Mobile marketing relies on creating robust strategies for multiple channels. The key areas for any winning mobile marketing strategy are social media, SMS messaging and email. If you’re developing three entirely separate campaigns for each, you need to rethink your approach.

To create a successful, holistic campaign, you need to foster a ‘cross channel synergy’ between each channel. If, for example, you have an email contact list, encourage those who usually only use email to visit your Facebook page, where you can offer a freebie to people who opt in to your SMS list. This ‘feedback loop’ maximizes engagement with your customers – but it has to be done right. To wit, an important message to understand:

Don’t Ignore Email

As mobile marketing tactics begin to focus more on texting, a lot of businesses are beginning to forget about email, regarding it as a relic from a bygone era. This would be a mistake. The many, varied reasons belong in another post – in fact, here’s just such a thing all about the value of email. Above all, think about how often you check your email. Yes, much of what comes into your inbox is spam filtered, deleted, or ignored, but the fact remains, nearly everybody has an email account – smartphones haven’t quite achieved that level of penetration.

Now we’ve established that email is far from over, how can you integrate it with your social media and SMS campaigns? Here’s three top tips for getting the most out of your integrated campaign:

• Provide incentive. If you want people to connect with you on social networks, you need to offer them something of value. Before asking people to share a link or visit your website, ask yourself, what’s in it for them? An easy way to do this is by incentivizing Facebook ‘likes’ by offering a discount to anyone who gives the thumbs up to your page.
• Get people Retweeting. Highlight a particular tweet in your emails, and embed a ‘Retweet This’ snippet that makes it easy for people to share.
• Provide an opt-in form. Facebook allows you to add an email sign-up form as one of your apps. Use it! Your Facebook followers will soon be asking you to send them emails with special offers.