Mobile marketing if done right can be extremely effective. Because of the personal nature of a Text, it really is true that you can get a greater response rate than other forms of communication.
Here are some tips to help:
Build your database: Don’t just start adding mobile numbers to your mobile marketing database, get permission first! Or use a permission database to append records to your database.
Set frequency expectations and cover yourself: After someone opts-in, alert your customer as to how often they should expect a text message and give them the chance to opt-out if it is going to be too frequent or they don’t want to pay the message charges.
Use a dedicated short code: Dedicated shorts keep your brand intact.
Put some thought into the message: You only have 160 characters so you need to be very concise and clear. Using short cuts are acceptable for text messaging.
Personalise: Capture your customers first name and make sure the mobile marketing platform you are using allows you to inset tokens into your messages so you can personalise them. Having someone’s first name show up in the message goes a long way to help increase your response rates and build a stronger relationship with your customers.
Be relevant: This truly is the most important factor for mobile marketing . A text message is very personal and it interrupts someone no matter what they are doing. Your text message should be relevant, for example sports team scores or special offers.
Be timely: Being timely goes along with being relevant. You can send out an email about a sale happening in two weeks but it doesn’t work. Remind someone of the sale minutes before your doors open, not days.
Have clear opt-out instructions: Every text message sent should automatically have opt-out instructions.
Make it viral: Text messages can be easily and quickly forwarded. Just think how quickly jokes are sent. Every now and then ask your customer to invite their friends to see if they would like your service and include opt-in instructions such as “Text KEYWORD to SHORTCODE”.
Enhance text messaging with other forms of communication: Using just one way of communicating with your customer doesn’t work anymore. Sending someone a piece of direct mail about a special you are offering puts something physical in their hands. Sending someone an email about the offer gives you real-time insight into how effective your offer is. Sending someone a text message that your offer is about to expire and if they act now you will even give them a bigger incentive creates a sense of urgency. Use each method of communication the right way to create effective campaigns.