Ringless Voicemail 101: What Every Marketer Needs to Know

What Is Ringless Voicemail?

Ringless voicemail is a technology that allows a user or business to send a voicemail message directly to a recipient's voicemail box without making an actual phone call or causing the recipient's phone to ring. This service is often used by businesses for marketing or promotional purposes, and the idea is that it's less intrusive than a traditional phone call.

Why Should I Care? 

People don’t rely on salespeople the way they used to. In fact, 57 percent of salespeople agree buyers are less dependent on sales during the decision-making process compared to a few years ago. Still on the fence? Here’s what the experts have to say: 

• Neil Patel shares how ringless voicemails streamline your sales process, enabling swift outreach scaling, and affording your sales team more quality time to focus on valuable leads. 

• Revenue.io explains how voicemail drop systems are ingeniously designed to revolutionize time management for reps. A single day can see reps leaving around 150 voicemails. At an average of 30 seconds per voicemail, this adds up to approximately 25 hours a month for an individual rep. For a team of ten reps, that figure jumps to 250 hours. Voicemail drop solutions offer a means to reclaim much of this lost time. 

• HubSpot emphasizes that time management stands as one of the most daunting challenges for sales professionals. Juggling numerous tasks simultaneously can be overwhelming. The question is, how can they prioritize effectively and maximize their productivity? Topping the list is the eradication of administrative tasks. (Quinn, 2019)

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Ringless voicemail can be employed in various ways across different industries. Here are five ways ringless voicemails can be used to boost your business: 

• Marketing and Promotions: Send targeted promotional messages about new products, special offers, or upcoming sales directly to potential or existing customers' voicemails.
• Payment Reminders: Financial institutions, utilities, or any entity that handles billing can remind customers of upcoming due dates or missed payments
• Appointment Confirmations: Medical practices, salons, and other service-oriented businesses can send reminders or confirmations about upcoming appointments.
• Political Campaigning: Politicians or advocacy groups can spread their message, remind citizens to vote, or provide information on local events or town halls.
• Operational Communications: Internal communications, such as notifying employees about schedule changes, upcoming training, or important announcements.

Okay, I’m Interested. How Does It Work?

At a high level, the process works as follows: 

1. Connectivity with Voicemail Server: The service provider establishes a connection directly with the voicemail server of the recipient.

2. Message Delivery: Instead of routing a call through to the recipient's phone line, the pre-recorded message is delivered straight to the voicemail server

3. Notification: The recipient's phone will typically show a notification of a missed call or a new voicemail, even though the phone never actually rang.

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One way to go about this is to sign up for the services of a ringless voicemail provider (see below).

What are the Pros and Cons?

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"Time management is one of the most challenging disciplines for salespeople to master. Reps always have several important tasks competing for their attention at once. How do they prioritize and maximize their time?”

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‍Advantages of ringless voicemail include:

• Less Intrusive: Since the phone doesn't ring, it can be considered less disruptive.
•  It’s Effective: Many marketers and salespeople find that recipients are more likely to listen to a voicemail than to answer an unknown call. Ringless voicemails are effective at driving lead awareness, especially in coordination with other outreach steps.
• Higher Listen Rates: Your leads will listen to your voicemails on their own time, potentially more than once. With Bearworks’ LLM-powered AI-voicemail technology, parallel dialed voicemail drops can still incorporate personalized details, making messages feel more tailored and engaging for recipients.
• Consistency and Scalability: Voicemail drops ensure that your message is consistently delivered, minimizing the risk of communication errors. They are particularly useful for reaching a large number of contacts in a short time, making them a perfect tool for business development teams.
• Compliance: When used responsibly and in compliance with regulations, voicemail drops can help maintain legal and ethical communication practices.

Concerns and criticisms of ringless voicemail include:

• Regulation and Legality: Ringless voicemails can be controversial, due to their legal nuances. If you’re considering ringless voicemail, be sure to follow TCPA guidelines.
• Limited Interaction: Voicemail drops don't allow for immediate two-way interaction, which can be a drawback for recipients who want to engage in a conversation.
• Message Relevance: As voicemail drops are pre-recorded, ensuring the message remains relevant to the recipient's current context requires attention to detail.
• Risk of Overuse: Just like with email spam or telemarketing calls, some find unsolicited voicemails to be annoying or intrusive. Excessive use of voicemail drops might lead to recipients feeling overwhelmed with automated communications, diminishing the novelty and effectiveness of the approach.
• Initial Learning Curve: As with any new technology or process, introducing voicemail drops might require some adjustment for your sales development team to create effective and engaging pre-recorded messages.

