140 mobile marketing tips

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140 mobile marketing tips

  1. 1. Push notifications allow an app to notify you of new messages or events without the need to actually open the application, similar to how a text message will make a sound and pop up on your screen. What are Push Notifications?
  2. 2. SMS = Short Message Service SMS is used as an acronym for all types of short text messaging up to 160 characters per message. What are SMS/Text Messages?
  3. 3. 1 Go everywhere your customers go Learn more Is your website mobile enabled? Start there.
  4. 4. 2 Go everywhere your customers go Learn more Honor permission. Don’t alienate your audience by sending unsolicited SMS.
  5. 5. 3 Go everywhere your customers go Learn more Link to a mobile site to facilitate additional interaction.
  6. 6. 4 Go everywhere your customers go Learn more Encourage consumers to associate your short/long code with your company in their phone. People are more apt to open a text from Best Buy as opposed to 85324.
  7. 7. 5 Go everywhere your customers go Learn more Reduce call center volume and costs with mobile alerts.
  8. 8. 6 Go everywhere your customers go Learn more Always include a call to action in push or SMS.
  9. 9. 7 Go everywhere your customers go Learn more Use targeted push messaging to reengage users who downloaded your app, but haven’t been back.
  10. 10. 8 Go everywhere your customers go Learn more Promote SMS campaigns in stores, on digital signage and across your website to maximize visibility.
  11. 11. 9 Go everywhere your customers go Learn more Pair SMS and Email campaigns together to deliver the right message through the right channel at the right time.
  12. 12. 10 Go everywhere your customers go Learn more Stay true to opt-in policy and honor the expectation of the campaign (no over sending!)
  13. 13. 11 Go everywhere your customers go Learn more Use SMS to gather feedback from large groups of people (fans, trade show attendees, etc)
  14. 14. 12 Go everywhere your customers go Learn more SMS is extremely effective for customer acquisition, customer retention, and increasing customer spend (growth).
  15. 15. 13 Go everywhere your customers go Learn more Building a Mobile App without a solid push strategy is like building a Facebook fan page without a social strategy.
  16. 16. 14 Go everywhere your customers go Learn more Use SMS to gather new email addresses for your email marketing efforts (Text your email address to # for a special offer!)
  17. 17. 15 Go everywhere your customers go Learn more SMS & Push Messages can be personalized and segmented just like email, think beyond the “Batch and Blast” mentality.
  18. 18. 16 Go everywhere your customers go Learn more Shared short codes are a great place to start for those new to SMS marketing as they are cheaper and quicker to implement.
  19. 19. 17 Go everywhere your customers go Learn more Private short codes should be used by brands looking to own every keyword necessary for a campaign
  20. 20. 18 Go everywhere your customers go Learn more Vanity short codes can be utilized to enhance branding efforts for a specific campaign
  21. 21. 19 Go everywhere your customers go Learn more Multiple short codes (or 1 long code) are necessary for International SMS campaigns.
  22. 22. 20 Go everywhere your customers go Learn more Push messages are essentially free for the end user (recipient), as they aren’t billed on a per message fee like SMS.
  23. 23. 21 Go everywhere your customers go Learn more When selecting a Keyword for an SMS campaign, the minimum length is 4 characters (i.e. JOIN or SALE).
  24. 24. 22 Go everywhere your customers go Learn more Honor preference. Some of your customers may prefer to receive certain messages via SMS - you don’t know until you ask.
  25. 25. 23 Go everywhere your customers go Learn more Similar to the Twitter’s 140 character limit, SMS messages in the US can only be 160 characters.
  26. 26. 24 Go everywhere your customers go Learn more Before launching a SMS campaign, review the Consumer Best Practices, regulations developed by the Mobile Marketing Association.
  27. 27. 25 Go everywhere your customers go Learn more Get Local - Help your customers feel connected by personalizing the messages, including tailoring them to a specific area or location.
  28. 28. 26 Go everywhere your customers go Learn more Keep It Simple - When sending messages, use simple plain language with well-known texting shortcuts to avoid ambiguity.
