requirements for sending SMS campaigns may seem restrictive, their goal is to ensure that only recipients who have agreed to this mode of communication receive your SMS campaigns. It is always best to ensure that only your customers and prospects appreciate the communication method you use.