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As with any marketing tactic, there are good, bad, and really bad ways to use SMS (short messaging service), too, for marketing.

So here are some expert tips and best-practices to help you avoid pitfalls and guide you on the path to the right way to do SMS marketing.

1. Consent is critical

Every blog post, e-book, and whitepaper about SMS marketing starts with this absolutely critical step: Get fully informed consent from people signing up for your messages.

Ensure customers know that messaging rates may apply; also tell them...

  • How often you'll be sending messages (how many times a day, and whether the frequency can be changed)
  • When you'll be sending messages (time of day)
  • What kinds of content you'll be sending (and whether they can choose different content)
  • How to opt out from receiving messages

Just about everywhere, by law consumers must explicitly opt in to receive commercial messages, and it is up to you to get consent and to maintain a record of consent. Not getting consent can lead to being charged steep fines and being banned from sending messages.

No one likes surprises, and if you give people as much information as possible at the start, the more likely they are to want to keep receiving your messages.

2. Consistently add value

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image of Jeff Swan

Jeff Swan is director at Infobip, a messaging platform for enterprises. He has 10+ years' experience in technology and marketing, and he helps SaaS companies attract and retain prospective clients.

LinkedIn: Jeff Swan

Twitter: @jeffswan18