Offering discounts will do more than get mobile users on your opt-in list, though. It’s also the primary driver of actions taken after seeing mobile marketing messages, according to the same research.
Two-thirds of mobile users who subscribed to marketing messages from brands said they were likely to take action when they saw a pricing-based offer. While time-sensitive, location-based and product-based offers were likely to sway around half of subscribers each, mobile messaging subscribers are putting a clear priority on pricing.
More than one-third of subscribers to opt-in messages said they were actually unlikely to take action from a location-based offer. There could be a number of reasons for that preference, including consumers who think the targeting is too intrusive or creepy. But it could also be a matter of poor targeting—if marketers are sending location-based offers to the wrong locations, they are not going to appeal to their target audience.