Cell phones are perhaps the most personal devices on which consumers allow marketers to contact them. While achieving opt-in is the first hurdle, maintaining the relationship is just as much of a challenge. Consumers engage in some way with every communication on the device—even if it's just to ignore or delete it.
Make opting into your marketing program as easy as possible for consumers, then keep customers involved, says Dave Lawson, director of mobile engagement for Akron, Ohio-based "direct digital marketing company" Knotice.
Here's how he suggests marketers help consumers opt in:
1. Create opportunities during service interactions, such as an on line buy-flow. "Offer updates on shipping details, confirmations, loyalty programs, statuses and alerts on new products, in addition to occasional marketing-driven messages. Be sure to send a marketing-driven message when people are most likely to find those communications valuable. Make sure it is easy for the consumer to type in a mobile number and click the check-box 'yes' to set preferences."
2. Provide "an in-store or on-property offer to immediately enhance the environment or situation the customer is in," through a QR Code, email submission, text message or URL navigation.
3. Offer "integrated extensions of already active or planned campaigns." That way, opt-ins from short codes/keywords, QR Codes or URL navigators can maximize engagement with otherwise underused "real estate."
4. Give consumers a point-of-purchase option on the package or product. "Make joining your program an enhancement to a purchase for greater overall attachment, affinity, likelihood to recommend [and] positive brand impression."