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.

Gathering opt-in numbers is easy with Textlocal. You can either use a Short Code, paper or online forms, QR code or collect them manually. Once collected, these numbers can be added to your contact list for future campaigns. Of course, remember to include your opt-out path in the messages you send.

Why is it important to grow your mobile marketing database?

Customer's personal preference is always changing and buyer decisions are often influenced by external change. It is for this reason that people can become unresponsive and no longer interested in your service. Alternatively they may have become a customer of yours and no longer require sales marketing. If you have made a number of attempts to contact and they remain unresponsive, you may be wasting valuable budget, which can be reallocated elsewhere or used sending to new, more responsive data. This is a similar model to postal and traditional marketing and ensures you are getting the optimum return on your investment.

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. For rules and regulations on database opt-out, ensure you are fully compliant with the legal jargon, which you can find here.

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 from any unwanted telemarketers.

Be sensitive in your approach, people don't like perceived spam, nor do they like giving data out if they don't think it is safe. We recommend covering popular misconceptions at the sign up stage to ensure it is effective.

Textlocal make collecting mobile numbers simple

You can start collecting mobile numbers in minutes through the use of one of our Short Codes. As soon as someone texts in, their number is added to your Inbox in Messenger 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 select your Inbox, type a message and press send and all your opt in SMS numbers will get your text. It really is that simple.

How do I get people to text in replies?

There are numerous ways of getting people to text in to your short code, for some ideas have a look at our short 2 minute cartoon Luigi video.

Remember though, just because you advertise a short code 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:

  1. Offers and Promotions - People will text in if they know they will get discounts, offers or special invitations etc.
  2. Brochure Requests - Encourage people to text in to receive a brochure to their phone, email or both.
  3. Confirmations and Reminders - These are helpful for the recipient and have the added benefit of reducing missed appointments.
  4. Alerts and Information - Due to its immediacy, text is perfect to send out urgent alerts and information.
  5. Discount Codes - Everybody enjoys a discount, so what better reason for texting your Short Code.
  6. Text to Vote - Run an easy to use text to vote system to gather information, polls and opinions.
  7. Text to Win Competitions - Ask people to text your short code for a chance to win a prize.

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 such as the distribution or surveys and short-code response. The important message to deliver is a clear call-to-action in your campaign.

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