Schedule a Demo
Does My Company Subscribe?
What’s the top reason US mobile device users will sign up with a brand to receive mobile marketing messages? Deal-seeking, of course—in November 2013 research from Responsys, the No. 1 motivation was to receive special offers and promotions, and the No. 2 slot went to news about other sales.
Offering discounts will do more than get mobile users on your opt-in list, though. It’s also the primary driver of actions taken after seeing mobile marketing messages, according to the same research.
Two-thirds of mobile users who subscribed to marketing messages from brands said they were likely to take action when they saw a pricing-based offer. While time-sensitive, location-based and product-based offers were likely to sway around half of subscribers each, mobile messaging subscribers are putting a clear priority on pricing.
That means cost is even more important than convenience—even to mobile users who are on the go, which marketers have traditionally seen as a chance to target them with timely, location-based offers. Not only were such offers likely to win over 50% of users—nothing to sneeze at, but far below the 66% who cared about price—location-based offers were the most likely to turn prospects off of a message.
More than one-third of subscribers to opt-in messages said they were actually unlikely to take action from a location-based offer. There could be a number of reasons for that preference, including consumers who think the targeting is too intrusive or creepy. But it could also be a matter of poor targeting—if marketers are sending location-based offers to the wrong locations, they are not going to appeal to their target audience.
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.