Want to build loyalty with your mobile consumers, but not sure where to start?   Leave a comment

Mobile messaging or text/SMS campaigns are a quick way to engage with the largest number of mobile users. Over 90% of mobile devices in the US have the ability to send/receive text messages[i] and pretty much anyone under the age of 44 is texting more than calling[ii].  Even the majority of smartphone owners prefer to receive basic coupons, deals and newsletters.[iii] Seems like the ideal way to reach the largest number of consumers, right? Right! But, before you get started make sure you know the rules.

1. Participation in a mobile messaging or SMS/Text campaign must be 100% opt-in.  As a marketer you can’t purchase a mobile database or spam existing customers’ mobile phones with your message. You must use traditional media to engage and inform them about your campaign and entice them to opt-in.  This is not only a Mobile Marketing Association (MMA) best practice. It is the law (CAN SPAM Act and FTC Act).

The United States Federal Trade Commission is prosecuting those that don’t comply with the CAN SPAM Act. A recent egregious case involves a marketer who, in one 40-day period, sent more than 5.5 million spam text messages, a “mind boggling” rate of about 85 per minute, every minute of every day. 

This is an extreme example, but there are countless cases of legitimate marketers that aren’t complying because they aren’t aware of the laws or misinterpret them. So, simply put – marketers must use traditional media (print/web/TV/radio/outdoor) to inform consumers about a text campaign. Consumers can only participate by actively texting the correct keyword/short code from their mobile phone or a web interface promoting the campaign.

2. Not all mobile users have unlimited text plans: If you send unsolicited messages to consumers they may be paying for them. It is important that the consumer has the control of who they engage with via mobile. Creating compelling mobile campaigns that offer value to the end user will drive them to engage with your brand.

Eagle Marketing can help you determine the right way to build a loyal connection with your mobile audience. For many, connecting with mobile users via simple text is a great way to extend your brand. There are various campaign types and you can include click to call or a mobile web address to extend your engagement. We’ll continue to blog on mobile messaging best practices. Have question or thought on the topic? We’d love to hear from you.


[i] CTIA – The Wireless Association 11/10

[ii] Nielsen Mobile 2009

[iii] Harris Interactive 2/11

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Posted March 8, 2011 by Amy Blum in Mobile

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