Brick and Mortar Brands: How to Grow Your Customer Database with SMS

Customer data is the cornerstone of your marketing success today and tomorrow. Contacts in your database spend more money and are more loyal to your brand.

Many brands are not spending enough resources on continuously growing their customer databases. They are missing a HUGE opportunity to grow a high-converting customer database by leveraging their in-store traffic.

We’ve outlined the strategy we used to add 1 million new opt-in subscribers to a brick and mortar retailer’s CRM in ONLY 6 months. 

Where do you start when planning your CRM growth strategy?

You need to grow your marketing list with a purpose. Ask yourself, what goals are you trying to achieve?

  1. Collect verified mobile numbers
  2. Collect customer opt-ins
  3. Start sending SMS messages
  4. Drive more app downloads
  5. Increase subscribers to your newsletter
  6. Drive traffic to your e-commerce site

A goal will guide and dictate the type of data you collect and messages you send. 

The good thing is that any of these goals can be easily achieved by following the steps laid out in the CRM Growth Strategy.

Select The Best Promotions For Your Customers 

New Adlucent research found that 44% of shoppers are willing to provide opt-in and mobile information to merchants if they receive an offer or deal in return. 

You know your customers best, but we’ve found that providing a tangible, instant offer like a free coffee, or $5 off your next purchase when you subscribe to receive text alerts, will provide the highest conversion rates.

PRO TIP: Make sure the advertised call-to-action is simple, concise and easy to interpret. People need to understand the promotion instantly. 

Make sure you select a fun keyword relevant to the promotion. Ex. “Save” for $5 Off Promotions, “NEWSLETTER” to subscribe to your newsletter, or just your brand’s name.

How To Get The Offer Into Your Customers Hands

Once you’ve developed the promotion and call-to-action, you need to figure out how you’re going to get this offer into the hands of your customers. 

Mobile. Mobile. Mobile. Our process is 100% mobile optimized and powered by frictionless SMS messaging. Why SMS?

SMS is universal! It doesn’t matter what phone your customers use. Messages are delivered and opened. Raange has processed more than 20 million registrations using this method. 

Our Process

Customers text-in to a long code or short code, ex. Text “SAVE” to 70707 to get $5 Off Your Next Purchase.

SMS short code example

The customer receives a text-back with a link pointing to a mobile-optimized landing page. They simply click on the link and fill out a form to receive the promotion on their phone. To finish it off, we have to send an opt-in Thank You message for proof of confirmation. 

The entire process is virtually frictionless and takes no more than 20s to complete, not like registering via email.

The Best Data to Collect

Consumers demand a fast, frictionless process, so we always recommend collecting a limited amount of data at first. We need to get the promotion into the hands of our paying customer RIGHT AWAY! – seconds, not minutes. Which is why, +90% of users that start the process complete the registration. What we recommend:

  • First Name
  • Last Name
  • Email Address
  • Mobile Number
  • Opt-in Consent

You can always ask your customers for more data in the future!

Advertising Your Promotion

The only limiting factor is your imagination. You can power any call-to-action with text-in promotions. 

  • In-Store Signage
  • Wifi Marketing
  • Radio / Audio Ads
  • Video
  • Print Ads
  • T-Shirts
  • Posters
  • Social Media

We recommend placing signage throughout your store, but especially at the Point-of-Sale, and Front Display Window. In-store customers know and trust your brand already. They simply want to build a relationship with you.

What’s Next?

The good news is you’re well on your way to getting started, but keep in mind that you need to be constantly adding to your customer database. Every year your database degrades by nearly 20%. Customers change their email addresses, phone numbers or move and change their physical address.

As a marketer, it’s your job to make sure you’re constantly filling your customer database with new contacts.

Increase Revenue 

For our clients, we run personalized mobile messaging campaigns to alert customers of upcoming sales, drive traffic to e-commerce sites and build relationships with loyal customers. 

Our customers realize a 3,000% ROI on campaigns. We have an ROI Calculator on our website. Why don’t you check it out!

If you have any questions whatsoever, our team is here to help so please feel free to reach out anytime.

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