How to get subscribers for your SMS marketing

Category: SMS Marketing

If you want to send messages to your customers' mobile phones, you don't just have to have their number: you have to ask for their permission before you can use it. The way you get the data is key because it doesn't matter if you have it for any other type of sending. If you haven't explained what you are going to use their number for and they have agreed, you can't send anything! This is what the GDPR mandates and knowing that a company complies with it is what gives the user the confidence to give consent.

Collecting customers' phone numbers is a more complicated task than collecting emails because they may believe they are going to receive unwanted calls. To ensure that these bad industry practices do not affect your reputation, it is important (as well as mandatory) to indicate what type of messages you will send and to confirm that they can unsubscribe at any time.

Therefore, the form in which you will collect their number and other personal data must include a box for the user to tick to indicate that they consent to receive your commercial messages on their mobile phone. Afterwards, you can distribute this registration landing page in the same way as you would do with your newsletter sign-up landing page to attract subscribers. Some ideas:

• Mobile-oriented contests, such as photo contests, to attract users who are more accustomed to using these devices.
• Lead magnets that offer content of great value to the user, so that they are willing to give their phone number and email address. A more direct action would be to create a guide only to attract mobile phones, although these could be lost opportunities if they leave the page without registering.
• Free samples, whether of products or trials if it is a service, are a great incentive in any sector. This option can work in a physical shop or any online channel, such as the website, blog, networks or newsletter.
• Webinars, very useful in B2B, for example to be able to send an SMS with a code at the end that gives them access to a special promotion and not only to the email presentation.
• Links on social networks to explain the benefits of registering, taking advantage of each one's own formats, for example with a carousel or a reel showing the type of messages that will be received. 
• Email marketing campaigns to complete the profile of subscribers or customers ending with a prize draw among all users who do so to add an extra incentive.
• Exclusive registrations: it is important to make it clear that you are not sending the same type of messages as by email to motivate them to add their phone number, so you can give them access to something exclusive, such as promotions or invitations only for registered users.
• QR codes: these are a fantastic resource for any face-to-face event, such as a trade show, or physical media, such as shopping tickets or window displays. Scanning the code and registering can be rewarded with a discount that will be sent directly to the mobile phone.
• Customer service chat, either on the web or by WhatsApp, is a good time to not only give them an answer, but also to add a commercial use of the number once the doubt has ended or the problem has been solved.
• Transactional messages, satisfaction surveys, anniversaries or loyalty programme messages, i.e. any automated email marketing campaign can also be an opportunity to get mobile.

Remember that for your SMS marketing to work you have to have a global vision that includes how it is combined with other channels, such as email or social media. This way, users will have a reason to give their consent.

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