This guide shows you exactly how to build a strong SMS subscriber list. We’ll cover the essential groundwork you need first.
Then, we explore proven ways to get sign-ups both online and offline. You’ll learn why following rules like the ACMA guidelines is vital for building trust. We also look at keeping your list healthy and measuring your success. Forget guesswork; this is your roadmap to growing a valuable SMS list that helps your business connect and grow.
Why Build an SMS List?
Spending time and effort building an SMS list gives you some powerful advantages. Unlike social media where algorithms decide who sees your posts, your SMS list gives you direct channel ownership. You control the connection.
People actually see SMS messages. While emails can get lost or ignored, texts get noticed very quickly. This means your important updates, special offers, or timely news reach people almost instantly. High visibility helps drive real results, like boosting sales. Sending exclusive deals or flash sale alerts via text can make a surprising difference to your revenue.
It’s also a fantastic way to build loyalty. Regular, useful texts make your subscribers feel valued and connected to your brand. This keeps them engaged for the long run. Plus, you can use text messages to ask for quick feedback with simple questions or polls. Getting this customer input is incredibly helpful for improving what you offer. You’ll avoid guesswork about what customers want. Your business life becomes easier when you know exactly how to please your audience.
Building The Machine
Before you start collecting phone numbers, you need a solid base. This means picking the right tools and ensuring you follow the rules right from the start. Getting this foundation right prevents frustrating problems later.
SMS Platform & Number Type
Picking the right SMS platform is your first big step. Look for one that suits your business goals. Key things to consider are: Can it sort your contacts into groups? This helps you send more relevant messages (segmentation). Does it show you if messages were delivered (delivery reports)? Can it connect with other tools you use, like your email system or website?
You also need to understand phone number types. In Australia, you’ll often use virtual mobile numbers. These are standard mobile numbers used for sending and receiving business texts. They look professional and allow for two-way conversations. Some providers offer custom sender IDs (using your business name as the sender), but these often don’t support replies. Choose based on whether you need replies and your expected message volume. Consider the costs involved – platform fees (though some have none!) and message costs.
Compliance
Following the rules isn’t just about avoiding fines; it’s about earning trust. In Australia, the Australian Communications and Media Authority (ACMA) enforces the Spam Act 2003. This law is clear: you must have explicit, informed consent before sending marketing texts. People must actively agree to get your messages and understand what they’re signing up for.
This means using clear language right where people sign up. You must state:
- Your business name and contact details.
- Why you’ll be texting them (e.g., “marketing offers,” “updates”).
- How often they might expect messages.
- That message rates might apply (though less common now, it’s good practice).
- Links to your Terms & Conditions and Privacy Policy.
- Clear instructions on how to stop messages (e.g., “Reply STOP to opt-out”).
- How to get help (e.g., “Reply HELP for assistance”).
Make opting in easy but deliberate. Use checkboxes on forms that people have to tick themselves – don’t pre-tick them. While not always mandatory, asking people to confirm their subscription by replying to a text (double opt-in) is a great way to be sure they really want your messages and proves clear consent. Very helpful!
Keep secure records of when and how each person consented. This is your proof if questions ever arise. You must also handle ‘STOP’ requests quickly and easily. Don’t make it difficult for people to unsubscribe. Also, be mindful of quiet hours – avoid sending texts very early in the morning or late at night. Think about when you’d be happy receiving a message. By respecting peoples’ choices and privacy, you build a better relationship, leading to fewer complaints and a more engaged list.
Proven Ways to Get Subscribers
With your foundation ready, let’s look at effective online methods to encourage sign-ups.
Your Secret Weapon for Sign-ups?
Sign-up forms that pop up on your website can be highly effective. They grab attention. Different types exist: some appear when someone looks like they’re about to leave your site, others after a set time, or when they scroll down.
Good design is key. Make your pop-up visually appealing with a clear headline. Ask only for the phone number (and maybe a name). Have a strong call-to-action button (e.g., “Get 15% Off Now!”). Make sure it looks good and works perfectly on mobile phones. Offering a clear incentive is crucial – like a discount, free shipping, or early access to something special. Test different offers to see what your audience likes most. You might be surprised by what works best. Keep testing things like the headline text or button colour to improve your sign-up rate.
