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Email and Text Marketing – Best Practices

Email and Text Marketing - Best Practices

We at Pinnacle Lists are always researching new direct marketing trends.

Today I would like to look at email and text marketing best practises.  What is working?  How can you take advantage of any new ideas that have recently been presented?

You will be happy to know that the rules recently became tighter for SMS text message direct marketing in the USA.  The legislation states, “Beginning October 16, 2013, prior express written consent will be required for all auto-dialed and/or pre-recorded calls/texts sent/made to cell phone and pre-recorded calls made to residential land lines for marketing purposes.” 

Here is an excellent article from CMS Wire that provides some very worthwhile insights on how to work with the new regulations s so as to positively impact email and text marketing.  Here are some highlights from the article:
1.  Make your opt in campaigns fun, relevant and worthwhile – If consumers feel that they are getting something of value in return for a message you are sending them, then they will respond.
2.  Pair Sweeps and Contests with mobile and social – Great news! One-time campaigns — those where a user calls or texts a number and receives one message such as a sweeps entry, link to download an app, single coupon, etc. — are all exempt from the new TCPA guidelines as long as they don’t contain additional advertisements!!
3.  Use mobile web pages to offer content and consent – Offering a piece of rich content, such as a song download, movie clip, etc, is a smart way to get consumers something they want, as well as get them to opt-in. Having a simple check box and language prior to content access is the easiest way to do this. “By checking this box, I agree to receive marketing/auto dialed text messages from <brand> at the mobile number I have provided. Consent is not required to purchase goods or services.”

I came across a great interview titled, “How to Avoid Telephone Consumer Protection Act Traps?”  Here is a very good quote from the interview with some feedback on how to deal with SMS marketing:  the FTC…. basically takes the position that if something is going to surprise consumers…..something is going to happen as a consequence, then you have to call it out and you have to be in their face about it. So a check box that says, yes, you can call me at my mobile number, and then there’s a check box there, that’s going to be OK. But there’s no hard and fast standard here.”

I hope that this information has been helpful around email and text marketing.

Please contact us to run either permission based email or SMS text messaging counts for your campaign.

Thanks for your time.

The client was very happy with the campaign. The click-thrus were very good. We’ll definitely look to do this again in the future. Thank you for all your help and patience! SMS Campaign SuccessLinda J - Financial MarketerLA, California, USA