  29. 29. 27 Go everywhere your customers go Learn more Reach Out and Reply - Talk with your customers and provide advice and tips. In return, you gain valuable feedback and increase customer loyalty.
  30. 30. 28 Go everywhere your customers go Learn more Make offers time-sensitive or limit uses to increase the engagement of your push or SMS notifications
  31. 31. 29 Go everywhere your customers go Learn more Train your staff to look for “from” number. If it’s not your short code, make sure they’re a subscriber.
  32. 32. 30 Go everywhere your customers go Learn more If you’re sending SMS messages internationally, work with a mobile expert to determine a short/long code strategy.
  33. 33. 31 Go everywhere your customers go Learn more If you’re sending time sensitive emails, SMS should be considered as a much more effective channel for delivery.
  34. 34. 32 Go everywhere your customers go Learn more The process to transfer or acquire a private short code can take up to 12 weeks. Consider this when planning your SMS messaging campaigns.
  35. 35. 33 Go everywhere your customers go Learn more Offer instant prizes or gratitude. Don’t make me wait until I spend money with your company.
  36. 36. 34 Go everywhere your customers go Learn more Do you read your friend’s short text or your dad’s novel? The content matters.
  37. 37. 35 Go everywhere your customers go Learn more Less is more for SMS Marketing
  38. 38. 36 Go everywhere your customers go Learn more If your SMS is 200 characters, see if you can make it 160 characters or even less.
  39. 39. 37 Go everywhere your customers go Learn more Surprise your customers. Show them you remember them by personalizing the message.
  40. 40. 38 Go everywhere your customers go Learn more Stop telling your SMS consumers what you have, just tell them what is in it for them (i.e. benefits).
  41. 41. 39 Go everywhere your customers go Learn more Deliver SMS and push coupons to increase redemption rates, as people always have their phones with them.
  42. 42. 40 Go everywhere your customers go Learn more Be clear and let your customers know what action you want them to take - what, how, when, who. Be direct and precise.
  43. 43. 41 Go everywhere your customers go Learn more Don’t forget to integrate mobile with social media channels.
  44. 44. 42 Go everywhere your customers go Learn more Think beyond simple outbound messages and leverage SMS to gain more information about your customers.
  45. 45. 43 Go everywhere your customers go Learn more Obtain opt-in approval before sending SMS messages. Email opt-in does not equal an SMS opt-in.
  46. 46. 44 Go everywhere your customers go Learn more Consider requesting a mobile number on your email opt-in forms but do so only if there’s a well-stated benefit to the consumer.
  47. 47. 45 Go everywhere your customers go Learn more Companies can expect response times to a text message to be within an hour, and within minutes.
  48. 48. 46 Go everywhere your customers go Learn more With SMS being such an immediate channel, it’s important to test your campaign before going live.
  49. 49. 47 Go everywhere your customers go Learn more Push messages can drive in App purchases and increase App usage.
  50. 50. 48 Go everywhere your customers go Learn more Gain Trust through a clear and concise opt-in process. Let your consumers know when and what they’ll be receiving.
  51. 51. 49 Go everywhere your customers go Learn more Consider mobile in combination with other channels and post across mobile, Facebook, Twitter, email, and any online communications you use.
  52. 52. 50 Go everywhere your customers go Learn more Before asking if a user wants to opt-in to your push messages, tell them what the benefit of opting in would be.
  53. 53. 51 Go everywhere your customers go Learn more Each time a user updates your App, an opportunity arises to prompt them to opt into your Push notifications again.
  54. 54. mobile Connect anywhere, any time with ExactTarget mobile marketing solutions. We’ll help you every step of the way. www.ExactTarget.com/GoEverywhere
  55. 55. 52 Go everywhere your customers go Learn more Use email to promote SMS and Push messaging.
  56. 56. 53 Go everywhere your customers go Learn more When switching short codes, send a message to inform consumers of the change to increase awareness and engagement.
  57. 57. 54 Go everywhere your customers go Learn more There are rules and regulations when sending messages to people under the age of 13. Read the MMA guidelines to stay compliant.
