The Do's and Don'ts of Mass Messenger Marketing

Viber etienne-dupont
Etienne Dupont
Senior Director of Global Sales & B2B Marketing at Rakuten Viber
The Do's and Don'ts of Mass Messenger Marketing

In today's digital age, mobile devices are increasingly becoming the hub of people's lives, where we access the internet, shop, and consume media. The world is no longer sitting in front of their computers to search for information. Instead, we are accessing websites, opening apps and posting to social media using our mobile phones. As a result, it's important for businesses to be present on multiple platforms, including mobile devices. 

With the rise of smartphones, tablets, and wearable technology, businesses are able to offer a more personalized experience to their customers. Companies can have a more authentic, one-on-one  conversation with customers, create loyalty and boost brand recognition. Mobile messaging is an excellent way to reach your customers and prospects with relevant and timely information.  

Developing a strategy to reach your audience is key for any marketer.  

Viber has been a leader in mobile messaging for over 10 years with users in 190 countries. Over 5,000 businesses trust Viber to communicate with their customers, including Coca-Cola, Raiffeisen Bank, and FC Barcelona. Viber offers a variety of business messaging tools and solutions for personalized, one-to-one customer engagement at scale. We know a  thing or two about what works and what doesn’t in messaging, and are happy to share some recommendations with you. 

Viber's top 10 tips for mobile messaging

Mobile messaging can be an easy, personalized, and fun way to communicate, but it can also be misused. Discover how to make mass messaging work better for your clients and business. 


  •  Start a conversation, simply sending a message isn’t enough 

Conversational language is key to getting your voice heard in the messaging space. Use a conversational tone that is natural and engaging. Be personal, be thoughtful. You’re competing for customer’s attention against all the other messages they’re getting. Studies show that people engage more with brands when they feel that brands understand them after a conversation. 

For instance, Viber’s Business Messages two-way conversation feature lets real assistants guide shoppers’ gift choices, consult on size or product characteristics, provide support and help in product assembly or installation.

Examples of conversations with real agents on Viber Business Messages
  • Segment your audience and send targeted messages 

Understanding the context of your customers’ journey, their current state of mind and emotions, and matching it to the right message and tone for the time and place can be a powerful tool. Choose the most relevant and personalized messages for your audience, or else you'll overwhelm them. Know your audience and what they want. 

You can integrate Viber Business Messages with your CRM or CDP to save and analyse your customer’s history and their behavior to send highly targeted, personalized and useful offerings, at scale. 

  •  Keep it simple 

Consider the context of the mobile platform. Short and to-the-point works best.

  • Ask for feedback 

Let your customers know you value their opinion. Respond to their questions and comments and show that you care. Additionally, you can collect reviews and use it on your website or to promote your brand in social media. 

  •  Use the power of creativity 

Use visuals to illustrate your message. Use emoticons to express yourself. Don’t be afraid to be creative. Most people enjoy humor, and it can increase click-through rates. Thanks to Viber Business Messages rich capabilities (visuals, videos, CTAs, links, etc.),  you can even include gamification elements in your messaging – create a fun and interactive quiz and offer customers to solve it in order to receive a discount.

The different types of Viber Business Messages


  • Don't use bulk messaging to send your customers annoying, non-personal messages 

You'll just irritate them. This will lead to people unsubscribing. Your customers are people, not ad impressions – they are eager to buy your product after they have had a positive experience with it.  

  • Don’t send messages that don’t interest your customers 

Keep your marketing in context with your audience. Create a unique, personalized experience for your customers. When audience is engaged, not only are they loyal, but they will also share your business’ content with their friends. It’s five times more expensive to attract a new customer than it is to retain an existing one, so it is important to create a great customer experience for your loyal customer base. 

  • Don’t use all caps in your message 

All caps is considered shouting and can be distracting for your audience. 

  • Don’t send mobile messages to people who have not opted-in to receive your messages

It is an invasion of their privacy. They may not want to communicate with you. On Viber, a brand can get a verified Viber business account and send official business messages to its existing opted-in client base only if it accepts user privacy rules. This way we make sure that brands send – and users receive – relevant messages.

  • Don't misrepresent your product 

When customers learn the truth, they will be disappointed, and you will lose their trust. 

Conversational messaging 

Conversational messaging is the latest trend in the mobile marketing world. Marketers are beginning to realize the potential of connecting with their consumers through one-to-one conversations. Not only is it an informal way to engage, it conveys personality and "realness" of business. The benefits? You strengthen customer relationships, provide consumers with the opportunity to communicate with the company in a personal way, and also increase customer satisfaction.  

Conversational messages are usually short, not intrusive, and are not bothersome to the person being messaged. Make your messaging consistent, relevant, personal, and engaging – it’s a big change from the traditional “one-way” method of communication. Conversational messaging is more engaging than typical industry-standard bulk messaging. 

Latest trends in mobile marketing 

In a mobile-dominated world, it’s essential to think about how to communicate with your audience and to stay up to date with the latest technology trends. Business messaging is one of the latest and most effective ways to connect with customers and promote your brand. It allows businesses to send personalized, highly targeted messages directly to customers’ mobile devices. This type of marketing is growing in popularity because it is so effective in reaching customers. Brands should no longer ask “How to send bulk messages?” – they have to think of making their messages relevant and valuable for customers.

Another advantage of business messaging solutions is that it is very cost effective. You can reach a large number of people for a fraction of the cost comparing to other forms of marketing. In addition, you don’t need a large budget to get started. You can start with a small budget and grow your campaign as you see fit. If you’re looking for an effective and affordable way to connect with customers, mobile messaging is a great option. 

We hope this article has helped you understand the do's and don'ts of mass mobile messaging. There are many options and features to explore and we encourage you to spend some time exploring Viber Business Messages and other Viber for Business solutions on our official website. Questions? Reach out to us and we will guide you through our products.