What you need to know before jumping on the mobile marketing train

You have no doubt heard a lot about mobile marketing as a tool that B2B and B2C marketers should get behind. There are more mobile phones than there are TVs on the Earth and 90% of those that have a smartphone have it near them at any given time of the day.

Mobile marketing is definitely a quick way to get in touch with your audience. In fact, 70% of all mobile searches results in some sort of action within an hour. That’s not even considering SMS (text) marketing.

But let’s go there–SMS marketing. With all responsive website design aside, what about mobile marketing from an SMS standpoint? Seems to be a missed opportunity if you’re not developing your own mobile marketing plan, right?

It very well could be, but before you jump on board, consider that mobile marketing is regulated more than other marketing tools you may be used to. The following are regulations you need to be aware of before beginning an SMS campaign:

Opt-in

You can’t just grab anyone’s phone number and start sending them text messages and offers. Your audience must be given the option to opt-in to your messages and, likewise, the option to opt-out or stop.

Required information for signing-up

• Possible Messaging Costs: Within one line above or below the call to action, print, “Message & Data Rates May Apply.”
• Proposed Messaging Frequency: Ex: “ Max. 6 mssgs/month.”
• Instructions to Opt-Out: Ex: “Text STOP to 12345 to opt-out.” or
• Instructions to Get Help with the Messaging Program: Ex: “text HELP to 12345 for help.”

For subscription-related programs, the requirements above must be repeated in the confirmation message you send the subscriber when he/she signs up.

Call-to-Action

SMS messaging is meant for advertising, so you need to have a call-to-action. Phone numbers should be local and functioning. Links need to be to a mobile friendly website.

Details

The Mobile Marketing Association Consumer Best Practices Guidelines dives into all the details surrounding regulations and guidelines. It includes size recommendations, design formats, and file types for SMS marketing and other forms of mobile marketing.

SMS marketing is a very personal way to get a message to someone. Unlike social media and email marketing, you message doesn’t get lost in a sea of other posts or put into spam. This directness is why there are so many rules and best practices you need to adhere to and why it is such a successful means of marketing. What are your mobile (SMS) marketing plans?