TOP 10 SMS Campaign DO’s:

• Integrate SMS into the entire marketing mix including traditional (TV, radio, print) and digital (web, email)
• Ensure “call to action” is the primary message and focal point in advertisement
• Use a value-incentive, relevant to the demographic, to encourage participants to text-in
• Use multiple keywords to track media channels and track response rates of media buy
• Use PIN numbers and promo codes for tracking and redemption
• Create an opt-in database for future communication
• Send out SMS reminders, updates, notifications, and mobile coupons
• Include WAP link (mobile webpage) to further extend brand engagement
• Use SMS to drive traffic to a store, to an event, or online
• Run a successful pilot SMS campaign and then expand into a national campaign

TOP 10 SMS Campaign DONT’s:

• Don’t place the “call to action” in a hard-to-see location (eg. at the bottom of the print ad, only featured on the TV screen for a few seconds, tiny font etc.)
• Don’t mix too many messages within the advertisement – have one key message (“Text WIN to 889988”)
• Don’t use long words or words with multiple spellings – choose short, simple, and easy to text words
• Don’t send text messages to people who don’t want them – allow people to easily opt-out
• Don’t run print advertisement, radio spot, or commercial only once – run media multiple times
• Don’t blend call to action with other written content – ensure “call to action” stands out with different size font, different colour, separate section etc.
• Don’t limit “call to action” to one medium (eg. only newspaper advertisements) - incorporate “call to action” into entire marketing mix
• Don’t use numbers as keywords (eg. “Text 10 to 889988 to get $10 off) – instead use, “Text DISCOUNT to 889988 to receive $10 off)
• Don’t use fullwords, abbreviate to fit more into ur msg
• Don’t look at mobile as a one-off campaign - reconnect with your loyal database for ongoing communication