Like all other aspects of marketing, those communicating via text message must know their audience. For example, a company selling motorcycle equipment will want to ensure that its text message marketing campaign is directed at bikers. Sending messages to groups of people that don't ride motorcycles won't yield many positive results.

In some cases, directing mobile marketing messages to the wrong demographic can result in legal action, as was the case with Lucille Roberts Health Club – a women-only gym located in New York City. According to an article in the online publication UPI, the club is being sued because it allegedly sent promotional texts to Alex Shiyan, a man who was ineligible to join the gender-specific gym.

Shiyan said in his lawsuit that he received a number of text messages promoting a one-day sale at the health club, urging him to register for a monthly membership. 

"It's a little funny," Shiyan said to the news source. "I mean, I'm definitely not the target market audience, so what are you going to do? I reached out to an attorney."

Lucille Roberts could be in trouble if it is determined that the company "knowingly and/or willfully" violated the Telephone Consumer Protection Act, as the suit describes. Organizations that implement text message marketing strategies should not have to experience these sorts of incidents, and won't if they partner with an experienced mobile marketing services provider.

In addition to acquiring the knowledge needed to send quality text messages, companies must also understand the legality pertaining to mobile marketing. As this blog mentioned recently, following best practices will ensure successful and legal SMS message campaigns.

Swift SMS Gateway offers the tools needed to launch these campaigns properly, while yielding the best possible results.