Beginners Guide to SMS marketing

What is SMS Marketing?

Short Messaging Service, known as SMS, provides a means for sending a text message of a limited size to and from terminal device such as a mobile phone. SMS marketing is the marketing efforts with the aid of text messages as a marketing communications channel.

Why SMS Marketing?

SMS marketing is increasingly used as a means of marketing by companies. According to Frost & Sullivan, SMS messages have a huge open rate of 98%, compared to email marketing with a 22% average open rate. Research shows that 90% of all texts are read in 3 minutes from the time they’re sent, and thus the communication is immediate. Today, thousands of brands and companies use SMS to carry out effective marketing campaigns and have achieved impressive results.

Typical SMS Marketing campaigns are:

Open rate percentages

SMS Messages


E-mail marketing


SMS broadcast:

SMS can be used to send your opt-in customers alerts, updates, coupons and discounts as well as to collect valuable customer information.


Engage customers in your text-to-join campaigns to become a member of your loyalty scheme, to join your newsletter lists, and stay informed of your latest discount information.


Engage customers in your text-to-win campaigns in which they have a chance to win a prize.

This interaction helps to build connection with your customers and enhance your brand awareness.


Engage customers in your text-to-collect campaign to collect information about themselves, such as their name, birthday, email address, gender, and location. This is incredibly valuable information for your customer database, as you can target your customers and send relevant, personalised campaigns. Incentivise the campaigns by providing immediate and easy-to-redeem rewards such as a free drink or a discount code.

Key things to bear in mind before you start your SMS marketing campaign:

  • Choose a reliable SMS marketing platform. A good SMS marketing platform should provide high quality SMS delivery service, reporting tools to measure your SMS campaign success, have the ability to personalise and customise the message content, as well as a thorough knowledge of industry rules and regulations.
  • Choose a reliable SMS marketing platform. A good SMS marketing platform should provide high quality SMS delivery service, reporting tools to measure your SMS campaign success, have the ability to personalise and customise the message content, as well as a thorough knowledge of industry rules and regulations.
  • In order to start a campaign, you need a contact list containing the mobile numbers of your recipients. This can be a csv or excel file stored on your local computer, or exported from your database system.
  • Make sure your message content is engaging and relevant. Include a link in your text message to your site, or use images, videos, locations, or other engaging content to bring interactive experience. Greet your customers by their names to make personalised experience and target customers based on their profiles and behaviours.

SMS marketing can bring you high conversion rate if it is used effectively. Try adedge free trial, start your SMS marketing campaign today, and see results tomorrow!

What is Multi-Channel Marketing?

In AdEdge, we define multi-channel marketing as the practice of businesses using multiple channels to reach and communicate with customers. Thanks to Internet and mobile technology, the world becomes increasingly interconnected. Multi-channel communications is becoming a normal aspect of commerce, providing various touch points between brands and customers.

These various channels and touch points include:

SMS (short messaging service)

Mobile applications



social media sites and blogs

Under construction

TV/radio ads

Retail store

Key points getting it right:

  • Give your customers choices regarding which medium they are most comfortable with. Identify customer shopping habits and understand their preference of communication channels, and let them feel they are in control;
  • Choose a multi-channel marketing platform. A good one should be able to help you create and send marketing campaigns, and target your customers in order to send the right message to the right audience. It should also be able to coordinate your data across different channels, with reporting features to measure your multi-channel marketing success;
  • Create and delivery consistent customer experience across the channels. Customer experience is what matters in your campaigns and it influences customers’ perception of your brand. Whether a conversation occurs through email, mobile, social channel, in store, or call centre, ensure the consistency of your message content, brand image, tone of voice, and style;
  • Carefully study the reports of your multi-channel marketing campaigns to understand your customers online and offline behaviour, what is the best timing of sending out your campaigns, which channels are effective in conversion.

It is predictable that the number of marketing channels and touch points will continue to rise in near future, and thus the need to embrace multi-channel marketing will become increasingly critical. Multi-channel marketing can greatly unlock your marketing potential if it is used effectively. Try adedge free trial, start your multi-channel marketing campaigns today, and see results tomorrow!