  58. 58. 55 Go everywhere your customers go Learn more Remember that customers pay for text messaging, so don’t send a lot of messages. Three to four per month is plenty.
  59. 59. 56 Go everywhere your customers go Learn more Use a single marketing platform to obtain reporting across all your marketing channels (e.g. email, social, and mobile).
  60. 60. 57 Go everywhere your customers go Learn more If you are running a sweepstakes, seek legal guidance when drafting the rules to ensure compliance with laws and regulations.
  61. 61. 58 Go everywhere your customers go Learn more Enforce a double opt-in for mobile subscribers. After the consumer has opted-in send a confirmation message.
  62. 62. 59 Go everywhere your customers go Learn more Identify your brand; don’t assume the consumer will identify you through a short/long code number.
  63. 63. 60 Go everywhere your customers go Learn more When using a vanity short code, be sure to put the number equivalent in parenthesis for ease of use - e.g. TIRES (84737)
  64. 64. 61 Go everywhere your customers go Learn more Make consumers feel special. Vary your mobile content and offers from those on your site and email.
  65. 65. 62 Go everywhere your customers go Learn more Avoid hype, slang, and abbreviations.
  66. 66. 63 Go everywhere your customers go Learn more Allow in-store consumers to sign up for loyalty and charge card programs via mobile as they wait for the checkout process.
  67. 67. 64 Go everywhere your customers go Learn more Tell users how to opt out of your messages. For example - Text STOP to 80565
  68. 68. 65 Go everywhere your customers go Learn more Consumers expect immediate responses with mobile. Ensure your communication is real-time, to optimize the consumer’s experience.
  69. 69. 66 Go everywhere your customers go Learn more When selecting an SMS provider, ask which aggregators the provider uses, as this can affect deliverability.
  70. 70. 67 Go everywhere your customers go Learn more Use SMS to trigger send an email to deliver content that won’t fit into 160 characters.
  71. 71. 68 Go everywhere your customers go Learn more Utilize Rich Push to send video, audio, HTML, or maps to your App users.
  72. 72. 69 Go everywhere your customers go Learn more Do not confuse your customer with too much information in a short amount of words. Keep your focus on one message at a time.
  73. 73. 70 Go everywhere your customers go Learn more Whatever action you want your customers to take, start with that. Simply use verbs such as: buy, sell, save, jump, run, and purchase, to grab their attention.
  74. 74. 71 Go everywhere your customers go Learn more Respond Quickly. People’s memories are short when it comes to mobile marketing. Respond quickly once they have opted in.
  75. 75. 72 Go everywhere your customers go Learn more Do you have mission critical messages? 90% of SMS messages are opened within 3 mins of receipt.
  76. 76. 73 Go everywhere your customers go Learn more If you need to use text shorthand, then you need to rewrite your message.
  77. 77. 74 Go everywhere your customers go Learn more Send SMS less frequently than your email marketing campaign (if you send emails three times a week, send SMS once).
  78. 78. 75 Go everywhere your customers go Learn more If your database of mobile contacts is out of date, it may be a better choice to start from scratch, as people change numbers often.
  79. 79. 76 Go everywhere your customers go Learn more Don’t include graphics or images, just text.
  80. 80. 77 Go everywhere your customers go Learn more Streamline communications: “TXT STOP” to unsubscribe, or “TXT HELP” for customer support.
  81. 81. 78 Go everywhere your customers go Learn more Offer a gift for signing up - discount, free product sample, ebook.
  82. 82. 79 Go everywhere your customers go Learn more Try including a “scannable” coupon that can be redeemed at your physical stores
  83. 83. 80 Go everywhere your customers go Learn more Include a forwarding option in your messages.
  84. 84. 81 Go everywhere your customers go Learn more Encourage more subscribers by offering an immediate discount upon sign up.
  85. 85. 82 Go everywhere your customers go Learn more Let your customers know that you’re not going to sell or exploit their cell number.
  86. 86. 83 Go everywhere your customers go Learn more In your privacy statement, let your customers know that their mobile provider may charge them for sending and receiving texts.
