Now that we know what causes consumers to opt out, we can try and prevent it from happening as often in the future. How? Follow this 5 step guide and create a mobile marketing campaign guaranteed to keep your customers engaged:
1. Timing is of the Essence
Timing messages can be tricky. If messages are sent too often, consumers may get annoyed and opt out, but if messages are sent too little, your messages won’t resonate with your consumers. It’s important to find a good balance between the two. As a general rule, start sending more conservatively and see how consumers respond. Then, analyze consumer response and send accordingly. Appropriate timing could be the difference between a marketing opt-in and an opt-out.
2. Creating Compelling CTAs
Every message should contain a clear and concise call-to-action. You want your audience to act on your CTA with as little thought and effort as possible, and you want them to do so right away. Effective calls-to-action create a sense of urgency and encourage your consumers to act instantly. Appropriate CTAs may include: clickable links, videos, and photos, asking consumers a question, urging them to perform an action, offering a deal or coupon, and much more. According to the Content Marketing Institute, there are three ways to create compelling CTAs that will get consumers’ attention – personalize messages for consumers, make everyone feel like a winner, and offer “extras” that go along with your content. Creating valuable incentives and CTAs not only benefits your customers, but can prove successful for you as well.
3. Crafting Meaningful, Customer-Focused Messages
Consumers pay attention to messages that mean something to them. This seems like a no-brainer, however, many marketers make the mistake of ignoring consumer’s wants and needs and focusing on their own. It’s really easy for marketers to get caught up in crafting messaging that are meaningful to them, personally. This is something you should always try to avoid. Marketing messages don’t always have to sell something. Messages can also include fun facts, interesting articles, how to’s, helpful tips, etc. It all depends on your target audience. Focus on creating messages that are meaningful and valuable to your customers, not yourself. When creating marketing messages, always ask – what is the value-add for my consumer?
4. Measurement Matters Now More Than Ever
“Over the years, marketing has evolved from a primarily creative discipline into a highly analytical, measurable function” (source: Oracle). Measuring results is critical to marketing success. The more you measure, the more data you will have to work with, so if you can, measure everything: number of subscribers, unsubscribers, open rates, click-through rates, response rates, etc. Doing so allows you to analyze your data and give you a better idea of what’s working, what isn’t working, and what could be done differently the next time around. Remember, numbers don’t lie. Analytics are your key to success.
5. Always Remain Compliant
It is imperative to always engage in best practices, remain complaint, and stay up-to-date with all laws and regulations, such as CAN-SPAM. Understanding and following current rules and regulations are critical and if violated, can cause major headaches for you and your organization. If you live in the United States, you’ll want to be aware of recent changes to the TCPA (which we explained in a previous article) that effect all mobile marketers. To learn more about how you can be CAN-SPAM compliant, visit the Bureau of Consumer Protection.
Sending mobile marketing messages, especially for beginners, can be a bit overwhelming. Just remember:
- It’s not goodbye, it’s see you later – consumers opting out is part of the business – don’t take it personally. Just because someone opts out of your marketing, does not mean you lost them as a customer.
- Learn from customers who unsubscribe – take the time to better understand the factors that lead to a consumers decision to opt out. That way, you’ll be able to make adjustments as needed.
- It’s okay to experiment – play around with various marketing methods and different marketing channels. Sometimes, you can find that consumers respond well to one method/channel and not as well to another. Run some tests and see what’s most effective.
What steps are you taking to optimize your mobile marketing campaign? Visit Bulletin.net and find out how we can help you today.