Operators in developed mobile markets that develop an opt-out strategy as part of their mobile marketing mix can expect to see very few users leave the service according to most mobile marketing specialists. The mobile industry is being very cautious these days because most companies/brands do not want to be labeled as spammers but the reality is that their caution emanates from their lack of understanding.
Companies need to develop an opt-in database and then figure out how to use it properly. If used properly the database can be an excellent way to effectively communicate with customers on an intimate one-on-one level never seen before. Customers will definitely trade their information with a company they use regularly if they feel like they are getting something valuable in return. Also, by effectively providing a way for the customer to opt-out anytime they want makes them feel as if they are in control. We get a very high retention of customers that participate in the mobile marketing programs we run for our clients at CMP Mobile . Approximately 96% of customers stay the course and don’t opt out. As time marches on, more and more companies will realize the benefit of this type of marketing and will definitely jump on-board.
