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The mobile marketing explosion is raising another serious challenge-privacy. Consumers are increasingly getting agitated with marketing messages. Sometimes even from sources they opted in and may have even forgotten or the messages have a disturbing frequency. When a privacy complaint is raised against you as a marketer, the implications are serious. One text can get you fined $16,000. Send ten unsolicited messages and you can easily be $160,000 poorer. Here are some tips that will help you navigate through the privacy dilemma.
1. Give privacy the seriousness it deserves
Sending marketing messages need to be permission based and the frequency and type of message matter. Even after your consumers opt in, you can't wait three months before sending your first message. They would have forgotten it and my launch a complaint. On the other hand, sending out six messages daily to consumers who have opt in my feel like an intrusion of their privacy. So keep it simple and send alerts that give consumers refreshing offers and information about the impending closure of a sale.
Sending messages to children is strictly not allowed unless their guardians or parents give specific authority on the matter.
2. Ensure consumers always opt in.
It is important you have users sign a form to signify their acceptance to receive your marketing messages. It is not good to blast your messages to everyone on your consumer list. An opt-in form should be simple, clear and inviting that collects only information that is necessary. It is the one documented that will help you should complaint arise. But, you should not use that signed opt in form as a ticket to sending messages that maybe irrelevant and undignified.
If you have two companies, dealing in automobiles and microwaves, you cannot interchange opt in lists. People on the microwave list should never receive massages about cars unless they specifically opt in.
3. Offer clear Opt-out procedures.
Just the same way a consumer accepts to receive your messages, he or she should also be a given the option to stop receiving them. This should be clearly displayed. I guess this should not worry any marketer because people's circumstances change. And there is no use sending messages that relate to your restaurant for someone who has moved out-of-state. Don't take opt out personally; it is not necessarily a rejection of your services or messages. So whenever one asks to opt out, process the request as quickly as possible.
And opt out should not be charged, or made unnecessarily difficult. In fact every message you send out should also have clear opt out procedure displayed. This is a legal requirement.
The long-term trust you develop with your customers is of great importance. And any time you violate privacy, it doesn't matter what you say thereafter. I believe you know your customers well and you need to understand what 'unauthorized' means. Adults may have different tastes from teenagers and women may think differently from men. The better you understand your consumers the better your messages will be received.
Mary Wilhite is a Mobile Marketing Specialist, also known as the Mobile Marketing Queen. Teaching small businesses, entrepreneurs, and internet marketers how to attract better customers with mobile marketing devices. Get more of her mobile marketing tips, tricks, and strategies today. Just click here http://marywilhiteblog.com/.
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