SMS marketing is done using a mobile device by transferring marketing communication to the target customers. This way of communicating to you customer is gaining more importance as mobile users are increasing day by day. Internet use on the mobile is also increasing over internet on the desktop.
But before adopting this channel of communication, there are three basic questions any company must consider.
How to collect mobile numbers?
What are the pitfalls in SMS marketing?
How to send the SMS messages?
consumers generally don’t give their mobile numbers easily. They have to trust you. The best way to get their consent is to initially start with infrequent messaging once in a month, not more than two or more time. Send offers only to those customers who exclusively share their number to you. Send sms only if there are premium offers, an appointment remainder or any upcoming service date. When the customer comes to you, have a proper sign up process where they give you permission to sms them.
After collecting their number and whenever you send any communication also give an option to unsubscribe. If they unsubscribe immediately remove their number form the list.
Few laws you need to know:
Opt-In-Only: that is obtaining prior consent from customers.
Unsubscribe option: with ever message sent, also send an unsubscribe option.
Cost to Customer: Certain customers may not have unlimited text messaging plan and this can incur cost to the customers. You need to make them aware in case any additional fees may be applicable.
Once mobile numbers are collected then use third party sms service providers to do the campaigning for you. These third party service provides will also track the return on investment for you campaign, embed an unsubscribe message and manage your sms marketing database.
Source - Prof Sunil Saxsena
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