March 4, 2013, 2:12 PM

Retailers must follow the rules of text message marketing

(Page 2 of 2)

Use contests with caution: While contests and sweepstakes can be a great way to use text-message marketing, the laws surrounding such contests vary by state, Mogreet says. It suggests that marketers planning to launch a contest or giveaway check with their lawyers to make sure they are complying.

It is important to comply, Mogreet says, for a number of reasons. Wireless carriers and the CTIA monitor text message marketing programs on a regular basis. Severe infractions can result in a carrier or aggregator suspending a marketer’s short code or halting sending text messages on behalf of the marketer.

Poor practices can also lead consumers to opt out, bad publicity or even class action lawsuits by consumers. Pizza Hut, Taco Bell, Papa John’s and Wal-Mart Stores Inc. have all faced lawsuits because of their text messaging programs.

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement