For companies looking to diversify their direct marketing efforts, mobile marketing can provide a targeted and high ROI-yielding solution. Yet, many companies keep pushing mobile marketing into the background for no other reason than fear of the unknown.

Mobile marketing can be very daunting – if you are not using the best practices, you run the risk of upsetting your current and potential customers. The Mobile Marketing Association recently put out their most recent best practices guide that you can use as a baseline in your mobile marketing programs. Below I discuss summarize a few of the key points:

1. Make sure your customers have opted in.

Probably the most important aspect of the success of every mobile marketing campaign! Don’t ever send a customer a message without their permission. Not only is it illegal (CAN-SPAM Act), but most customers have to pay a service fee for receiving a message. If you are sending out unsolicited messages, you will lose those people as customers and will have succeeded in only tarnishing your brand.

2. Clearly identify how often your customer will hear from you.

Make sure you let your customers know how often you will be sending them messages. Better yet, let them decide for themselves. Mobile marketing should let the consumer control the content and frequency of the messages they receive.

3. Give your customers clear instructions about how to opt out.

You try your hardest to target customers and send them information they will find interesting – but, sometimes they just don’t want to hear from you anymore. Please, please make opting out easy for them – especially in mobile marketing. The last thing you want is a frustrated customer. Make sure you put clear instructions about the opt out process in BOLD lettering at the end of every message you send out.

Sound familiar? Yes, mobile marketing is very similar to e-mail marketing only stricter due to the personal nature of mobile devices. In the long run, if you follow the practices above, you will assure that your mobile messaging campaigns are reaching and empowering the correct audience.

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