When it comes to mobile marketing, there is a surprising amount of mistakes that you can make if you aren’t prepared. Thankfully, we can stand on the shoulders of marketers that have tried and tested things and have shown the rest of us how to do things and how not to do things. Mobile marketing has not always had the best reputation and this is in part because of the things that the first mobile marketers did – for instance, they sent texts to their customers without realizing that this would make their customers incur overage charges.
There is a best practices document that can help you avoid any rookie mistakes. These mistakes could cost you your entire campaign, since if a mobile carrier sees that you are infringing on the rules they might stop your texts altogether. You should always make it easy to opt out of your mailing list. Many companies just require a ‘stop’ text and this seems to be somewhat standardized.
Some other common mistakes are not ensuring that all the links in your messages work and take the customer to a properly optimized website for handheld devices. Not having one can make it difficult to navigate and most people will not stick around to try and figure it out. You should also ensure that any graphics are made specifically with these devices in mind, since graphics made for PCs will look totally different on smaller screens. Another factor that can often go overlooked is keeping the same voice. It is important that your voice stays consistent with your brand – otherwise, your customers may not even be able to pinpoint who has sent them the text.
Remember that you have only a few seconds to capture someone’s attention, so make sure to do it thoroughly and think about it before you send anything out.
