Best Practices in Mobile Marketing

Mobile Marketing is consistently proving to be one of the most successful communication channels for marketing campaigns. We recently ran a webinar on the Best Practices in mobile marketing and wanted to share some key points below.

How to Get Started

Define your Mobile Marketing Objectives:  Your target goal will affect your messaging strategy, so it is essential to have clear objectives for your mobile marketing campaign. Whether its increasing acquisitions, improving retention, or maximizing customer satisfaction, these varied objectives will require tailored messaging to engage your mobile database effectively.

Design your Successful Campaign: You must identify your target audience first, which will allow you to develop your strategy and create content for your campaign. Short codes, keywords, message wording/layout, and the message timing, will differ based on the audience.

Build your Mobile Database: Promote your keywords and short codes for your campaign by using other marketing channels. You can promote your short code in email marketing, print marketing, websites, or on social media. Make the opt-in process clear, concise, and easy for people to sign up.

Send Marketing Campaigns: Leverage SMS, MMS, and RCS to share relevant content to capture and maintain your customer’s interest. Brand your messages to add an identity that will be recognizable to your clients, reducing the likelihood that they dismiss your messages as spam. RCS is an excellent tool for sending branded messages as a verified sender. Be sure to include clearly defined opt-out instructions.

Measure Success: Define your KPIs to help measure the success of your campaign. Some KPIs for your mobile campaign will be the number of opt-ins/opt-outs, the sales/ revenue generated, and the URL click-through rate.

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Best Practices

Test, measure, and learn: Everybody has a different customer base, so it’s essential to test, measure, and learn. Test out new content, or test time of day you are sending messages and see how your audience reacts. Measure the success of your campaign by paying attention to the number of opt-ins and opt-outs. The number of opt-outs is a good indication as to whether the content remains relevant to your audience.

Keywords are Key: We always suggest you use the keep it short & simple (KISS) approach for keywords. Customers want to receive messages that are easy to read and digest, so keep it simple and avoid special characters. Choose keywords that won’t be autocorrected and be sure to choose keywords that are straight to the point, i.e., OFFER, DEALS, SALE, DISCOUNTS, and others.

Be very clear: Clarity is essential at all stages of your campaign. Be upfront and set the proper expectations, so customers know what they are signing up for. Be sure to inform them of the purpose of the campaign, the type of messages you will send, and their frequency. Make sure you include how to opt-out of every message. Being upfront and setting your customers’ expectations will give them comfort in knowing that you will not be spamming their phones.

Offer Incentives: The best, and easiest way to drive opt-ins to a text-based marketing campaign is to offer incentives. Coupons and sales are always great options.  68% of consumers feel that coupons build brand awareness and generate brand loyalty. However, you can also incentivize the customer with experiences, to get them to opt-in, i.e., text to see a new offer or preview a new product launch.

Final thoughts

Leveraging mobile marketing should be a part of any successful marketing campaign. These are just some of the best practices we would suggest for your mobile marketing campaign. For more in-depth detail, contact us today and speak with one of our consultants.

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