Text message marketing is a cost-efficient and effective way to market across many age groups and segments. However, as Burger King recently found out, it can be costly when a customer’s request to opt out isn’t granted.   This is a great example of what NOT to do within a text message marketing campaign. To ensure this does not happen, you really need to have credible opt out processes in place.

To learn more about this, the Mobile Marketing Association (http://mmaglobal.com/main) can provide you with general best practices for mobile marketing. However, the individual carriers have their own set of rules and guidelines for marketing to their customers. Also, customers are charged Standard Text Messaging rates per their cell phone plan. What that means is that a message counts against their text message plan (if they have one) or incur the standard text message rate per their cell phone plan. So, unwanted text messages after an opt out request will really upset a customer and rightfully so.

Lastly, the best way to follow best practices and have an effective text messaging campaign is to hire a professional!  SouthWest Direct has performed many text message marketing campaigns and always follows best practices.
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