Mobile Marketing: The Modern Guide for Businesses

According to the Mobile Marketing Association, “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

Over the last decade, mobile marketing has increasingly grown in popularity. With the majority of people possessing mobile devices, marketers are interested in using this channel as a way to communicate with prospects and customers. Additionally, the adoption rate of mobile “smart” phones has substantially increased, making it even easier to market using this medium.

Marketers using mobile marketing describe it as a cost effective, efficient way to interact with their audience. No matter where customers are, they can receive messages with their mobile devices in a timely manner and respond quickly.

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Types of Mobile Marketing

Since mobile marketing can refer to any message being communicated through a mobile device, it incorporates a number of different concepts. Let’s explore these concepts a little further.

Mobile Email Marketing

Mobile email, one of the original forms of mobile marketing, refers to sending an email message that is received on a mobile device. Several factors have to be considered when sending email to a mobile device so it is readable for the subscriber. An email marketing service provider, like Delivra, can help make sure that your emails are set up to be mobile friendly.

responsive email templates

SMS (Outbound Text)

SMS, short message service, is better known to most as “texting.” Marketing via SMS has been limited, and SMS has been used primarily for personal communications between people. In the past year; however, SMS has become a communication tool that businesses can use to keep in contact with customers and prospects. MMS, or multimedia messaging service, is the same as SMS, but also contains a video, images or sounds.

» Recommended Reading: What You Need to Know Before Adding SMS Marketing


Text-to-Subscribe is an inbound marketing tool that enables people to subscribe to a mailing list by texting a keyword to a short code number. Text-to-Subscribe is a powerful tool that helps build relationships with potential prospects past that initial point of contact.

text to subscribe example

Short Codes

A short code is a special telephone number (usually only 5-6 digits in length), which allows people to send messages to you. There are two types of these codes: vanity and non-vanity. A non-vanity short code contains random numbers, such as 54389. A vanity short code refers to a customized short code your company has chosen or a short code that spells out a word; for example, DELIVRA.

Responsive Websites

According to Cellular Telephone Industry Association, nearly half of US households are completely wireless and 91 percent of the US population owns a mobile phone. It is imperative companies embrace mobile marketing. Companies need to consider how their other marketing strategies are affected by mobile marketing and determine if changes need to be made to accommodate the mobile channel. Many companies find it necessary to revamp or reconstruct their websites in order to optimize them for mobile phones. The goal is to ensure that when people look at your website on their mobile phone, it looks professional and is still easy to navigate.

CTIA Wireless Quick Facts

Integrating Mobile with Other Marketing Tactics

Since mobile marketing has become increasingly popular over the last several months, many marketers are planning to incorporate it into their marketing efforts. However, it works best when integrated with other efforts, such as email, social media and other marketing tools.

Broadcast Marketing

It worked for American Idol and it may work for your company. Promote your mobile marketing campaign to the masses by introducing your short code via a television or radio spot. Encourage people to sign up for your mobile list and then give them a poll to complete on their mobile phone.


Add your short code to every piece of your collateral, such as whitepapers and datasheets. As people read, they are continually reminded that they can sign up for your mobile list to receive more information about your company and products.

Event Marketing

Marketing at events can be a difficult task. Handouts may not last or may end up in the trash. By combining mobile marketing with events, you have the ability to interact and engage with your audience during the event. You can secure opt-ins for text and/or email, have contests, or even post sneak peeks of results.

restaurant email marketing example table tent newsletter signup

Social Media

Sharing via your social networking sites is a great example of doing more with less. Using your short code in posts reminds followers that they can easily stay connected with your company. Social media also provides an easy way to share your short code with prospects and customers simply by adding it to your Facebook, LinkedIn, and Twitter profiles.


By integrating promotional offers with your mobile marketing campaign, you can motivate individuals to opt-in to receive your mobile messages. People are motivated to sign up for things when they can see a tangible benefit to do so.

Direct Mail

With the variety of technologically savvy marketing tools available these days, it is easy to forget about traditional marketing tools. Sending a direct mail campaign with your short code posted on it may end up being the most successful way to encourage people to sign up for information.

