Five Best Practices for Building Your Mobile Marketing Opt-In Database

Five Best Practices for Building Your Mobile Marketing Opt-In Database

Table of Contents IN-STORE SOLUTIONS In-Store Signage...3 Bag Stuffers & Receipt Promotion...4 DIGITAL & SOCIAL SOLUTIONS Email Marketing...5 LOYALTY & REWARD SOLUTIONS Customer Contests & Sweepstakes...6 TRADITIONAL MARKETING SOLUTIONS Direct Mail...7 Introduction For marketers, mobile offers the incredible potential to reach customers on their most personal device, in real time, creating positive customer experiences. But there are everchanging regulations from the FCC, FTC, and TCPA that can cause serious financial risk in breaking the rules. Mobile marketing is a unique communication channel as customers need to give their express consent or opt in to receive marketing messages on their mobile device. Building your mobile marketing database takes a bit of time, creativity, and planning. With the right partner, this isn t a hard thing to do. Start by reading our top five best practices to building your mobile marketing opt-in database! To receive the full guide, and a complimentary assessment with the Genesys Senior Director of Mobile Strategic Services on what Genesys can do to help you recover subscribers and improve the growth of your database moving forward, contact: mobilemarketing@genesys.com. Disclaimer: This document is for informational purposes only and should not be viewed as legal advice. Introduction // 2

IN-STORE SOLUTIONS In-Store Signage Promoting your mobile programs in-store to your captive audience is crucial. Use eye-catching graphics or bold colors to draw attention to your signage as shoppers browse. To grow your database more quickly, add an instant offer to your messaging to reward shoppers for joining your program. Signage Everywhere Be aggressive with your signage placement so that shoppers see your mobile program messaging on window stickers as they walk through your doors, on rack cards around the store, in dressing rooms, and at the checkout counter while they make their purchase. JOIN OUTDOOR SPORTSWEAR'S MOBILE VIP PROGRAM AND RECEIVE 20% OFF OF ONE REGULAR PRICED ITEM! TEXT ODSPORTS TO 99222 OR SCAN Msg & data rates may apply. Up to 5 automated msgs/mo. Not a condition of sale. Text STOP to 99222 to cancel. T&C: sndb.it/odsports Use signs like this everywhere you can in your stores. While it may seem like overkill, the frequency and consistency of your mobile program promotion will pay off in new mobile subscribers. Don t Leave Shoppers Hanging ARE YOU RECEIVING OUR ALERTS? JOIN OUR MOBILE PROGRAM This sign may be eye-catching but it will ultimately be ineffective without a call-to-action. Remember to include a short URL, QR code, or a keyword and short code so that your customers can instantly join your mobile program. In-Store Signage // 3

IN-STORE SOLUTIONS Bag Stuffers & Receipt Promotion Save money on postage for direct mail pieces by slipping a printed promotional piece into your customers bags as they check out from your store. They ll be able to read the instructions later and opt in through their mobile phones at their convenience. Shoppers have become accustomed to looking for surveys and other marketing messages on the bottom of receipts so don t forget to use this space to promote your mobile program. In the Bag WANT TO RECEIVE SPECIAL OFFERS AND COUPONS FROM OUTDOOR SPORTSWEAR? Text ODSPORTS to 99222 Up to 5 automated msgs/mo. Message & data rates may apply. Not a condition of sale. To opt-out, text STOP to 99222. T&C: sndb.it/odsports A simple, printed piece like the above is the perfect reminder for customers to opt in to your mobile program. Don t Forget the Receipt 3898 Grindle Way Rech.Nr. 4572 30.07.2013/13:29 Hiking Boots Thermal Gloves Waterproof Socks 50.00 25.00 15.00 Total: 90.00 GO MOBILE First-time subscribers get a 20% OFF one single item in-store or online mobile offer. Text ODSPORTS to 99222 Msg & data rates may apply. Up to 5 automated msgs/mo. Not a condition of sale. Text STOP to 99222 to cancel. T&C: sndb.it/odsports Advertise your opt-in program on the bottom of your receipts and offer a promotion that will increase repeat purchases as well. Bag Stuffers & Receipt Promotion // 4