Segmentation: key to mobile marketing success

With the growing adoption of smartphones and tablet devices, various brands and companies start their mobile marketing activities, ranging from SMS marketing, app-based marketing, push-notifications, to QR codes and location-based marketing.

What’s segmentation?

Segmentation is typically used to target key groups of mobile users by categorising them according to specific characteristics, goals, and behaviours. The objective of segmentation is to deliver highly relevant marketing programs and personalised experience. Mobile devices are perceived by the user as very personal, and therefore, it is important to take permission, relevance, and context into consideration, in order to deliver interactive customer experience in your mobile marketing campaigns. The key to successful mobile marketing is sending the right message to the right audience through the right channel at the right time.

Useful metrics for your mobile marketing segmentation:

  • Demographics: age, gender, education, occupation, location, income level, etc. All these are important information that helps you tailor your product offers to your customers’ needs.
  • Purchase history. Now that you have records of the specific products purchased by specific customers, you can promote similar or related products that have a higher chance to get them interested and thus make another purchase from you.
  • High value customers. Customers that place larger orders should be in placed a special category. Provide them with distinct offers, exclusive discount and better attention.
  • Purchase lifecycle. Make a note of the pattern of repeat purchase. For example, if you notice that a customer has purchased 2kg cat food a month ago, it would make sense to send a campaign to this customer with offers of the same product as the existing one might be about to run out. This saves the risk of annoying your customers with irrelevant promotion, and you might be surprised of the positive response rate to your campaign!
  • Average revenue. Categorise your customers into price range segments by the average revenue you get from each of them, and tailor your product offers to those price range segments. This helps target customers that are more comfortable with the offering you provide and thus increase chance of sales.

Mobile marketing is powerful, but you need to use the right tactics to carry out campaigns with promotion that is relevant to your customers’ needs. Take into the account of the personal nature of mobile marketing, and make sure you send the right message to the right audience.

How to use the Autoresponder to achieve better results

Overview: In an increasingly fast paced online environment, for consumers and businesses alike, people want an immediate response. When a consumer calls a support line or orders goods they want an immediate reply. If a consumer goes to a web page to buy goods or services the expectation is that the page loads immediately and they can browse, search  and purchase with minimal effort. Waiting is definitely not in fashion – immediate fulfilment is the order of the day!

What is an Autoresponder and what does it do?

An Autoresponder is, as the name implies, an automatically generated reply against a message received from a customer by the adedge platform, either by e-mail or sms. This means that your valuable resources are not taken up waiting for messages from your customers who may have very general questions about your products that can be answered automatically.

How does it work?

When you set up a marketing campaign there is an option button to create an Autoresponder message.

This is an example campaign that you might want to send to customers by sms:

Example campaign message

Example campaign message

STEP 1 – Compose campaign message i.e.


STEP 2 –  Click on options which will expand and then click on Add Autoresponder


STEP 3 – Choose a unique keyword for the offer – in this case we’ve typed in ‘DISCOUNT’


STEP 4 – Once you have created the Autoresponder message, and saved the instruction, the adedge system will always remember that whenever a customer sends an SMS with the keyword DISCOUNT at the beginning of their message to you, it will automatically send the reply that you have written (STEP 3, above) – this will save you time, resources and lead to greater profitability!

Using Push Notifications to Engage Your Customers via Free Apps 

A push notification is a great way to engage your customers for many reasons. First of all the customers that have downloaded your free app have already expressed an interest in your products or services! Secondly, you are able to effectively target individual or groups of customers that share similar profiles.

What is a push notification?

Without getting too technical (for those technically minded go here  a push notification passes through the app store to the known app that sits on your customers’ smart phone (iphone, Android etc). Apple and Android phones (or pads) are slightly different in the way the notification appears however, for all intense and purposes a message composed by you, as you decide, will be sent to the users that have downloaded your app and have given permission to receiving your push notifications.

