subject: An Introduction To Sms Marketing [print this page] An introduction to sms marketing Although widely used by brands from all sectors, SMS marketing is still a relatively new part of the marketing landscape. Because of this, it can be difficult for marketers interested in starting SMS marketing to know the full 'ins and outs' of the medium.
If you are thinking of creating an sms marketing campaign, there are a few things you should bear in mind to make your SMS initiative a success. Data protection Firstly, your campaign must be compliant with all current data protection laws to ensure you don't end up in some legal hot water. Make sure all of these rules apply to your campaign before starting:
All numbers you are texting have opted in to your communications - texting someone who doesn't want to receive your messages counts as spam and can result in some hefty penalties for your brand. Allow people to stop receiving your messages - consumers should be able to opt out of an SMS campaign at any time. You can do this by enabling them to send a 'STOP' text message marketing to you, which should be free of charge for the consumer.
Keep your customer data current - if somebody changes their phone or switches a number, you need to ensure you are not texting a new 'customer' who has not agreed to be part of your campaign. How to collect customer data There are a number of ways you can safely and responsibly get potential customers to give you their mobile number in the first place. The following are some of the best methods for building your SMS customer database:
Include an opt in form for mobile numbers on your website, explaining to visitors that they will receive updates via mobile from time to time. Run Point of Sale or On Pack promotions that require a mobile number to participate, while again making sure you are fully transparent and honest about what their number will be used for. Collect mobile information at relevant conferences or exhibitions.
If your brand is a sponsor of a particular event, this is the perfect opportunity to build your database. Provide potential customers with loyalty schemes that they can benefit from via their mobiles (this is a great way to provide value to the customer while building your database).
If you ensure your SMS campaign fits the following criteria, you should not only be completely safe from a legal standpoint when messaging your customers, but your consumers should feel safe and assured that you and your brand are honest and transparent, leading them to eventually WANT to receive your mobile communications.
