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.
