| What is SMS? | | | | - Through conspicuous publication of a work-related |
| SMS stands for Short Message Service and are | | | | number. |
| generally 160 character text messages sent between | | | | Consent may also be implied by the publishing of |
| mobile phones. SMS uses a unique network that | | | | numbers on websites, in magazines or other |
| alerts the recipient the second the message arrives. | | | | publications. The recipient must be identified as |
| SMS is a very fast and personal communication | | | | relevant to your message. eg if you want to send |
| method on par with a phone call in perceived trust. | | | | information about a technology product the recipient |
| Different types of SMS delivery | | | | must be identified as the IT manager. If there is a |
| There are two main types of online SMS delivery. | | | | statement that unsolicited commercial messages are |
| Direct connection where the SMS gateway is plugged | | | | not wanted you cannot infer consent. |
| directly into the telco's in your country, and | | | | Building lists? |
| International routing. International routes are operated | | | | Building a mobile marketing list should be done with |
| by SMS aggregators which a gateway can utilise to | | | | care and good intention. As mobile numbers and SMS |
| deliver more cost effective SMS campaigns than | | | | are a very personal way to communicate, people |
| direct connection. Some international routes can be | | | | don't want to receive messages from you that |
| very unreliable and some providers will offer | | | | waste their time and are not relevant. By opting |
| extremely cheap prices however you may end up | | | | people in correctly and only sending them relevant |
| paying the same as a more reliable connection as you | | | | and useful messages will they stay on your list. |
| still pay for messages not delivered. | | | | Technically there are 3 ways to add numbers to your |
| The best SMS service will have a combination of | | | | list. |
| good quality international routing and price. If you | | | | 1. By a website for with an SMS opt-in check box |
| have a service that requires guaranteed delivery such | | | | 2. With an SMS to a dedicated response number or |
| as an emergency or alert service then you should | | | | short-code |
| use a direct local connection, even though this is still | | | | 3. Manually |
| not 100% guaranteed to deliver it will give you the | | | | Incentivising people to join your list? |
| highest percentage of success. It will generally cost | | | | To get people to join a marketing list there are |
| double though. | | | | different ways to incentivise them. Some examples |
| What is SMS Marketing? | | | | are: |
| SMS marketing is the practice of building lists of | | | | 1. Run a competition with a prize |
| mobile numbers than sending SMS advertising | | | | 2. Run a survey and share the results |
| messages to those lists. Lists can be built in many | | | | 3. Offer future sale and discount information |
| ways but there are compliance rules set by the | | | | 4. Promise and deliver useful, relevant and valuable |
| ACMA on how people consent to be opted into your | | | | information |
| lists. Unsolicited commercial messages sent to a | | | | Targeting |
| person is called spam and is illegal under the Australian | | | | As text messages are personal you should follow |
| Spam Act 2003. Mobile marketers usually use an | | | | these rules. |
| online SMS system to manage the SMS sending | | | | 1. Personalise the message, add the persons name. |
| process. These bulk sms systems range in price and | | | | 2. Identify yourself prominently in the message. |
| functionality. The best SMS marketing platforms have | | | | 3. Mention how they came to receive the message. |
| a good combination of cheap SMS and web SMS | | | | 4. If you are promoting a location, only deliver to that |
| features. Make sure you only deal with a reputable | | | | location. |
| SMS gateway as delivery reliability can vary a lot. | | | | The idea here is to collect a name and a post code |
| Getting permission to send SMS | | | | when you collect your data. By collecting this |
| The idea behind consent is that the recipient should | | | | information you will give your recipient a much better |
| want to receive your message and find it useful | | | | experience and they will be less likely to opt-out of |
| when they do. There are two types of consent. | | | | your list. |
| 1. Express consent | | | | Allowing users to opt-out |
| - An opt-in checkbox on a web subscribe form. This | | | | By law a commercial text message must contain an |
| checkbox must not be checked by default, the | | | | opt-out method. This can be a phone number to call |
| person completing the form must willingly select the | | | | but it is now industry standard to allow people to |
| checkbox to indicate they want to hear from you. | | | | reply STOP to a message. This method requires |
| - If someone completes an offline form like a survey | | | | delivery from a response number that can receive |
| or enters a competition, you can only contact them if | | | | and process SMS commands. Some SMS software |
| it was explained to them that they would be | | | | such as Burst SMS includes this for free in their |
| contacted by email AND they ticked a box indicating | | | | accounts. |
| they would like to be contacted. | | | | Engagement mechanisms |
| - Customers who have purchased from you within | | | | Sending a promotional message is one thing but |
| the last 2 years. | | | | engaging your recipient is another. There are several |
| - If someone gives you their business card and you | | | | techniques for engaging your recipient |
| have explained to them that you will be in touch, you | | | | 1. Add a mobile URL to your message that shows |
| can contact them. If they dropped their business | | | | them more information and a form for interaction |
| card in a fishbowl at a trade show, there must be a | | | | 2. Include a response keyword that allows people to |
| sign indicating they will be contacted by SMS. | | | | reply and get other automated responses back. |
| The recipient must be clearly aware that he or she | | | | These can be set up in sequence. |
| may receive commercial messages in the future. You | | | | 3. Receive orders and books directly via response. |
| cannot send an electronic message to seek consent: | | | | Confirm via automated message. |
| this is in itself a commercial message, because it | | | | These are just the very basics but building on these |
| seeks to establish a business relationship. Keep a | | | | basics you can develop sophisticated mobile |
| record of consent, you may need to prove it later. | | | | marketing campaigns that can quickly build great lists |
| 2. Inferred consent | | | | of loyal customers. As long as you keep your lists |
| - Through an existing business relationship. If an | | | | clean and respect your recipients wishes to stop |
| organisation has a strong relationship with the owner | | | | receiving text messages from you then you will have |
| of the number such as a club member or service | | | | great success. |
| subscriber receiving messages may be implied. | | | | |