Mobile Marketing Tip: Why to Use Caution with Opt-In Widgets on Websites

“I never signed up for this stupid celebrity news text list and I don’t know how to get out of it,” my client sputtered as I was introducing him to our mobile text message marketing services. Needless to say, he didn’t want to hear about how to use our program for his business, even though I assured him that our program was completely opt-in. Though I wasn’t thrilled about him not wanting to know more, I understand his concerns. His situation isn’t unique and provides some valuable lessons for those of us who are launching mobile marketing efforts and promoting them online.

Mobile text message marketing systems can offer a sign-up widget to be posted on a website. Basically, it allows users to subscribe by typing their cell phone numbers into a text box, similar to an email newsletter subscription box. Actually, that’s a nice feature that can help build a list. But here’s the problem: ANY cell number can be entered into the text box by ANYONE. So if someone has your cell number, they can enter it. Just offers too many opportunities for cranks and hackers to enter phone numbers. This may have been what happened with my client (although he was blaming his cellular service provider… not so sure about that).

As well, for my client there appeared to be no way to opt out of this nuisance list. Most lists offer an opt-out keyword (e.g. STOP) to unsubscribe to the list when signing up. But continuing to let subscribers know how they can opt out is not only a courtesy, but protects you from being labeled as a text message spammer.

So how can you protect your subscribers and yourself?

Ditch the Widgets, Offer Manual Opt-In – Sure, you want to use your website to promote your mobile text marketing list. Just don’t use a sign-up text box widget. Instead, include your opt-in keyword(s) and short cell number so that people can manually subscribe to your list with their mobile phone. This helps prevent hackers from loading your list (which costs you money) and protects your reputation as a responsible mobile marketer. Yes, this will mean that it might take longer to build your list, but it always means that those who do make the effort to opt in with their phone are truly interested customers and prospects.
Always Give a Way Out – Though many mobile savvy users know that certain keywords such as STOP are commonly used for opting out, let your subscribers know how they can opt out of your list with every message. This reassures them that you want to connect with them in the manner and frequency they wish.

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