From the Market Motive Forums: Does a mobile “opt in” opt the user into everything?
Mobile campaign rules are extremely important, not only to protect your company legally but also because people may feel violated or upset if they think you’ve crossed a boundary by contacting them when they aren’t expecting it.
Thus: the opt-in.
Opt-ins are for permission-based databases, primarily for communication via SMS.
For example, a user may respond to a call to action (CTA) and receive a coupon, information, or whatever you promised to send them. Because the mobile subscriber sent a message to you (the business or brand), you can send them one additional message. Often it is something along the lines of “Would you like to receive more offers? Text JOIN to enter our Mobile VIP club.”
There are specific rules on how to ask for an opt-in as well as the language you need in order to provide opportunities for consumers to get help or to opt out.
Overall, a mobile user does not opt in campaign by campaign. However, it’s important he/she can opt out at any time.
When done right, though, opt out rates should be in the low single digits.
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