Marketing tactics – do’s and don’ts

Research has shown,, that customers appear very comfortable to receive push notifications providing they:

  • give a perceived benefit
  • sent in a timely manner and with restraint (not too many in a period)
  • sent at the right time i.e. 3 a.m. is probably not a good time of day for most products and services!
  • can be easily stopped by a request from the customer

Use reports and analytics to understand your customer’s behaviour

For the most part you have two objectives in sending push messages, firstly to improve customer engagement and longevity and secondly to increase sales revenue (through conversion). Studying reports and analytics from a campaign will give you insight into customer’s responses to your campaign marketing messages such as:

  • if there was a call to action, for example a URL link to your website, that the customer clicked you can be fairly sure that they are interested to find out more about your offer/information
  • if your customers do not respond at all then something needs to be tweaked such as the proposition (offer/discount, better or more interesting content); ask yourself what is the benefit to the customer to take time to respond to the call to action of the message sent to them?
  • If your call to attention was to prompt your customer to visit your website, using adedge analytics, you will be able to track the areas of the site that the customer is most interested in viewing and clicking – a lot of information regarding user behaviour is available for you to research and plan your next campaign!

Create Your Mobile Strategy for Customer Loyalty and Conversion

adedge – intelligent marketing through multiple channels to drive loyalty and  revenue

email – SMS – mobile apps – push notification: all under one hood.

Almost all business customers recognise the power of the opportunities afforded by digital marketing. As mobile has now become the one ‘must have’ device that provides entertainment, communications and work tools – in fact every facet of people’s lives, businesses marketing focus has naturally centred on mobile.

The growth of smart phones (iphone, Android, Blackberry etc) has put a computer in everyone’s pockets. Research shows that the average smartphone user looks at his or her phone

times per day

The universality and dependence on mobile represents fantastic opportunities for businesses, however, there are several critical aspects that must be observed:

  • Develop a clear strategy for marketing to mobile, ipads and ‘screens’ [a variety of devices such as smartphone and tablets]
  • Carefully analyse and intelligently segment your customer database
  • Give value/benefits to your customers in your campaigns (otherwise you will find that customers will be unhappy and either ignore or opt out from future marketing)
  • Make sure that you fulfil your marketing pledges
  • Continue to refine your campaigns so that your marketing ‘offer’ increases in value in the eye of your customer – ongoing loyalty evolution
  • Do not ‘over market’ to your database as this will lead to customer attrition

Build an effective marketing strategy aimed at marketing to mobile devices:

Create compelling content


Make sure that you create good quality mobile content, so as to attract users at first sight. The content and messages that you include should also be precise and to-the-point, while compelling enough for the reader to remain interested in what you have to offer.

Small screen view

One problem mobile device is its small screen size – to some extent this can be overcome, for example, in the case where SMS is used as the communication channel, by adding a short form url in the message (see Google’s tool, below – ref SC 01), so that customers can click the link to go to a website – almost all modern phones have this capability. Even so, it is necessary to be mindful of the fact that many web sites do not have responsive design capabilities (the latest sites are built so that the design, colour, fonts will look identical on any type of screen i.e. lap top, pad, smart phone).

Google URL Shortener – reduce the length of a web sites’ url for easier marketing

All URLs and click analytics are public and can be accessed by anyone. Shorten, share and track your shortened URLs. allows you to track,

The adedge platform has a smart phone screen emulator so that campaign contents can be previewed before sending. When preparing campaigns to mobile phones consider what will give the maximum impact. The old adage of ‘less is more’ is particularly worthwhile to remember. Try to imagine that you are in your customers’ position viewing the mobile phone screen – what type of marketing would compel you to react? What would be the type of ad, content or message that will have the maximum positive impact on your purchasing decision or engagement.
Also, create QR codes and incorporate the same in your ads, so that mobile customers can immediately get in touch with you while on-the-go. See to it that the code can be accessed clearly on different mobile devices.

Video: How to Use QR Codes with an Android – click the link below!

Using social media as a catalyst to increase customer interest


It is now very easy to reach and interact with existing and potential customers using mobile social media. Create a face book page for your business and advertise your products and services then invite users to review and give feedback –develop the relationship as an ongoing communication.

