Spectacular Spring Sale

10% Free SMS - find out more here

Mobile Marketing – Can I send my customers a bulk text campaign?

  • Why not share:
  • Social sharing button for Facebook
  • Social sharing button for Linkedin
  • Social sharing button for Twitter
  • Social sharing button for Googleplus
  • Social sharing button for Pinterest


Am I allowed to send my customers a mobile marketing campaign? Customers have given me their mobile numbers but they haven’t specifically opted in to receiving text messages.

This is one of the most frequently asked questions on the subject of mobile marketing and  I thought it would be worth clarifying the rules regarding ‘opt in’. The easiest way of doing this is to copy and paste the letter of the law directly from the ICO (Information Commissioner’s Office.) Website.

On the site they have a helpful FAQ’s sections where the following, very specific question is asked.

Q: I want to market my customers, both existing and potential, by phone, fax and email. Is there anything I need to be aware of? (Mobile marketing is covered by the same rules as email marketing.)
The response is as follows:

Emails and text message
“You must not contact individuals without their prior consent UNLESS you have obtained their details in the course of a sale or negotiations of a sale, you only contact them about your own similar products or services and you give them the opportunity to opt out of receiving further marketing messages each time.”

So if a customer or prospect has given you their mobile number, then you are more than entitled to include them in a mobile marketing campaign without them having specifically opted in. You need to make sure you include an sms opt out and that you’re not selling them something completely different.

All Text Marketer accounts come with a free opt out code that customers can text in to remove themselves from future mobile marketing campaigns. It’s a failsafe system that adds their number to a stop list, so that they can’t receive any more text messages from you.

So hopefully that’s cleared it up for you if you had any doubts. I think the rules are common sense really but please feel free to call the ICO if you need further clarification.



Related articles

  1. Mobile Marketing – Sue Ryder Embraces Bulk SMS
    Leading cancer care charity Sue Ryder, which delivers over 4 million hours of palliative care every year, is using  bulk...
  2. Mobile Marketing – Target the Human Not the Mobile Number
    There was a great article recently in Mobile Marketing  Magazine about the importance of talking to your customers and prospects...
  3. Mobile Marketing – Volvo S60 Text Response – Blink and You’ll Miss It
    I noticed that Volvo have got a new TV campaign out, selling their new s60 model. The idea of the...
  4. Glass’s Guides Launches Mobile Marketing Service
    Glass’s Information Services, the company behind the famous vehicle valuation guides, have launched a new mobile marketing service to inform...
  5. Lookers Choose Text Marketer for Bulk SMS
    Leading car dealership group Lookers has chosen Text Marketer as its bulk sms provider. The Group has over 120 dealerships...
  6. Opting in to Mobile Marketing Services – Why are Some Consumers Nervous?
    The IAB and the DMA recently published some excellent research that explored some of  the reasons why consumers often feel...
  7. Mobile Marketing – Over 50′s Move Centre Stage
    For years now we’ve been trying to convince some customers that the over 50′s do send and receive texts just...
  8. Mobile Marketing – Papa John’s Increase Sales By 33%
    A remarkable example of the efficiency and effectiveness of mobile marketing as a communication medium has emerged from one of...
  9. Mobile Marketing – Storage Kings Launches SMS Promotion
    Leading storage company Storage King is using mobile marketing as a simple way of getting offers out to their customers...
  10. Bulk SMS Campaigns Boost Sports Crowds
    In recent months, we’ve seen a big rise in sports clubs using bulk sms as a way of keeping in...