SMS best practices

Blog / March 5, 2011 / Permalink

Gaining Subscribers

  • All advertising and promotional material must clearly indicate if the service is a subscription service rather than a one-time campaign.
  • Subscription terms and billing intervals must be specified and disclosed to a customer.
  • Clearly communicate all material terms and conditions of a program.
  • Service pricing information is clearly and conspicuously indicated.
  • All advertising, promotional material, and service-help messages clearly display the opt-out information.
  • The service is not promoted as “free” when premium fees are associated with the service that the subscriber will pay with a reasonable level of participation in the program.

Gaining Permission

  • It is vital to respect a wireless subscriber’s right to privacy. Always gain permission from the people you plan to engage by employing an opt-in procedure.
  • Gaining permission saves money. Each message sent costs money, so ensuring the customer wants to receive messages avoids any waste of your marketing budget.
  • Sending unsolicited messages creates a negative impression and erodes brand recognition, prompting subscribers to avoid the service or file complaints.
  • For applications that require payment, create a double opt-in process for subscribers that ensures willing participation.

Get Creative

  • SMS campaigns enable a host of possible applications, limited only by the ability to design and build the mechanisms to support the programs. There are, however, three broad categories of campaigns: promotional, informational and marketing.
  • Review business goals and objectives. It is likely that more than one type of campaign will be applicable.
  • Creative mobile marketing ensures that the mobile medium is pushed forward as an innovative and exciting marketing channel.

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