Step 2: Walk
Capture profile and preference information across mobile opt-ins to launch segmentation and personalization. From an acquisition standpoint, start by including a field for a mobile number on all online opt-in forms. Make sure to include additional fields for basic segmentation data, in particular zip code and applicable demographic information, e.g. date of birth for an alcoholic beverage company or shoe size for a shoe company. Insert segmentation data capture as part of the mobile sign-up process, in order to collect data directly through an opt-in.
Follow a similar strategy for retention campaigns, collecting customer data in exchange for providing customer value. Remember, direct marketing is a two-way street, and as long as customers feel they are receiving value from campaigns, they will gladly share pertinent targeting criteria.