SMS is now a top channel in the mix, but there are still misunderstandings in terms of how campaigns should be implemented.
I thought I’d share my version of the 10 Commandments of Mobile Marketing to set some guidelines for how brands should be utilizing the power of text to reach that mobile audience.
1. THOU SHALT NOT SEND SPAM
Be aware of sending text messages to users who have not subscribed to receive them. Also, the rule of thumb is to send no more than four messages per month to subscribers to avoid being marked as spam.
2. THOU SHALT INCLUDE A CALL-TO-ACTION
Don’t leave it up to the subscriber to know what they need to do next. Make sure your mobile call-to-action includes relevant contact details and clear instructions telling them what they need to do.
3. THOU SHALT PROVIDE VALUE
You have the opportunity to reach consumers on the one device they are connected to all the time. Don’t blow it! If you want customers to interact with your brand, you need to make their experience worthwhile. It’s really easy for them to click “unsubscribe” if they feel like they aren’t getting anything out of their subscription. Don’t let it get to that point.
4. THOU SHALT OPTIMIZE, TEST AND COMPARE
When sending out text broadcasts, take into consideration the day of the week, time of day and message content to see which will elicit the best response. Test out a few different types of messages and play around with the day and time that you send them. In doing that, you can weed out the underperformers and move forward with the ones that garner success.
5. THOU SHALT MOBILIZE THY WEBSITE
There’s nothing more embarrassing than a mobile call-to-action that isn’t optimized for mobile. If you’re taking the time to engage a mobile audience through text message marketing, you better make sure your site is mobile-friendly.
6. THOU SHALT MARKET THY CALL-TO-ACTION
Sure, you created a text message marketing campaign. Now what? You won’t be successful in building your subscriber database unless you learn how to promote the campaign. Use social media, flyers, table tents, or whatever else is out there in order to spread the word. After all, no one will opt-in to your campaign if they don’t know about it.
7. THOU SHALT REWARD LOYAL CUSTOMERS
Loyalty is built through good experiences, trust and that feeling of importance. Loyalty also leads to customer retention. So how do you get these loyal customers? Let them know you appreciate them. Sending rewards to your most loyal customers lets them know exactly how much you value their business, and THAT will keep them coming back for more.
8. THOU SHALT MEASURE RESULTS
Just like with any marketing tool, it’s critical to measure the success of a mobile marketing campaign to evaluate what needs to be adjusted in order to meet objectives. Tracking opt-ins, opt-outs, conversions and ROI will help determine the value of the campaign and the importance of the channel going forward.
9. THOU SHALT OBEY LAWS AND REGULATIONS
Text message marketing is not a free-for-all. Campaigns must comply with laws governing unwanted spam texts, as spam complaints can lead mobile carriers to block a retailer from sending future messages on their network. Also, make sure to be explicit with the campaign’s “terms and conditions” so you don’t run into legal problems down the road.
10. THOU SHALT FOLLOW ALL COMMANDMENTS
Even though these commandments aren’t inscribed on a stone tablet, take them seriously. Failure to do so will likely result in the demise of your campaign. Mobile marketing isn’t rocket science. Just play by the rules, and nobody will get hurt.