We support two methods for opting out of receiving SMS content. These are the only replies that the automated SMS module handles within Emarsys.
- Using an SMS Unsubscribe link
Even for countries or regions where this is not mandatory, our recommended option is to place a unique unsubscribe link in your SMS message. Some countries may mandate including unsubscribe links in SMS for certain types of traffic, for example gambling ads. Missing these links from such message may result in 100% bounce rates.
The link is provided by Emarsys in the form of a short URL. Clicking the unsubscribe link will cause the contact’s SMS opt-in to be set to FALSE without further action needed by you, and at no cost to the contact.
The link will reduce the total size of the message by around 23 characters.
- Using STOP Words (mandatory in France and the USA)
A contact can reply to an SMS using the STOP keyword. Emarsys will recognize this and change the sender’s opt-in status to FALSE in your account (i.e. they are flagged as having opted out).
To enable this, you will need to request your own dedicated short-, or longcodes with your chosen vendor. However, we do not recommend this method except where it is mandatory, since purchasing a dedicated number per country or region is time-consuming and expensive.
An exception for the need of an own dedicated number is France, where a shared code can be used as well, which is provided by Emarsys.
Please also bear in mind that if a contact sends you a STOP word, they might have to pay a fee for sending the SMS reply, particularly if you are messaging them from a non-local number. Generating costs for a contact to unsubscribe is a sure-fire way to damage their impression of your brand.
Furthermore, if you use an alphanumeric From name instead of a number, then this functionality will not work. It is also not universally supported by all carriers and is specific to country or region.
In addition to this, there are two methods for managing unsubscribes that you can handle yourself.
- Through your own Customer Service number
If you want to handle unsubscribes (or any other form of SMS replies) yourself, then you must provide your own valid From number (for example your Customer Services helpline) and collect and process the replies yourself. This is subject to a numeric sender ID support in your regions, and of course incurs costs for the contact.
- Making a manual unsubscribe request
Contacts can also make a request to unsubscribe via another channel such as telephone, email, or directly to your own Customer Services, in which case their opt-in status needs to be manually changed in the Emarsys database. You should search for the contact in the Emarsys application and then set their Mobile SMS Opt-in status to FALSE.