Considering this figure, one could say that mobile marketing must be a great way to make a business so profitable and be at par with competition. True, except that you must use the best strategy team in mobile marketing to avoid a million dollar mistake in your campaign. Although text messaging is the most widely used of all approaches in mobile marketing being the most cost-effective and easiest, you can make a huge, in fact, a million dollar mistake from sending one unsolicited SMS advertisement.
A Good Offer Must Be Solicited
It is reported that a business person was charged with unsolicited SMS advertising by consumers who never opted-in to receive such messages. This you can avoid by using a strategy that violates no rules or regulations such as TCPA (Telephone Consumer Protection Act). In order to free yourself from the same ordeal, you have to follow the best practices in the Mobile Marketing Association, and that is to acquire users’ mobile opt-ins attesting their willingness to receive whatever type of product or service you are offering them. Now you may think that your loyal customers no longer need this. No, this applies to all customers whose consent must be willingly given so you can go ahead with your mobile marketing campaign without any incidence in the future.
Do It Right and Get the Best Out of It
If you are considering SMS marketing, or you are already into it, you must understand that it is a marketing channel that is permission-based. This means it is imperative to ask customers’ permission first, and failure to do so would be your worst mistake in mobile marketing. In order to make the right move every time, here are some things you have to keep in mind:
- Building your database must not be done by ripping your customers’ mobile numbers off an invoice as this would make you guilty of violating the TCPA. When you go about your mobile marketing campaign without their consent, you risk losing your potential customers and even your own short code. In addition, you are giving mobile marketing, particularly SMS marketing, a bad name.
- Avoid spamming your loyal customers with unwanted text messages. If they have already supported and are still supporting your business, it is highly probable that they would also opt-in for this mobile offer.
- Customers’ touch points are one of the best places where you can add an SMS call-to-action. This could be on invoices or receipts, your print collateral or direct mail, register, social media networks, such as Twitter and Facebook. Orient your staff on how to tell your customers of the benefits of opting-in.
- Always comply with all existing rules about this program. SMS-related programs either via web form or keyword, call-to-action must always include:
– the phrase “Data and Message Rates May Apply”
– opt-out as well as Help instructions like “TEXT STOP or HELP to 012345”
– message frequency must be stated clearly to manage customers’ expectations, and whether they will receive 1 or more message(s) in 1 week. Ensure that it is communicated clearly like “maximum 3 messages/month.”
– include 1-3 bullets in text confirmation message if you choose a subscription-related program every time new customers opt-in.
– don’t forget your URL for sweepstakes campaign rules.
Clarify rules in any mobile marketing campaign. It is not always about user error or incentives that call-to-actions fail in engaging customers but lack of clarity. You don’t expect wise customers to simply opt-in without understanding what they could get out of it.
Provide Value to Get Value
The immediate access to the numbers your customers are giving you must be exchanged with something of value for them, if not more valuable. The minute you make your mobile marketing program highly valuable to the users, you can watch your database grow faster every day. The best part of it all? You never risk losing a million dollars over one mistake.