16 Ways to Grow Your Mobile Subscriber List

As is the case in the email world, acquiring subscribers is vital for the success of any mobile initiative. Below I have included 16 ideas for thinking strategically about mobile list building. I’ve divided these ideas across 4 categories:

• Calls-to-action: things to keep in mind as you promote your mobile keyword and short code
• Tactics: essential strategies to keep in mind for your calls to action and mobile campaigns
• Channels: ways you can use other channels to automatically populate your mobile subscription list
• Advanced Tactics: more difficult and technical campaigns that can drive increased participation or engagement for mobile initiatives

Calls-to-action:

1. Use bolded caps: A call to action that uses bold and capitalized keywords will cause much less confusion for people looking to sign up. For example, Text WIN to 33233, not Text Win to 33233.
2. Eliminate quotations: Do not use quotation marks in your call to action, as people may get confused as to whether or not they have to be included. For example, Text WIN to 33233, not Text “WIN” to 33233.
3. Beware auto-correct: More and more people are using phones with spell check features, which can automatically edit text message speak. For example, the keyword USAVE may limit your opt-ins, as most phones auto-correct to SUAVE.
4. Provide context: If you don’t explicitly inform users as to what type of information they will receive when subscribed to your list, you are less likely to see large uptake.
5. Incentivize: Include benefits as part of your mobile call to action. Example incentives we’ve seen that work well are prizes, discounts, exclusive access, privileges or last minute notifications.

Tactics:

1. Cross-channel promotion: Promote your mobile call to action across all your marketing channels, including email, direct mail, and social media.
2. Engaging content: Perhaps a no brainer, but consistently sending your subscribers relevant and engaging content will ensure word of mouth and social media referrals that will drive sign ups to your list.
3. Database mindset: Mobile represents an additional channel to connect with consumers, not a differentiated silo. Rather than expanding a mobile following, focus on enriching your entire customer database using an additional means of communication.

Channels:

1. QR Codes: QR codes, like the one below, can automatically populate an SMS message. Scanning the QR Code below will populate an SMS message to short code 44144 with keyword READBRONTO (the SMS message links to the Bronto Blog).
2. Print/In person: Whether in person at a conference or on a paper form, include an option where people can sign up for mobile. Don’t forget to send a confirmation message once you upload to your database.
3. Web Sign Ups: You can capture mobile subscribers on the web by having people insert their phone number into an online HTML form like the one shown below.
4. Facebook Sign Ups: Similar to web sign ups, you can have people enter their phone number into a Facebook form that adds them to your mobile subscriber list.

Advanced Tactics:

1. Email/Mobile Capture: At an event or conference use a single opt-in mobile feedback campaign to capture email and mobile simultaneously.
2. Viral Promotions: Incentivize people to encourage friends to sign up for your mobile list. A particularly innovative approach to viral involves using a sweepstakes campaign where referring friends increases one’s chances of winning.
3. Instant Win: An alternative to sweepstakes, instant win awards every subscriber with some sort of benefit, with odds to win increasingly valuable prizes. For example, “Get $2 off for signing up and automatically be entered for a chance to win a new car!”
4. Group Incentives: Take advantage of the herd mentality. Provide logic in your mobile campaign where consumers only receive a certain benefit if a set number of people participate. For example, “Thanks for your interest! 50 people have signed up to receive the promotion. Our goal is 100 people. Refer your friends and help us achieve our goal!”

Again, these 16 ideas should provide a solid starting point for thinking about mobile list building strategically. I am sure others have ideas as well. Please post them to the comment section below.

Kane Russell
Director of Marketing at Waterfall Mobile