Combining SMS + Email: What’s the Best Approach?

In: Digital Marketing

Email marketing is among the most effective digital marketing channels that brands can use to increase their profits and reach out to prospects and customers. However, recently, a new competitor has entered the market called text message or SMS marketing.

Many marketers have been thinking about how they can not only integrate SMS into their current digital marketing agency’s work but also as to how they can ensure it’s in line with their email strategies. We’ll walk through the steps to integrate your SMS and email marketing strategies to achieve the best results!

The Differences Between SMS + Email 

Many businesses are using SMS marketing as a supplement to marketing via email. It’s clear that SMS Marketing is an effective tool that has engagement rates 6-8 times greater than that of email. It’s crucial to comprehend the differences between SMS and email for optimal internet marketing efforts.

Email → is an excellent medium for sending out longer messages with more depth that contain attachments and images. Emails can be more likely to convert than SMS since emails can be filled with more CTAs, links, and even stories. This lets marketers concentrate on nurturing and education. Email is a great way to send newsletters, tips and testimonials. Research has shown 91% of people go through their email every day at least. Emails are opened at an average of 20%, and the average rate of click through is 2.5 percent, and email marketing generates $42 for every $1 invested.

SMS → is the ideal channel for quick, precise details or offers. SMS has higher engagement measures than email, with an open rate of 98% and a click through rate of  29%. SMS is ideal for marketing however, it is not the best choice for content designed to be educational and fostering. SMS is limited to 160 characters. limit, which means that you have to keep messages brief and short. Marketing through SMS is also more costly as compared to email-based marketing. Make use of SMSs best methods for special offers for products and reminders, as well as important updates and purchase confirmations and other sort of promotions.

SMS Best Practices 

It’s clear the fact that SMS marketing is among the most personal types of marketing. This accentuates the importance of being cautious. How do you get to your customers without irritating them?

  • Get permission: Like marketing via email, it’s extremely important to get permission from the contact prior to contacting them through SMS. Everyone you send a text message to, must have signed up to receive your messages. This could mean asking your customers to sign up through an online form or asking them to text a specific word to a shortcode or phone number. It’s also crucial to offer individuals an option to opt out of receiving your SMS.
  • Ensure your messages are time-sensitive: Be sure to take time zones into account when you send out messages. It’s crucial to ensure that the SMS service is able to automatically send the messages to customers at the correct time, based on the time zones they are in. This will ensure that your message won’t be annoying anyone at night.
  • Keep your copy short and to the point: Nobody wants to get an advertising text message that’s more than a paragraph. Make sure your text is concise, clear and simple to understand.
  • Consider using an auto-responder: Making use of an auto-responder to engage in conversations with your customers can be extremely effective. When you offer your customers the chance to inquire about their needs, offer feedback, or request more information, you’re laying solid foundations for your customer relations.
  • Resonate with your audience segment: When you are writing your text message, try to place yourself in the position of your target segment. What kind of information would they like to receive? What products or sales might be of interest to them? Personalization is a must.
  • Include an actionable CTA: What is the purpose for your SMS campaign? Does it aim to bring visitors to your site? Do you want to encourage people to profit from your offer? Whatever your objective may be it’s essential to be clear about the actions you’d like your customers to do. Include an online link to your webpage and be precise in your language. Make use of phrases such as “Check out our newest edition!” or “Shop now before it’s too late!”
  • Limit how often you send: The most common way to turn away a customer is by spamming them. Although the regularity of your text messages will matter based on your goals, our recommendation is to stay at two texts per week.
  • Consider your SMS provider:  If you’re looking for an SMS provider it is important to select one with a large carrier network that allows you to connect with customers in a wide range of geographical areas. It is important to choose a provider which can expand by utilizing SMS marketing and send text and pictures quickly and effectively.

Striking a Balance

Finding a balance between text and email is vital to your company’s marketing particularly in the modern world that we live in. Email is the tried-and-true method for mass marketing communications. However, with smartphones being a part of the equation SMS has become an efficient and extremely effective method to reach out to your clients. The average user spends 5.4 hours per day on his or her mobile. To put this into perspective, the average user spends 90 minutes to reply to an email, and 90 seconds to reply to texts. Crazy right? Knowing the right time to use SMS as well as when and how to utilize email is vital.

The Best Approach for Combining Both Methods

Marketing via email should be utilised to send more extensive, richer messages that contain photos as well as important hyperlinks. Examples of good reasons to use email include orders confirmations or newsletters, new product launches promotions, promotional emails, or other educational content. These emails should not be extremely time-sensitive and are typically stored for future use. Based on the type of industry and how heavily promoted it is, the number of messages per month are likely to differ. It typically ranges between 4-10 emails per month. 

However SMS marketing is most useful for concise and short messages that are time-sensitive. Examples of when you should make use of SMS include the tracking of information as well as flash sales and replenishments. It is essential to limit the number of text messages you send out to just 1-2 times per week. It is not a good idea to cause inconvenience for your clients.

As you can observe, both email marketing and SMS marketing are both effective. When used together, they will help your business stand out from your competitors, while helping to build brand recognition and create lasting relationships with your clients.

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