If you haven’t started using text messaging to build a more personal relationship with your shoppers then you need to start now. Texting is so personal that its typically reserved for the people closest to us like family and friends. It’s the one device that travels with us no matter where we go.

Knowing how personal the mobile device is, you  should appreciate that your shoppers have let you into their “circle of trust,” and therefore not misuse this powerful channel. If you want to create a solid foundation for all of your future mobile initiatives follow these best practices:

1. Create your value proposition. What can you, the shopping center, deliver to your shopper that is important enough that your potential mobile subscribers should let you in their “circle of trust”?

I’m not sure about you, but every time I receive a text message my phone notifies me with a sound or vibration. I’m going to make an educated guess and state that you receive all of your text notifications as well. Would you be disappointed if you received yet another text offer that was also then found duplicated in your email in box? I’d bet that would be a bit frustrating.

Takeaway: Make sure your message delivers a differentiated value.

2. Promote your Mobile Club’s value and grow the group. Now that you’re offering this exclusive and different way to engage with your center how are you telling your customers?

The best answer is, “Everywhere.” The quick and constant hits would be to promote the club to your Facebook fans and your Twitter followers. Add a call out to every email that goes out. There should be in-mall signage promoting this unique value. Do your shoppers receive an automated menu when calling the center? If so, that’s another opportunity to promote your Mobile Club. Try leading with the offer, “Text X to 55800 to get Y.” Then state why the offer is so great.

Takeaway: Make sure the shopper’s first interaction with the Mobile Club is a good one and deliver the value you offered.

3. Keep it Simple. Use a keyword call to action that is easy to remember. Example: “Text WIN to 12345” for a chance to win a mall gift card. If you’re driving them to a mobile website, make sure your site is mobile friendly.

With customers looking for you while on the go you need to make sure their experience is simple and they can find what they are looking for. Are Guest Service representatives aware of redemption procedures if you’re giving away prizes? If you’re promoting an event, make sure to clearly define where the event is being held and at what time.

Takeaway: Keep it simple

4. Be Consistent. This is the one of the most important things to do. Make sure your shoppers are used to hearing from you and understand what they should expect by being a member of your Mobile Club.

Don’t send a message a week for three weeks and then take a three-month break. If a shopper is used to hearing from you and create an expectation for the type of communication they are going to receive you’ll find long-term members. If you don’t communicate with them for a few months and then hit them with 10 messages the following month, the result will be a much higher opt-out rate. Remember to ask yourself why is that message so important and how can you make the value unique and exclusive to the Mobile Club member?

Takeaway: Consistency is key to your messaging plan.

5. Test, Learn, and then Repeat. Now is the time to try new ways to connect with your shopper. Track what types of offers receive the best results; see which messages drive more traffic to your mobile site, and try asking members what types of messages they’d like to receive.

If at any point you are unsure of what to say to your Mobile Club members just look back to best practice #1 and ask yourself, “what value am I offering today?”

Takeaway: No better way to learn what your customers want than by asking!

Author Profile: Greg Hickman product manager of mobile solutions greg.hickman@placewise.com