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Message deliverability is the key to a successful SMS/MMS Campaign, but the 10DLC restrictions put in place by all the carriers make that difficult for Cannabis Retailers. Following the best practices laid out in this article can help prevent your messages from being flagged, your numbers from being blocked, and your message getting through to the most important person - your customer.
In general, it's good practice to always keep in mind when building SMS/MMS Marketing campaigns:
- Keep it simple and be discreet.
- Be personable - make it seem like you are messaging a friend.
- Include a time-specific call to action.
- Make the opt-out available in every message.
Words and phrases to avoid
What are carrier violations?
A carrier violation occurs when carriers (such as Verizon, AT&T, and others) receive an outbound SMS/MMS message and flag the message, preventing it from being sent. Essentially, the phone carriers of the recipient monitor and filter text message content. If the sent message is seen as a perceived violation of the rules the carrier has been in place, your text will not be delivered.
These violations can occur for a few reasons:
- An uptick or a large number of customers replying STOP or QUIT to opt-out
- Non-mobile numbers causing a high delivery rate of failure
- Content going against Carrier Guidelines for objectionable content
- Overly promotional sales-related content
- Misleading content
For cannabis dispensaries, it is especially important that SMS/MMS marketing is only sent to recipients that have both opted-in and are expecting the message. Read about KlickTrack opt-in processes here.
The list of words to avoid are as numerous as the different variations for each word, so you'll want to avoid any well-known, obscure words, or slang, like grass or loud. This includes, but is not limited to:
- Cannabis
- Marijuana
- Weed
- Flower
- Kush
- Dab
- Wax
- Shatter
- Edibles
- Indica
- Sativa
- A percent sign (%) as could be seen as related to THC content.
You'll want to avoid clever workarounds because the carriers monitor for these, as well. Words such as "c@nn@b!s", "$.aT!.vA", "!nd!ca", “prer0ll” or “ku$h,” as well as plural versions, such as “edibles.”
The use of specific brands can also get your messages flagged. As such, you'll want to avoid the use of any well-known or obscure brand names.
In addition, it’s critical to avoid language that is too sales-focused. Terms like “free,” “deal,” “sale” and others can flag carrier violations and prevent your text from being delivered.
Images to avoid
As they say, a picture is worth a thousand words, so you'll want to apply the same best practices with your images that you adhere to with your message contents. Avoid any images that contain the words as listed above.
https://www.theguardian.com/society/2019/jan/31/super-bowl-marijuana-industry-advertising
Links to avoid
Links to external sources can get messages flagged and numbers blocked if they are known to be related to the cannabis industry. These include, but are not limited to:
www.dutchie.com
www.leafly.com
www.weedmaps.com
What happens if my number is flagged?
Carriers can block certain messages from being delivered. From what we've seen so far - if there is a trend of certain messages violating 10DLC restrictions, this can block individual messages and may result in all your messages being blocked. We recommend sending a test message to yourself or your team if you're uncertain if you've sent messages that have violated the 10DLC rules. Or if you'd like more specifics on your blocked message, please contact [email protected] to submit a ticket.
