SMS marketing - what you need to know, in layman's terms

Ok, so 2011 will be the year that bulk SMS marketing is acknowledged by marketers as a solid channel and there are loads of reasons why it is perfect for your marketing mix. It’s instant; who do you know that hasn’t got a mobile phone (whether or not they want one!) Also, with android as readily available as standard mobile phones were 6 months ago, more and more people are viewing their emails on a handheld device, so SMS offers a complimentary element to this powerful form of communication.

But how do you ensure that you are messaging your database effectively whilst ensuring compliance? Nobody is above the law so follow these 6 simple tips to achieve SMS marketing heaven.

1. Get their permission
To start with, ensure that your target market has given you permission to communicate with them specifically via this medium. If they have signed up via email but given a mobile number, make sure that they know they can expect a text.

2. What do you really want to say?
The customer has given you permission but how do you want to communicate your message? With a limited character set, you need to allow enough words to communicate the message effectively, whilst not bombarding them with information they haven’t requested. For example, if the customer signs up for information about an event, they only need the headlines. Let them read the full story via email.

3. Is it going to cost them?
If the message includes any cost to the recipient, ensure that it’s clearly communicated to them.  Remember that the consumer pays to send in a message and can be charged to receive any acknowledgement – or ‘bounce back’ – message, so make clear that they understand the full cost implications.

4. Will it work for the recipient?
If you are supplying any downloadable content as part of your campaigns, such as ringtones or wallpapers, ensure that the target market understands that such downloads are reliant on the compatibility of their handset and also how it will be charged. Equally, conveying the fact that they may be entering into a contract is of crucial importance.

5. Be on brand
Brand is crucial with email marketing, hence the importance of a fully masked email address, but why shouldn’t it be the same with SMS? It should, so make sure that the customer is aware of who you are!

6. Give them the choice
As is the case with email marketing ensure that the message includes the ability for the recipient to opt out from further messages, it’s a two way thing.  For example, you could include the line ‘Text STOP to 123 if you don’t want to hear from us via text’ at the end of your message. 

Remember to set objectives and expectations for your campaigns, ask yourself; what response am I measuring? Are my expectations realistic?  With the ability to track this medium of marketing, make sure that you're getting the most from it.

As ever readers, make the content user specific with a database that has been ethically sourced and SMS will be a real winner for you in 2011.

To read the full DMA guidelines on SMS marketing click here.