Mobile phones are a very personal part of our lives—more so than email—and there are a number of best practices that should be adhered to when implementing an SMS campaign.

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.