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Mobile is the key to forming true relationships with your customers

Saima Alibhai, managing principal consultant at Oracle Bronto on putting mobile at the centre of the engagement strategy.

Top 500 retailers understand that they must treat their key customers differently, and one of the most effective ways to do so is with mobile. Let’s look at some key strategies that can help build your SMS following.

Say it right:

The most important aspect of any great mobile campaign are the words. A clear, concise message will lead to higher conversions, whether that be SMS subscriptions or sending more traffic to your app. Your message should reference your brand or at least remind customers of it.

When you’re building your mobile audience, you’ll want to keep it as simple as possible. Invite shoppers to receive all your latest news and exclusive offers via SMS notifications, and connect the program directly back to your website or app with a short, sweet message that’s easy to remember.

Promote your programme:

You want highly engaged subscribers to opt in to SMS, but not just anyone will want to give you their mobile number. Focus your efforts on areas where you’re more likely to have highly engaged customers. Here are a few suggestions:

Existing customers: It has become more common for customers to opt in to receiving order updates, such as shipping confirmations, via text, as well as email. If you offer transactional messaging updates via SMS, you can use this opportunity to invite customers to sign up for your marketing program, too.

Newly engaged customers: Highlight your channels in your welcome series, whether it be asking them to visit your app, join your SMS database or engage with your social channels – this one’s been a best practice for a while. Allow new subscribers to further engage with your brand, and give the customer the opportunity to choose the channel that’s right for them.

Optimise your frequency:

With email marketing, it’s common for retailers to email once a day, but that send frequency is unlikely to work with SMS messages. Our clients have seen more success when they send SMS messages less frequently, even as little as once a fortnight. Just remember to set expectations at sign-up.

Feature the best content:

Your mobile program will only be successful if you can convince subscribers to interact with you on their mobile device. Featuring content that has a broader appeal can encourage recipients to convert, as can imagery. Perhaps test a delivery discount, your new arrivals or a flash sale, and see what resonates best with your audience.

A strong mobile program is a great way to engage your customers – the ones who truly love your brand and want to receive exclusive offers and products. If they’re willing to hand over their details and consent to receiving regular messages, they’re much more likely to interact with you on mobile. Begin with the above, and you’ll be on your way toward growing a strong mobile audience, increasing customer engagement and generating more revenue.


Oracle Bronto arms high-growth retailers with sophisticated marketing automation to maximise revenue opportunities. The Bronto Marketing Platform powers personalised multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Euro Car Parts,, Oak Furniture Land, Joseph Joseph and OKA.
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