Your firearm promotions are valuable but worthless if they never reach your audience. Spam filters constantly evolve, and staying ahead of the curve is crucial. Here are some techniques to guarantee your texts land in the right inboxes, every time.
Understanding Spam in the Firearm Industry
Spam can seriously damage your firearm business. A single spam flag can derail your marketing efforts and alienate potential customers. Due to the sensitive nature of the industry, carriers are particularly vigilant about firearm-related content. They actively filter messages containing certain keywords or phrases associated with illegal activity, violence, or other undesirable content.
Common triggers for firearm-related spam filtering include:
- Not being approved by the carriers with 10DLC registration.
- Free or unbranded shortened links: These can be seen as suspicious and may be associated with phishing scams or malware.
- Links at the end of the message: Spammers often use this practice to obscure the link’s destination.
- Naked links: Links without the “https://www.” can trigger spam filters because they might not be secure.
- ALL CAPS: This is often seen as aggressive or attention-grabbing, which can be a sign of spam.
- Special characters: Excessive use of special characters, especially dollar signs, can be seen as a way to bypass spam filters.
- Multiple identical messages: Sending the same message repeatedly is a classic spam tactic.
- Long messages: Excessively long texts can be overwhelming and may be perceived as unwanted. Keep an SMS under 160 charecters over the limit can be flagged as spam. If it’s longer than 160 switch to an MMS message
- Robotic, misspelled, or grammatically incorrect sentences: These errors often indicate that a bot generated a message or is otherwise not legitimate.
- Specific terms: (THIS IS ONLY FOR NONE REGISTERED NUMBERS) Some words or phrases can trigger spam filters. As of now, there are over 800 terms. You can find a regularly updated list here: Ultimate List of +800 Email and SMS Spam Trigger Words.
If your messages consistently trigger these filters, your number could be blacklisted by carriers, severely limiting your ability to reach customers through SMS. Even worse, being labeled a spammer can damage your reputation and erode customer trust. Therefore, understanding the nuances of spam in the firearm industry is crucial to protect your business and ensure your messages get through to the right people.
Best Practices Before Texting Your Firearm Customers
Before you start texting your firearm customers, there are a few crucial steps to take to ensure your messages are delivered, compliant, and well-received:
- Choose the Right Number Type:
- 10DLC (10-digit long code): Ideal for most firearm businesses, offering personalized communication and versatile use cases. Registered 10DLCs send up to 200 SMS/minute and 30 MMS/minute
Learn more: Ultimate Guide to Getting Your 10DLC SMS Campaign Approved
- Short Code: This is best for high-volume messaging (15,000+ contacts) and dedicated use cases like mass promotions. It requires registration and can be more costly. The sending limit is 60,000/min.
- Toll-Free Number: This is a good middle ground for lists between 15,000 and 60,000 contacts. It offers a professional image and higher sending limits. However, it is limited to one use case. The sending Limit is 1500/min
- Multiple Long Codes (Snowshoeing/Load Balancer): This method uses various registered long codes to share the sending load, potentially increasing speed. However, it requires a special setup and may seem less personal. Unregistered long codes are limited to 240 SMS/minute.
- Obtain Explicit Opt-Ins: Never send unsolicited messages. Always get explicit consent from your customers before adding them to your SMS list. This can be done through online forms, web chat, in-store sign-ups, or keywords. Be sure to communicate the type of messages they’ll receive (e.g., promotions, updates, safety tips). Including a disclaimer about age restrictions and responsible gun ownership for firearm-related messages is wise.
- Timely Delivery: Send your SMS campaign within 1 hour to avoid triggering carrier spam. Carriers monitor identical messages hitting their servers for extended periods. Here are some hourly rate limits:
- 10DLC cap = Up to 14,400 SMS or 1,800 MMS
- Toll-Free = Up to 72,000 SMS
- Short Code = Up to 1 million SMS
- These rate limits are based on registered numbers and your OtterText subscribed plan. The Essential Plan has lower rates than the Professional Plan. If your list exceeds 14,000 contacts, contact OtterText support to discuss options for optimal delivery.
