Mobile has changed the marketing landscape forever. To help you skyrocket your mobile marketing strategy, we are bringing you our new how to guide “Leveraging Mobile to Engage Customers”. People have become more and more reliant upon their mobile devices using them for communication, updates and new information. With such a captive audience, marketers should interact with their target audience on the go to remain top of mind.

1. How to guide
February 2012
Best Practices in email marketing
leveraging moBile to
engage customers
Published by Mailigen
Aspazijas bulvaris 30, Riga, LV-1050, Latvia
Phone: (+1) 718 303 1864
Copyright© 2012 Mailigen Ltd. All rights reserved.
No part of the contents of this publication may be reproduced in any form without the written permission of Mailigen Ltd.
www.mailigen.com
© Mailigen Ltd. all rights reserved 02/2012. Mailigen email Marketing Solutions

2. Leveraging MobiLe to engage CustoMers 2
Nearly everyone now has some type of mobile device, from smartphones to iPads, tablets, readers, and MP3 play-
ers. People have become more and more reliant upon their mobile devices, and are constantly utilizing them for
updates, new information, and on the go interactions. With such a captive audience, companies around the world
are incorporating mobile efforts into their marketing mix. In order to avoid being left behind, it’s vital to integrate
mobile technology into your marketing plans.
Mailigen has a few ideas for you about how to get started.
tactic 1: oPtimized landing Pages tactic 2: location Based services
Web sign up forms offer opt-in subscriptions for list build- applications are another way to engage with con-
ing. you can use web sign up forms to create and custom- sumers on their mobile devices. There are many dif-
ize forms for your website and include the form to capture ferent strategies when developing an application,
visitor email addresses. Web forms also allow you to build and you must determine what works best for you.
multiple lists from the same form so you can better target Depending on your company, one option could in-
and segment your email campaigns. be sure to use double clude developing an application to direct visitors to
opt-in and CaN-SPaM compliant web forms to build your the nearest brick and mortar store utilizing location
lists. based services (LbS). This option will also allow you
to view where people are in relation to your outlets.
Warning: if your application utilizes a-GPS (assisted
GPS), many carriers have to pay a fee for each location
query. Therefore, if you utilize this type of system, car-
tactic 3: text messaging riers may not actively promote your application.
another option to consider in your mobile marketing
campaign is utilizing text messaging to communicate
with your audience. Clearly, with this line of communi-
cation, the consumer must first opt-in to receiving this
type of messaging, but once they do, you have a direct
line to them anywhere, anytime. Many companies use
text messaging to provide reminders to their clients,
alert them to specials they may be interested in, or even
for customer service. However, try to limit the number
of messages you send; inundating consumers will turn
them away from your efforts.
NOTe: If you are going to utilize text messaging, be sure
to always include an easy opt-out option in your com-
munications. The more in control consumers feel they
are, the more likely they are to continue allowing your
messages to come through. additionally, this ensures
that you will not unintentionally “spam” unwilling partici-
pants with your promotions – negative word of mouth
regarding your campaign can be detrimental.
© Mailigen Ltd. all rights reserved 02/2012. Mailigen email Marketing solutions Phone: (+1) 718 303 1864

3. Leveraging MobiLe to engage CustoMers 3
tactic 4: social networks tactic 5: list segmentation
another form of gaining location information from your after your mobile application has been operating for
audience is to utilize social networks. Sites such as Four- a while, it is important to review your data and create
square, yelp, Twitter, Facebook, and Gowalla all provide segmented lists for your campaigns. any information
check-in options to their members. utilizing this informa- you can gain on when/how/where people are utilizing
tion to your advantage, provides the ability to create incen- your application can help you better your user experi-
tives for check-ins, “mayors” and other engaging features. ence. additionally, if you can glean any personaliza-
Check-ins can be shared within the customer’s network, tion based on the data obtained, you can create highly
and therefore the viral aspect of this kind of promotion segmented lists to promote yourself and your prod-
is hard to compete with. If someone within the network ucts more effectively. If you know a customer usu-
sees their friend is going to your restaurant at least once a ally buys your product once a month in bulk, you may
week, they may consider trying it. Providing incentives to want to send an email reminder and/or coupon when
get people to check-in, like coupons, freebies, or a prize for they are due for the next order.
the most habitual visitors will ensure people are motivated
to share their location information with their peers.
If your are going mobile it is vital to make the informa-
tion and promotions you post easy for your subscribers
to share. The viral aspect of mobile marketing is a large tactic 6: Quick resPonse (Qr) codes
component to success and growth. Sharing on social net-
Similar to scanning a barcode, Quick response (Qr)
works, texting, and emailing information is an integral way
codes are becoming a prominent mobile marketing
to grow your audience.
tactic.
NOTe: Whichever way you decide to use social networks
To utilize a Qr code, a consumer simply needs to scan
and location based marketing, be sure you utilize them to
the image with their mobile device, and then, based
the fullest extent by keeping your lists clean. refrain from
upon the information stored in the code, is shown
including people on your email lists for local discounts if
relevant information programmed by the creator. Qr
they are no longer local. On the other hand, if someone
codes can be programmed to display text, webpages,
is in the area, perhaps you should send an email for a free
email clients and more. Once again, if someone was
appetizer if they come in for dinner that night.
curious enough to scan your Qr code, then they’re
interested in what you have to say. be sure that
the information programmed to display with your
code is beneficial to the visitor and relevant.
For example, if you create a Qr code with the tag-
line “Need Help?” make sure that upon scanning,
the user’s email client opens with a message that
has your customer service email address already
filled in and a subject line that indicates they
have a question about the product. To create
your own Qr code, simply search “Qr Code
Generator” in any search engine and multiple
free services will appear.
SubSCrIbe TO MaILIGeN NeWSLeTTer
© Mailigen Ltd. all rights reserved 02/2012. Mailigen email Marketing solutions Phone: (+1) 718 303 1864

