SPAM and the Text Messaging Industry

Businesses have vastly underestimated the impact of mobile text messaging. Text messaging, otherwise known as SMS (Short Message System), has been put in the shadow over more popular mobile web applications. However, not every phone is a smartphone and can use apps. Every mobile phone allows text messaging.

As businesses are returning to this incredible medium, many are disregarding the necessary permissions. The industry used to require double opt-in for receipt, but has since dropped those requirements to a single opt-in. SPAM is on a steep rise and there will be repercussions. Many mobile users get charged for every text received – opening the industry for lawsuits.

This report highlights a major problem in the text message marketing industry. With the rise in text message spam, the effectiveness of marketing through this channel will drop significantly if gone un-checked. With over two thirds of the U.S. population receiving text message spam, it’s time for businesses to start realizing the impact text message spam has on their customers and selecting software providers like Tatango that have instituted a zero tolerance policy for text message spam. Derek Johnson, Tatango CEO

In July 2011, text message marketing provider Tatango surveyed 500 U.S. consumers to get insights into their experience with text message spam. The survey results were used to create the following infographic on text message spam.

• 68% of survey respondents say they’ve received text message spam.
• Women under 17 are the most likely to have received text message spam with 86% of survey respondents saying the’ve received text message spam.
• Women 55+ are the least likely to receive text message spam with 51% of survey respondents saying the’ve received text message spam.
• Men and Women are equally likely to be the recipients of text message spam.

Text Message Marketing by Tatango.

Our recommendation is always to utilize a double opt-in methodology. That requires the user to first subscribe via a web site or text message, followed by a a confirmation that they wish to subscribe. When we set this service up for our clients at Connective Mobile, we also request some information – such as a zip code. This allows us to send out messages later by zip code, to our subscribers. This reduces the overall number of sends and increases response rates since the messages are geographically relevant.