I'm continuing on my "wonder how to deploy sms marketing" theme. I confess I have more questions than answers, and suspect I'm no different from any marketer who is struggling to understand the virtues and risks of texting a mobile phone.

To get permission the campaign must offer something of value. It has to be worth the very few characters indeed available in an SMS message. And that message must contain details of the sender and how to unsubscribe. Fewer characters available.