Practical guide: Mobile Marketing

1. Extend current lead flows with a mobile phone number field and opt-in checkbox.
To make your existing forms GDPR proof while collecting mobile phone numbers for mobile marketing, you need to adjust two things in existing lead flows. First, you need to add the "mobile phone number" field. Secondly, you need to add an opt-in checkbox.
You will find consumers are willing to give you their mobile phone number if you clearly tell them the purpose and frequency of use. For this, you use the opt-in checkbox. Within the GDPR, consumers need to give their consciously consent by means of an opt-in, like for example a checkbox. So that means you can’t pre-check the checkbox.
To boost collecting mobile phone numbers for your mobile marketing campaign, you could also think of a giveaway.  Outline the sign-up requirements and use an incentive such as a discount or exclusive online content in return for a mobile phone number. Don’t bother the visitor with a long-form with many fields, but only ask for the bare minimum like only first name and mobile phone number. 
2.Privacy Policy
Another important part of the GDPR is providing a clear Privacy Policy page on your website. On this page, you tell which personal data you collect and where you use it for. Write in a clear and simple language and don’t forget to link to this page in your campaign.
3. Make your message personal and relevant
When communicating with customers, make sure the message you send is highly personalized and targeted. This prevents your message from being interpreted as intrusive or spam. Also, offer a clear and user-friendly unsubscribe option. It’s better to have a smaller database with people wanting to receive your message, than being perceived as spam.
4. Make sure you have an opt-out management system in place
To help companies sending SMS campaigns, an opt-out system is being created by CM.com for SMS. Depending on the country, the possibility for the recipient to unsubscribe for that specific marketing campaign is offered. This is done either by clicking on a short URL or sending STOP to a shortcode. 

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