The mobile marketing medium is defining its future as a viable channel for consumer impressions and conversions. Unlike blast e-mail marketing, which failed because of a lack of regulation, mobile marketing has shown tremendous conversion rates. E-mail marketing is now at such a low-conversion, because of the decreased sensitivity of the end-user, it’s borderline useless. Mobile marketing and text messaging is a viable impression and conversion medium because users have such a high sensitivity to the notifications they receive. Don’t be fooled, there’s more to it than sitting in their pocket - that’s just one, albeit, critical factor - it is also because the abuse rate has been low. Cell phone users are very aware of the ability to turn off notifications for text messaging, and if markets abuse this service, they will; much like many have switched off notifications for e-mails because the iPhone has no spam filter.
The carrier’s strict regulations have benefit mobile marketers in this fashion, as they have managed to prevent end-users from feeling spammed. As mobile marketing begins to take off in 2008, and shortcodes reach the spotlight, more of this responsibility will rest on the Application Service Providers and mobile marketers. In fact, the future of 50% conversion rates rests in the hands of the mobile marketers; following a few simple steps can preserve the most affordable and most profitable medium to hit marketing.
1. Double Opt-In
While only T-Mobile and Verizon wireless require double-opt-in for marketing messages, requiring all participants to double opt-in will significantly reduce the potential that you will have an unwilling subscriber on your marketing channel. When users opt-in, make sure to send a follow-up message asking them to reply with Yes, Y, or something similar, to confirm they want to receive the messages you’re interested in sending them. Confirmed users are interested in receiving messages and you won’t run into complaints.
2. Send Like Offers
Not only is it a violation of the mobile acceptable use policies to avoid this rule, it is also common sense. If you have a valid double opt-in registration for television coupon offers, don’t send alerts for the local car wash. Unrelated, but demographically targeted offers are more appropriate for appended messages, where the user has solicited information and you are providing relevant advertising in the remaining character messages of the information they requested. To emphasize my point, I was excited to sign up for mobile alerts through http://www.wiialerts.com, knowing that I would only receive mobile alerts when Nintendo Wii’s hit Amazon.com at their normal $249 price. So far, that has been all I have received, and I will keep my subscription despite already having bought a Wii from the first set of alerts sent to me - just a few days before Christmas. If this were to change, I would remove the service and never think twice about rejoining. Send users what they signed up for, and they’ll stay subscribed for as long as they’re interested in converting on your messages. Send users something they’re not interested in and they’ll never rejoin your services.
3. Don’t Bait Your Call-To-Action
If you are offering a Call-To-Action that requires a conversion off of the handset, such as visiting a full html website, be very clear with the offer to the end users. Nothing screams UNSUBSCRIBE like a user that took time to sit down at his/her computer only to find out they’re not getting what they were told. While a baited Call-To-Action may receive more conversions from handset to website, the conversion from website to product will not be any better. An honest Call-To-Action will have great conversion rates and leave consumers satisfied with your mobile offering.
Continue reading ‘7 Ways to Maintain Conversions in Mobile Marketing’