MOBILE MARKETING BEST PRACTICES WE VE PUT TOGETHER A GUIDELINE TO HELP YOU REMAIN COMPLIANT, INCREASE YOUR OPT-IN LIST AND MAKE YOUR NEXT CAMPAIGN A SUCCESS. Mobile is a great way for you to communicate effectively with your customers, build brand loyalty and attract new customers to the brand. You want your mobile campaigns to run smoothly, and so do we. We know how to quickly obtain carrier approval, achieve optimal campaign results and turn those results into revenue. When conducting a mobile campaign, companies are required to adhere to certain rules and regulations. Navigating the latest industry rules and regulations can be challenging. We ve put together a guideline to help you remain compliant, increase your opt-in list and make your next campaign a success.
ESTABLISHING AN OPT-IN DATABASE ALL MOBILE MESSAGING CAMPAIGNS NEED TO BE CONDUCTED WITH END-USERS, OBTAINED THROUGH AN OPT-IN PROCEDURE. AN OPT-IN IS A TRACEABLE METHOD OF DEMONSTRATING AN END USER S CONSENT TO RECEIVE SMS MESSAGES. KEEP IN MIND THAT SMS IS A HIGHLY REGULATED SPACE, AND YOU MUST COMPLY WITH OPT-IN REQUIREMENTS. DO NOT REUSE OPT-IN LISTS FROM YOUR PREVIOUS CAMPAIGNS, SUBSCRIBERS MUST OPT IN TO NEW CAMPAIGNS EACH TIME. WHAT QUALIFIES AS AN OPT-IN? Texting a keyword to a short code Entering a phone number into a web form or app Sign up through Interactive Voice Response (IVR) Sign up via customer care representative Note, if an end user opts-in for a reoccurring program via a channel that is not directly through the handset (e.g. web), to ensure the content provider is not spamming an end user, a SMS message should be sent to the handset to allow the end user to confirm that he or she has opted-in to the program. 2
SIMPLE AND EFFECTIVE TIPS TO BUILD YOUR OPT-IN LIST PROMOTE YOUR MOBILE CAMPAIGN ON YOUR WEBSITE. Outline all requirements, including, but not limited to, how to participate, how to opt-out and how to text. Use screenshots to make each step clear. CREATE A PROMOTION VIA YOUR COMPANY S FACEBOOK OR TWITTER ACCOUNT that requires followers to enter their mobile phone number into a web widget in order to receive the coupon code. USE SIGNAGE AT EVENTS, TRADESHOWS OR IN-STORE to promote keywords, that attendees can text in order to receive realtime information about the show or any promotional offers. WHEN SENDING OUT EMAILS OR E-NEWSLETTERS TO YOUR DATABASE ENCOURAGE CUSTOMERS OR PROSPECTS TO OPT-IN TO YOUR SMS ALERTS. According to Nielsen Mobile, 97 percent of mobile subscribers will read a message within 15 minutes of receiving it. 3
SIMPLE AND EFFECTIVE TIPS TO BUILD YOUR OPT-IN LIST EVALUATE WHICH MEDIA PLATFORM WAS MOST SUCCESSFUL IN PROMOTING YOUR CAMPAIGN. RADIO OR TV ADS. These mediums provide an opportunity to promote keywords that consumers can text for more information or to participate in a promotion. PROMOTE YOUR CAMPAIGN THROUGH SEVERAL TYPES OF MEDIA SIMULTANE- OUSLY. The more places potential customers see your campaign print, TV, online, television, in venue, in-store displays the more likely they are to participate. BOOST CAMPAIGN PARTICIPATION WITH INCENTIVES. Allow television viewers to vote on contestants, or reward subscribers with coupons or prizes. AFTER SUBSCRIBERS PARTICIPATE IN YOUR CAMPAIGN, ASK THEM IF THEY D LIKE TO OPT-IN FOR FUTURE MESSAGES. Offer them incentives such as promotions and alerts. ONCE YOU HAVE THE CONSUMER S PERMISSION, IT S UP TO YOU TO KEEP THE INFORMATION YOU ARE SENDING BOTH INTERESTING AND RELEVANT. IF YOU SUCCESSFULLY ENGAGE CONSUMERS THEY WILL BE MORE LIKELY TO OPT IN TO FUTURE CAMPAIGNS. MEASURE YOUR RESULTS. Evaluate which media platform was most successful in promoting your campaign. By using a different keyword for each media type, while keeping the message the same you will be able to compare keyword results. For example, you could use the word BEACH for print, SUN for in store displays and SAND for in venue. 4
KEEP SUBSCRIBERS INTERESTED TEN TECHNIQUES TO IMPROVE YOUR MESSAGES 1 KEEP IT SIMPLE. Avoid using complicated key words that are difficult to spell. 6 TEST AND TEST AGAIN. Always test your campaign with a mobile device before launching. 2 3 4 5 WHERE POSSIBLE, MAKE KEYWORDS INTUITIVE AND RELATED TO YOUR CAMPAIGN. For example, if promoting a trip to Hawaii have subscribers text the keyword SUN. WHEN YOU CREATE CAMPAIGNS WITH MULTIPLE CHOICE ANSWERS, LIST THE ANSWERS WITH A, B, AND C INSTEAD OF 1, 2, AND 3. It is easier for subscribers to reply with letters since most phones default to an ABC input mode. KEEP YOUR MESSAGES UNDER 160 CHARACTERS, THE MAXIMUM LENGTH OF A STANDARD SMS. Messages longer than 160 characters will either be interrupted at 160 characters or split into two messages. MAKE YOUR MOBILE PROMOTIONAL ENTRY FORMS SIMPLE. Don t ask for unnecessary or lengthy information like email and street address. 7 8 9 10 STRIKE WHILE THE IRON IS HOT. Keep mobile contests between 60-90 days long, anything longer and interest wanes. KEEP THE NUMBER OF KEYSTROKES IN MIND WHEN CHOOSING A KEYWORD. The fewer keystrokes the easier for the subscriber to text. If you can abbreviate a keyword, do so. Popular abbreviations are Y for yes and N for no, msg for a message. LIST THE SHORT CODE DIGITS BEFORE THE VANITY CODE. This helps prevent subscribers from spelling the short code instead of entering the number. WHEN CREATING BILINGUAL CAMPAIGNS, USE A DIFFERENT KEYWORD FOR EACH LANGUAGE AND STATE THOSE KEYWORDS IN THE PROMOTIONAL MATERIAL. This way, you do not have to ask subscribers for their language preference in the text message. 5
