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10 Steps to Mobile Marketing Nirvana – Chapter 4

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Following on from Chapter 3 about getting the message itself right, this chapter is all about the timing. When is the best time for your message to land on your customers’ phones. Is there an optimum ‘golden hour’ that if you hit, will improve your response rate?

Chapter 4 – Timing

So all your mobile marketing ducks are in row. Data segmented – check, irresistible  offer created – check. Now you’re ready to unleash your mobile marketing campaign onto a grateful and appreciative customer and prospect base. But when should you send it? What’s the best day of the week? What time of day? How much difference will getting the time right make anyway?

The answer I’m afraid is disappointingly woolly. And the answer is… it depends. It depends on who your target market is and what you’re asking them to do. In some sectors, optimum timing is easy to establish. Text Marketer does a lot of work with the fast food sector, where the objective is pretty obvious. Ring up and order a delicious pizza or curry. So clearly sending the message out just after breakfast wouldn’t get the phones ringing. The perfect time for a fast food mobile marketing campaign to land is  about 5 p.m. Early enough for you not to have put much thought into what you’re having for supper but long enough after lunch for the hunger pangs to be kicking in.

So what about other sectors?

Common sense applies. If your mobile marketing campaign is aimed at consumers then you need to make sure that they are going to be in a position to response immediately. Any gap will reduce the likelihood of that person responding. Even if the offer is bang on, life has a habit of getting in the way. A few more texts come in, the phone rings and before you know it your message is long buried in the inbox and forgotten.

With most of the country working, there are 2 main periods that we’d have a chance to respond. The first is around lunch time, between 12 and 2pm. It’s the first time that most people will have had the chance to check personal emails and texts. They’re also likely to be free to phone or go online to investigate your offer in more detail.

The second period is at the end of the day between 4 and 6. Many people’s working days are drawing to a close and thoughts are turning towards getting home. Lots of people will be sitting on buses and trains, going through their texts and checking their emails.

In terms of which day of the weeks is best, we haven’t really picked up any significant trends except to avoid Monday. It’s a grim day where we keep our heads down and get on with it.

Establishing the best time for you is all about testing. Try the same offer to similar clusters of customers at different times of the day or days of the week. It’s all about trial and error, refining and tweaking.

If you haven’t already got an account, your can set one up for free. Use the promotional code ‘Nirvana4′ and you’ll get 50 free text credits.

The next chapter is about the response mechanic. How should you ask people to respond? Should you ask them to reply to the text or should you quote a phone number and URL? Or all 3?


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