Q: How do we craft text messages that are straightforward and concise without being perceived as spam or scam?
A: There’s a fine line between inquiring about someone’s interest in selling or improving their home and sending them a direct message that asks, “Are you selling your home?” while including their personal details like their first name and address. If we tweak our approach, following the carrier-provided guidelines, our message templates will be acceptable. The issue arises when messaging carriers pick up on the sharing of personal information in the texts; that’s typically when they get marked as spam.
Q: Will this change be temporary or the norm?
A: Moving forward, carriers will be keeping a closer eye on text messages to make sure they’re not scams. Expect them to keep changing how they check texts as they learn more about how different people use them. We’ll make sure to keep everyone up to date with these changes as soon as we find out about them.
Unique to our industry, at Launch Control, we have direct relationships with carriers and providers. This advantage allows us to communicate with them directly, present our messaging strategies, and receive specific guidance on what will be approved or rejected. By proactively registering our campaigns and discussing our messaging intentions, we create a transparent line of communication. Should any messages be flagged or blocked, we can refer to our registration and these discussions to quickly resolve issues and maintain the flow of our campaigns.
Q: Is it true we need to update our Drip Campaign Templates?
A: Yes, it is necessary to update your Drip Campaign Templates to comply with the new compliance standards. We've temporarily paused any drip campaigns that don't meet the new standards. To reactivate them, updates to your templates are necessary. Please be sure to review and reactivate your drip templates following the checklist below.
Your Template Revision Checklist:
- Personal Identifiers: Do not include merge fields like {FirstName}, {LastName}, and {PropertyAddress} from your templates to protect privacy.
- Pro Tip: Only use identifiable information in your messaging that leads have explicitly provided upon opting in; never assume consent for data they haven't shared.
- Inclusion of Your Company Name: Incorporate the {CompanyName} merge field to maintain brand consistency in communications.
- Example – WinterHomes: [insert message]
- Opt-Out Clarity: Incude clear opt-out instructions that are staggered in your message cadence. Launch recommends placing this in at least the first, third, and fifth messages of your sequence.
- Example – “Reply STOP to opt-out”
- Avoidance of Spam Triggers: Steer clear of language that might be flagged as spam, such as “cash” or “selling your house” or “home/property sales”.
Best Practices for Engagement:
- Strong CTAs: Use clear calls to action to guide your leads on what to do next.
- Address Lead Concerns: Tailor your messaging to speak to homeowner challenges/pain points to help establish trust and build rapport.
- Review and Reactivation: Once you've updated your templates, inform your CSM for a review. We'll work to get your campaigns running again ASAP.
- Open Line to Your CSM: Questions or need assistance? Your Customer Success Manager is ready to help you navigate these updates.
Q: For the Initial Outreach and Follow-Up templates you provided for us, should we use those, or can we create our own?
A: To stay on top of carrier rules and avoid spam filters, please use the pre-approved Initial Outreach and Follow-Up Templates we provide. These have been cleared by carriers for compliance and effectiveness in deal-making. These messages are based on a recommended approach, and we're here to help if you require assistance for your particular business approach. Please reach out via our in-app chat for guidance.
- Initial Outreach Templates: Our team at Launch Control has proactively updated all initial outreach templates to meet the latest compliance standards. Please examine the revised templates closely. If you need them to be more aligned with your brand or campaign objectives, your Customer Success Manager (CSM) is available to help customize them while maintaining compliance.
- Follow-Up Templates: We recognize that these compliance changes can be complex. Rest assured, we're here to offer comprehensive support. In addition to updating the Initial Templates, we are in the process of fine-tuning your Follow-Up Templates. Our team at Launch Control is committed to ensuring that every facet of your communication not only meets compliance requirements but also resonates effectively with your audience for maximum impact.
Q: Can we edit the Initial Outreach and Follow-Up templates you give us?
A: Before adjusting your templates, please check with your Customer Success Manager to ensure your changes comply with regulations. You can contact them via the app’s Intercom chat or email for guidance.
You can personalize your messages to better connect with your community or alter the language for authenticity. Just avoid outdated tactics that carriers might flag, which could lead to your account being blocked. Keep your messaging compliant and genuine to prevent service interruptions.
Q: Do we need to include opt-out language in the new templates and our initial text?
A: We’re exploring the necessary boundaries for opt-in language within our messaging. Keep in mind this is based on CTIA guidelines, the group representing the wireless communications industry in the United States. One key thing the carriers are looking for is to confirm that your contacts have opted in.