DIGITAL & SOCIAL SOLUTIONS Email Marketing Creating dedicated email campaigns for your mobile program can drive considerable growth of your mobile database. Feature an enticing offer to spur your email readers to take action and join your mobile program in addition to your email list. Your most loyal clientele will want to be a part of both databases if you are sending unique content and offers through each channel. When sending emails that aren t related to your mobile programs, position an email banner below your main branding message to continue to drive mobile opt ins. For a more subtle reminder, try a text banner above your email content. Genesys clients have experienced up to 20% conversion using dedicated emails to promote their mobile marketing programs.* Dedicated Email Email Banner OUTDOOR SPORTSWEAR JOIN TODAY AND RECEIVE AN EXCLUSIVE SINGLE ITEM COUPON SENT DIRECTLI TO YOUR MOBILE DEVICE 25% Converted from Email to SMS with text or click to opt in OUTDOOR SPORTSWEAR JOIN TODAY AND RECEIVE AN EXCLUSIVE SINGLE ITEM COUPON VALID NOW THRU 2.11.2010 TEXT ODSPORTS TO 99222 TO JOIN TEXT YES TO 99222 OR CLICK HERE TO JOIN CLICK HERE! TEXT ODSPORTS TO or 99222 Msg & data rates may apply. Up to 5 automated msgs/mo. Not a condition of sale. Text STOP to 99222 to cancel. T&C: sndb.it/odsports Leverage your existing email subscriber base to earn new mobile opt-ins. TO JOIN TEXT YES TO 99222 OR CLICK HERE Don t let your call to action get lost in the fine print. Use a banner or move the mobile call to action to the top of the email. *Emails displayed keyword/short code messaging or allowed users to click to opt in. Email Marketing // 5

LOYALTY & REWARD SOLUTIONS Customer Contests & Sweepstakes Sales associates aren t the only ones who can be motivated by prizes. Grow your mobile database by creating a mobile-exclusive customer sweepstakes with a highly desirable prize. You can promote rewards that are relevant to your brand or in-store experience (e.g. dollar amount shopping sprees, early shopping hours on Black Friday) or you can furnish the grand-prize winner(s) with the newest mobile phone or tablet to tie things back to the mobile channel that you are trying to enhance. Sweepstakes Incentive WIN AN ICELAND WINTER ADVENTURE! Text NORLIGHTS to 99222 to receive alerts and be entered to win. Message and data rates may apply. Up to 5 msgs/month. Text STOP to 99222 to cancel. Text HELP to 99222 for info. To help prevent high rates of opt outs after the sweepstakes period ends, you should relate the prize closely with your brand. Customer Contests & Sweepstakes // 6

TRADITIONAL MARKETING SOLUTIONS Direct Mail One of the best ways to integrate mobile into your overall marketing strategy is to figure out the best ways to incorporate it into your existing marketing materials. Direct mail is still an effective method for driving consumers into stores with offers and sale announcements but it s also a touchpoint where you can promote your mobile marketing programs. Offer Up Opt-In Options Give your customers options for how they d like to opt in to your programs. Use a scannable QR code AND a keyword/ short code call-to-action. QR codes are certainly eye-catching but they might require the consumer to download an app for scanning which could prevent them from taking immediate action even if they are a loyal customer. QR Code Only Keyword & Short Code Only ods.com/join or scan this qr code with your smartphone ods.com/join or scan this qr code with your smartphone ods.com/join or scan this qr code with your smartphone ods.com/join or text odsports to 99222 ods.com/join or text odsports to 99222 ods.com/join or text odsports to 99222 QR Code with Keyword & Short Code To start receiving mobile coupons scan this qr SAVE code 20% with your ON ONE smartphone. FULL-PRICE Don t have ITEMa scanner? Text ODSPORTS to 99222 To start receiving mobile coupons scan this qr SAVE code 20% with your ON ONE smartphone. FULL-PRICE Don t have ITEMa scanner? Text ODSPORTS to 99222 To start receiving mobile coupons scan this qr code with your smartphone. Don t have a scanner? Text ODSPORTS to 99222 Most consumers prefer to use a keyword and short code for opting in but, without the attention-grabbing QR code next to it, they might completely miss your message. Direct Mail // 7

Conclusion We hope you have found this excerpt of our best practices guide on building your mobile marketing database valuable. Contact us today to receive our full best practices guide. Genesys has robust mobile marketing solutions and a team of experts in mobile marketing and communications compliance. Mobile Marketing will continue to face regulatory hurdles and changes, but be prepared for next time by aligning with a trusted mobile marketing provider like Genesys. About Genesys Genesys is a leading provider of multi-channel customer experience and contact center solutions. With over 3,500 customers in 80 countries, Genesys orchestrates more than 100 million customer interactions every day across the contact center and back office. Genesys helps customers power optimal customer experiences that deliver consistent, seamless and personalized experiences across all touchpoints, channels and interactions. For more information on our mobile marketing solutions and compliance expertise contact: mobilemarketing@genesys.com or call +1 888 GENESYS. Corporate Headquarters 2001 Junipero Serra Blvd. Daly City, CA 94014 USA Tel: +1 650 466 1100 Fax: +1 650 466 1260 www.genesys.com Genesys and the Genesys logo are registered trademarks of Genesys Telecommunications Laboratories, Inc. All other company names and logos may be trademarks or registered trademarks of their respective holders. 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Disclaimer: This document is for informational purposes only and should not be viewed as legal advice. Conclusion // 8