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10 Steps to Mobile Marketing Nirvana – Chapter 3

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Following on from Chapter 2 about growing SMS databases, this chapter of our e-book is about the message itself. You’ve got 160 precious characters. How do you make the most of them to get the best possible response?

Chapter 3 – The Message

You’ve got all your data organised and in good shape and you’ve segmented your database into distinct categories. You’ve even come up with different gobsmackingly tempting offers to put forward in your mobile marketing campaign. Here comes the creative bit; the message itself.

A common mistake is to try and cram too much information into one text. Do this and you just end up with an incomprehensible mess that noone will understand. The golden rule is to keep it simple and make sure that you clearly tell people how to take up your offer. So the main points to bear in mind are as follows..

Don’t Use Text Speak
Some of your target audience won’t mind ‘text speak at all but a good many of them will be infuriated by it! Text speak can be confusing and can project an unprofessional image.

Don’t Cram In Too Many Points
A text is only 160 characters so don’t be tempted to crowbar in loads of offers. Keep your bulk sms campaign simple, concise and clear.

Tell Your Audience Who You Are
This may seem an obvious point but don’t assume your audience will immediately know who the text is from. Within your account, you can change the sender name so that the customer knows who it’s from before the text is even opened.

Have A Strong ‘’Call To Action’
Make sure that you make it clear what you want the customer to do. Don’t just quote your phone number but ask the customer to dial it. E.g Call us now on 080012345678

Use An ‘Attention Grabber
Try to start your text with an attention grabber that will arouse curiosity and compel the customer to read on. This is usually a single or couple of words, often in capitals. The word ‘’news is particularly effective.

We’ve put together a few example messages that may give you some inspiration for your own mobile marketing campaigns.

Example SMS Messages…

NEWS! EJ Wines are now extending their 20% discount offer until 6 pm this Friday. For amazing offers on all our wines, call us now on 01234567890.

Weather forecast is cold and wet. Cosy up at The Rock Inn from £125.00 for 2 nights B+B. Roaring fire, local ales, fine wines and dining. Call 0123456789 or reply ROCK to this text.

Beat the queue! Show this text at Metropolis Nightclub before 10pm tonight and we’ll take you through the members’ only entrance. Free single shot at the bar with this text.

MOT NOW DUE! Your car is now due for its MOT. Please call Mullins Ford now on 012345 67890 to book your car in.

JOB ALERT! Please call Access Recruit now on 012345 67890. We have a number of exciting new vacancies that match your skills and experience.

A massive 50% off all sports products at Campus Leisure this weekend. Logon now to This offer will end at 7 pm on Sunday, so logon now and quote code X13.

If you haven’t already got an account, your can set one up for free. Use the promotional code ‘Nirvana3′ and you’ll get 50 free text credits.

Next week’s chapter is all about the timing. When’s the best time for your offer to land on people’s phones?

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