Mobile/SMS
Marketing

Mobile marketing encompasses any promotional activity that targets consumers through their mobile devices, such as smartphones and tablets. It leverages various mobile channels to reach and engage with audiences, delivering relevant and personalized messages in real-time.

SMS (Short Message Service) marketing involves sending promotional, transactional, or informational messages to customers directly via text messages on their mobile phones.

SMS marketing boasts extremely high open rates (often over 90%) and read rates, usually within minutes of delivery. This is because people typically carry their phones constantly and tend to check new messages quickly. It offers a direct, personal, and immediate connection with customers.

SMS marketing can be used for various purposes, including:

• Promotional Offers: Discounts, sales announcements, flash deals, new product launches.
  
   
• Transactional Messages: Order confirmations, shipping updates, delivery notifications, appointment reminders.
  
   
• Customer Service: Two-way communication, support inquiries, feedback requests, survey links.
  
   
• Alerts and Notifications: Emergency alerts, service outage updates, important announcements.
  
   
• Loyalty Programs: Exclusive offers for loyal customers, points updates.
  
   
• Abandoned Cart Reminders: Nudging customers to complete a purchase they left in their online cart.

In Kenya: Regulations by the Communications Authority (CA) and the Data Protection Act require explicit consent. Businesses must also adhere to specific time restrictions (promotional SMS generally allowed only between 7:00 AM and 7:00 PM), identify the sender, and provide clear opt-out mechanisms. Also, you can only send bulk SMS using sender ID.

A double opt-in is a two-step process for gaining consent. After a user initially signs up (first opt-in, e.g., by texting a keyword or filling out a form), they receive a confirmation message asking them to confirm their subscription (second opt-in, e.g., “Reply YES to confirm”).

You can use the following to Opt-in to a SMS list;

• Prominent CTAs on your website, social media, in-store signage, and email campaigns.
• Incentives such as a discount, exclusive offer, early access to sales, or entry into a contest.
  
   
• Keywords and Shortcodes e.g., “Text JOIN to 12345
  
   
• Web Forms/Pop-ups on your website to prompt signups.
  
   
• At Checkout provide opt-in radio feature.
• Promote your SMS list to your email subscribers or social media followers.

• Be Concise: Get straight to the point.
• Clear Sender ID: Always identify your brand at the beginning of the message.
• Strong Call to Action (CTA): Tell users exactly what you want them to do e.g., “Shop now!”, “Get 20% off”, “Reply YES”).
• Personalization: Use the recipient’s name.
• Provide Value: Ensure every message offers something of interest or benefit.
• Timeliness: Send messages at appropriate times,  when they are most relevant.
• Include Opt-Out: Always include “Reply STOP to opt out” or similar instructions.

Key metrics to track include:

• Opt-in/Subscription Rate: How many people are joining your list.
• Click-Through Rate (CTR): For messages with links, how many people click them.
• Conversion Rate: The percentage of recipients who complete a desired action (e.g., make a purchase, use a coupon).
• Redemption Rate: For offers, how many are used.
• Opt-out Rate: The percentage of people unsubscribing (a high rate might indicate too frequent messaging or irrelevant content).
• ROI (Return on Investment): The revenue generated from SMS campaigns compared to the cost.

To get started with Mobile SMS Marketing, you will need to get a Mobile Marketing Plan done, then set-up the system and register Sender ID. Lastly start messaging.