Reply to customer queries in a timely manner, so that they know you are serious about your business. One of the drawbacks of our lightning fast connected web world is that consumers have become increasingly picky and fickle – suppliers rarely get a second bite of the cherry if consumers feel unloved!

Social sharing is the new buzz word – fundamentally it is a tactic that allows e-mail recipients to share e-mail content on popular social networks and other social media sites. The underlying concept is akin to ‘forward to a friend’.

Tone of the most recent functionalities that social networking focused apps are focusing on is ‘iBeacons’. Fundamentally iBeacons are a technology brand owned and developed by Apple. They may be thought of as points in a store that send information (discounts, offers, vouchers etc) to consumers, using apple devices running ios7 whilst they are shopping. This article from the Guardian online explains the detail:

Driving loyalty through trust


Loyalty can be gained in a number of ways

You can incentivise it, create it through gamification or win it with outstanding customer-focused service. The following examples have been split into two categories: loyalty through schemes and gamification, and loyalty through innovation and service. We hope they give you some inspiration for your mobile strategy.

LevelUp, the US based mobile-payments-meets-loyalty program app, is tapping into and delivering what consumers really want – money off   deals in nearby locations, in real-time. Using geolocation data the app alerts users to nearby businesses offering discounts to LevelUp  customers. The promotions are applied when the consumer users the mobile app to make a payment. Each purchase made through Level Up is tracked and customers are automatically rewarded with credits each time they return to their favourite shopping haunts.

South African health insurance company, Discovery, hit the jackpot when it launched a rewards scheme based on healthy-lifestyle choices. The Discovery Vitality loyalty scheme gives you more points the healthier you are. If you reach your target weight/fitness, you are given extra credits. Members of the club are rewarded for “good behaviour” with money off deals (healthy foods/health clubs/ airlines), cash back as well as fitness and nutrition support. The Discovery Vitality app means you can collect, track and utilise points whilst keeping abreast of your health stats.

Gamification in the mobile space is proving to be a success in changing behaviour. High end Italian fashion retailer, Patrizia Pepe, introduced its iPhone mobile loyalty scheme app with a twist. Yes, you can collect points every time you purchase from stores or online. But these can be enhanced by uploading photos, posting comments and surfing other websites that Patrizia Pepe recommend.

Social media and mobile loyalty program

Social media and mobile loyalty programs go hand in hand. Facebook is a great platform to drive this engagement. For example, restaurants are inviting people to “like” or “check-in” to their business page for a chance to win a free gift, money off deal in the eatery. This is working well even for small independent cafes on a small budget. Foursquare has proved another great way to reward mobile customers. Each time a customer checks in at an establishment they are given a “badge”. The more of these they collect, the more features they can unlock to get even greater rewards and discounts at a bar/restaurant/shop.
Innovative mobile payment solutions, currently available on low-value items in places like Pizza Express, may soon be common place on the high street.

The Addison Lee (the London minicab firm) app has made a Londoner’s life so much easier. This smooth, seamless app allows account, cash and credit card customers to ‘hail’ a minicab on-the-go in under a minute is a fantastic example of understanding what its mobile customer wants. The GPS means there’s no need to type in pick up address (which can be saved) its “find my location” button will find you no matter how lost you are (great for when the pub closes). It sends an SMS to confirm it’s coming to collect you and you can check the map to see the where the cab is – and the beauty of this minicab firm is you don’t have to give them directions to your home.

A great example of an app enhancing a customer’s experience with a brand is the Pizza Express iphone app, with payments powered by PayPal

It works by allowing iPhone users to, claim/redeem vouchers and, pay the bill on a smartphone. The waiter hands over the bill with a 12-digit code that the customer taps into their PayPal account. The app sends the customer and the restaurant a receipt which you show to the waiter and you’re good to go. Watch out for more merchants using mobile devices as Point of Sale terminals – creating convenience for their customers as they book ahead with their orders, driving take up of payments with mobile and rewarding their loyalty with offers.

