When it comes to channels of communication, it doesn’t get much more personal than the mobile phone. As mobile marketers, we have a responsibility to respect this medium and to place control thereof firmly in the hands of the consumer. Follow these five principles of responsible mobile marketing and set the standard for best practice in your industry.

1. Use opt-in marketing.

Make sure that customers are expecting your communication. If they haven’t chosen to hear from from you, they’re likely to feel that their privacy has been invaded. Wondering where you sourced their details from, they will ultimately end up mistrusting you and your message (which, in fact, is tantamount to spam if you haven’t received the user’s permission).

One exception to this rule can be observed: It is widely regarded as acceptable to send mobile marketing to an individual whose number you have obtained through a sale or the negotiation of a sale (that may or may not have gone through). However, you should only market to them products or services that are similar to the original product or service. This is called the ‘soft opt-in’ method, and should not be relied on as a long-term strategy.

2. Always make sure that users can opt-out.

This is the second principle of permission-based marketing: Users need to be able to opt-out of receiving messages from you, and they need to be able to do so easily. There are few things more frustrating than hearing from a business that is no longer relevant to you (or worse, never was).

Remember to regularly remind users that they can opt out, and clearly explain how to do so. It should be free of charge, except for the cost of the transmission of the opt-out.

As a rule of thumb, you should automatically opt-out customers on your database with whom you have not had any contact for over one year. You can no longer guarantee that their details are correct; nor can you know whether or not they still want to hear from you.

3. Segment as accurately as possible.

The beauty of mobile marketing lies in the power to target your audiences as accurately as possible. Market segmentation is the process of dividing up your target market into groups with similar social and economic backgrounds, and similar propensities to buy your product.

During the planning phases of your marketing campaign, decide what segment of your market the campaign is aimed at, and ensure that the proposed content thereof is appropriate for that group.

Bear in mind that what is perceived as offensive or inappropriate will largely depend on your target market. Campaigns containing references to religious or political beliefs, race, gender, alcohol, gambling or competitions should be doubly checked for inappropriate content or undertones.

4. Make sure that your message has value.

Remember that you are still talking to real people with limited attention spans and thousands of messages vying for their attention every day. Differentiate yourself by clearly identifying your promotional offer and its value to the customer. Don’t only concentrate on the sale you might make, and never forget to include a call to action.

5. Time your message well.

Pay attention to when and how often you are sending messages. It is best practice not to send mobile marketing communication between 10pm and 7am on weekdays, and between 10pm and 9am on weekends and holidays (unless there is a specific reason to be doing so). You’ll also want to wait 2-3 weeks before sending your next message.

Need more info? We’d be happy to help. Click here to chat with us about how you can turn your mobile marketing campaign into a responsible one.

Hannah Moore is a freelance journalist and copywriter based in Cape Town, South Africa.

Image credit: Mobilemarketingwatch.com, Jensgulich.wordpress.com