- Gradually Increase Messaging Volume: Avoid sending many messages simultaneously when you start texting. This can trigger spam filters. Instead, start with 50, then gradually increase your messaging frequency. You can then try 500 and even go up to 5000. This allows you to gauge customer engagement, monitor delivery rates, and build trust with customers and the carriers.
- Consistent Delivery and Timing: Determine a consistent schedule for your SMS campaigns. Stick to a predictable rhythm, whether it’s weekly promotions, monthly updates, or event-based notifications. This helps customers anticipate your messages and reduces the chance of them being perceived as spam. Additionally, refrain from sending large volumes of messages sporadically. This can overwhelm recipients and trigger spam filters. Maintain a steady and reasonable pace of communication.
Pro Tip: Be mindful of message length and content to avoid exceeding SMS segment limits. Each SMS segment typically has 160 characters, but emojis and special characters can consume more space. For example, the following message would be split into 10 segments:
“🌟 May the 4th Be With You Sale Event at Big Bear! 🌟 Gear up for a Star Wars spectacular with our out-of-this-galaxy deals! Starting on May 4th: 🔫 Deal 1: Buy 4 boxes of Armscor .22LR ammo and get 1 FREE! Even StormTroopers can’t miss this deal! 🎯 💥 Deal 2: Channel your inner Han Solo! Get $100 OFF on a custom BlasTech DL-44 blaster! 🪐 Deal 3: Dress to impress! Wear space-themed attire and enjoy 10% OFF on your purchase! 🚀 But wait, the saga doesn’t end there! On Sunday, The deals return for Revenge of the 5th and the savings strike back! 🚀 May the Force (and savings) be with you!”
Learn more: Crafting Compelling Copy: Techniques for writing engaging and action-driving text messages
Firearm Text Message Examples: Bad vs. Good
Example 1: Product Promotion
Bad: “Limited Time Offer! 15% off all Glocks and a bonus gift with every purchase! Don’t miss out! Click here [shortened link]”
Why it’s bad: The phrases “Limited Time Offer” and “Don’t miss out!” create a sense of urgency, which can trigger spam filters. Additionally, the vague promise of a “bonus gift” might raise concerns about compliance with firearm regulations. The shortened link could also be perceived as suspicious.
Good: “John, as a valued customer, you’re invited to our exclusive Glock event this weekend. Receive a personalized consultation and special pricing. Reply GLOCK to RSVP.”
Why it’s good: This message is personalized and offers a valuable benefit (personalized consultation) without using aggressive or potentially misleading marketing tactics. The clear call to action (RSVP) encourages engagement.
Example 2: Event Announcement
Bad: “Gun Show Alert! Unbeatable deals on firearms and ammo this weekend! Limited time only!”
Why it’s bad: The phrase “Gun Show Alert” and the promise of “unbeatable deals” can be seen as spammy tactics. The mention of “limited time only” creates unnecessary urgency.
Good: “Mark your calendars for the Big Bear Arms Gun Show this weekend! Explore a wide range of firearms and accessories, and chat with our knowledgeable staff. See you there!”
Why it’s good: This message is informative and inviting, focusing on the event itself rather than using aggressive marketing language.
Example 3: Safety Reminder
Bad: “🚨 SAFETY FIRST! 🚨 Remember, responsible gun ownership is crucial. Don’t be a statistic!”
Why it’s bad: Using alarm emojis, all caps, and fear-mongering language (“Don’t be a statistic”) can be off-putting and trigger spam filters.
Good: “Hi [Customer Name], hope you’re enjoying your recent purchase. As a reminder, safety is paramount. Please review our firearm safety tips at [link].”
Why it’s good: This message is personalized, positive, and helpful. It reminds customers of safety while promoting a sense of community and responsibility.
For more templates: 10 SMS Templates Every Firearm Retail Store Should Have in Their Otter Text Account
Conclusion
Spam filters are a moving target, but with the right knowledge and tools, you can consistently hit the bullseye with your firearm SMS marketing campaigns. Remember, it’s not just about avoiding the spam folder; it’s about building trust, delivering value, and fostering a loyal customer base.Experience the power of a platform designed specifically for your industry. OtterText is specially built to tackle the challenges and regulations of firearm communication. We provide the tools and expertise you need to reach your customers effectively and compliantly. Don’t let another message get lost in the digital wilderness. Sign up today for a free trial.
