Crafting a quality SMS mobile marketing campaign requires ensuring none of the tactics you use will get you sued. Mobile data collection practices, political spam, patent infringement and scam subscriptions are just some examples of the many mobile marketing issues that result in legal trouble. Let’s look at a few surefire ways to avoid such trouble and keep your mobile marketing strategy on the right side of the law:
Get the Permission You Need
Not everyone has unlimited text messaging, meaning unsolicited text messages can cost up to $0.20 per message. Since this practice results in seriously unhappy potential customers, always obtain formal permission before launching an SMS mobile marketing campaign. Creating a list based off of invoices, contracts and “fish bowls” is not considered “permission.” Opt-in lists are your best bets, and allow customers to subscribe to your company’s alerts, updates and exclusive deals as they wish. The “call to action” must be very clear so customers know exacting what they will be receiving when the sign up.
Remember, Full Disclosure is Key
Full disclosure is highly recommended, as companies often find themselves in proverbial hot water for failing to clearly describe offer terms. Your customers should have a strong sense of what they’re agreeing to when they sign up rather than being surprised by fees and similar issues.
Maintain detailed records of mobile marketing lists so you know exactly who has opted in...and who has opted out. Keep such lists for at least six months if not more, and update them frequently to avoid getting sued by one or more customers looking to make easy money.
Stop Sending Messages When Customers Opt Out!
When a customer unsubscribes or otherwise opts out of an SMS mobile marketing campaign, it is imperative that you stop sending them messages. The Federal Communications Commission (FCC) ruled companies may send one follow-up text verifying customers no longer wish to receive texts, but that is all. This message must be sent within five minutes of the opt-out. Continuing to send marketing and promotional materials can easily result in lawsuits and other legal trouble.
Keep Customer Data Secure
Hackers looking to use your mobile marketing lists can result in a significant number of lawsuits, making it essential that all customer information is protected from unauthorized use. Choosing the right platform and using every available security measure reassures customers that their information is safe, and upholds your reputation as a company who cares about client privacy and security.
Be Careful When Choosing SMS Mobile Marketing Campaign Wording
Another cornerstone to an effective SMS mobile marketing strategy is the right wording. For example, the word “free” should mean just that--the message is free to the end-user (FTEU) with all supported carriers. If this is not the case, this word can result in legal trouble, as unhappy customers will be billed for something they thought wouldn’t cost anything. Avoid misleading customers by using phrases such as “Msg & data rates may apply.”
It makes logical sense that people are going to buy from a company they can trust rather than one that slams them with unsolicited text messages and hidden fees! Keep these tips in mind as part your SMS mobile marketing strategy! Use these and similar mobile marketing tactics to avoid legal issues, maintain relationships with current clients and attract new customers. And remember to always consult an attorney when making final campaign decisions.