Here are some ways to develop a successful campaign:
Personalise the message: use the SMS Merge feature to add a name to the message to increase engagement with your customers.
Offer something special: to make people feel good about being on your distribution list
Manage replies: you need to manage opt-outs, but you also want to be able to answer questions if the customer replies.
Manage frequency: find a balance between keeping customers updated without overdoing it
How to construct an effective message
Use a personalised greeting: with the customers name.
Describe your event: what it is, where it is, when it is.
Add a hook: a special offer if they show this SMS message.
Sign off: with your business name and a contact number.
Keep it short: you can do all this in 160 characters.
Complying with the SPAM regulations
If you are sending marketing messages, it's important to ensure your messages comply with UK spam rules. The ICO website has information for businesses to ensure they comply with the rules, however the two main rules to consider are:
Get permission from your customers before sending messages. This can usually be done when they provide you their mobile number.
Ensure you tell customers how to opt-out of further marketing messages, either by providing a phone number to call, or by sending from a mobile number that can manage SMS replies. SMS Broadcast also provides you a way to manage SMS replies by letting the customer reply to our inbound number.