I’m Ready to Start Mobile Marketing! Now What?
One of the first questions dealers ask when they start building a mobile strategy is: How do I get customers to join?
Building an SMS list can feel slow at first, but it’s straightforward when you use multiple enrollment paths. Your customers interact with you in different places. Your opt-in options should match that reality.
A solid messaging partner should support these list-building methods:
Use your existing customer data to invite opt-ins the right way
Website and mobile web sign-up forms
Text-to-join using a registered sending number (10DLC or short code)
In-store and event sign-ups (QR codes, tablets, staff-assisted capture
In-store and event sign-ups (tablets and QR codes)
Tablets can work well, but today the simplest version is often QR + landing page.
Place a sign at the counter, service desk, and showroom that says:
“Scan to join our Text Club” (with the benefit clearly stated)
A QR code that opens a mobile-friendly sign-up page
A checkbox and disclosure language for consent
Tablets still help in high-traffic areas or events where staff can actively enroll people. If you use a tablet, make sure it triggers an immediate confirmation message so the customer knows they successfully joined.
Use cases that work great:
Off-site events. Staff enroll people with a quick scan or tablet entry.
Giveaways. “Enter to win by joining the text club.”
App or content promotion. Capture the number, then text them the link.
Text-to-join (keywords)
Text-to-join still works, but the technical details changed over the last few years.
What you actually need is a messaging program on one of these approved routes:
10DLC (a local 10-digit number registered for business texting)
Short code (best for very high volume and fast delivery)
Verified toll-free (common for service and national programs)
Keywords are useful when you want to measure campaigns by channel or offer:
“Text RIDE to join.”
“Text SERVICE for service specials.”
“Text EVENT for VIP invites.”
Your vendor should support multiple keywords without nickel-and-diming you, and they should provide reporting that ties keywords to sign-ups and revenue outcomes.
Every promotion must include clear disclosure language: who is texting, what the customer will receive, message frequency, “Msg and data rates may apply,” and how to opt out and get help.
Web forms (mobile-first)
A website form is still one of the best sign-up methods because it lets you capture useful details, not just a phone number.
Keep it simple:
Phone number
First name
Optional fields that actually help segmentation (vehicle interest, service vs sales, ZIP)
Make sure the form is fast and easy on mobile. Most visitors will be using a phone.
Using your existing customer data (do this carefully)
Your CRM is your most valuable starting point. You already have names, purchase history, service history, and often phone numbers.
Here’s the important part. Having a phone number is not the same as having permission to send marketing texts.
A reputable partner can help you:
Validate phone type (mobile vs landline)
Suppress numbers that should not be messaged (DNC, known litigators, prior opt-outs)
Design a compliant opt-in process that meets carrier expectations and legal standards
The compliance reality (plain-English version)
Marketing SMS requires prior express written consent in many common situations. You typically get this through a clear checkbox or signed agreement that authorizes promotional texts.
For informational or transactional messages (service updates, appointment reminders), consent rules differ, but you still need to be careful and you still must honor opt-outs.
You should not “import and blast” your CRM list with promos and hope it works out. That’s how brands get complaints, filtering, and legal exposure.
Your vendor should be able to explain, in writing:
How they capture and store consent
How they handle STOP/HELP automatically
How they support 10DLC registration and compliance monitoring
What their TCPA posture is, and what they require from you contractually
Why segmentation matters
Once you build opt-ins, the real money shows up when you stop treating everyone the same.
Examples dealers can run responsibly:
Service reminder to customers due for maintenance in the next 30 days
Event invite to customers within X miles of the dealership
Offer targeted by brand, model type, or purchase history
Win-back to customers who have not been in for service recently
The goal is relevance. Relevance drives response. Response drives revenue.
Ron previously wrote this article to appear on his blog @ PowersportsBusiness.com
