How to Craft the Right Mobile Message for Your Audience | National Apartment Association

How to Craft the Right Mobile Message for Your Audience

Key factors to consider when sending mobile marketing messages to current and prospective residents

Photo Credit: iStock/KenishirotieNo one wants to be awoken by an ill-timed text message sent to their phone. This is just one of the key pieces of advice that marketers must consider.

According to data from Pew Research Center, the primary activity of American cell phone users is the sending and receiving of text messages. And a 2014 survey from Hipcricket indicates that 66 percent of respondents have “received a text message or mobile alert from a company/brand in the last six months,” with 45 percent finding said alert or message useful. This is a target-rich environment for mobile marketing campaigns.

Marketers need to be considerate, however, of the more personal nature of a text message or mobile alert, as an improperly crafted message can easily feel invasive or off-topic. So how do you strike the right tone?

Forbes offers four tactics for crafting an on-target message that should appeal to a broad range of customers: 

1. Catch them at the right time. Time zones can be finicky, and with 44 percent of cell phone owners sleeping next to their phone, an ill-timed message can create a disgruntled, rather than a pleasant, engagement point. So pay attention to when customers are likely to receive the message.

2. Take it slow. Watch the frequency of messages at first, and track how often users engage with campaigns to see if they might be open to increased messaging. This should help prevent users from feeling spammed.

3. Use behavioral data. By tracking users’ online habits, messages can be sent that are better targeted to recipients’ personal interests therefore will be most useful to them. 

4. Be transparent about data usage. Users may be reluctant to provide personal information if the sender is not upfront about how it will be used. Make sure storage and usage policies are clearly available. Incentives such as coupons and rebates also are helpful. 

 

 

 

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