Mobile Marketing SMS and Messaging Campaigns 3 — Questions and Answers
Question 1: What is the primary advantage of MMS over SMS in mobile marketing?
- MMS messages are delivered faster than SMS
- MMS supports rich media like images, audio, and video up to 1,600 characters (Correct answer)
- MMS costs less to send than standard SMS
- MMS bypasses carrier filtering systems
Correct answer: MMS supports rich media like images, audio, and video up to 1,600 characters
MMS (Multimedia Messaging Service) allows marketers to include images, GIFs, video clips, and longer text, making messages more engaging than plain SMS.
Question 2: In SMS marketing, what does 'double opt-in' mean?
- Subscribers must opt in twice on different platforms
- A subscriber confirms their subscription by replying to an initial confirmation text (Correct answer)
- The brand must get approval from two team members before sending a campaign
- Recipients receive two messages to confirm their phone number
Correct answer: A subscriber confirms their subscription by replying to an initial confirmation text
Double opt-in requires the subscriber to confirm their intent to receive messages by replying to an initial opt-in confirmation, reducing fake sign-ups and ensuring genuine consent.
Question 3: What type of SMS marketing strategy involves sending messages only to subscribers in a specific geographic area?
- Behavioral targeting
- Geo-targeting or location-based SMS (Correct answer)
- Time-zone segmentation
- Device-based SMS filtering
Correct answer: Geo-targeting or location-based SMS
Geo-targeting uses location data to send SMS campaigns only to subscribers within a defined geographic region, improving message relevance.
Question 4: A retail brand wants to re-engage lapsed SMS subscribers who haven't purchased in 90 days. Which approach is most effective?
- Send daily promotional texts until they respond
- Send a win-back SMS with a time-sensitive exclusive discount (Correct answer)
- Remove them from the list immediately
- Switch to email only for these subscribers
Correct answer: Send a win-back SMS with a time-sensitive exclusive discount
A win-back SMS featuring urgency through a time-limited exclusive offer motivates lapsed customers to re-engage without overwhelming them.
Question 5: What is the recommended maximum frequency for promotional SMS campaigns to avoid subscriber fatigue and high opt-out rates?
- 1-4 messages per month (Correct answer)
- Daily messages to stay top-of-mind
- 10+ messages per month for best engagement
- Only one message ever per subscriber
Correct answer: 1-4 messages per month
Industry best practice recommends 1-4 promotional SMS messages per month to maintain subscriber interest without causing fatigue or opt-outs.
Question 6: Which element is legally required in every marketing SMS sent in the United States?
- The sender's full mailing address
- A clear opt-out instruction, such as 'Reply STOP to unsubscribe' (Correct answer)
- The subscriber's account number
- A link to the company's privacy policy
Correct answer: A clear opt-out instruction, such as 'Reply STOP to unsubscribe'
FCC and TCPA regulations require that every marketing text message include a clear and easy mechanism for recipients to opt out of future messages.
Question 7: What is 'SMS keyword marketing' and how does it generate leads?
- Embedding searchable keywords into SMS metadata for app store optimization
- A campaign where customers text a specific keyword to a shortcode to opt in and receive an offer (Correct answer)
- Using keyword bidding to buy premium SMS delivery slots
- Adding trending keywords to message body for algorithmic boosting
Correct answer: A campaign where customers text a specific keyword to a shortcode to opt in and receive an offer
SMS keyword marketing lets prospects text a word (e.g., DEAL) to a shortcode to automatically trigger an opt-in flow and receive a promotional response.
Mobile Marketing SMS and Messaging Campaigns 3
What is the primary advantage of MMS over SMS in mobile marketing?