4. Leveraging MobiLe to engage CustoMers 4
tactic 7: PusH notifications tactic 8: comPatiBility testing
Once you have your mobile application up and running, If you want to be a successful mobile marketer, make
push notifications are a great way to engage consumers on sure your emails are compatible and viewable on mo-
your terms. upon the initial download, ask the consumer bile devices. Since most people check their mail on
if they would like to receive push notifications from your the go, it’s important that they can view your material
application (essentially an opt-in request). Once they have easily and with little headache. Text-only messages
consented, you will then have the ability to send informa- may not be as pretty, but they may load easier on your
tion to their mobile device whenever you chose. usually, recipients devices – make sure to have an option for
servers send information to a mobile device only when a text only messages. To ensure a good user experience,
query is made by the user, or at set time interval. However, make sure to include clear, succinct links that aren’t
push notifications allow you to send the information at a crowded next to one another. For those that opt into
time of your choosing. Since people are usually attached HTML versions, cautiously choose image sizes as large
to their mobile devices, the lag time in receiving your mes- images can mean a long load time, and people will lose
sage is generally minimal and will enable for a more ef- interest. Finally, be sure to test your email messages on
fective delivery. If you have a coupon you would like to different smartphones. as with various email clients,
send for a Sunday matinee, you don’t want to risk the user different mobile devices may display the formatting
receiving it Sunday evening. Push notifications will allow of your emails differently. The general rules for email
you to send it at a time of your choosing and ensure that marketing also apply to mobile email marketing – con-
the recipient views it in a timely manner; for example, Sat- sider what shows “above the fold,” use a catchy subject
urday at 2pm. line, have one clear call to action, and use interesting
content.
Push notifications can also be used in conjunction with
your email marketing efforts. For instance, a push notifica-
tion can be sent that says “New Summer Deal – Check your
email for Details!” and when the subscriber opens their
email client, your message is waiting for them. The lack of
lag time from delivery to receipt is a key success factor in tactic 9: tHird Party aPPs
this type of promotion, and ensures that your email cam-
Other mobile options besides websites and applica-
paign will be recognized in a timely manner.
tions exist. If you’re not interested in creating an appli-
cation for your product or service, consider leveraging
with mobile applications that already exist to promote
your brand. For example, discount group buying sites
such as Groupon and LivingSocial offer coupons and
local deals to their members. by creating an arrange-
ment with one of these companies, you can utilize
mobile couponing to your advantage without having
to generate your own application. Then leverage the
third party application to promote your brand. If you
know the date your coupon will be posted on their
site, send a blast to your email list letting them know
of the deal. Converting subscribers from one medium
to another simply means you will have a greater span
of access to them.
© Mailigen Ltd. all rights reserved 02/2012. Mailigen email Marketing solutions Phone: (+1) 718 303 1864

5. Leveraging MobiLe to engage CustoMers 5
tactic 10: integrated marketing
regardless of which mobile avenue your company chooses to pursue, it is integral to integrate your mobile marketing efforts
with your traditional marketing. If your company is sending out a flyer, put a Qr code on the back that directs members to your
mobile site or allows them to send email inquiries to your business. Incentivize consumers through various media outlets and
provide for higher returns on your mobile efforts. For example, in your next print-ad, provide a keyword and number that a con-
sumer can text to receive a coupon. Then, replicate the promotion in your email campaigns and on your Twitter and Facebook
pages. additionally, integrating your segmented lists and mobile advertising strategy will deliver a highly targeted campaign.
For instance, if an application exists for vegan recipes, perhaps you should consider advertising your vegan restaurant through
the application.
Summary
Mobile marketing has changed the marketing landscape and mobile tactics should critical components
to your integrated marketing efforts. Previously, messaging was viewed when the consumer had the time
or found the ad. any mobile strategy, whether you are b2b or b2C, should enable people to interact with
your brand and share that information with their peers on their terms. Doing so will allow your brand to
remain top-of mind with consumers even when they are not focused upon immediate conversion or pur-
chases. Since mobile devices are so prominent and highly incorporated into people’s daily lives, use them
to deliver personalized, timely messages that create a highly engaged and loyal customer.
Mailigen has the easy to use tools you need to generate action with powerful email messages and news-
letters and robust analytics for measuring your rOI. If you want to learn more about Mailigen, take it for a
test drive before choosing your email marketing solution, we offer a 30 day free trial!
© Mailigen Ltd. all rights reserved 02/2012. Mailigen email Marketing solutions Phone: (+1) 718 303 1864

6. Published by Mailigen
Aspazijas bulvaris 30, Riga, LV-1050, Latvia
Phone: (+1) 718 303 1864
Copyright© 2012 Mailigen Ltd. All rights reserved.
No part of the contents of this publication may be reproduced in any form without the written permission of Mailigen Ltd.
www.mailigen.com