Use Strategic Landing Pages
While pop-ups catch general visitors, special web pages called landing pages are perfect for specific campaigns. If you run an ad (like on social media) or send an email promoting your SMS list, send people to a dedicated landing page. This page should focus only on getting the SMS sign-up, with no other distractions.
A good landing page clearly explains the benefit of joining. It has a simple form, maybe some positive comments from existing subscribers, and all the necessary compliance information. This makes the sign-up process smooth and relevant for people arriving from a specific promotion.
Embedded Forms & Banners
You can also add sign-up options more subtly around your website. Place simple forms in the bottom section (footer) of your site, in the sidebar, or even within blog posts. Website banners, often at the very top or bottom, keep the option visible without being annoying.
Another smart move is adding an optional phone number field and a clear SMS opt-in checkbox to forms you already use, like your contact form or account sign-up page. Just make sure the checkbox language clearly asks for permission for marketing texts, alongside the standard compliance info.
Easy Opt-ins at Checkout (for E-commerce & Bookings)
When someone is buying something or booking an appointment, they’re already engaged. This is a great moment to ask them to join your SMS list. It often feels convenient here.
Simply add a checkbox near the phone number field they’re likely filling out anyway. Use clear text like: “Tick here for order updates & exclusive text offers”. Clearly state the benefit – maybe they get shipping updates or special deals after purchase. Make it easy and don’t interrupt their purchase. You can get some really great, relevant subscribers this way. Find more creative ways to get sign-ups by checking out these SMS Marketing Ideas.
Blog Posts & Special Guides
Your existing articles and guides can help grow your list. At the end of helpful blog posts, add a simple sentence inviting readers to subscribe via SMS for more tips or updates.
You can also offer something valuable that people can only get by signing up for texts. This could be a downloadable checklist, a useful template, or an exclusive video guide (gated content). If you host online webinars, ask for a phone number (with clear SMS opt-in permission) during registration. This links list building directly to providing value. Developing a solid plan around this is part of a good SMS Marketing Strategy.
Offline & Event Strategies
Don’t forget the real world! Face-to-face interactions and events offer great chances to get subscribers.
Use QR Codes
QR codes are those square barcode patterns. People scan them with their phone camera. This provides a super easy way to link the physical world (like a poster) to your digital sign-up page. Scanning can take them straight to your mobile-friendly opt-in page or even start a text message for them with your keyword.
Put QR codes where people will see them: on shop signs, menus, product packs, flyers, event banners, or even receipts. Always include a clear call-to-action next to the QR code telling people why they should scan it (e.g., “Scan for VIP deals!”). Ensure the code leads to a page that works well on phones and has all the compliance details.
Text-to-Join Keywords
Another easy method is using a keyword. You promote a simple word (like “JOIN” or “DEALS”) and a number (like a virtual mobile number or short code). People text the keyword to that number to subscribe. Example: “Text DEALS to 04xxxxxxxx”.
Choose a keyword that’s relevant and easy to remember and type. Promote it everywhere: mention it on social media, print it on flyers, say it in ads, display it in your shop, or share it at events. It’s vital to set up an automatic reply text that confirms their subscription, welcomes them, repeats the programme details, and includes the required opt-out info.
Get Sign-ups In-Store & At the Till
If you have a physical shop or location, use it! Train your staff to politely ask customers during checkout if they’d like to receive text offers or updates. Have clear signs or small cards near the till promoting your text club, perhaps with a QR code or keyword.
Offering a small, instant discount for signing up right there can be a powerful motivator. If you use paper sign-up sheets for anything (like a guest book or loyalty programme), add a space for a phone number with a proper opt-in checkbox and the required disclosure text.
Boost Sign-ups at Events & Shows
Events like trade shows or local fairs are buzzing with potential subscribers. When people register for your event (online or in person), you can collect phone numbers for SMS opt-in, as long as you get clear permission.