Initial Templates: As of now, carriers are requiring that the first message must contain an opt-out prompt—. By adhering to the templates we provide, your initial templates will have the opt-out language automatically inserted in this first message. However, if you choose to craft your own content, please be sure to use clear and direct opt-out language. It is a best practice to continue to stagger opt-out prompts on subsequential messages.
Drip Campaigns: We recommend staggering opt-out messages to include at least every other message. This means your first, third, and fifth drips should include opt-out language.
We’ll continue to keep you updated on the most effective practices as we refine this process in collaboration with carriers, aiming to streamline your experience while meeting regulatory requirements.
Q: Do opt-outs count toward response rates?
A: The opt-outs aren’t influencing response rates; these are calculated separately from engagement rates. The fluctuations we’re noticing are solely due to the genuine interactions between you and your potential clients. We’re observing that as we improve the content, opt-out rates are decreasing.
Q: How will these changes affect how we speak after the prospect says yes?
A: In our communications, we must avoid including addresses or personal identifiable information (PII) to prevent messages from being mistaken for phishing attempts. Encourage prospects to share details about the properties they’re interested in selling. When a prospect expresses interest, remember to prioritize relationship-building over immediate transactions. Like dating, you wouldn’t propose marriage at the first greeting; similarly, introduce yourself, explain your outreach, and then gently inquire about their selling interest.
Maintain consistency in your messaging to avoid ‘campaign drift.’ A sudden shift in presentation, like misleading clickbait, can alienate your audience (and be a red flag for carriers). Ensure your transition from initial outreach to discussing a purchase is seamless and aligned with your initial approach.
We’re seeing positive response rates with this new relationship-building approach.
Q: How will this affect drip campaigns?
A: The adjustments to drip campaigns ensure they remain compliant and do not get confused for spam or scams. Our main priorities are to optimize the scheduling of the drip messages and to handle personal data with the utmost care to prevent any breaches of privacy regulations.
To ensure your drip campaigns are effective and compliant, here are four essential best practices to follow:
- Personal Identifiers: Do not include merge fields like {FirstName}, {LastName}, and {PropertyAddress} from your templates to protect privacy.
- Pro Tip: Only use identifiable information in your messaging that leads have explicitly provided upon opting in; never assume consent for data they haven't shared.
- Inclusion of Your Company Name: Incorporate the {CompanyName} merge field to maintain brand consistency in communications.
- Example – WinterHomes: [insert message]
- Opt-Out Clarity: Ensure clear opt-out instructions are present in at least the first message of your sequence. Depending on the length of your drip, we recommend staggering additional opt-out instructions in every odd message (e.g. third, fifth, etc.)
- Example – “Reply STOP to opt-out”
- Avoidance of Spam Triggers: Steer clear of language that might be flagged as spam, such as “cash” or “selling your house” or “home/property sales”.
Q: Why is there such an emphasis on community in the templates?
A: The new templates are designed to build rapport and relationships with the people you are messaging and ensure to the carriers that you are a legitimate business and not just phishing for personal data. This more human-focused, friendly approach not only legitimizes your operation but also boosts your brand’s image. Consider your initial text message as a digital billboard designed to capture attention. Once engaged, you can smoothly guide the conversation towards your desired outcome, always aiming to provide value to your prospects.
Q: Are you providing more templates if we aren’t able to hit our daily send limit?
A: We’re fully prepared to support you with additional templates whenever needed. Just contact your Customer Success Manager, and they will facilitate your request to help you increase your daily text volume. However, we ask for your patience with this process. For those managing high volumes, we understand the urgency, but please be aware that producing a large number of templates, like 100 at once, may take a little time. We assure you we’ll work diligently to meet your needs as swiftly as possible.
Q: Did the character count increase on the text messages?
A: We’re delighted to announce that we’ve increased the character count for text messages, making them more robust and informative—at no extra cost for the time being. This enhancement comes as we recognize the success and effectiveness of longer messages.
To further augment this, we’re also introducing the ability to include images soon, making your messages not just textually rich but visually engaging, too. Like a newspaper captivates with a bold headline and then unfolds the story, your messages will soon grab attention with initial text and engage with detailed content and compelling visuals (the follow-up information) as they read on. We’re committed to ensuring everyone has the tools they need to communicate as effectively as possible.
Q: Can I get a copy of my old templates?
A: If you’re fond of your past templates and want to keep them for reference, that’s completely understandable. You can request a copy from your Customer Success Manager (CSM), who can provide an Excel file for your records. However, please be reminded that these cannot be used with Launch or any other text marketing provider due to non-compliance with current carrier requirements.
Q: What personalized data (Personal Identifiable Information – PII) should I use in texts?
