While sales are the goal, a common mistake is using your mobile contact database solely for promotional blasts. To maintain engagement and prevent opt-outs, you must provide value beyond just discounts and offers. Send helpful tips, relevant news, educational content, customer service updates, loyalty program benefits, or even personalized greetings on special occasions. By demonstrating consistent value, you build a stronger relationship with your contacts, making them more receptive to your promotional messages when they do arrive.
Underutilizing the Richness of Mobile Data
A significant mistake is not fully utilizing the richness of data that mobile interactions can provide. Beyond just phone numbers, track engagement with your messages (clicks, replies), location data (with consent), device type, shop and even response times. This behavioral data, when integrated into your CRM, can provide incredibly granular insights into customer preferences and intent, allowing for even more precise targeting and personalization in future campaigns, maximizing the value of every contact in your database.
Ignoring Feedback from Unsubscribers
While it's disappointing when someone unsubscribes, ignoring the reasons behind it is a missed opportunity. A common mistake is not tracking or soliciting feedback from unsubscribers (e.g., through a brief survey after they opt-out). Understanding why contacts are leaving your database can provide invaluable insights into issues with your content, frequency, or targeting. This feedback is crucial for refining your strategies and preventing future mistakes, ensuring your database grows with high-quality, engaged contacts.
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