While customer retention and mobile marketing may not yet be synonymous, there may be a way to bring the concepts closer together.
Dave Lawson, director of mobile engagement for Akron, Ohio-based "direct digital marketing company" Knotice, says marketers who keep customers engaged are most likely to retain them in their mobile marketing programs. Here are a few ways he recommends to accomplish that:
1. Create "a clear 'win' for the customer in the initial interaction value exchange. ... Popular and effective examples of this are sweepstakes and contests, giveaways, promotions and coupons, exclusive content, and exclusive access to privileges or services."
2. In the call to action, communicate "clearly how to join, what will happen immediately, and what they can expect in the future."
3. Ensure "the tone and voice of the communication is on brand, but authentic for the audience. ... The most successful programs aren't about pushing the brand, they are focused on relevantly communicating with their customers."
4. Communicate immediately and respectfully while providing added value. "Program entry will likely be a spontaneous act, and if the consumers don't get a message for a month, they will likely be a bit put off when you send your first message. Engage them right away with follow-up messaging, but don't overdo it. Always add value with every message."