Newsstand

July 18, 2011
Playing it Safe in SMS Marketing [DMA11]

SMS marketing is still a really touchy issue for many consumers, as well as lawmakers. There are an awful lot of rules to abide by when engaging in an SMS marketing campaign, many having to do with opt-ins and opt-outs, and respecting your customers’ wishes. Here are three tips to ensure you’re staying in compliance with expectations, and assuring your company’s reputation in the process.

1. Go for the double opt-in. This is an extra step that filters out any accidental fat-finger clicks (something that happens quite a bit on mobile devices). Asking your customers to take this extra step prevents unwanted SMS marketing messages from going to the aforementioned accidental opt-ins, which count potentially raise their ire.
2. Process opt-outs ASAP. The last thing you want to do is to pull an “Oopsie!” by firing off a barrage of marketing messages to a customer that decided to bow out of your SMS campaign a week ago. If you don’t have a software program in place that automatically removes customers from your list, be sure to place the highest priority on manually removing these opt-outs on a daily basis.
3. Partner up with an experienced company to manage your SMS campaign. If you’re not sure where to begin or what you should be looking for, it’s imperative that you do your research and compare as many companies as you can with one another to ensure you’re getting the most bang for your buck. Attend an SMS marketing seminar, where you’ll have an opportunity to meet face to face with representatives from various solutions providers. You can do this by attending the upcoming DMA2011 Conference & Exhibition, which takes place October 1-6 in Boston.

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