If you're intrigued by SMS mobile marketing - also known as text messaging - and want to learn how it can complement your existing email marketing efforts, check out the new SMS + Email Marketing How-to Guide recently published by Lyris. The guide outlines the benefits of integrating an SMS channel as a way to improve your email marketing results, and includes great how-to information on what you'll need to get started.

Following are nine useful tips and best practices for successful SMS mobile marketing:

1) Always respect the privacy of SMS subscribers by obtaining their permission through an opt-in procedure, and never purchase mobile phone number lists.

2) After subscribers participate in one program, ask them if they'd like to opt in to receive future SMS messages from you. For instance, if they opted in to your event update program, offer them incentives such as promotions or alerts. This will help you build an opt-in database to kick-start future mobile programs.

3) If you use several types of media to promote your mobile marketing campaign, use a different keyword for each media type while keeping the message the same. For instance, in one program you could use the keyword COOL for print, ICE for in-store displays and FREEZE for in-venue promotions. This will allow you to measure which medium was most successful by comparing results by keyword.

4) Offer incentives based on mobile subscriber activity and preferences. If subscribers show interest in a particular offering, send them related promotions or content via SMS.

5) When promoting your SMS vanity short code, always provide the short code's digits for recipients with a QWERTY keypad. For example, "Text YES to 92259 (WACKY)."

6) Buying a vanity code takes 10-12 weeks. If you need to launch an SMS marketing program quickly or don't have the budget for a dedicated code, utilize a shared short code.

7) Provide a directory that allows mobile subscribers to text the word HELP to get more information, particularly for more complex or feature-rich programs.

8) Don't assume mobile marketing is just for consumer marketing; it can be used just as effectively in business-to business marketing. Consider adding mobile alerts if you market to businesses - such as notices about upcoming Webinars or podcasts, or offers of on-site incentives to conference attendees.

9) Most importantly, make sure you partner with the right company to execute your mobile marketing. A partner like Lyris can offer support with carrier approval, mobile and email marketing campaign development, metrics and analytics, and the freedom to create and launch your campaigns from the Lyris HQ dashboard. (Read: Boost Your Email Marketing with SMS: 4 Good Reasons)

You also may want to check out this recent customer profile. Lyris client Eldorado Hotel Casino and Silver Legacy Resort Casino uses SMS marketing along with email marketing and social media to better connect with their mobile audiences. Chad Hallert, director of e-commerce, inserts mobile short codes within email marketing campaigns to encourage customers and prospects to sign up for mobile alerts. Then he entices on-site or nearby customers and prospects with timely offers for show, accommodation and dining deals.
The outcome, according to Hallert: "The high customer acquisition and revenue that we have achieved through integrating email with social and mobile marketing has far exceeded our expectations."