The how and when of texting clients

Consumers are already on their phones. Here is how you can communicate via text while staying compliant.

By Tom Sheahan

Quick and efficient communication can make the difference between a customer choosing to work with you or choosing to work with someone else — regardless of cost or your personal experience and accolades. Communication truly is that important, especially for insurance or financial professionals. Because of this heightened importance, insurance professionals should integrate communication strategies that meet customers where they already are: on their phones.

A 2022 study by Reviews.org found that 70% of Americans check their phone within five minutes of receiving a notification, and on average, people are checking their phone once every four minutes. That’s a lot of time spent on the phone, but the study findings also validate the fact that phones are a convenient medium for communication. The method, however, has changed. According to a study by OpenMarket (now Infobip), 75% of millennials would rather lose the ability to talk on the phone than lose text messages. The primary founding function of the phone — talking — is now less valuable to people than texting is. This is something insurance professionals should take advantage of.

Best practices for SMS use

Now that we have a case for using text messages — also known as SMS, or short message service — for client communications, it’s time to dive into the specifics of how and when to use text messages. First of all, here are some best practices to keep in mind when communicating by text.

» Stay compliant. The Federal Communications Commission’s rules implemented in the Telephone Consumer Protection Act have created strict procedures for compliant SMS.

Texting people who have not opted in violates these rules. There are many ways to obtain an opt-in. Give people the option to sign up for texts when they sign up for emails, offer an opt-in link on your website, or include opt-in within new customer paperwork.

Offering ample opportunity to opt out of text messages is also critical. End messages with something like “Reply END to opt out of future communication” in order to stay compliant.

The TCPA has resulted in fines for violations related to texting, so be aware