Mobile Marketing – Opt-Ins Explained

Mobile marketing is a powerful technique and part of an overall strategy for marketing success. Yet there are specific rules that need to be followed in order to make sure you, as a business owner, don’t become branded as a spammer…

Spam management is crucially important to consumers no matter what media they use, but the mobile device is unique in that the vast majority of consumers only give access to their mobile to their most trusted circle. It is the one medium via which consumers don’t expect, and particularly, don’t want spam.

SMS Marketing is a form of “opt-in” marketing. It legally requires express permission from consumers before a business can deliver marketing messages via the medium. This is in contrast to “interruption marketing” which we see when brands deliver a marketing message without gaining consumer consent – like in television adverts.

When a consumer likes or follows a page on social media, this is considered to be an opt-in for marketing via the platform. Yet mobile marketing requires more stringent permissions. Brands require consumers to give them a direct point of contact (i.e. a mobile phone number). Brands may also request consumers give them access to location or allow them to send push notifications.

How do Opt-Ins Benefit Brands? It’s simple: they provide direct, instant access to customers. Purchases can be driven via compelling content and inviting offers. Brands can deliver time-sensitive incentives to consumers and also reward loyalty with discounts, coupons, and specials. This is how brands give something back to their customers – and this is why consumers opt-in.

What is the Responsibility of Brands after they attain opt-ins? They need to provide value – via relevant and compelling content and direct marketing based on each subscriber’s demographic. This requires database marketing and it allows for a better connection between brand and consumer.

Consumers opt-in to SMS marketing via texting, scanning, or otherwise submitting their contact details and the consumer needs to be convinced that the benefits for them outweigh the risks of providing their mobile number.

By partnering with ClickSend, your brand will have the tools and access to the expertise to effectively trigger opt-ins for your SMS marketing. Contact us today to learn all the ways we can help your business grow and prosper.

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