If you are considering using ringless voicemail for business purposes, it's essential to understand the regulations in your area and ensure that you are compliant with any relevant laws or guidelines.

Why should I care about the TCPA?

The TCPA, or Telephone Consumer Protection Act, is a U.S. law enacted in 1991 to restrict telemarketing activities, including unsolicited faxes, auto-dialing, and pre-recorded messages. It mandates telemarketers to maintain "do-not-call" lists, prohibits robocalls to cell phones without prior consent, requires the transmission of Caller ID information, and bans unsolicited fax advertising. Violations can result in significant fines and legal consequences, including $500 per violation, or enforcement actions from the FCC. One important aspect as it relates to ringless voicemail is whether the person you are calling has expressed prior consent.

Prior Consent

"Prior consent" refers to obtaining explicit permission from an individual before engaging in a specific activity or action. In the context of the TCPA and communications, prior consent often means having an individual's permission before sending marketing messages or making certain types of calls. Here are some examples of how prior consent can be obtained:

1. Signed Agreement: An individual fills out a physical or digital form that clearly states they agree to receive calls, texts, or communications from a company. The form might include a specific section or checkbox that the individual must mark to indicate their consent.

2. Online Opt-In: On a website or app, a user checks a box (which should not be pre-checked) that says they agree to receive promotional messages or calls.

3. Oral Consent: In a recorded phone call, the caller clearly asks the individual if they consent to receive future communications, and the individual verbally agrees.

4. Text-to-Join Campaigns: An individual sends a text message to a specific number, indicating their wish to receive messages from the company. The act of texting can be seen as providing consent.

5. Event or Trade Show Sign-ups: At an event, attendees might be given the option to provide their contact details and indicate their consent to be contacted later, typically by marking a checkbox on a sign-up sheet.

6. Purchase or Transaction: After making a purchase, a customer might be given the option to receive updates, offers, or follow-ups from the company. Their consent should still be explicit, rather than assumed due to the purchase.

Ringless Voicemail Reviews

Below is a comparison of a few Ringless Voicemail providers:

1.      Call Loop - Starts at $25/month

2.     Drop Cowboy - As low as $.017 per message, with no monthly commitments. Has a partner/reseller program

Overview / Summary: Drop Cowboy has positioned itself as a notable player in the communication landscape, offering a versatile ringless voicemail solution that seamlessly integrates with its broader phone dialer product suite. Comparable to established platforms like Aircall, Drop Cowboy stands out with its user-friendly interface and robust feature set, catering to both novice users and businesses with advanced communication needs. While their ringless voicemail offering helps businesses reach audiences without being intrusive, the integration of this feature with their phone dialer suite offers a holistic approach to business communication. Their emphasis on compliance tools also indicates a commitment to ethical and legal communication standards. Though no platform is without its challenges, Drop Cowboy's combination of features, integrative capabilities, and user-centric design makes it a commendable choice in the crowded telecommunication market.

Offers Free Trial:  Yes, but requires a credit card

3.     Slybroadcast

Overview: Slybroadcast emerges as a premium choice in the ringless voicemail sector, exemplifying a blend of sophistication and functionality in its offerings. Their polished platform emphasizes ease-of-use without compromising on advanced features. With a reputation for reliability and a clear focus on high-end service delivery, Slybroadcast positions itself as a top-tier vendor for companies seeking superior ringless voicemail solutions.

Offers Free Trial:  No: requires both a credit card on file and payment to sign up

Functionality: Slybroadcast distinguishes itself with a AI-powered voicemail personalization feature, allowing users to seamlessly integrate the recipient's first name using customized voices.

Customer Support: both phone and email

4. Bearworks

Bearworks provides voicemail drop functionality with a personalized AI-powered voice.

Offers Free Trial:  Yes

Customer Support: both phone and email

Q&A: Deep Dive into Ringless Voicemail Marketing

1. Is ringless voicemail suitable for all businesses and target audiences?

Not necessarily.

• B2B vs. B2C: Ringless voicemail shines in B2B outreach. It allows for concise, targeted messages reaching professionals during their workday. For B2C audiences, consider the product or service. Simple promotions might work, but complex offerings might require a more interactive approach (e.g., website visit).
• Message Complexity: Avoid cramming too much information into a short voicemail. Focus on a single key message or benefit, and pique interest for further exploration (e.g., website visit).
• Audience Preferences: Research your target audience's receptiveness to voicemail marketing. Younger demographics might find it less effective than older demographics who are more accustomed to checking voicemails.

