Customer engagement via mobile messaging isn’t an exact science, but according to a recent white paper from OtherLevels titled, “Hung Up on Opt-Outs? Time to Opt In to a New Mobile Messaging Mindset,” it shouldn’t be complex.
“Instead of focusing on low-value customers, marketers should welcome the opt-in crowd, take advantage of their enthusiasm, and leverage data from their activities and profiles to make them feel appreciated, understood and valued,” the white paper says.
Marketers should craft mobile messaging strategies that leverage and mine the inherent value and interests of customers who are already engaged, eager for deeper engagement, ready to take action–and spend, the white paper recommends.
“Armed with this reframed mindset, marketers can focus their energies and creativity on the 20% of customers who have indicated an outright willingness to engage,” according to the white paper. “With this kind of re-energized approach to mobile messaging strategies, marketers can target a ‘smaller-but-engaged’ group of consumers with data-driven and integrated strategies that support deeper and more frequent customer engagement, enhanced loyalty, and personalized messaging that delivers a competitive advantage.”
According to the white paper, the average tenure of a mobile marketing, digital marketing, or ecommerce executive is less than a year, and some mobile marketers have been in their roles anywhere from four to nine months.
“And this presents a real challenge: Employers often have a hard time recruiting and retaining employees who have the specific experience, time-tested skills, and industry knowledge to make their mobile messaging campaigns personalized, relevant, real-time and successful encounters between consumers and brands,” the white paper says. “As a result, brands and companies sometimes develop and launch apps or digital campaigns into an environment in which they’re uncertain about the most effective strategies and tactics for conversing and interacting with mobile customers.”
In discussions with marketers, commonly expressed concerns emerge about push notifications and mobile apps, primarily around the following issues:
“If we ask them to accept push notifications, they’ll just say no anyway.”
“Sure we send push messages, but very infrequently because we don’t want consumers to opt out.”
“We have to be careful about push messaging, because we don’t want to offend/upset our consumers by sending too many.”
These concerns deserve to be conquered with knowledge, expertise, and data, the white paper says.
Use data to inform content and strategies
Don’t pull back on messaging strategies because of fears about opt-out behaviors. Focus instead on smart communications and messages to high-value, interested customers who do engage. Delight customers who are already in the brand’s camp.
“As data comes from the mobile device itself, especially around how recently or frequently the customer has used an app, completed a task or engaged with the brand, leverage that information to shape follow-up messages, reminders, or status-based content,” the white paper says. “Base messages on loyalty, purchase preferences, known interests or other data that’s available from the brand’s customer database, loyalty program, or other data sources.”