A: To avoid triggering spam and scam filters, refrain from including personal data including first name, last name, and address in your text messages. This is especially important if you’re working with lists with outdated or incorrect information.
Pro Tip: Only use identifiable information in your messaging that leads have explicitly provided upon opting in; never assume consent for data they haven't shared. This approach will help minimize the risk of your messages being flagged and prevent the sharing of inaccurate information during your interactions.
Q: How are other companies seeming to get around these changes?
A: Some individuals have considered switching text (SMS) marketing providers, believing others are bypassing the rules or aren’t affected yet. The reality is that major carriers are incrementally reviewing all text messaging services.
We’re proud to be among the first to fully embrace transparency and open communication regarding these shifts. We prioritize keeping our customers informed and well-equipped with the right tools to manage their businesses effectively in this changing landscape. Be wary of any provider that suggests they have ‘loopholes’—such practices are risky and short-lived. Non-compliance isn’t just a hazard to their operations and client businesses; it also tarnishes the reputation of the entire industry.
Q: Will there be more training and best practices shared around this topic?
A: Absolutely. We’re intensely focused on developing comprehensive resources to support you through these changes. I strongly encourage you to schedule a session with your Customer Success Manager (CSM) at your earliest convenience—they’re already equipped with insightful strategies and best practices to share with you. We are committed to not just navigating this situation but also leveraging it as an opportunity to enhance our knowledge base and strengthen our strategies for success.
In the meantime, please check out the resources we’ve already shared:
Q: How can I help in improving the messaging templates?
A: Your input is invaluable in refining our messaging templates. Think of it as a collaborative effort where we uphold compliance, and you bring your expertise as expert real estate investors. We encourage you to share observations and experiences from using the system with your Customer Success Manager (CSM). This helps us gain insight into the nuances of what contributes to successful deals, information that might not be evident from system data alone. By creating this feedback loop, you contribute significantly to enhancing our templates and, ultimately, to the success of our collective goals.
Q: Would you please give more information on which carriers are requiring these changes and how you’re working with them to help us stay compliant?
A: The most significant policy shift originated from AT&T, which prompted us to engage in direct dialogue with them and our providers to fully understand their compliance criteria. Our discussions revealed that AT&T, while keen to support text messaging as a business tool, is prioritizing the protection of its customers and adherence to FCC regulations to prevent misuse of its network. This isn’t a reflection of our intentions going awry but rather an industry-wide movement towards greater accountability.
We’re not in isolation here; this is part of a broader initiative impacting the entire messaging ecosystem. We’re actively involved in ongoing conversations with providers, AT&T, and other carriers, ensuring that we’re not just reacting to changes but proactively aligning with them. As we gain new insights or as policies evolve, we’ll promptly update you so that we can navigate these changes together and maintain compliance.
Q: How can we get around high opt-out rates?
A: Any extremes in your dashboard reports can be an indicator of an issue with your data. If you’re seeing any extreme, high opt-outs, low deliverability, please contact our success team immediately. We can help you pinpoint an underlying issue and get your account back on track. With that being said, if you’re seeing a higher opt-out rate with the new compliant, relationship-building messages, those recipients are the people you do not want on your lists. Removing them from your campaigns will weed out the recipients who would never be open
Q: Is there a way to engage opt-out leads after a set amount of time?
A: Once a contact has opted out of text marketing, you cannot send any messages through Launch Control. Any import of an opted-out contact will be scrubbed from your import lists to keep your account in compliance and minimize damage to your reputation. Learn more here. You can, however, target contacts through other marketing channels.
Q: Will Launch Control users be able to message non-responsive leads sooner than 30 days with a follow-up message?
A: Launch Control currently maintains a 30-day wait before sending follow-up messages to unresponsive leads, in line with carrier compliance and relationship-focused messaging. However, we're actively re-evaluating this policy to better suit current communication trends. Your feedback is vital in this process, and any changes or updates to our messaging strategy will be promptly shared with Launch Control users. We're committed to optimizing our approach to improve engagement and compliance.
Q: Can we say "Reply YES for more info" instead of "Opt out to STOP"?
A: Opt-outs need to be a clear exit path for your recipients in your sequence's first, third, and fifth messages. Providing a simple exit creates a much better user experience for your message recipients. Including content such as “Reply YES for more info” is not a clear opt-out but can be used as part of your CTA strategy to initiate conversations with prospects. Remember that staying in compliance will keep your account performing well and avoid any damage to your reputation. Text marketing remains a high-performing marketing channel in this space so long as you avoid campaign drift and send messages that comply with new guidelines.
