Friday, May 15, 2020

Lessons from Mobile Matters: Don’t Be Afraid to Purge Your Subscriber List

Mobile is kind of a big deal these days. In fact, the average adult spends more than three hours on their mobile device per day. So, it only makes sense that marketers start to use mobile devices as a way to reach consumers. In the Mobile Matters episode  with Marsha Villasenor, MarTech Solutions Architect at 22squared and formerly Digital Messaging at Merkle, provides great insight into why understanding mobile is so important for marketers, and how it can enhance your marketing strategy.

Mobile-first Mindset

First thing first, marketers need to develop a mobile-first mindset. This means all digital experiences  must be designed for a mobile device, and then scaled-up to a desktop friendly design. Currently, most people reverse the order by first designing for desktop and then moving to mobile. That is a mobile-responsive mindset, and marketers need to move away from only thinking that way. Instead, marketer must think about digital experiences being consumed on mobile devices first and other form factors second. This was also a similar topic that podcast guest, Patrick Flanningan, focused on in his episode.

Multichannel Mobile Marketing

After you adopt a mobile-first mindset, you can start thinking about how to create a multichannel mobile strategy. A multichannel approach to mobile is another crucial element in this mobile-obsessed world we live in. Creating a multichannel mobile strategy means you are reaching consumers through more than just one mobile channel. There are multiple mobile marketing channels that can be incorporated into mobile strategies like SMS, email, social media, web, etc. I mean think about it for a second, out of just those four channels, how many of them do you use on a daily basis? Probably all of them, I know I do! Now, I know it can be hard to sync all of your mobile platforms up, especially if you work for a large company where these platforms might be controlled by different teams, but trust me it is worth it to get everyone on the same page. A multichannel mobile marketing strategy can double, or even triple your ROI.

Some examples of what a multichannel mobile strategy could include are sending emails or a SMS message that will redirect the customer to a mobile landing page (that is specifically designed for their mobile device). However, it is SO important that you refrain from sending the exact same message through more than one mobile channel. If someone didn’t respond to the message you sent through SMS, they probably aren’t going to respond through email. Instead, create a common theme throughout your messages, but make sure you are switching up the wording and sending out a message that fits the channel (keep hashtags on twitter, texting abbreviations on SMS, and lengthier messages via email).

Engaging with Customers on Mobile 

It is one thing to be present on mobile, but you also need to engage with customers on mobile. How can you do this? You can start off by providing a user-friendly mobile experience, AKA, creating a mobile experience that customers don’t dread using. Make the buttons a reasonable size for adult fingers, use simple gestures, basically just make your mobile experience as easy to use as possible.

Second, make sure your mobile opt-ins are timely. If customers opt-in to SMS messages and don’t get a message for three months, then they aren’t going to remember who you are and will likely think your message is spam. If you want customers to be engaged, have a plan before you ask them to opt-in. Once they opt-in you should be ready to start sending them messages, and have your marketing strategy planned out so customers aren’t just waiting around and then forgetting about you.

Also, do NOT over message your customers. When you start to send too many messages your customers will become annoyed, and you risk losing them (and it is nearly impossible to get them back). I mean think about it, when you are getting messages everyday on multiple channels, do you respond to them or just delete them? Personally, I delete them. Instead of sending thousands of messages to your consumer, send fewer, more meaningful messages.

Don’t Be Afraid to Purge

The final lesson from Marsha Villasenor is don’t be afraid to purge subscribers. Now, this might sound counterproductive because you are always trying to build your subscriber list, but if you have subscribers that are not engaging with your messages- why waste your time? It is okay to let some of your subscribers go so you can focus on the ones that are engaged with your brand.

Want to learn more mobile marketing trends and lessons from Marsha Villasenor? Go check out the full Mobile Matters podcast episode, and other episodes where we sit down with more top marketing leaders to talk all things mobile.