5 tips to optimise your mobile marketing

Improve the effectiveness of your mobile message for better results

The way today’s customers interact with brands is fundamentally shifting. Mobile marketing is quickly becoming one of the fastest-growing ways to reach your target audience. If you're constantly optimising your mobile marketing, your customer loyalty and conversion rates will only improve.

Any number of things can hamper mobile marketing campaigns, from missing data to lacking the right tools to serve all your channels. To help you optimise for mobile, we've put together five quick tips for success.

5 tips to improve your mobile marketing campaign conversion rates

1.     Be Creative

Since every channel has its own limitations, you need to be creative with your message, but more importantly you need to be concise and to-the-point. Make sure your message is simple and easy to understand immediately and then think whether you need to add detail by building on your key message. For example, you can extend your SMS messages with a mobile landing page, where you can share rich content.

2.    Create Clear CTAs

Improve conversion by creating a very clear Call To Action (CTA) designed to explicitly trigger an action from your recipient after they read your message.

Here are a few things to consider when creating a CTA that will persuade your visitors to click:

• Use only one CTA
• Avoid distracting navigation links
• Show the CTA above the fold
• Use colour contrast to make the call-to-action stand out
• Write a descriptive, active CTA (not: “next, shop, continue”) but: “take quiz, find out more, buy now”
• Make your CTA benefit-oriented and answer the question: 'what’s in it for the reader?'

3.     Personalise

Mobile marketing is a powerful tool, but your company isn't the only one asking for your customers' attention, so your message needs to stand out, be relevant and be personal. There are several ways to personalise a message using the things you know about your customer. Consider adding the name of the customer, use merge tags for previous purchases or the location of the store they use. Also consider adding your own name as a signature and send your message from a personal/named account to add a more personal touch.

4.     Have a Conversation

Nowadays, there's no need for your mobile marketing campaign to be one-way. If you use the right sender name, you can easily enable the receiver to send a reply to your campaign. Start conversations with your customers. This will not only make your company more approachable, and improve customer satisfaction and brand loyalty, but also allows you to receive feedback and gain insights to improve your products and services. This gives you the opportunity to take your business and marketing to the next level.

5.     Test and Learn

Test, measure and improve. Use your data to get the best results. Set up an A/B test to figure out which changes work best. If you’re working with CM.com’s platform, use the Address Book to randomly divide your recipients into two marketing groups. Send your message, and wait for the results to come in. 

The CM.com platform

For the most effective mobile marketing campaigns, you need the right tools. CM.com's Mobile Marketing Cloud offers solutions for your campaigns, landing pages, marketing automation and data collection. Use the Mobile Marketing Cloud to send out hyper-personalised marketing campaigns across multiple channels and create 360° customer profiles.

And of course, you can always ask us for help in setting up a successful mobile marketing campaign. Ask for a demo of the Mobile Marketing Cloud.