Tips to efficiently grow your mobile marketing database for greatest gains It's easier than you think

How can I gather mobile numbers?

Many claim that marketing is a numbers game, and whilst there is an element of truth to this, it is more important that you gain qualified lead generation from your efforts. After all, we want your mobile marketing to perform to the best of its ability and of course your campaign to pay for itself. With most marketing campaigns, it is imperative you have a responsive dataset to work with, or you face paying a high cost per acquisition. In order to reduce the cost and improve your return, it helps to start with a larger set of targeted potential or past customers.

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Gathering opt-in numbers is easy with iSmart SMS. You can either use a Keyword, paper or online forms, QR code or collect them manually. Once collected, these numbers can be added to your contact list for future campaigns.

Removing people from your database isn't the end of the world

It is inevitable that certain individuals will request to be removed from your marketing list, but don't take this as a knock back. There is ample opportunity for database growth. There could be a number of reasons people opt to leave, what is important is inviting new customers effectively. Based on Omantel’s central Opt-out system, stats show that the opt-outs are less than 0.4% of the client’s database.

What has mobile learned from email marketing campaigns?

There are a number of sensitivities involved with growing your mobile database and a number of these we can learn from email marketing campaigns. As a starting point your approach often needs to be soft and you have to gain the trust of users so that they feel comfortable parting with their personal data - like a mobile number.

The pitch... incremental growth is best for your data

If a customer is looking at your site, the chances are they are interested in, or are already advocates of your product or service. The next step is encouraging them to receive mobile communications. Whilst being concise, it is also vital to explain why you'd like their contact details in the first place, how it will be used and of course offer reassurance that it is safe.

iSmart SMS make collecting mobile numbers simple

You can start collecting mobile numbers in minutes through the use of one of our Interactive Marketing Solution. As soon as someone texts in, their number is added to your Inbox in Response and an auto-reply message is immediately sent back to them (if you chose to set one up). Then at a later date, you simply download the mobile data from the Response collected and add them to your master database. It really is that simple.

How do I get people to text in replies?

There are numerous ways of getting people to text in your keyword. Remember though, just because you advertise a keyword doesn't mean that people will automatically text in - you need a strong WIFM (What's In it For Me). Some good reasons why people will be happy to give you their number include:

  • Offers and Promotions - People will text in if they know they will get discounts, offers or special invitations etc.
  • Brochure Requests - Encourage people to text in to receive a brochure to their phone, email or both.
  • Confirmations and Reminders - These are helpful for the recipient and have the added benefit of reducing missed appointments.
  • Alerts and Information - Due to its immediacy, text is perfect to send out urgent alerts and information.
  • Discount Codes - Everybody enjoys a discount, so what better reason for texting your Keyword.
  • Text to Win Competitions - Ask people to text your Keyword for a chance to win a prize.
  • Signage: Whether you are hosting a special event, lecture, conference, or trade show, you can gain subscribers by having on-site signage requesting attendees to text in a keyword to receive special offers, basic information, or alerts. Even real estate agencies are using signage to quickly disperse information about property listings to house hunters.
  • In-store signage examples: Best for restaurants, retail stores, salons, and gyms. For example, if you are a skiing apparel store and you are looking to create a buzz about new merchandise that is arriving to the store, you would have an in-store sign instructing customers to text in to receive a special discount or offer.
  • Radio: If you are advertising on the radio, leverage that airtime by adding a texting call-to-action, instructing listeners to text your keyword to your short code for more information or a special offer. If youoperate a radio station, streamline song requests by having them text their requests by using your keyword and short code.
  • Outdoor: Billboards have a huge reach and are a great way to increase brand exposure. Adding a text messaging call-to-action can do even more - instruct people to text in to be entered for a chance to win a contest or simply to receive more information.
  • Social media integration: The popularity of Facebook and Twitter presents a great opportunity for businesses to leverage their SMS efforts. Web widgets are extremely effective in building subscribers. Do you have a lot of Twitter followers or Facebook fans? Encourage them to text your keyword to your short code to opt into your contact list. Or better yet, use a Facebook widget to have people opt-in directly from their computer!
  • Web/Email: Whether you are asking people to text in your keyword or using a signup widget, leverage the power of the Internet to increase your contact lists! Emails are another great way to communicate with your current and potential customers. For example, if you are a marketing director at a magazine and you have an email database that you send daily news stories to, you could give your readers the opportunity to opt into your text messaging alerts to receive a discounted subscription or to receive news stories via directly to their phones.
  • Newsletters: If you are sending out paper newsletters you can instruct people to text in your keyword to receive news or other pertinent information from your company or organization.
  • Sweepstakes/Contests: Giving your customers the opportunity to be entered into a contest is a great way to build customer loyalty. First speak with your legal counsel to make sure you comply with state and local laws.
    • Integrate your SMS marketing efforts

    It is important that database growth is an integrated and joined up approach; from SMS to email and more. Too often, businesses keep marketing channels separate, whereas there is a whole host of benefits of integrating your approach.

    You can obtain marketing data and intelligence through your website, your existing customers and your print marketing, also your booking process and checkout process. Try to include mobile data capture in sign-up forms.

    On the flip side, mobile marketing can also be used to help obtain demographic and customer information. The important message to deliver is a clear call-to-action in your campaign.

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