In the first post in this series we talked about the three steps to getting your SMS program off the ground — defending your program, defining your program, and determining your success. Having done that, now you’re ready for the next step in creating a robust mobile marketing program: Building your mobile database.

Because customers that interact with your brand via SMS and other mobile channels are among your most engaged, you’ll want to advertise the value of opting-in as early as possible. Once you’ve firmly established the value of interacting via SMS with your brand, you’ll be surprised at how quickly your list grows. BizReport recently published a study that says “by 2015, more than 7.18 million retail shoppers are expected to opt-in to receive SMS messages, which represents an opt-in growth rate of 38%.” That growth rate can be yours.

Mobile Marketing Strategy

Creating and taking advantage of a presence in this rapidly growing digital marketing channel is a must, so the time is right to build your database by taking these simple steps:

  1. Consistently promoting your SMS offers on your social channels
  2. Sending an email to your subscriber base with an incentive to download your app or opt into your SMS program
  3. Adding an opt-in pop-up window to your m-commerce site
  4. Including an opt-in call-to-action in your traditional direct marketing campaigns
  5. Advertising SMS deals/opt-in via in-store signage, POS receipts, and transactional emails (eReceipts, order confirmation, etc.).
  6. Adding an SMS opt-in to your loyalty program and/or email program’s preference center

As your SMS database grows from these strategies, ensure that you are tagging each new subscriber with a source ID so that you can track engagement via source after acquisition. This gives you the ability to track which segments are performing well with regard to acquisition and will help you determine which strategies are right for additional budget or which might not be the best to continue putting effort behind.

Acquisition strategies for mobile do not have to be complex. Where more of the up-front work and planning comes in to play is when you begin to develop your communication plan. Stay tuned for part three where we’ll discuss how to engage your new subscribers to help them get to know your brand and the ongoing value of your mobile program.

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