B-to-B Insights: Mobile Marketing on the Move
4. Whenever possible, use the recipient's real name in your message so that it's more personal. Target your message to the known needs and buying habits of the recipient.
5. Identify yourself and your brand right up front. It doesn't pay to do anything else. Transparency in business practices today is the rule, rather than the exception.
6. Don't use text abbreviations or all capital letters for emphasis. The exception: using all-caps for the call to action.
7. Use text messages without large files, like photos, whenever possible. Instead, link to the mobile version of your website, blog or mobile-specific landing page for images and related information. The MMA's "Mobile Advertising Guidelines 5.0" states that file sizes should be less than 15K, and in some cases no larger than 6K.
8. In your email marketing, ask customers to provide their smartphone numbers. This way you can text them special discounts, product news and important announcements.
9. Don't message customers at odd hours of the day or night. No one wants to lose sleep or have their dinner interrupted—no matter how valuable your offer.
10. Avoid Sundays and holiday messaging. Only violate this rule if it's vital to the marketing strategy and relevant to your target audience.
11. Never send unsolicited messages (spam) to anybody.
12. Make it easy and simple to unsubscribe. "STOP" is a commonly used unsubscribe command.
13. Always conduct a usability test of your mobile marketing campaign. Ask everyone you know to receive your messages, respond to them and give you feedback on how they liked the experience. Don't forget to try it out for yourself. How does it look? Is it clear and easy to respond to?
14. Integrate your mobile marketing campaign with all other promotional efforts. Mention it on your blog, your e-commerce site, and via your social media sites, including Twitter, Facebook, Google+, YouTube and Pinterest.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.