| We all know how important it is to build a good | | | | them via text, they are inviting you into their "inner |
| marketing list. When email first arrived people couldn't | | | | circle." Not to mention that since many people don't |
| wait to open it. Remember that "You've Got Mail" | | | | have an unlimited text plan, they are actually willing to |
| sound or the email "chime" letting you know you had | | | | pay for your information. That is how important it is |
| a new message? Eager with anticipation, you'd rush | | | | for them to be on your list. |
| to your computer and open your inbox...only to see | | | | The operative word, however, is "choose." Text |
| another message about "Viagra." | | | | message marketing is 100% opt-in. Spammers |
| That's when it began; dummy email | | | | beware: if you send spam text messages you not |
| addresses-downright fake ones-- I admit I used | | | | only violate the Mobile Marketing Association's best |
| minniemouse@aol on many occasions, just so I could | | | | practices, but you could be subjected to lawsuits and |
| get the information. Then came spam filters and junk | | | | massive fines. The US congress is entertaining |
| email folders. All designed to impede your ability to | | | | legislation as of this writing to prevent and punish cell |
| deliver content to your clients and generate new | | | | phone spam. |
| ones. | | | | There are many text vendors already established |
| What is a marketer to do you ask? How can I reach | | | | and, with the explosion of mobile text marketing in |
| my core clients through the haze of a cluttered | | | | the U.S., many more to follow. For email and internet |
| inbox? The answer now is mobile. Mobile text | | | | marketers it is important that you are specific in your |
| messages have a 100% open rate! | | | | needs when interviewing potential vendors. The |
| We all know that 80% of our business comes from | | | | vendor should have the ability to seamlessly integrate |
| 20% of our customer base. Mobile text marketing | | | | into your existing email marketing campaign, |
| can help you to identify that 20%. If a client opts-in | | | | eliminating the need for you to re-opt-in clients. Web |
| to receiving your text alerts, they are probably in | | | | page sign up boxes and advanced scheduling |
| your core audience. Others who opt in are new leads | | | | features, much like your email autoresponder, would |
| that are looking to become part of the top 20%. | | | | be the best bet. Each vendor has its own niche |
| Mobile can integrate with your email marketing | | | | where they excel. Another important thing to ask is |
| efforts, targeting that top 20% and increasing your | | | | their policy on opt-in. Most vendors, because of the |
| ROI. | | | | huge expense, place many clients on one short code. |
| When someone gives you their cell phone number to | | | | If the vendor allows uploads of cell phone numbers |
| sign up for their updates, etc. they are asking for | | | | via lists, they may be encouraging spammers. If too |
| you to communicate with them. Text messages are | | | | many complaints are lodged with the carriers, they |
| usually reserved for quick, personal communication. If | | | | can shut down the entire code and your ability to |
| your clients choose to have you communicate with | | | | communicate with your clients. |