STAY COMPLIANT THE FOLLOWING RULES ARE REQUIRED BY CARRIERS, THE CTIA AND THE MOBILE MARKETING ASSOCIATION (MMA) THE FIRST MESSAGE TO SUBSCRIBERS MUST INCLUDE INSTRUCTIONS ON HOW TO OPT-OUT. USE THE KEYWORD STOP, END, QUIT, UNSUBSCRIBE, CANCEL FOR OPT-OUT MESSAGES. ALWAYS STATE MSG&DATA RATES MAY APPLY IN INITIAL MESSAGES TO SUBSCRIBERS. The text standard rates may apply is no longer being used. To better inform consumers that message and data charges may be applicable, the new terminology above has been adopted. THE USE OF THE TERM FREE IS NOT PERMITTED EXCEPT FOR CROSS-CARRIER FREE-TO-END USER PROGRAMS WHERE IT IS REQUIRED. When there are no fees or charges other than standard messaging and data charges synonyms (i.e. complimentary, promotional, no charge) are supported by all carriers and must be used with the phrase : Msg&Data Rates may apply. ANY FREE TO END USER (FTEU) PROGRAM MUST INCLUDE FREE MSG PREFIXED IN ALL SMS MT S (MOBILE TERMINATED) CLEARLY INDICATE THE TERMS, CONDITIONS, BILLING INFORMATION AND OPT-OUT PROCEDURES OF YOUR CAMPAIGN IN ALL PROMOTIONAL MATERIAL. When promoting programs, content providers should ensure that their advertising in all forms is clear and conspicuous regarding all terms and conditions associated with the offer and adheres to all state and federal regulations. 6
STAY COMPLIANT NEVER ASK FOR PERSONAL INFORMATION. Carriers will not approve campaigns that ask for personal information such as bank account numbers, social security numbers, credit card numbers, PINs etc. NEVER PURCHASE MOBILE PHONE NUMBER LISTS. Selling opt-in lists is prohibited. ALL SWEEPSTAKES MUST OFFER A FREE ALTERNATIVE METHOD OF ENTRY (AMOE). Allowing participants to enter via mail, internet, fax or interactive voice recognition via a toll free number are all forms of AMOE, but are not the only forms of free AMOE. Anyone running a sweepstakes should seek legal guidance when drawing up rules. RESPONSES TO HELP REQUESTS SHOULD BE AVAILABLE TO ANYONE WHO REQUESTS HELP INFORMATION FROM THE SHORT CODE VIA SMS. To help subscribers understand their participation, each program should respond with the program details listed below when the subscriber sends the keyword HELP to the program short code if they are only subscribed to one service. Identity of program sponsor needs to be disclosed. This is defined as the program name, company name, or brand associated with the campaign. Customer support information either a toll-free number, web address. Service description of program: For example, weather alerts. Frequency such as 2 msg/mth. Must include Msg&Data Rates May Apply. Privacy statement, if applicable. Help messages do not need to contain renewal date information. 7
ABOUT MBLOX As the largest independent A2P (applicationto-person) mobile messaging company in the world, Mblox helps brands, agencies and service providers create meaningful connections with their customers on mobile devices anytime, anywhere. Mblox s network of more than 900 mobile operators around the world enables businesses to reach nearly 6 billion consumers. Mblox makes it easy for businesses to use text messages and push notifications to drive revenue, lifetime customer value and ROI. The company s market longevity and experience give customers peace of mind that they re sending the right message at the right time based on industry best practices, while an account management team of local experts provide ongoing support in a rapidly changing mobile environment. Mblox offers mobile messaging solutions that drive positive engagement throughout the customer lifecycle, with a primary focus on mobile care. Today s enterprises are relying more and more on mobile messaging, specifically SMS, as a critical tool in both acquiring and nurturing their customers. The ubiquity and handset agnostic nature of SMS make it the optimal channel for applications such as two-factor identity authentication, emergency alerts, airline schedule changes or delay communications, and shipping notifications, just to name a few. For more information, please visit: WWW.MBLOX.COM Follow us on Twitter: @MBLOX MORE RESOURCES (CLICK LINKS BELOW) NEW TCPA REGULATIONS CTIA MOBILE COMMERCE COMPLIANCE HANDBOOK CONSUMER BEST PRACTICES GUIDELINE FROM THE MOBILE MARKETING ASSOCIATION 8 CREATING CONVERSATIONS IN THE SMARTPHONE ERA