SIA Recap: Mobile Marketing

Spread it!

Email This

How well do you know your recipients? It’s really easy to sort through email statistics and draw conclusions about their interests and future segmentation needs – but are you ignoring the channel within arm’s reach?

Your recipients may benefit from a mobile version of your message, might prefer an SMS for important information or could be open to receiving sales, updates etc. through something other than an email. Consider these stats from Deliver Magazine:
– 22,400,000 people accessed news and information daily from their mobile phones as of January 2009 (up from 10.8M in January 2008)
– 31,000,000 people viewed mobile ads on their device (June – September 2008)
– 42% of teens say they can text blindfolded

Mobile marketing has a couple different entry points – one of the simplest is offering a text-only/ mobile version of your planned campaigns (see Monday’s post, Mobile Versioning, for more information.) Just be sure to keep a few items in mind when creating your mobile version:
– Subject lines have to be much shorter, approximately 20 characters or less as compared to the 30-45 characters that can be used for PC-based emails.
– Messages also have to be smaller, a standard PC email is 600 pixels wide, mobile is 120 pixels (if you’re lucky)

SMS is another option, but know your medium, the rules for opt-in/ -out are different from email, talk to your multi-channel communications provider to learn more about the specific needs, rules and costs. Also check with your consumers to see what their interest level is in receiving SMS from you.

Always watch the marketplace for new updates, there are tons of success stories, lessons to learn information to gather on your recipients. Find out what fits your brand/ demographic and move forward.

For more on the topic, listen to our podcast from Friday and mark your calendar for our next Service In Action call, August 28, focusing on Reoccurring Email Campaigns.