6 Tips for building and managing consent for mobile marketing
Did you know that you can’t buy a mobile customer list for a mobile marketing campaign?
Unlike email or other channels, if you want to start a conversation with a current or prospective customer, you need their specific permission first.
You need mobile consent.
The downside of this requirement is that it can take more time and more money to reach the people you want to communicate with.
The upside is that response rates tend to be much higher. In many cases, we’ve seen response rates 3 times better or more than other channels.
So where do you start?
1. Leverage your existing customer database. Chances are you already have a customer list with permission to communicate in other channels. Ask them if you can communicate to them on their mobile device next time they reach your call centre or read your email newsletter.
2. Update your terms and conditions policy or statements. Although it can be expensive to update your policies to include a clause that allows you to reach customer through mobile, this is an effective way of getting enough consent to at least reach out once using mobile. Many companies are already in the process of updating their T&Cs to reflect the new “do not call” list law – so leveraging that process to add a clause on mobile would be cost effective…. And if you’re really lucky completely covered out of somebody else’s budget!
3. Update your website. Update your customer profile page to include a line specific for mobile numbers. Many sites have a field for “other” phone numbers but they aren’t specific to mobile. On the same page, give users several mobile opt-in options. For example, opt-in for contest or promotions and alerts or reminders specific to your product or service. You can even have alerts for when content is available in other channels – like a reminder that your cable bill is due and can now be viewed online.
4. Leverage events and sponsorships to drive acquisition. Text and you can win promotions at events are a great way to engage and acquire new customers (especially if the offer is really relevant), so be sure to include an opt-in SMS message after entry. Keep it simple.
5. Create awareness. You can have the best mobile channel offer in the market, but it’s only good for those who know about it! Be sure to promote your mobile services and options through other channels. For example, POS, statement stuffers, website, email and your above-the-line media. Remember when you had to convince your Art Director to include a URL on that Ad? Now that you have that practice, convince them to include a shortcode or mobile web address too - with a call to action. Better awareness will mean more opt-ins…which means it will be easier to justify the investment you just made in mobile.
6. Be sure to deliver exactly what they asked for! Once you have consent, you want to ensure that you keep it. By giving customers or prospects exactly what they opted in for, you can harvest your mobile customer list well beyond your initial campaign.