It works by allowing iPhone users to, claim/redeem vouchers and, pay the bill on a smartphone. The waiter hands over the bill with a 12-digit code that the customer taps into their PayPal account. The app sends the customer and the restaurant a receipt which you show to the waiter and you’re good to go. Watch out for more merchants using mobile devices as Point of Sale terminals – creating convenience for their customers as they book ahead with their orders, driving take up of payments with mobile and rewarding their loyalty with offers.

Free in-store Wi-fi  for ‘show-rooming’

Recent research by Google and Nielsen found that shopping searches were twice as likely to be conducted in-store.

The report highlights that this is a key opportunity for marketers to reach someone who is already ready and prepped to take action

The John Lewis department stores were one of the first major high street retailers to introduce free WiFi. It says on its website that they understand “how important it is to research products, compare details and check ratings and reviews before making a purchase.”

Luxury London department store, Liberty, is one of many retailers now experimenting with free wifi  in-store for customers.

Responsive design


Making your website work on mobile will drive loyalty and conversion. It’s something customers have come to expect. A recent survey said 47% of consumers that have a bad experience on mobile won’t be coming back. You don’t have to squeeze all  the desktop website into a mobile website – it’s about trying to understand what your customers want from you on their mobile. Bear in mind it takes 1.7 seconds to judge a website on a desktop. This stat is amplifed if you’re accessing the site on a mobile.

Making your site work on mobile will drive loyalty and conversion – it’s something customers have come to expect

Reward Regular Customers


Keep track of your regular mobile customers and provide them special offers from time to time. Offer customers some nice rewards for “liking”, sharing or tweeting information about you on popular social media channels such as Facebook, Twitter and so on. This makes them feel special and keeps them coming back for more such offers in the future.



A lot more mobile users than PC users are logging on to mobile social networks. It has now become a trend for Facebook users to constantly update their online status via their smartphones and other mobile devices. Hence, channels such as these present huge opportunities for the mobile marketer to build his customer database and also create brand awareness regarding his product.

Mobile networking now comes easy and is affordable by most people, so one can expect a gigantic rise in this field of activity, in the coming years.

Extending customer loyalty


Provided that a mobile marketer plans out his marketing strategy right, he gets immense publicity and that too, without having to work overmuch at it. Good publicity spreads fast on social networks. He can use this to establish his product through mobile marketing.

In order to achieve the best results, you would have to first analyse your audience, decided who to target and what you want to achieve and then finally draw a mobile marketing plan. You may also hire experts to take care of your marketing needs.

Strength in Numbers

The social network is a place where trust and intimacy abounds. If a marketer can manage to win the trust of his followers, he stands to make great gains in his business. Hence, ensuring that the marketing plan is sound and makes perfect sense goes a long way for the mobile marketer to build his own reputation and that of his product.

The marketer can also indulge in some interesting propositions such as offering rewards for participation in a survey, event or competition. This will bring along viral benefits for him.

Long-Lasting Relationship


Once the trust factor has been established between the marketer and his customers, the former can be assured of recurrent benefits, long after his campaign ends. Users will invariably spread the word to their family and friends, who will in turn, also get attracted to the product.

Users will be even more inclined to speak about the product if they are offered more incentives for the same, via distribution of discount coupons, freebies and so on.


iBeacon app solutions

Create targeted, personal customer experiences with iBeacons, UK wide

The Spirit of Participation

Mobile marketers should try and figure out novel ways to amuse their audience in different ways. Not only should their product be useful, but it should also be presented in a way so as to entertain more viewers.

The product has to be thought-provoking in some way and also provide a degree of utility to social network users. That will guarantee long-term participation of mobile network users in all his marketing efforts.

How to market with mobile apps:

Highly Targeted Marketing


Mobile marketing via social networking can be of great use to the marketer, as this drives highly targeted traffic his way. A marketer would find it very easy to analyse customer preferences and behaviour through signup. Social networking also gives him customers’ demographic data when they are online. The marketer can then use this data to offer highly personalized service to his customers.

Of course, you, as the mobile marketer, will have to undertake detailed study of consumer behaviour to understand the pulse of your audience and ascertain what potential users would expect from you and your product.

Real-Time Performance


Not only does mobile marketing give the marketer an accurate idea about his users’ behaviour, but it also does so in real time. Depending upon his ROI (return on investment), the marketer can adjust his future marketing campaigns and manipulate them so as to attract more and more customers online.

