Anatomy of a Great Mobile Marketing Campaign
1. The Right Medium
Choose a medium that resonates the best with your customers. SMS fits particularly well for this target demographic and this campaign extends its reach even more by linking it to Facebook as well.
Remember that by using the business name as the sender your communication looks and feels more professional.
Remember that by using the business name as the sender your communication looks and feels more professional.
2. The Right Message
Your customers need to feel that they are getting something that others aren't when you approach them with an SMS. Your value offering needs to be compelling and it needs to be well timed. As a rule of thumb, ask yourself if you were interested in receiving and taking action on the SMS yourself?
If the answer is yes, you are very likely to enjoy a great response rate. If the answer is no, you might wish to reconsider the value offering in the message. If you look at this particular offer in detail, you will notice that it is an exceptionally good deal that will guarantee increased traffic through to the store.
It's also worth pointing out that there is a clear set of instructions for customers to opt-out from future communications.
If the answer is yes, you are very likely to enjoy a great response rate. If the answer is no, you might wish to reconsider the value offering in the message. If you look at this particular offer in detail, you will notice that it is an exceptionally good deal that will guarantee increased traffic through to the store.
It's also worth pointing out that there is a clear set of instructions for customers to opt-out from future communications.
3. The Right Call-to-Action
Always engage your customer by adding a call-to-action. You can use SMS keywords to have people reply to the message or you can guide them to a mobile optimised site, ask them respond with a phone call etc. Use verbs like go, see, click, reply and call.
Here the creative is urging people (note the capitalisation of NOW) to come to the store right away. They are also encouraged to click on a link that displays the deal inside Facebook, which adds a level of engagement and sharing into the campaign.
Here the creative is urging people (note the capitalisation of NOW) to come to the store right away. They are also encouraged to click on a link that displays the deal inside Facebook, which adds a level of engagement and sharing into the campaign.
4. The Right Measures of Success
Having a specific call-to-action is essential, but it should also be measurable. This particular campaign contains several metrics that are trackable: delivery rates and optout ratios can be measured through our SMS sending solution and click-throughs and 'likes' are measured through Facebook.
However, in this particular case the best measurent is its direct impact on sales and customer traffic instore.
However, in this particular case the best measurent is its direct impact on sales and customer traffic instore.
…The optout rates for Glue Store SMS campaigns have constantly been below 1%, which is a good indicator of offers that are well received and appreciated by the customers.
