3 Mobile Short Code Promotion Best Practices
Moss says a great motivator is to be part of an exclusive club that gets special offers that aren't extended to other customers or to prospects in other channels. "Customers are giving you access to their personal cell phones," he emphasizes.
That personal access means marketers are playing the role of spouse, Gilardi says. "Don't spam, so you can continue the relationship far into the future," she says. In other words, respect the relationship so that customers don't initiate a quickie divorce by texting "STOP."
And especially avoid an ugly divorce that becomes a tasty subject at dinner parties. Sanchez says: "If treated improperly, harassed or annoyed, end users may go beyond simply not responding to your campaign and actually promote your campaign in a negative light."
2. Make interesting, clear, exclusive offers that are appropriate to the demographic. Gilardi says consumers provide companies access to their cell phones for two reasons: to save time or waste time. "Understand that users are looking to mobile for utility or fun. Google Maps and Angry Birds emphasize both of those points exquisitely."
Citron says: "An increasing number of marketers are also using polling or trivia via text to engage with [out of home] consumers. Rather than just texting in for future alerts, the consumers answer trivia or give thoughts on different topics, sometimes for a prize or just to kill time."
Plus, Silk emphasizes, ensure the offer is prominent and legible. "If your call to action can't [be] seen, people can't text it," he says.
Giving texters something for free or at a steep discount can also boost results, Sanchez says. Physicians, for instance, can provide a free consultation. One of his clients, Scripps Ranch Dermatology, used SMS "to increase the local visibility of the practice, receiving an initial response rate of 69 percent, increasing to 88 percent when services were offered," according to a Globaltel Oct. 25 press release.