7 cardinal sins of mobile marketing
Good mobile marketing is effective mobile marketing. To act in this way, you must certainly avoid basic (but not necessarily obvious) mistakes. We, gently refer to them as the deadly sins, although the original infographic expresses itself a bit more sharply, warning of the seven deadly sins of mobile marketing. The vast majority of these are sins of omission.
Bad mobile marketing can definitely hurt your brand more than a bad mailing campaign. Be on your guard!
1. Forgetting the call to action.
The cardinal sin is forgetting the call to action (CTA, crowd. call to action). The user, in order to meet your expectations, needs to know what they are. That is why it is so important to include just a call to action in the message to him.
If you redirect recipients to a new page, don't forget to include the address. You want them to visit your store? Offer them a coupon. Simple, clear and transparent.
Coffee on the bench. Remember to add options such as:
- website address;
- store address;
- phone number.
Of course, don't add all this information – choose one that is most likely to be useful to the recipient.
2. Forgetting to check for errors.
SMS seems trivial to write, to send. What's difficult here? Well, in the simplest tasks it is sometimes the easiest to make a mistake.
Never forget to check and test the messages you want to send. Check legibility, contact details, page addresses, typos, grammar and phone numbers. Everything.
The slightest typo can make it impossible for a customer to respond appropriately to an incorrect CTA, not to mention the impression of sloppiness and lack of professionalism. The most important questions you need to realize are:
- Does it make sense?
- Do the details match?
- What I could improve?
3. No opt-out option.
The same rules apply in sending SMS as in sending mailings. Everyone should have the option to opt out of notifications. Forgetting to add it is an easy way to annoy your audience. In addition, some countries, including m.in.
The UK and Australia consider the lack of an unsubscribe option for newsletters as an illegal act. The most convenient is:
- Include a link to unsubscribe;
- Provide an opportunity to opt out by sending a return message with the content, for example. "Stop" or "Unsubscribe."
- Add a phone number for the dissatisfied recipient to call.
4. Treating everyone the same.
Packing all your audience into one bag is the fourth deadly sin in mobile marketing. You can use every piece of information about the recipient to his (and at the same time your) advantage. Gathering information about your audience allows you to send them more specific messages, which equals greater effectiveness.
75% of Brits and 72% of Americans look more favorably on personalized messages. It's worth collecting information on:
- purchase history,
- How often the recipient reads the messages.
With this information, we are one step closer to creating perfectly targeted messages.
No one likes spam. Literally, no one. So when planning an SMS campaign, don't forget this sin – don't send too often, much less too many at once. 3 key principles are:
- Never send messages with the same content again.
- Don't send a call to action that the user has already made before.
- Don't send messages more often than every 2-3 weeks.
6. Focusing only on sales.
Just as we don't like spam, we also don't like it when someone wants to forcefully push something on us. So don't just focus on sales – try to add something more to your SMS. You can, among other things:
- Conduct a survey via SMS;
- Offer your customer a geolocation-related service;
- Share interesting information about the industry;
- Share an inspiring video.
7. Creating useless apps.
As long as your application does not give a benefit or use to the customer, does not bring anything new – it is not worth wasting time, nerves and money on its creation. Why agonize over something that most customers will ignore? 8,500 to 10,000 apps are added to the App Store per week, the same is true of Google Play.
What apps are useful?
- Online store apps (only if they turn out to be better than mobile sites);
- Time-saving apps (e.g. shopping list dedicated to a specific store);
- Practical apps (e.g. helping to find a company in a particular industry in a particular location).
We hope you will remember the 7 deadly sins of mobile marketing and not sin in your campaigns ;). Remember, the point here is not to complicate your operations, but to make it easier for the customer, who, having a clear, friendly SMS in front of him, is sooner to use your services than receiving a spammy, mass message.