Mobile social networking offers the marketer the benefit of adjusting this process in real time, thereby helping him constantly improve upon his campaign strategies. This is probably the greatest advantage of mobile marketing via social networks.


Mobile has changed and will continue to change the way consumers interact with their favourite brands and retailers. Taking full advantage of mobile marketing opportunities is also more challenging than ever. An effective mobile strategy will help you seize these opportunities and achieve monitisation of mobile marketing. We hope that after reading this article, you will be well on your way toward unlocking the potential of mobile experiences.


Key Ingredients

to a Successful

Digital Marketing Campaign

Marketers today have more choices than ever regarding how and where to promote or advertise products and services. In addition to traditional methods, digital methods are displaying their powerful effects in delivering successful marketing campaign, such as email marketing, SMS marketing, mobile applications and various social media sites. So how do you develop an effective and successful digital marketing campaign? We would like to share with you 7 key ingredients to successful digital marketing campaigns.

Key Ingredient #1

 A clear goal

The first key ingredient is to have a clear goal of what you are trying to achieve in your campaign, whether you want to attract new customers, engage your existing customers, create brand awareness, attract newsletter signup, generate leads to your website, or boost sales. Clearly defining your campaign goal will help you better design your campaign.

Key Ingredient #2

A persona

A common failure in digital marketing campaigns is failing to know your audience. A successful marketing campaign requires you to understand who your customers are, their likes and dislikes, what do they hear, say, feel, and do. It is useful to create a persona of typical customers. For example:

  • Mary is a 25 year old female who lives in London;
  • She enjoys shopping but never has time for it because she is busy with work;
  • She is health conscious, and she relies on the internet to search for shopping information;
  • She enjoys buying gifts for herself, family and friends, etc.

Creating a customer persona helps you write content with your typical customer in mind, and increase the likelihood to convert.

Key Ingredient #3


Segmentation is who you communicate your marketing messages to.It is often the case that your customers have diverse profiles. For example, you probably wouldn’t want to send discount information of lipsticks to male customers. In the previous Marketing Strategy article Segmentation: Key to Mobile Marketing Success we have suggested useful metrics to segment your customers, such as demographics, purchase history, purchase lifecycle and average revenue.

Key Ingredient #4


Content is what you convey in your marketing messages to your customers – what you are saying. Content is King, so create fresh and engaging content in accordance with your campaign goal, to entertain, inspire, educate, or convince your customers. Use a variety of interesting content to engage your customers, such as images, videos, viral games, quizzes, polls, coupons and competitions. Create buzz and encourage social sharing to make your content go viral. If you want to include offer and discounts information as your campaign content, make sure it is relevant and delivers benefits to your customers – people don’t share advertisements, they share things of value to them. Also include a clear call-to-action to increase the effectiveness of your campaign.

Key Ingredient #5


Channel is how you deliver your marketing messages to your customers. Major digital marketing campaign channels include your website, blog, SMS, Email, social media. New channels are emerging, such as mobile applications and push notifications displayed on your customers’ smartphones. Each channel has its unique features and audience, for example, emails are good at carrying visually appealing content such as images, whereas SMS messages can reach your customers within seconds. Also identify which channels are the preferred among your customers and tailor the channel to their preferences accordingly.

Key Ingredient #6


Timing is when you deliver your marketing messages to your customers. It is a critical factor for campaign success. For example, if you want to catch office workers, sending your campaign at lunch time will probably be a better idea, as they browse online during lunch time, which contributes to better conversion.

However, if you sell Business-to-Business (B2B) products, they may sell better when the campaign is delivered in later mornings or early afternoons, as suggested by The MIT Technology Review. You might be asking: but I don’t want to be locked in front of my computer to deliver my marketing campaign messages to catch the right timing. Don’t worry, you can choose the schedule option on your multichannel marketing platform, and schedule your campaign at your preferred date and time.

