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BizReport : Mobile Marketing : December 25, 2015

Top 4 tips to leverage SMS in mobile strategy

When many think of mobile strategy, they think of email optimized to mobile screens or mobile-friendly websites. But, according to one expert, mobile strategy should also include SMS. Here are his top 4 tips to better leverage SMS in mobile marketing.

by Kristina Knight

Customize your approach

"SMS is one of the most personal and intimate forms of communication. Text messages are a direct and nearly constant customer connection with a 98 percent open rate. According to a MarketLive survey, 62 percent of respondents would be likely to adopt in-store mobile notifications or offers that were based on the department in which they are shopping. By contrast, if customers feel like a business' texts are just mass messages, they will resent the brand and could take their business elsewhere.," said Rob Malcolm, Senior Vice President of Corporate Development, Mblox.

Engage users in loyalty programs

"By making your loyalty plans mobile, customers can more easily access their earned points, participate in surveys and receive exclusive coupons. One study shows mobile coupons get 10 times the redemption rate of traditional coupons," said Malcolm.

Enable instant, real-time two-way communication

"There's nothing that really compares to the speed of text. On average, it takes someone 90 minutes to respond to an email, while the response time for a text is 90 seconds. Texting customers for feedback can actually have a faster turnaround, with a more personal touch," said Malcolm.

Respect your customers and remain compliant

"Once you gain the highly sought-after access to your customer's pocket, make sure to use it wisely, deploying SMS when, where and how the individual prefers to receive it. Send texts only to those who have fully opted in to receiving communication through that channel. Allowing them to control the frequency of messages is a must. For international brands, it is particularly important to work with messaging partners who understand the unique regulatory environment of each geography," said Malcolm.

Image via Shutterstock

Tags: Mblox, mobile ads, mobile marketing, SMS marketing, SMS messaging

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