Direct Marketing News

When a valid mobile number is collected via a short code, there are many excellent mobile SMS marketing opportunities you gain with your end user such as sending direct information, alerts, notifications and marketing text messages.

But…collecting mobile numbers for mobile marketing is not as easy as it sounds. Approved short codes must be used and displayed or advertised so people can interact with you via SMS. Here are some of the ideas that will help you build a successful mobile SMS marketing campaign:

First and most important - build a relationship with mobile users. Recently, we ran an SMS offer for a recreational boat distributor to collect mobile numbers for future mobile marketing campaigns. During half time of a Friday evening high school football game, we displayed short code on the scoreboard. We offered the fans a free hat with the distributor’s logo if they would text the word “Boats” to a specific short code. The small experiment was a success. We collected 126 phone numbers that were opt-ed in for future mobile SMS marketing messages.

Now that you have the user’s mobile number, don’t go crazy. Be sure the mobile SMS marketing messages you send are relevant to the original offer, product, or services. You’re guaranteed to get much higher response rates and fewer spam complaints. In my example above we sent relevant messages about boating, maintenance tips, and even boat wax. These are things we know our respondents are interested in.

Another thing you really should consider is this; when collecting mobile numbers, use double opt-in process. When the mobile user uses responds to your mobile marketing message, reply with the requested information along with permission to send additional future mobile SMS marketing messages, and always get the mobile user’s confirmation. This process is consistent with the Mobile Marketing Association’s best practices and also with the carriers’ doubles opt-in guidelines.

For more information on mobile marketing, please text TIPS to 22741

Robert Lee is the Director of Mobile Solutions at AbsoluteROI (a SellingSource.com Company) located in Las Vegas, Nevada. With 15 years experience in the National and International telecommunications and mobile marketing industry, Robert has gained invaluable insights into the most effective use of cell phone technology for data monetization, and SMS marketing Robert can also be reached by cell at 818-481-6305.

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