SMS
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General Rules
Keep the text message and call to action as simple as possible [source: SMS Best Practice].
Be transparent about costs as many users are sceptical about charges [source: SMS Best Practice].
SMS Content
Use bitesize pieces of information that a user can access while on the move[source: The Mobile Channel, May 2008].
Limit the message copy to 160 characters - just enough to grab attention, get the message across and to communicate a simple Call To Action [source: The Mobile Channel, May 2008].
Maximising Engagement
Don't end the communication with the prospect's text response; look for ways to extend the dialogue and build up a relationship [source: SMS Best Practice].
Improve message relevance and timeliness by utilising location technologies built into many mobile phones and networks [source: SMS Best Practice].
Consider using mobile technology to further engage prospects in your campaign by providing them with a 'voice' in real time [source: Online Acquisition Best Practice, March ‘08].
Testing
Test different CTA mechanics eg. call for more info, text for more info, text for a call back, text to be sent an email etc [source: The Mobile Channel, May 2008].
Research & Tracking
Ask - do research to find out what kind of information people would like or be prepared to receive from Amex on their mobiles and test this [source: The MobileChannel, May 2008].
Use different keywords to track responses from different media channels and creatives [source: The Mobile Channel, May 2008].
Other Considerations
Think carefully about how SMS could fit into your communications strategy;mobile should enhance rather than complicate your marketing campaign[source: The Mobile Channel, May 2008].
Prospects won't always follow instructions so be ready to deal with unexpected responses or questions [source: The Mobile Channel, May 2008].