By Tom Polanski
Just like with e-mail, no one likes to be spammed or sent unwanted messages – especially through their cell phones. Recently the FCC banned all unsolicited messages sent by SMS – or text messaging – to user’s cell phones. With this in mind, how can you ensure that your relevant message gets through? Here are four surefire ways to use mobile marketing to your advantage.
1. Does your prospect have to pay for it? Some cellular providers still charge a fee per message received. If you’re sending out a mass SMS blast and your prospect has to pay to receive a message they didn’t ask for, you can bet your business’ reputation will sour quickly.
Only send SMS messages to people who have asked to be contacted or who have initiated contact with your company. One example of this is commonly heard on popular television shows. If you’ve ever heard something like, “Text your vote to…” or “To download the band’s latest ringtone, text XXXX to…” you’ll have a good idea of how users opt-in to receiving these offers.
2. Work together with a Mobile Application Service Provider (MASP). There are MASPs for many different markets out there. Oftentimes, these providers have lists of opted-in cellular numbers for different demographics, and they can help you create a mobile marketing campaign that gets attention.
3. Be sure the message is targeted accordingly – if you send out thousands of messages within a short span of time, you’ll quickly go on the receiver’s blacklist. Preventing you from contacting them is as simple as texting the word STOP to the MASP who is hosting your mobile marketing message. You can avoid this backlash by being reasonable and relevant with your text messages.
4. Be sure the prospect is opted in – Just like with online user registrations, your privacy policy should include information that by joining your site, the user agrees to have SMS messages sent to them by your company or through a third party. Give them a way to opt-out as well.
Different cellular phone carries have different opt-in and opt-out restrictions. Consult with local and nationwide carriers, or ask the MASP what restrictions are placed on your advertising.
To your success!