Like any marketing campaign, a mobile marketing campaign can be well thought out, meticulously planned, and perfectly functional... but still produce limited user engagement.

Why? A subpar call to action.

A call to action is the sole bridge between consumers and content; therefore, it is a key component of your campaign—and the campaign's return on investment (ROI).

To achieve success with this crucial piece of the mobile marketing puzzle, include the following five must-have elements in your mobile calls to action to ensure that you effectively engage your intended audience.

1. Describe the incentive

With a mobile marketing call to action, a brand is essentially asking a person to do something (e.g., "Scan This QR Code" or "Text a Keyword to a Short Code").

Though early adopters of technology may engage with mobile for technology's sake, the mainstream public will not. Thus, marketers have to provide and describe the incentive for consumers to take an action that a brand desires. The difference between the engagement generated by "Scan this QR code" and "Scan this QR code to receive 15% off your next purchase" is obvious.

But such calls to actions are not just about providing value. They're also about establishing trust, which is why nonmonetary incentives can be just as valuable. The key is understanding a campaign's goals and adjusting the incentive accordingly. Bottom line: The better the incentive, the higher the engagement level... but, also, the higher the cost of customer acquisition. Regardless of the type of incentive, however, include it and articulate it in your call to action to generate maximum engagement.

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Kane Russell is vice-president of marketing at Waterfall Mobile. Its technology helps companies build mobile marketing campaigns that customers love.

LinkedIn: Kane Russell