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With the rapid growth of SMS, mobile marketing is now a viable option for businesses of all sizes. As long as you adhere to certain regulations and common-sense rules, it can be a far more cost-effective and targeted way of accessing your audience than more conventional forms of marketing.

The most important rule is never to text anyone who hasn’t already expressly given you their permission to do so. This breaks marketing regulations and is, ultimately, a pointless exercise, as you will merely annoy the message’s recipient. Many companies offer to sell you lists of people who have given permission to be texted by a third party; for a small company, however, these are unlikely to be useful, though they are legal.
 
One of the best uses for SMS marketing is to target those who have already purchased from you or have visited your site or bricks-and-mortar shop. Try setting up a competition inviting customers to enter their mobile numbers to win a prize. You will have to ask them at the same time to “opt in” to receive SMS messages, but you should receive enough favourable responses to be able to set up an SMS list.
 
Many small marketing agencies will run an SMS campaign for a small business at a reasonable price. It is always best to allow an agency to handle your mobile marketing, rather than using a bulk-text program, and the costs should be less than you might fear, provided you shop around.
 
Even when customers have given their permission to receive texts, you still need to give them the option to opt out at any point – usually by sending a text with the word STOP.