  87. 87. 84 Go everywhere your customers go Learn more Conduct a short SMS Poll - always learn from your consumers about how they view your mobile campaigns and offerings.
  88. 88. 85 Go everywhere your customers go Learn more Trying to help someone decide dinner plans? Text them around 2:00-4:00 PM.
  89. 89. 86 Go everywhere your customers go Learn more Include your short code on all your SWAG - you never know where it is going to end up!
  90. 90. 87 Go everywhere your customers go Learn more Keep your SMS marketing campaign focused on one message. One clear message.
  91. 91. 88 Go everywhere your customers go Learn more Don’t use all of the character spacing in your messages - you’re taking away space for customers to forward and include their own message.
  92. 92. 89 Go everywhere your customers go Learn more Short codes need to be easy and relevant to your company.
  93. 93. 90 Go everywhere your customers go Learn more Vanity (custom) short codes can be difficult to use with the absence of the T9 texting on most mobile phones. Try a random code.
  94. 94. 91 Go everywhere your customers go Learn more Request - Ask for feedback early and often via email or text a link to an online survey.
  95. 95. 92 Go everywhere your customers go Learn more Don’t try to sell something in every Push message. Provide value to your App user and build a better relationship
  96. 96. 93 Go everywhere your customers go Learn more Give your text campaign plenty of time to go through aggregator and carriers, so as not to show up at 2:00 am on your customer’s phone.
  97. 97. 94 Go everywhere your customers go Learn more Include your business name somewhere in the SMS. It’s easy to get SMS’s confused when other short code initiated messages are coming in frequently.
  98. 98. 95 Go everywhere your customers go Learn more Because SMS and Push are the most effective forms of interruptive marketing, make sure your message is accurate before sending.
  99. 99. 96 Go everywhere your customers go Learn more Review tracking and analytics to enhance your SMS and Push campaigns. Discover which campaigns work best for you.
  100. 100. 97 Go everywhere your customers go Learn more Use SMS text campaigns instead of QR codes since QR codes can be difficult to scan depending on the environment.
  101. 101. 98 Go everywhere your customers go Learn more What would I do if I received this SMS? Ask yourself this question every time before hitting send.
  102. 102. 99 Go everywhere your customers go Learn more If a carrier blocks a short code, all senders from that short code are blocked. Owning a private short code alleviates this problem.
  103. 103. 100 Go everywhere your customers go Learn more Holidays are a great time to do daily campaigns. 12 days of Christmas, 8 Nights of Hanukkah, Thanksgiving to Cyber Monday.
  104. 104. 101 Go everywhere your customers go Learn more Leverage all of the information you have on your contacts to send them highly personal messages (just like email!)
  105. 105. 102 Go everywhere your customers go Learn more Allow users to set up SMS or Push alerts based on getting a product (or certain size) back in stock.
  106. 106. 103 Go everywhere your customers go Learn more Customers have a lot of Apps installed. An effective Push messaging strategy can keep your App top of mind, making it more successful.
  107. 107. 104 Go everywhere your customers go Learn more Headed to a trade show? Set up a simple text response campaign with your business card information to stand out in the crowd.
  108. 108. 105 Go everywhere your customers go Learn more Headed to a trade show? Deliver your marketing materials via email after a prospect texts into your short code.
  109. 109. 106 Go everywhere your customers go Learn more Planning on developing a mobile App for Android or iOS? Now is the time to start planning your Push strategy.
  110. 110. 107 Go everywhere your customers go Learn more Analytical insights into your SMS and push campaigns is critical to evaluating success and ROI.
  111. 111. 108 Go everywhere your customers go Learn more As smartphone adoption rates increase, the opportunity for effective Push messaging campaigns will only increase as well.
  112. 112. 109 Go everywhere your customers go Learn more Make sure your Push messages fit within your app users’ schedule. Let them dictate when they want to receive notifications.
  113. 113. 110 Go everywhere your customers go Learn more Stay true to your brand. Make sure your mobile messaging stays consistent with the tone your customers are used to.
  114. 114. 111 Go everywhere your customers go Learn more Don’t repeat information that consumers have already received from your other marketing channels.
