Mobile Marketing SMS and Messaging Campaigns 2 — Questions and Answers
Question 1: What does the term 'SMS drip campaign' refer to in mobile marketing?
- A single promotional blast sent to all subscribers
- A series of pre-scheduled SMS messages sent over time based on triggers (Correct answer)
- An automated response to customer complaints via text
- Mass texting during peak shopping hours only
Correct 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.
Question 2: Which metric best indicates the effectiveness of a call-to-action in an SMS campaign?
- Delivery rate
- Click-through rate (CTR) (Correct answer)
- Message length
- Send time
Correct answer: Click-through rate (CTR)
Click-through rate measures how many recipients actually clicked the link in the SMS, directly reflecting CTA effectiveness.
Question 3: Under TCPA regulations, what is required before sending marketing SMS messages to consumers in the US?
- A written prior express written consent from the recipient (Correct answer)
- Only a verbal agreement from the customer
- An opt-out option included in every third message
- Proof the recipient owns the phone number
Correct 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.
Question 4: What is the maximum character limit for a standard SMS message?
- 128 characters
- 160 characters (Correct answer)
- 256 characters
- 320 characters
Correct answer: 160 characters
A standard SMS message supports up to 160 characters using GSM-7 encoding; messages exceeding this are split into multiple segments.
Question 5: A brand sends a promotional SMS at 2:00 AM local time to subscribers. What compliance issue does this create?
- Violation of GDPR data residency rules
- Violation of TCPA quiet hours, which restrict calls/texts before 8 AM and after 9 PM local time (Correct answer)
- Breach of the CAN-SPAM Act restrictions
- No issue, as SMS has no time restrictions
Correct 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.
Question 6: What is 'SMS shortcode' commonly used for in marketing campaigns?
- To compress long URLs within text messages
- A short 5-6 digit number used for high-volume messaging and keyword-based opt-ins (Correct answer)
- A method to encrypt SMS content for security
- A way to segment subscriber lists by location
Correct 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.
Question 7: Which of the following is an example of a transactional SMS versus a promotional SMS?
- A 20% off coupon sent during Black Friday
- A shipping confirmation with tracking number (Correct answer)
- A message promoting a new product launch
- A weekly newsletter delivered via text
Correct 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.
Mobile Marketing SMS and Messaging Campaigns 2
What does the term 'SMS drip campaign' refer to in mobile marketing?