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How to Transfer SMS Marketing Providers

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Watch the recorded webinar here: http://get.tatango.com/webinar-how-to-move-sms-subscribers

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How to Transfer SMS Marketing Providers

  1. 1. © 2014 Tatango, Inc. All rights reserved. How To Move SMS Subscribers
  2. 2. © 2014 Tatango, Inc. All rights reserved. Presenters Derek Johnson - Tatango - @thederekjohnson Derek Johnson is the founder and CEO of Tatango. He’s been helping businesses with their SMS marketing strategies for the last seven years.
  3. 3. © 2014 Tatango, Inc. All rights reserved. Table of Contents ● Who’s This Webinar For? ● Lies, Lies, Lies ● MMA Best Practices ● Decreasing Subscriber Migration Churn ● Why So Formal?
  4. 4. © 2014 Tatango, Inc. All rights reserved. Who’s This Webinar For? ● Brands looking to migrate their SMS subscribers from one short code to another. ○ Shared Short Code > Shared Short Code ○ Shared Short Code > Dedicated Short Code ○ Dedicated Short Code > Shared Short Code ○ Dedicated Short Code > Dedicated Short Code ● Doesn’t apply to brands migrating dedicated short codes.
  5. 5. © 2014 Tatango, Inc. All rights reserved. Lies, Lies, Lies #1 Sorry, but we don’t have a way to export mobile phone numbers. Seriously? Any junior developer, or anyone with MySql experience should be able to export the needed data from any SMS provider in a matter of minutes, with no issues.
  6. 6. © 2014 Tatango, Inc. All rights reserved. #2 Sorry, but since we take on the liability for the SMS campaign, we can’t allow you to use your customers’ mobile phone numbers on another SMS platform. While the courts have found that all parties involved in sending text messages are liable for violations of the Telephone Consumer Protection Act, this doesn’t mean the SMS provider is still liable for what a brand does with their customers’ mobile phone numbers after their contractual relationship is terminated.
  7. 7. © 2014 Tatango, Inc. All rights reserved. #3 Sorry, transferring your customer’s mobile phone numbers from one short code to another is against the CTIA guidelines. This is complete BS; the CTIA has no restrictions or rules whatsoever for transferring mobile phone numbers from one short code to another. Don’t believe me? Feel free to read their entire Mobile Commerce Compliance Handbook here: bit.ly/ctia-requirements
  8. 8. © 2014 Tatango, Inc. All rights reserved. #4 Sorry, transferring your customer’s mobile phone numbers from one short code to another is against the MMA (Mobile Marketing Association) Best Practices. This is complete BS as well, but there are some best practices that the MMA advises when making the switch from one short code to another. Remember though that the MMA best practices are just best practices, so this isn’t enforced and isn’t required when transferring short codes. We’ll review these best practices later in this guide.
  9. 9. © 2014 Tatango, Inc. All rights reserved. #5 Sorry, transferring your customer’s mobile phone numbers from one short code to another is against the law. You mean the Telephone Consumer Protection Act? There’s no mention whatsoever of not being able to move customers’ mobile phone numbers from one SMS provider to another in the TCPA, and there isn’t any case law either that mentions this. This is complete BS, and definitely a tell tale sign that your current SMS provider doesn’t know the first thing about the laws governing text message marketing under the Telephone Consumer Protection Act.
  10. 10. © 2014 Tatango, Inc. All rights reserved. MMA Best Practices ● MMA U.S. Consumer Best Practices for Messaging Version 7.0 ○ Section 1.6 - Program Short Code Transfer ● Two step messaging process. ● Best practices, not required.
  11. 11. © 2014 Tatango, Inc. All rights reserved.
  12. 12. © 2014 Tatango, Inc. All rights reserved. Decreasing Subscriber Migration Churn
  13. 13. © 2014 Tatango, Inc. All rights reserved. Why So Formal?
  14. 14. Questions? Derek Johnson CEO Tatango @thederekjohnson derek@tatango.com © 2014 Tatango, Inc. All rights reserved.

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