It’s hard to argue with the fact that texting with your customers is at or near the top of the list when it comes to effective marketing strategies. Whether it’s Mashable’s Allegra Tepper noting that viewers open 98 percent of sent messages, or Rimma Kats from Mobile Commerce Daily reporting that consumers are 10 times more likely to redeem a mobile coupon when compared to a traditional options, there’s no denying that SMS marketing is a powerhouse for brands that pull it off right. However, like any other great thing, a few bad apples can spoil the whole deal for everyone involved.
To help combat this wave of illicit text usage, the Messaging, Malware, and Mobile Anti-Abuse Working Group, otherwise known as M3AAWG, has released a series of industry best practices to help steer brands away from the temptation of mistreating contact list members. With that in mind, let’s dig into the report and see what your brand needs to do to ensure that it stays on the straight and narrow, all while keeping the good vibes flowing with audience members.
What Is M3AAWG?
While all of this sounds nice, you’re probably sitting in front of your computer wondering what M3AAWG is and why this organization cares about your text marketing campaign. To answer the first part of that quandary, this organization is an open membership group that services the technologically oriented communications industries – in this case, anyone who plans to connect with customers via text. As far as the motives of this group, the goal of M3AAWG is to bring these related sectors together to combat messaging abuse – namely spam, viruses, and any other threat to the digital well being of consumers around the globe.
Laying the Foundation
To pave the way for this goal, M3AAWG released a comprehensive review of the issues facing the industry and its recommended feedback to these problems. At the heart of the report is the concept of making mobile marketing abuse unprofitable. By having regulatory bodies and laws, like CASL, bring the hammer down on those who stick a toe over the line that separates acceptable from illicit, M3AAWG hopes to curtail the threat of spam and other shady practices to unsuspecting readers. Aside from covering the threats faced by the text community, the report also covers safe Internet browsing and protecting business web domains.
Developing Industry Best Practices
To help realize this dream of a spam-free community, M3AAWG offers up some important best practices for brands like your own. Before your messages start hitting mobile inboxes, here’s a quick breakdown of M3AAWG’s recommended tactics, as explained by The Wall Street’s MarketWatch blog. First, limiting the number of messages you send, as well as notifying the authorities of any group soliciting black market bulk user information, can help separate your campaign from the ranks of generic spammers. Naturally, there’s nothing wrong with connecting with your audience regularly, but if you’re going overboard with multiple daily messages, you’ve definitely crossed over into the shadier part of the industry.
From here, resist the temptation of spam endorsements at all costs. While the idea of pumping up your contact list with new users is great at first glance, subscribing to these services, even if it is free, only propagates consumer abuse in the form of compromised personal information and illicit data harvesting. Additionally, letting your customers provide feedback with the 7726 (SPAM) system keeps your campaign honest and provides feedback from the viewers at the same time. The last recommendation is a call to action of sorts for the industry. Instead of just reading about text messaging best practices on blogs like this one, connect with others via comment sections, forums, and social media to help spread the word about doing business, and gaining results, the right way.
Is This the Same as CASL?
Considering all the coverage we’ve given CASL recently, you’re probably seeing a lot of similarities between that legislation and this industry report. The big difference here is that CASL is a law with severe penalties for those who decide to break it, while M3AAWG’s recommendations for best practices is simply the industry chiming in with its own take on the right way to connect with mobile shoppers. However, if you truly want to stay on the good side of the law, the overlap between these two offerings can help reinforce a strong approach to mobile marketing, according to Candice So of news outlet ITBusiness.ca. It might seem like a little bit of overkill at first glance, but keeping up with M3AAWG’s releases and staying on top of all the latest regarding CASL enforcement is a smart way to keep your campaign rolling smoothly and avoid the long arm of the law.