» Recommended Reading: 5 essential components of an effective multi-channel drip campaign that will boost revenue and response.

Integrating Mobile Marketing with Email Marketing

It’s not difficult to integrate your email and mobile marketing efforts. With the increasing popularity of smartphones, customers have an always-on platform to check their email.

Total Email Marketing Opens By Device

It is essential that marketers make their emails mobile ready. Below you will find some tips on how to make your email as mobile as your recipients:


While there are no hard and fast rules governing email dimensions, the most commonly used dimension is 320×480 pixels. Start here and make it your goal to fit as much information as possible within this screen size to ensure your audience reads your message in its entirety.


Even though your email is designed for a mobile device, including links enables recipients to access additional information while using their smartphones.


Keep email content short and sweet. The longer an email, the more a reader has to scroll to read it. Long content will overwhelm a reader. Contact Information. An email service provider requires companies to include contact information, such as a phone number and an address. This is a good practice, since linking this information gives readers an easy way to get directions to your office, call you or add your information to their smartphone address book.

» Recommended Reading: The Quintessential Guide to Mobile Emails

Creating Effective Mobile Marketing Campaigns

Now that you know a little bit more about mobile marketing, you may be interested in starting your mobile marketing campaign. Here are some tips to help you get started.


As with every new marketing endeavor, you want to make sure that a plan is in place, including measurable goals and objectives.


Once goals have been outlined, create a strategy that outlines how you will encourage your audience to subscribe to your mobile marketing campaign, what you want to send, how often you want to send, etc.


Find a company that can work with you to achieve your mobile marketing goals. If you are working with an email service provider, check to see if they can help you. It may be beneficial to work with someone who has experience with mobile marketing as well as email marketing. Delivra, an email marketing service provider, works with Connective Mobile to offer our clients the assistance they need with their mobile marketing campaigns. This alliance ensures that you meet all regulatory requirements required to send mobile messages. Similar to an email marketing campaign, people have to opt-in to your mobile marketing list before it is appropriate for you to send them mobile messages. Not complying with this process can result in steep fines for the sender.

Promotion Plan

To get people excited about signing up to receive your messages, we suggest creating a promotion plan that outlines the best channels to use. For example, you may not want to promote your mobile marketing campaign designed for a teenage audience via a traditional channel like direct mail. However, promoting the campaign on your Facebook page will reach this audience better.


Offering an incentive motivates people to opt-in and encourages continued interest in receiving your mobile marketing messages. Some ideas for incentives include:

  • Subscriptions
  • Coupons
  • Polls


As with any kind of marketing campaign, your success will increase if you test first. As an email marketing service provider, we encourage our clients to test their emails before sending them. The same is true for mobile marketing messages. It is imperative to test messages by sending them to several carriers before sending the final version for your campaign. Working with a provider like Delivra makes this process easy and efficient.

» Free Bonus: Click here to get access to free blueprints to 10 marketing automation drip campaigns proven to increase ROI.

Tracking the Success of Your Mobile Marketing Efforts

After you’ve set up and launched your mobile marketing program, it is essential to track your success. These results will help you analyze and measure the effectiveness of your campaign. Make sure you track important statistics to determine what is working and what may need to be reevaluated. Below are some examples of statistics you should track.

Number of Messages Delivered

This figure shows how many of the messages you are sending actually are delivered to the subscriber.

Bounce Rate

You also want to determine how many messages are bouncing so you can assess sending errors or other issues.


Similar to email campaigns, it is important to track how many people are unsubscribing to your mobile marketing campaign to determine if changes need to be made.


If you are implementing a campaign dedicated to receiving sign-ups, it is appropriate to measure the number of people who responded with their opt-in information. You also want to know if your sign-ups are coming from mobile, print, events, etc.


If you are running a promotional campaign that includes specials and offers, track how many of those offers were redeemed.

» Recommended Reading: Learn how to define the right measurable goals tied to your email marketing metrics.

Delivra & Mobile Marketing

Mobile marketing is becoming an essential marketing tool to reach customers who are on the move. If you have questions about how to start your mobile marketing program, or just need more information, schedule some time to talk with our sales team.


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