SMS and Messaging Campaigns Flashcards

What does the term 'SMS drip campaign' refer to in mobile marketing?

Answer: A series of pre-scheduled SMS messages sent over time based on triggers

An SMS drip campaign sends a sequence of automated messages over time, triggered by user actions or time intervals, to nurture leads or onboard customers.

Which metric best indicates the effectiveness of a call-to-action in an SMS campaign?

Answer: Click-through rate (CTR)

Click-through rate measures how many recipients actually clicked the link in the SMS, directly reflecting CTA effectiveness.

Under TCPA regulations, what is required before sending marketing SMS messages to consumers in the US?

Answer: A written prior express written consent from the recipient

The TCPA requires prior express written consent before sending autodialed or prerecorded marketing text messages to wireless numbers.

What is the maximum character limit for a standard SMS message?

Answer: 160 characters

A standard SMS message supports up to 160 characters using GSM-7 encoding; messages exceeding this are split into multiple segments.

A brand sends a promotional SMS at 2:00 AM local time to subscribers. What compliance issue does this create?

Answer: Violation of TCPA quiet hours, which restrict calls/texts before 8 AM and after 9 PM local time

The TCPA prohibits autodialed or prerecorded calls and texts before 8 AM or after 9 PM in the recipient's local time zone.

What is 'SMS shortcode' commonly used for in marketing campaigns?

Answer: A short 5-6 digit number used for high-volume messaging and keyword-based opt-ins

Shortcodes are 5-6 digit numbers approved for high-volume SMS marketing and allow consumers to text keywords to opt into campaigns.

Which of the following is an example of a transactional SMS versus a promotional SMS?

Answer: A shipping confirmation with tracking number

Transactional SMS messages are triggered by a user action (like a purchase) and convey account or order information, not marketing content.