  115. 115. 112 Go everywhere your customers go Learn more Consider a double opt-in even when it’s not required.
  116. 116. 113 Go everywhere your customers go Learn more Occasionally restate how consumers can opt-out of your campaigns (don’t just mention it after the first message).
  117. 117. 114 Go everywhere your customers go Learn more Market your SMS campaigns everywhere possible, as your success with SMS is determined by the number of people in the funnel.
  118. 118. 115 Go everywhere your customers go Learn more Think long-term when it comes to mobile.
  119. 119. 116 Go everywhere your customers go Learn more Not every phone has the capability to scan a QR code, so consider using SMS campaigns instead, as almost everyone can text with their phone.
  120. 120. 117 Go everywhere your customers go Learn more SMS and Push are one of the channels that marketers use that the customer is almost guaranteed to read the message.
  121. 121. 118 Go everywhere your customers go Learn more Test, test, and test your placement and media of your SMS advertising campaigns.
  122. 122. 119 Go everywhere your customers go Learn more SMS is no longer viewed as a “high spam” channel. It is used by the best brands to drive real results. It’s time to dedicate budget to this channel.
  123. 123. 120 Go everywhere your customers go Learn more Welcome emails create excellent visibility and relationship building between the consumer and the brand after SMS opt-in.
  124. 124. 121 Go everywhere your customers go Learn more Create a targeted email campaign to customers viewing on a mobile device. Offer an incentive to download your app.
  125. 125. 122 Go everywhere your customers go Learn more Add a pop-up to your website that promotes your mobile app.
  126. 126. 123 Go everywhere your customers go Learn more Use social channels to promote mobile. Make sure your Facebook pages are mobile optimized for easy viewing.
  127. 127. 124 Go everywhere your customers go Learn more Take advantage of traditional communication methods by including mobile call-to-actions on an invoice or packaging.
  128. 128. 125 Go everywhere your customers go Learn more Mobile phone number becomes more valuable when it’s paired with an email address or Twitter handle.
  129. 129. 126 Go everywhere your customers go Learn more Your welcome strategy for any new mobile customer should include a combination of channels-email, mobile, and social.
  130. 130. 127 Go everywhere your customers go Learn more Be consistent. Consumers anticipate your message. Do not let them down.
  131. 131. 128 Go everywhere your customers go Learn more Remember to always review analytics and reports. Data should help define strategy.
  132. 132. 129 Go everywhere your customers go Learn more Context is key. Be smart about when you send communication, in order to stay relevant.
  133. 133. 130 Go everywhere your customers go Learn more Try implementing cart abandonment push notifications to draw the consumer back to purchase.
  134. 134. 131 Go everywhere your customers go Learn more If an email goes unopened, follow up via SMS a week later. Integrate channels.
  135. 135. 132 Go everywhere your customers go Learn more Use a one-time incentive-based email to reengage lapsed mobile users.
  136. 136. 133 Go everywhere your customers go Learn more Reward loyal customers with geo-location targeting. If they live close, get them in the door!
  137. 137. 134 Go everywhere your customers go Learn more Give customers easy access to update message preferences with a unified profile center.
  138. 138. 135 Go everywhere your customers go Learn more Facebook is the world’s most downloaded app, use it for acquisition.
  139. 139. 136 Go everywhere your customers go Learn more Don’t think of “welcome” as a single message. It takes time to get to know each other.
  140. 140. 137 Go everywhere your customers go Learn more Consumers who interact with your brand through mobile-specific channels are among your most engaged.
  141. 141. 138 Go everywhere your customers go Learn more Customer completely disengaged? Offer a drastic discount for a purchase conversion via your app.
  142. 142. 139 Go everywhere your customers go Learn more Win-back or comeback programs can be some of the most succesful mobile strategies.
  143. 143. 140 Go everywhere your customers go Learn more Mobile coupons get 10 times the redemption rate of traditional coupons. -Mobile Marketing Association
  144. 144. mobile Connect anywhere, any time with ExactTarget mobile marketing solutions. We’ll help you every step of the way. www.ExactTarget.com/GoEverywhere

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