Mobile Marketing and Spam

Mobile marketing has been proven to be one of the most effective marketing methods for encouraging customers to take action. With the rise in ownership of smart phones, SMS message marketing has become more useful than ever, enabling you to send your customers direct links to websites or to multimedia experiences, which in turn, encourages even greater customer participation.

However, with stories hitting the news that well known companies such as McDonalds, Groupon Australia, Betezy and CellarMaster Wines have been fined or reprimanded for breaking the SPAM Act, many companies feel unsure about pursuing a SMS marketing campaign.

Yet if you follow just four simple rules you can ensure you never break the SPAM Act of 2003 and you can enjoy the rewards of a successful SMS marketing campaign.

How to Comply with the SPAM Act 2003

There are three simple steps to ensure that all your SMS marketing messages are SPAM compliant and they are known as the CIU rule.

1. CONSENT. Always ensure you have the customer’s consent to send them SMS messages. This means you should NEVER buy a list of mobile numbers and names. You should only ever send SMS messages to customers who have ‘opted-in’ to receive them. You need to make sure that in your Terms and Conditions it is clearly stated that the customer is ‘opting-in’ to receive marketing messages from your company.

2. IDENTIFY yourself. Ensure that each message you identifies that it is coming from your business – never send anonymous or vague SMS messages.

3. UNSUBSCRIBE OPTION. You must offer the customers the option to unsubscribe from your mailing list in every SMS message that you send.

That is all there is to it, yet as we read in the news, many companies still manage to fall foul of the law. Here at directSMS we have made it as easy as possible for you to send SPAM compliant messages.

How to Easily Send SMS Compliant Messages

There are three steps to ensure that every message you send is SPAM Compliant.

1. Ensure that you have the ‘auto opt-out’ feature enabled on all your outgoing messages. If you are unsure as to whether or not you have enabled this feature, email our support department at support@directsms.com.au with your username and they will ensure it is enabled for you.

2. When you have typed your marketing message in the Message Text Box on your control panel, go down to the Handling Rules box and select “2-Way” as the message type. This enables your customers to reply to the text with an unsubscribe message if they want to.

3. Click on the ‘Marketing Utilities’ Box in the Message Box and select “Add Opt-Out Text.” Alternatively you can type your own opt-out text at the end of your message. Write something like “Reply STOP to opt-out.”

Then simply send your message as normal.

The Blacklist

If a customer replies back with the words ‘STOP’ or ‘UNSUBSCRIBE’ our control panel will automatically add them to your Blacklist and they will never receive a SMS message from your company again.

However, not everyone replies with standard opt-out texts. Some people prefer to type their own unsubscribe message that won’t get picked up by our control panel. Yet, to remain SPAM compliant you need to ensure that these customers are also unsubscribed.

To do this you need to check your replies manually. Go to SMS Tools and select “2 Way SMS”. You can then read through the replies you received and if any customer wants to opt-out you simply click the Blacklist link next to their message.

It really is that easy to stay SPAM compliant.

For further guidance on how to stay SPAM compliant check out our video guide here.