Running a simple contest at your event booth where people enter by texting a specific keyword is always popular. Display QR codes clearly on your banners or presentation slides so attendees can sign up easily. Even your business cards can include a text-to-join keyword or QR code.
Use Your Existing Audiences
Why start from scratch? Tap into people who already know and like your brand.
Your Easiest Wins
Your email list is full of people already interested in you. They’re often happy to connect on another channel, especially if you explain the unique benefits. Send emails specifically inviting them to join your SMS list.
Tell them what’s special about your texts – maybe faster sale alerts, text-only discounts, or behind-the-scenes peeks they don’t get via email. Offering a small, exclusive incentive just for email subscribers who join the SMS list works well. Also, add a button or link to join your SMS list in your regular email newsletters or even in your email signature. This targets people already engaged with your brand.
Promote on Social Media
Your social media followers are another warm audience. Regularly post about your SMS program. Highlight the benefits clearly (“Get 15% off now!”, “First look at new arrivals!”). Provide simple instructions on how to join (keyword or link).
Use visual formats like Instagram Stories or short videos to promote it creatively. Make sure any links go to a mobile-friendly sign-up page. Run contests on social media where signing up for texts is part of the entry. You can also use social media ads to reach more people who fit your customer profile.
Partners & Influencers
Team up with businesses that complement yours. You could cross-promote each other’s SMS lists or leave flyers with your QR code/keyword at their locations.
Working with relevant influencers can also help. Find influencers whose audience matches yours. They can promote your SMS list to their followers, perhaps offering a special discount code that people can only get by texting to join your list. This drives relevant sign-ups.
More Than Just Getting Numbers
Building the list is just step one. Keeping it healthy and your subscribers engaged is vital for long-term success. This means being clear, delivering value, and managing your list well.
The Welcome Message
The very first text a new subscriber gets is crucial. Send it promptly after they sign up. This welcome message should:
- Confirm their subscription.
- Remind them of the value (e.g., “Thanks for joining! Get ready for exclusive deals…”).
- Maybe deliver the discount code you promised.
- Include the required compliance info (STOP/HELP instructions). Setting the right tone from the start is important.
Deliver Value Always
Stick to what you promised when they signed up. If you said weekly deals, send weekly deals. If you said exclusive content, make sure it is exclusive. Sending too many messages or irrelevant stuff is a quick way to lose subscribers. Consistently deliver on your value promise to keep people happy and subscribed.
Encourage Replies (If It Makes Sense)
While many texts are just announcements, allowing people to reply can be powerful. It makes the interaction feel more personal and provides helpful feedback or support opportunities. If you enable two-way chat, be ready to monitor and respond to incoming messages quickly. This builds a stronger connection. Platforms might allow replies to be forwarded to your email, making management easier.
Use List Segmentation
As your list grows, sending the same message to everyone becomes less effective. Segmentation means dividing your list into smaller groups based on shared characteristics. This lets you send more relevant, personalised texts. Helpful segments could be:
- How they signed up (e.g., website pop-up vs. specific event).
- What they’ve bought before.
- How engaged they are (e.g., clicking links often vs. inactive).
- Preferences they’ve shared (e.g., interest in specific product types). Messages tailored to smaller groups feel more personal and get better results. People are less likely to opt out if the content feels relevant to them.
Measure Your Success
How do you know if your efforts are working? You need to track key numbers (metrics). This shows the value of your SMS channel.
Important metrics include:
- List Growth Rate: How fast are you adding new subscribers?
- Opt-out Rate: How many people unsubscribe after each message or over time? High rates might mean problems with your content or frequency.
- Delivery Rate: What percentage of your messages are successfully delivered? Good platforms provide detailed delivery reports.
- Conversion Rate: What percentage of subscribers took action (like clicking a link or making a purchase) from your text?
- Return on Investment (ROI): Are you making more money from SMS than you’re spending on it?
Using special trackable links (UTM parameters) in your texts helps you see in web analytics (like Google Analytics) how many website visits or sales came directly from your SMS campaigns. Look at how these SMS results contribute to your main business goals, like overall sales growth. Many SMS platforms provide dashboards with these stats.