It’s a simple one, but imperative nonetheless: “Protect the consumer, and you protect the opportunity.”
It’s privacy protection he’s talking about, of course, giving the consumer choice at every opportunity to opt-in and opt-out. He’s not referring to how to get consumer opt-in interest: Mr. Becker is more interested in informing the consumer as to what exactly an opt-in consists of. For example — is the opt-in limited to one specific campaign or does it include all future advertising by that company? To be transparent, the marketer also needs to address the frequency of text messages, the content that might be contained in those messages, and the use of the private information given to the business by the consumer.
Obviously consumer ability to opt-out of any SMS marketing campaign must be seamless: an easy STOP message which is immediately effective and the choice to do so provided with every text message.
Why bother? Because “your brand is riding on it,” says Michael Becker. “Drop the ball on something as fundamental as consumer choice and control, and you may lose the trust of your audience and your program could backlash – creating customer dissatisfaction, rather than boosting sales, generating awareness for your brand or whatever your objective may be.”