The document serves as a guide for brands looking to create effective mobile messaging campaigns by emphasizing the importance of a delightful user experience and strategic planning. It outlines key steps such as setting campaign goals, determining the target audience, customizing content, and selecting delivery methods, along with various mobile messaging channels like push notifications, in-app messages, app inbox, and email. Ultimately, it stresses the value of personalization and tailored strategies in increasing engagement and conversion rates.

1. The Ultimate Guide to Creating A Perfect Mobile Message
From:
appICE

2. For any brand, to create a successful mobile messaging campaign, it is essential
to create a delightful experience in the beginning. It doesn’t matter if the
message is simple or a complex one. Creating a simple message and sending it
across the platforms is a pretty easy task, but the real challenge lies in
increasing the ROIs and boosting conversions. Mobile phones have become an
incredible device for people, so ultimately people have low tolerance towards
poor marketing campaigns.
When it comes to the perfect mobile message campaign, there are several
factors to be considered.
This blog will help you by giving insights on strategies to create perfect mobile
message marketing. It gives a breakdown of various mobile messaging channels
and methods to utilize each one.

3. STEPS TO CREATE A GREAT MOBILE MESSAGING CAMPAIGN
 Set proper campaign goals
Before starting with any marketing campaigns, you should first try to find answers to a
few questions. What are you trying to accomplish? How will you get the easy
measurable results, and how your personalized mobile message engagement is
performing.
All these questions rely on two aspects that are engagement event goal and
conversion event goal. When you aim for the engagement events, you should focus on
the customer’s single-action, such as email sign-ups, event registrations, or survey
answers.
Your conversion goal should focus on building relationships with customers, such as
subscribing or bringing your visitors to the customer relationship management
system. Conversion event goals are more profitable as they drive more loyalty
programs, sign-ups, build a subscriber base, etc.

4. Determine the target audience
Once you have defined your campaign
goals, the next thing you have to focus on
is the target audience. For instance,
targeting product X subscription to the
customers who had already subscribed to
it, asking feedback about the premium
features to the basic users, or sending a
welcome message to long term customers
will not yield desired results.

5. First, categorizing the customer base and sending a customized message to each
group can give much better results. Sending messages to smaller groups can yield
lesser replies, but since it highly targets the point, there could be more click and
reply rates, subscriptions, and lesser negative responses.
If your brand targets a younger audience of 18 – 30 years, you should have a strong
messenger and notification strategy. Younger people do not even check their SMS
unless it is for an OTP. Hence, brands should focus on the demographics of their
potential target audiences for the ideal strategy.

6. Customize the Content
What your message should contain is the biggest question itself. The answer could
be image, contents, media files, or even GIFs and Emojis. However, the type of the
range falls into the top priority category.

7. When a customer comes to meet you, will you initiate a conversation with your
customer as “Dear Customer”? Why would you start your message with “Dear
Customer,” instead, you can use their names like “Hey Samanth.” The latter makes
more sense.
Personalized message content can increase the message open rates to 800 percent.
Customizing your campaign message with more personal elements like name, app
achievements, saved items, and missed items can give much better results.

8. Select the Delivery Method
Once you have defined the goal and message content, the next thing you should focus on is how it
will be delivered. There are multiple delivery options
 Either you can send manually
 Schedule a particular time zone
 Use Machine learning that automatically schedules the message, then the customer is most likely
to open the app. This can be determined using the customer’s previous app history
Among all the three, the open rate in optimal time results is three times higher than the other two.

9. WHERE SHOULD THEY RECEIVE THE MESSAGE?
As mentioned above, there are multiple message channels, and everyone has a
different use. Below is the breakdown of mobile message platforms.
 Push Notifications
Push notifications are small alerts that are sent to the customer phone at a certain
time frame. These messages are great for the ecommerce sites, as they can send
alerts for shoppers about the sale or travelers about the recent flight updates.
Below are a few things about push notifications:
 It requires permission from the customer
 Has the potential to deep-link and drive more customers to the specific app
content
 Can reach customers outside of an app

10. In-App Messages
In-app messages are helpful to send a notification to the gamers about the events,
or next levels, or any special events happening in the app. Through in-app
messages, you can send notifications or alerts to users within the app. This is an
excellent medium for onboarding, tutorials, and promoting in-app content.
 Unlike push notifications, users can only see them when they are opening the
app.
 They can work hand in hand with push notification, as they can deep-link to an
in-app message.
 People can either dismiss or engage with it.

11. App Inbox
App Inbox is similar to the Newsfeed information for the customers. It is an ideal
place for marketers to remind about special sales, offers, and other on-going
events. Here are some of the things about the app inbox:
 The message does not disappear, as it is a persistent container of the message
 It contains previous notifications as the new customer looks for the live news and
updates
 Doesn’t require any permission or agreement from customers

12. Email
Utilizing email as a medium is another ideal way to reach customers outside the
app. In the case of an e-commerce site, this is an excellent way to reach customers
outside the app and send them reminders about the abandoned cart or price drop
of a product in their wish list. This channel is a great medium re-engage dormant
users or those who have denied permission for push notification
Here are some of the points about email
 Can help reach the customers who opted out of push notifications
 Reach dormant customers who had been inactive
 It can easily integrate with your message channels to reach widespread
customers

13. TAKEAWAY
Creating a message for campaigns can be simple, but proper strategy helps brands
develop and optimize their best mobile message. The above mentioned are the
proven strategies incorporated by top brands and has latched on to the
development of mobile messaging.
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