How to manage opt-out for SMS Campaigns?
Understanding how the opt-out tag functions in Campaigns is crucial for compliance and effective list management. This article explains how to add opt-out capabilities to your SMS campaigns and how to update address lists in the CDP based on these unsubscriptions.
When to use an opt-out option in your SMS campaign
For SMS campaigns containing promotional content, GDPR regulations mandate the inclusion of an opt-out option. Although not required for transactional content, it is advisable to include one.
How to add an opt-out tag to your SMS campaign
While crafting your SMS campaign in the campaigns editor, locate the "Opt-out" toggle under the message editor. Enabling this option automatically appends an opt-out link to your message, which will occupy 22 characters, leaving you with 138 characters for the rest of your content.
When a recipient decides to opt-out and clicks the link, they will be directed to the opt-out page, which is available in multiple languages including Dutch, Arabic, Spanish, English, French, Japanese, and Simplified Chinese. On this page, they will be asked to provide a reason for opting out and confirm their decision. Once completed, the recipient's number is added to the unsubscribe list in the Address Book. Additionally, if the Campaigns adapter is enabled, the opt-out information will be received in the Customer Data Platform (CDP) as well.
How to know who opted-out?
As mentioned, opt-outs are stored in the Address book and the CDP.
Address Book
Navigate to the Address Book app
Click “Unsubscribers“ in the menu on the left
Search for a phone number
Click to view unsubscribe details
Customer Data Platform
Navigate to the CDP app
Go to event insights
Select the “Campaigns: Message unsubscribed“ event type
How to exclude opt-outs from your campaign?
Unsubscribed recipients are automatically excluded from all future campaigns. If you send a campaign to a list that includes unsubscribed contacts, the campaign statistics will indicate that these unsubscribed individuals were excluded from the campaign.
If you want to filter out unsubscribes from your CDP segment, you can achieve this by adding a filter line to your segment. Use the filter “Campaigns: Message Unsubscribed at most 0 times” to remove all profiles that have opted out.
Video
Below you find a video on how you can opt-out for an SMS Campaign in the Mobile Marketing Cloud.