Key Ingredient #7


Clicking the “send” button is not the end of your marketing campaign. In order to get an idea of how successful your campaign is, you need to monitor the campaign performance. Reporting and analytics tool can help you review and analyse your campaign, which gives you rich insights into your campaign performance and areas to improve. These are some useful tracking metrics:

  • Delivery status of your campaign – are all the marketing messages successfully delivered?
  • The optimal channel in each campaign;
  • The conversion rate: how many casual visitors are converted into paying customers;
  • The number of customers signing up for your newsletter or opt-in for your discount information;
  • The time spent on your mobile app or website.

In short, successful marketing campaigns need to be carefully planned, well-thought-out and focused on details and execution. In order to deliver a successful digital marketing campaign, you need to have a clear goal, send the right message to the right audience through the right channel at right time, and keep track of your campaign performance.

10 Mobile Marketing Tips

  1. Set specific goals. Your mobile marketing objectives should, of course, be closely tied to your business’s overall marketing plan, with some key adjustments. The most effective goals include:
  • Sell more of your product or service
  • Build awareness of your brand
  • Drive traffic to your website or bricks-and-mortar location
  • Promote a special offer
  • Offer customer support

Determining which of these objectives is most important will give your mobile marketing efforts focus and purpose.

  1. Provide a mobile app.

Build a mobile app for your business that enables customers to access your offerings in an easy, convenient way. Offer a free version of your app – the critical point is that you want every customer to have your app on their mobile phone. Using the adedge platform ‘Create app’ you can publish an app in a few minutes then send a link to your customers for them to download. Once this is done you have a direct and communication route to your customers through which you can send push notifications of special offers, events, discounts etc.

  1. Reward mobile customers.

Give customers an incentive to use your app (see #2). Start a rewards program or provide a discount coupon that recognizes people’s use of the app. Done right, this also boosts awareness of your brand and encourages people to keep checking in for future offers.

  1. Adapt your messages.

Flashy and colourful HTML-based emails may work well on a computer screen, but not so much on an iPhone display. No one wants to wait around for images to load— in fact, many users opt not to download them as a default setting.

To reach mobile users, focus on crafting the most concise messages possible. Every email must be snappy and contain a compelling call to action. “The job of nearly every sentence in your email is to get the recipient to read the following sentence,” notes Igor Faletski, CEO of Mobify. “Move your customers from sentence to sentence and you’ll have a conversion faster.”

  1. Optimise your landing pages.

Faletski points to Microsoft data that shows “70 percent of PC search tasks are completed in a week, while 70 percent of mobile search tasks are done in one hour.” This suggests that mobile users want information that helps them make decisions on the spot. So, your website’s landing pages should be optimised for mobile users with readily accessible information and clear calls to action that help convert prospects into buyers at the point of sale.

  1. Give customers an easy opt-out option.

Mobile users may not want to receive any messages from you, or they may choose to opt out over time. Either way, offer a simple code they can text to unsubscribe. Anything that requires a lot of effort on their part will cause them to associate your business with a bad mobile experience, which may harm future opportunities for business.

  1. Do the analysis

Spend time on analysing your customers’ purchasing behaviour. The optimum situation is that every marketing message or engagement with a customer would result in a sale. This of course is unlikely however, the closer you are to the customer and the more you understand why, what, and when customers want to buy then you are a good way home in realising the sale or fulfilling the requirement.

  1. Carry out A/B splits

Certain channels, content and message calls to actions will work better than others. In order to find out what works best try setting up campaigns with an A/B mix – simply, split the database that you are going to promote to into two parts. With the first list (A) maybe use the SMS route and the second set (B) use push notification. Use the same message call to action and then look at the results. By using this technique you will be able to identify the channel and message which will give you the best conversion rate.

  1. Provide a simple call to action.

Many people make the mistake of having a call to action that is too complex. For example ‘register on our website’ sent in an SMS is too much. Making it simple and easy: ‘call us now’ or ‘reply to this SMS’ is likely to have the best response. The harder you make it for the customer, the fewer the responses.

10.  Respond quickly

People’s memories are short when it comes to mobile marketing. Respond quickly once they have opted in to a mobile campaign. An auto response is essential for a short code, and follow up messages should be within a few days.