2. How can I track the success of a ringless voicemail campaign?

• Advanced Metrics: Look beyond basic delivery rates. Some services offer features like listen-through rates (percentage who listened to the entire message) and location data (if recipients choose to share it) to understand message engagement and ideal delivery times.
• Integrations: Choose a service that integrates with your CRM or marketing automation platform. This allows you to track voicemail metrics alongside other marketing channels for a holistic view of campaign performance.
• Call-to-Action Optimization: Experiment with different CTAs (e.g., "Visit our website for a free trial" vs. "Call us today to learn more"). Track which CTAs drive the most desired actions.

3. Are there limitations on the content I can include in a ringless voicemail message?

• Service-Specific Limits: While general guidelines exist (keep it concise, professional, valuable), character or word count limits might vary by service provider. Always check their specific guidelines.
• Legal Compliance: Ensure your voicemail message adheres to relevant telemarketing regulations like the TCPA (US) or similar regulations in your target markets. Avoid misleading or deceptive language.
• Disclosures: Include disclaimers about the commercial nature of the message and a clear opt-out option (e.g., "Reply STOP to unsubscribe").

4. When are the best times to deliver ringless voicemails for maximum engagement?

• Target Audience Research: Consider your audience's work hours and time zones. Weekdays during business hours might be a good starting point, but A/B testing different delivery times can reveal the optimal window for engagement.
• Avoid Intrusiveness: While weekdays are generally appropriate, avoid sending voicemails too early in the morning, too late in the evening, or on weekends unless your audience specifically expects communication outside of regular business hours.

5. How do ringless voicemails differ from traditional voicemail drops left after a call?

• Guaranteed Delivery: Traditional voicemails left after a call can be missed if the recipient doesn't answer or has voicemail disabled. Ringless voicemails bypass the ringing entirely and are guaranteed to land in the recipient's voicemail inbox.
• Perception: Some might find a traditional voicemail less intrusive than a ringless voicemail since it doesn't disrupt their activity. However, a well-crafted ringless voicemail message can still be perceived positively, especially if it offers valuable information.

6. Can ringless voicemail be integrated with marketing automation platforms?

• Streamlined Workflows: Integrations with marketing automation platforms allow you to create targeted ringless voicemail campaigns, manage them alongside other marketing initiatives, and seamlessly track results within a centralized platform.
• Segmentation and Personalization: Leverage existing customer data to personalize ringless voicemail messages based on demographics, interests, or past interactions for a more impactful experience.
• Automated Follow-Ups: Integrate your ringless voicemail campaign with automated email or social media follow-ups to reinforce your message and increase conversion rates.

7. Are there any international regulations to consider when using ringless voicemail for global marketing efforts?

• Global Compliance: Regulations around telemarketing calls, including ringless voicemails, can vary significantly by country. The TCPA applies in the US, but there might be similar regulations with different names in other countries.
• Consulting an Expert: For complex global marketing efforts, consider consulting a marketing compliance expert to ensure your ringless voicemail campaigns adhere to all relevant international regulations and avoid potential legal issues.

8. What alternative marketing strategies can I use for contacts who haven't provided consent for ringless voicemails?

• Omnichannel Marketing: Develop a comprehensive marketing strategy that utilizes a variety of channels. Even if someone hasn't opted in for ringless voicemails, you can still reach them through email marketing, social media advertising, or targeted online advertising platforms.
• Segmentation and Targeting: Utilize your marketing automation platform to segment your audience and target those who have opted in for specific communication channels.
• Content Marketing: Create valuable and informative content (e.g., blog posts, white papers) that attracts your target audience organically and engages them.

9. Are there any privacy concerns associated with ringless voicemail campaigns? How is recipient information handled?

• Transparency is Key: Choose a ringless voicemail service provider that is transparent about its data collection, storage, and usage practices. Look for a detailed privacy policy that outlines how recipient information is handled.
• Compliance with Regulations: Ensure the service adheres to relevant data privacy regulations like the GDPR (Europe) or CCPA (California) depending on your target markets. These regulations mandate specific requirements for data collection, user consent, and data security.
• Opt-Out Mechanisms: The service should provide recipients with clear and easy-to-use opt-out options. This could involve replying with a specific keyword ("STOP") or visiting a dedicated unsubscribe webpage.

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Splash image courtesy of Billy Brown

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