SMS messaging follows the rules of permission based marketing. It’s 100 percent opt-in based. Simply put, customers have to give their expressed consent before receiving SMS messages. This can be done in one of three ways. New subscribers can double opt-in¹ via web widget, add their cell number to a compliant sign-up form or text to join. The latter is the most common. After opting in, the new subscriber will receive an auto reply confirming their subscription. If the opt-in was accidental, they can simply reply STOP, and all messaging will cease.

Dunkin Donuts revived some of their failing stores with an SMS campaign that they advertised through online ads and radio. The campaign rewarded customers for sharing the text offers with their friends. By encouraging sharing and word-of-mouth in their promotion, they leveraged their spending on their SMS campaign and managed to provide sufficient incentive that 17% of those who received texts forwarded them and 7,500 people opted in to their loyalty program. The result was a 21% increase in store traffic. Impressive results.
The advancement of mobile technologies has allowed the ability to leave a voice mail message on a mobile phone without ringing the line. The technology was pioneered by VoAPP, which used the technology in conjunction with live operators as a debt collection service. The FCC has ruled that the technology is compliant with all regulations.[36] CPL expanded on the existing technology to allow for a completely automated process including the replacement of live operators with pre recorded messages.[37] By optimizing the technology, marketers can utilize the process to increase engagement of their product or service.
Mobile marketing via proximity systems, or proximity marketing, relies on GSM 03.41 which defines the Short Message Service - Cell Broadcast.[33] SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area. In the Philippines, GSM-based proximity broadcast systems are used by select Government Agencies for information dissemination on Government-run community-based programs to take advantage of its reach and popularity (Philippines has the world's highest traffic of SMS). It is also used for commercial service known as Proxima SMS. Bluewater, a super-regional shopping centre in the UK, has a GSM based system supplied by NTL to help its GSM coverage for calls, it also allows each customer with a mobile phone to be tracked though the centre which shops they go into and for how long. The system enables special offer texts to be sent to the phone. For example, a retailer could send a mobile text message to those customers in their database who have opted-in, who happen to be walking in a mall. That message could say "Save 50% in the next 5 minutes only when you purchase from our store." Snacks company, Mondelez International, makers of Cadbury and Oreo products has committed to exploring proximity-based messaging citing significant gains in point-of-purchase influence.[34]
Our RVM platform are now able to deliver messages to compatible land lines, so we don�t scrub them now, unless specifically asked to do so. A compatible land line is a hard wired phone that uses voicemail service provided by the carrier and not an answering machine. This does not include VOIP services like Skype, Vonage, Google Voice, etc. It�s a good thing, because less numbers (leads) are discarded.

The new Telephone Consumer Protection Act guidelines going into effect on October 16th 2013 require written, auditable consent for every consumer in a mobile database whereas previously consent could be express, meaning a company had previously done business with an individual. For those marketers not already using written consent for their opt-in programs, the new guidelines will require a significant change in how they structure their programs. Any company who is sending SMS messages as part of their marketing initiative need to follow the below guidelines:

As we enter the holiday season, it is always useful and rewarding to reflect back on the past year. Not only is it a time for gratitude, but it is also a time to observe lessons learned along the way. 2018 has been an exhilarating ride at Conversica, and the company is doing well by any objective standard. Serving over 1,000 customers worldwide, we have helped our customers generate over $10 billion in incremental revenue. In addition, Conversica was just named one of Deloitte’s Technology Fast 500, a list of  fast-growing companies releasing emerging technologies, while at the same time securing the largest Series C round ever, at $31 million, for a conversational AI company.

Mobile marketing approaches through SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone. This is thanks impart to SMS messages being hardware agnostic—they can be delivered to practically any mobile phone and accessed without a Wi-Fi or mobile data connection. This is important to note since there are over 5 billion unique mobile phone subscribers worldwide in 2017, which is about 66% of the world population.[7]

Once you've collected your mobile numbers, verified that you have followed all of your legal responsibilities you can start your SMS marketing campaign. I'd suggest using a 3rd party service provider to ensure that you are able to track the return on investment for your campaign, embed an unsubscribe message, and easily manage your SMS marketing database including unsubscribes. 

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