Using Mobile Marketing Tactics to Add Email Subscribers
As email marketers, we’re always looking for ways to grow our lists. One answer is at your fingertips. Literally.
According to the Forrester Research Email Marketing Forecast, 2012 To 2017, 78% of U.S. email users will also access their emails via mobile devices by 2017.
A customer’s mobile phone number is seen by marketers as a prized commodity. But that same number becomes even more valuable when it’s attached to a customer’s email address. That’s when marketing opportunities are multiplied.
Here are a few mobile marketing tactics you can use to grow your email list.
Ask for it
Seek and ye shall find. If your mobile subscribers like what they’re getting via SMS, give them more of what they like. “For more news & great offers, text MORE and your email address to…”
Don’t expect your mobile subscribers to offer up their email addresses on a silver platter. Make it worth their while to do so. Offer a no-clip coupon, coupon code or other incentive.
There’s an app for that
If your business has a mobile app, there are many places you can sneak in an email opt-in. Depending on the app, you could include this on a welcome screen, within the app or even in the app settings
At point of sale
With product in hand (and smartphone in the other), your customer may be more receptive to communications from you. “For product use and care, text CARE and your email address to 12345.”
Ask for their opinion
Gone are the days of the opinion survey post card on the restaurant table. “Tell us how your food and service were. Text REVIEW and your email to…” “What did you think of the (concert/movie/play)? Text REVIEW and your email to…”
Got a captive audience?
If you have customers waiting in line at checkout… waiting for a table… waiting in a doctor’s office… waiting for car repairs… chances are they’re on their mobile devices to pass the time. Use in-store signage to promote email signup via mobile.
For example: “While you wait, text INFO and your email address to 12345 for (insert your company-specific promo here).”
Don’t sell short codes short
If you’ve already got a short code, promote the heck out of it. Ask your mobile subscribers to text one word (such as “offers,” for example) to your short code for access to email-only offers. If you don’t have one, no problem. Text-to-join applications accomplish the same goal, and can plug directly into your ESP or CRM program.
That’s the key. While you do want consistency of message across channels (voice, tone, etc.), the actual message should vary among channels. So if you’re offering X in mobile, offer Y in email, and Z in social. Otherwise, why would your mobile subscriber bother signing up for email promotions?
And don’t forget QR codes
While some say QR codes may soon be a thing of the past, me included, they still are a good way to tie in printed marketing collateral with mobile marketing efforts. Make sure you have a strong call to action, such as “Scan here to get insider tips via email.” The consumer then will be taken to a mobile-friendly email sign-up form.
It’s not only important to consolidate your data, it’s important to track and analyze that data. If your data is housed in a single marketing platform, it’s easier to see cross-channel relationships and trends with all your marketing lists.
So when it comes to building your email list with mobile marketing strategies, you could say you’ve got prospective subscribers right in your pocket. That’s because they’ve got their smartphones right in their pockets.
I admit it. I’ve jumped on the mobile marketing bandwagon to grow my lists. WBU?