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Legally you have to do more than provide a means of Opt In and Opt Out.  Depending on the campaign AND how the campaign is being promoted (where you put the Opt In), you have very specific language that MUST be present for each and every campaign.  THEN you need to double confirm that they want to get alerts from you.


Doing it correctly and legally isn't so much a complexity as it is knowing where to find the proper guidance.  If set up right, there isn't a more real time way to reach people, the people most interested in your work, than sending a text message. 


This simple fact cannot be ignored...our audience is mobile.  Even when they are sitting in front of their PC's, they are mobile.  What type of revenue opportunities are you MISSING by not doing everything in your power and control to meet them there?