The mobile audience is larger and more powerful than ever. As of late 2015, almost 70% of all adults in the United States own a smartphone, and 45% own a tablet. Younger demographics are even more likely to own a smartphone – over 80% of all Americans between the ages of 18-29 and 30-49 own a smartphone.
Reaching this massive audience is the goal of mobile marketing automation. By setting up an automated campaign, you’ll be able to engage the mobile masses and nurture your relationship with them without having to lift a finger.
Here are four important things you need to do to create an effective mobile marketing automation strategy:
1. Ask For Permission Explicitly
Mobile devices are more personal than desktop or laptop computers. When somebody receives a mobile notification, it’s treated the same way as a text from their friends. You need to keep this in mind and be completely clear about your intentions. If you’re going to send push notifications, let people know. If you want to send text messages, let people opt-in to only particular types of communications. By sending messages at your own discretion, you’ll run the risk of annoying your audience and losing subscriptions.
2. Track Strategically
With an automated marketing campaign, you’re going to have lots of different things to test and track. Message open rates, conversions, click-throughs, the effectiveness of landing pages, and much more. To start off, focus on the most important aspects of your inbound marketing campaign and focus on them. Once you have identified their weaknesses and tightened everything up, you can move onto other aspects of your campaign. If you try to do everything at once, you’ll get bogged down and possibly do more harm than good.
3. Understand Your Triggers
Automated marketing isn’t simply creating campaigns and sending them to people who register. You should also create messages to send to people when they take a specific action. Triggers can be based on behaviors such as abandoning a cart, looking at a specific product or service, or leaving your website after viewing a particular page. Identify what issues typically cause people to take these negative actions and solve it in your automated message. If you’re targeting local traffic, you could also consider automated push notifications based on location.
4. Know How to Handle Your Leads
The purpose of your marketing automation is to not only generate leads, but effectively communicate with them, too. If you cannot do so, all your efforts will be wasted. Text message marketing is one of the most effective mobile marketing communication methods, with an open rate of over 98%. With the right mobile marketing service, automation becomes easy. Short codes allow you to register users and segment them automatically, sending them an automated marketing campaign based on their interests and place in the marketing funnel. It’s the ideal way to reach out to mobile users and complement your existing efforts.
Have you been able to reach mobile audiences effectively by automating your marketing efforts? Do you have any questions? Make sure to let us know with a comment below!