It isn’t news to any marketer that mobile messaging is critical to a brand’s success. After all, customers and marketers alike are constantly interacting with their mobile devices. To stay at the forefront of customers’ attention, marketing content needs to be easily accessible via mobile.
But successful mobile marketing that’s truly engaging involves more than redeploying your email strategies for other channels. To maximize the channel, marketers should be leveraging mobile-specific data and preserving a friction-free journey as customers navigate between devices.
Learn how you can achieve mobile success by smartly using an SDK, and gain some invaluable inspo by seeing how At Home, Audible, FanDuel, HSN, and The Very Group bring those strategies to life in their mobile campaigns.
Honing In On Mobile Data
While clicks, conversions, and revenue are landmark metrics for every marketer, mobile offers a greater variety of KPIs to look out for: think of behavioral data like app downloads and logins, account activity, or contextual information that’s easily available via mobile. To create a truly tailored experience at every touchpoint, marketers need to gather data across sources.
To do that efficiently, using tools like a Mobile SDK are a must. With the SDK, marketers are no longer limited to web behaviors; all through the power of automation, marketers can create personalized experiences that activate data from both mobile and desktops.
Additionally, our SDK supports deep linking for Movable Ink content, enabling the benefits of personalized experiences at a quick and scalable rate. This is a critical piece of the mobile puzzle, as web links and push notifications lead to the exact in-app landing page they were looking for, rather than generic landing pages—or worse, a broken link. Most importantly, it minimizes friction in the path to purchase.
Accuracy and convenience makes or breaks the customer experience. By adding an SDK, marketers cover their bases and ensure that customers receive relevant content every time, and never have a reason to click out and stop their journey short.
Ready to see it in action? Dive into how these leading brands are using Movable Ink’s Mobile Suite to drive unparalleled success.
At Home's SMS Promo
At Home reached linking perfection with their sweepstakes campaign. In order to gain an entry to win the $5000 jackpot, customers signed up for the Insider Perk program, allowing them to receive text messages from the brand.
For each SMS, device-level targeting and device-specific URLs were used to personalize the opt-in CTA copy, providing a frictionless experience no matter where customers were signing up. This promotion not only spread awareness for the sweepstakes, but strengthened At Home’s connection to their mobile customers long after the campaign was complete.
Tactics to Take: What matters here is two-fold. First, show the customer the right thing to see. Secondly, get them to that location as seamlessly as possible.
Maximize Personalization in Every Email
Discover how you can combine data-driven tactics with AI for hyper-relevant messaging.
In their year-in-review campaign, Audible’s marketing team sent a cadence of personalized push notifications to highlight customers’ activity, such as favorite authors, top genres, total minutes listened, and more. In true omni-channel fashion, all of these statistics were then summarized both in email and mobile, along with an encouragement to finish listening to their latest read before the new year hit.
Tactics to Take: Customer behaviors offer a treasure trove of personalization opportunities, even when they haven't secured a purchase or almost converted, such as abandoning a product or action. Use this data, especially mobile-specific actions, to delight customers and solidify their long-term loyalty.
FanDuel’s Engagement Touchdown
Ever since Spotify Wrapped debuted, customers eagerly await their collection of year-in-review campaigns from their favorite brands. This is all the more true for stalwart sports fans, so FanDuel was ready to score stellar engagement with their Replay campaign.
By combining zero- and first-party data with automation, FanDuel highlighted individual betting activities, such as teams and sports bet on most often, number of profit boosts used, biggest payouts, and longshot win. Additionally, this campaign wasn’t just featured on email and mobile; on social media, the campaign saw massive success, with #FanDuelReplay trending on X (Twitter) and reaching #26 in United States Trends.
Tactics to Take: Customers love social media, and usually access it via mobile devices. Follow FanDuel’s example and loop social media into your linchpin mobile marketing campaigns to drive awareness and invaluable social proof.
HSN's Urgency-Drivers
Sometimes, the simplest tactics can prove to be the most effective. Here, HSN looped in live product images directly from their website to display current discounts and pricing for their in-app message. To motivate quick action, a countdown timer was also highlighted at the top of the message.
Tactics to Take: Quick wins doesn’t mean a campaign is less effective, and simple add-ons like countdown timers and real-time product availability can create the FOMO customers need to act. Get engagement rolling from the get-go by blending business data you already have on hand with automated content generation.
The Very Group’s Social Proof Play
The Very Group credits the mobile channel with much of their success—82% to be exact, as the brand attributes that percentage of their online sales to mobile transactions.
This rich push notification is a quintessential example of their mobile-first strategy, garnering an impressive 229% lift in click-through-rate (CTR). Highlighting each customer’s most viewed category, every rich push notification included an image of a best-selling product in that category, paired with optimized social proof messaging.
Tactics to Take: Cross-channel retargeting is a highly successful strategy for giving customers that last push they need to convert. Be sure to utilize every mobile sub-channel, from push, to in-app, to mobile inboxes.
Time to Create Your Next Mobile Campaign
Feeling inspired by these brands’ undeniable success? Take your turn at creating campaigns like these by exploring Movable Ink’s Mobile Suite, or explore further enhancements through the related resources below.
3 Tactics for Efficient and Effective Mobile Campaigns
