Mobile messaging, especially tied to proximity, has become a very popular and effective means of engaging with consumers. The proliferation of smartphones and how users are embracing mobile commerce (see recent studies that support this) has created the perfect storm for marketers. You can now message your customers through various strategies, but given the ephemeral nature of push notifications, your customers could easily miss important messages. Strategies that employ more persistent messaging such as email and SMS have shown varying degrees of success, but those utilizing “message centers” have been the most effective by far. In this post, we’ll discuss the effectiveness of using in-app message centers and how ShopAdvisor has utilized this strategy to double mobile messaging open rates.
The success of any mobile proximity campaign is highly dependent on user engagement. Messaging that doesn’t motivate a user to take action is a wasted impression and will effect your results negatively. ShopAdvisor has run several national proximity campaigns as well as many more smaller, regional ones. In this post, we will outline some messaging best practices and share some interesting metrics from ShopAdvisor client campaigns.