5 Easy Ways to Build a Mobile Marketing Database | MMA Global

5 Easy Ways to Build a Mobile Marketing Database

June 12, 2012

Have you noticed?  Everyone is talking about mobile marketing.  So what is the hype about, and how do you even start a mobile marketing program?

One of the biggest advantages mobile messaging (SMS/MMS) brings to your existing marketing plan is the extremely high average response rate.  From speedy opens (usually within 3 minutes) to high click through rates (an average of over 50%) to driving sales and online and in-store traffic, very few traditional marketing options bring as much ROI as the multimedia branding power of MMS.

Why is mobile message marketing so successful?

Mobile message marketing is the most accessible and easy to use form of mobile marketing for end users. Consumers don’t have to download an app or scan anything. They just have to know how to use text messaging, which has become even more utilized than voice calls on mobile phones. With MMS message marketing, brands and marketers can provide their consumers with rich media and immediate text messaging rather than email or direct mail. Also, with strict rules and regulations enforced by the MMA (Mobile Marketing Association), CTIA and cellular carriers, creative mobile messaging campaigns feature content delivered only to customers who explicitly opt-in and give a company permission to send them text messages – these regulations are put in place to prevent SPAM and unsolicited messages.

How does a customer opt-in to a mobile campaign? 

Text to short code: It’s easy.  All they have to do is send a text with the provided keyword to a 5 or 6-digit shortcode and then their mobile number is entered into your program.

Web opt-in: Another way to provide your audience a method to opt-in, is to use a web opt-in form that connects an API with a specific database on your messaging provider’s platform. The forms can be designed to segment users’ interested and choices for specific text alerts (i.e. regional weather alerts, special products, etc) by simply checking some boxes. The user enters their number into the form and then they will receive a text message on their mobile phone to confirm that they signed up online for these mobile messages.

How will the customer learn about your mobile messaging program?

To build a mobile database filled with your customers that drive higher marketing ROI than any other program, it’s crucial to implement a promotional strategy that ties in your mobile campaign.

Mogreet’s got you covered.

Here are 5 creative ways to build your mobile database

The secret to growing and maintaining a loyal mobile subscriber database is to use a compelling offer or incentive to pique consumer’s interest in being a part of your program (and to stay on the list!):

    1. Be relevant!  Drive opt-ins by offering compelling content designed to drive immediate use. Consider short-term offerings to entice your fans to join.
      • Exclusive branded video content
      • Coupons
      • Sneak peeks to new offerings
      • Relevant news alerts
      • Early access to programs
    2. Be creative!  The more creative and/or relevant your offering, the more opt-ins you are likely to receive. Try to include:
      • Videos – trailers, product reviews, music videos
      • Images, lookbooks, and photo albums
      • Audio clips – sneak peek to newest artist releases.
      • Extended text featuring thousands of characters, including special accents for foreign languages
    3. Be engaging! Consider interactive campaigns to drive opt-ins
      • Text to win campaigns
      • Trivia
      • UGC (user generated content) based programs
    4. Be personalized! As you build your database, take advantage customization opportunities to drive even closer relationships
      • Use rolling time zone distributions to drive engagement around key times of the day
      • Customize content based on local market happenings (weather, news, etc.)
      • Take advantage of DMA and area code segmentation opportunities to drive action in key markets
    5. Promote! Promote! Promote! If people don’t know about your campaign, they can’t join so be sure to heavily promote your keyword and shortcode to your audiences by adding a call to action across your existing earned, owned and paid platforms, including:
      • Add a call to action on the front page of your website and contact page
      • Share it with your existing email database and communications
      • Include in all forms of advertising (print, on air, radio and more)
      • Post across social media platforms – Tweet it or Post to FB weekly to remind people about the program
      • Add to product packaging
      • Take advantage of the captive audience! Utilize POS (point of sale) opportunities on-site or in venue at events
      • Train customer-facing teams to encourage registrations
      • Don’t forget paper receipts, email signatures, marketing materials and more

Try these five simple steps: watch your mobile database and customer relationships flourish. To see how Charlotte Russe used many of these strategies, read the full case study here.