SMS MARKETING BEST PRACTICES

We’ve pulled together a few helpful links covering key mobile marketing best practices.

The Mobile Marketing Association (MMA) is a hands-on industry group focused on moving the mobile channel forward. They work to remove barriers to growth, set clear guidelines and standards, and promote mobile as a serious marketing channel for brands and content providers.

MMA members span the full ecosystem. Agencies, advertisers, device manufacturers, wireless carriers, retailers, and the software and services companies building the tools behind it all.

You can explore their resources at www.mmaglobal.com.

The following documents provide additional sources of information and reference:

• MMA Mobile Advertising Guidelines

• Telephone Consumer Protection Act

• CAN-SPAM

• Common Short Code Administration

• COPPA

• FTC Guide Concerning Use of the Word “Free” and similar representations site defining ‘free’

In addition to the resources above, here are a few mobile marketing best practices to keep front and center as you build and run your mobile strategy.

Program clarity (the must-have disclaimer stuff)

Make it obvious what people are signing up for. Spell out the program type, expected message frequency, how to opt out, how to get help, and that message and data rates may apply. Include a clear way to contact you with questions. No surprises. Surprises create complaints.

Frequency

Don’t treat your list like an unlimited group chat. The right cadence depends on what you send, what business you’re in, and what subscribers expect based on how you positioned the program. Set the expectation up front, then stay consistent with it. If you need to increase volume for a specific window (like a big sale), signal it ahead of time.

Content mix

Promos pay the bills, but they can’t be the only thing you send. Blend in value-based messages that strengthen the relationship. Helpful updates, reminders, service notifications, and simple human moments (holiday messages, event tie-ins, customer appreciation) build trust and keep your audience engaged between offers.

Consent

Always collect express prior written consent before sending marketing texts. A purchase or a past transaction does not equal permission to text. Clean consent is the foundation. It protects you legally, improves deliverability, and keeps your list healthier. Your best-performing programs are the ones built on people who actually asked to hear from you.