Best-Practice Tips: Operating a Successful SMS Program
Short codes showcase the power of mobile communications by
- highlighting the versatility of mobile as more than a voice portal.
They present an unlimited array of contact possibilities, all focused
- on increasing interaction with mobile consumers.
- Also, short codes help retailers establish a two-way conversation
- with the people that matter most — consumers who are potential
- paying customers.
- There are some critical points to keep in mind when creating and
- implementing an effective SMS program.
- Get Subscribers/Promotion
- Mobile interaction does not stand alone. Rather, it leverages
- other forms of communication including print, radio,
- television, online and out-of-home ads
- All advertising and promotional material must clearly
- indicate if the service is a subscription
- Subscription terms and billing intervals must be specified or
- disclosed to the consumer
- Clearly communicate all material terms and conditions of
- the program
- Service pricing information must be clearly and
- conspicuously indicated
- All advertising, promotional material and service Help
- messages clearly display the opt-out data
- The service is not promoted as “free” when premium fees are
- associated with the service that the subscriber will pay with a
- reasonable level of participation in the program
- Get Permission
- It is vital to respect a mobile subscriber’s right to privacy.
- Always gain permission from the people you plan to engage
- by employing an opt-in procedure
- Gaining permission saves money. Each message sent costs
- money. Ensuring the consumer wants to receive messages
- avoids any waste of the budget
- Sending unsolicited messages creates a negative
- impression and erodes agency brand recognition, prompting
- subscribers to avoid the service and file complaints
- Avoid purchasing lists of numbers.
- Always have citizens opt-in and subscribe to receive content.
- For applications that require payment, create a double-opt-in
- process for subscribers that ensure willing participation
- Get Creative
- Short codes enable a host of possible applications, limited only
- by the ability to design and build the mechanisms to support the
- SMS program.
- There are, however, three broad categories of campaigns:
- 1) Promotional,
- 2) Informational, and
- 3) Marketing.
- Review business goals and objectives.