Using SMS and email marketing together has a lot of power. The top five advantages of incorporating both of these channels into your marketing plan are listed below.
The interest in SMS brand communications grows with each new generation. If businesses want to effectively engage their audience and get the results they need, they must stay current. That entails establishing a bulk SMS system that works in tandem with other marketing initiatives.
There is significant ROI potential for text message marketing. It’s an especially effective medium for disseminating tailored offers, event updates, or urgent information. Its advantages can close some of the holes in your email campaigns, strengthening your marketing strategies.
Given the prevalence of mobile devices, it is not surprising that the two approaches complement one another well. By being aware of the ideal use cases for each, you can maximize the effectiveness of email to SMS marketing. Because of the complementarity of their strengths, strategically utilizing both communication channels can lead to more successful campaigns and engaged customers.
1. Permission is the only factor used in email marketing and SMS.
Your customers are permitting you to contact them on these platforms whether they check a box to receive an SMS shipping notification or fill out an online sign-up form for a weekly email newsletter. The list your business creates from these sign-ups is of higher quality than any you can find using cohort builders from social media and search engines.
An email marketing and SMS approach offer a personalized solution to interact with the right audience rather than targeting them with ads they don’t want to see. People who opt-in are the ideal prospects because they are engaged in what you have to say.
The audience for your social media and search ads must be unrelated to your brand. With SMS and email marketing, you can be sure that your target audience is familiar with the fundamentals of your company. You have more space in communications for these platforms to develop your brand and narrative. When written well, even brief messages can improve customer satisfaction and enhance public perception of your business.
2. List expansion and customer information that can be shared between the two.
You have the chance to experiment with and discover the kind of content that encourages engagement and conversion as your email marketing programmed expands. You’ll be able to improve the success of both emails and SMS by gaining insight over time into the behaviors and interests of your subscribers.
The subscriber list and related data from your email campaigns can then be used to launch your SMS marketing effectively. The fact that you won’t have to start from scratch like most businesses do with their email marketing campaigns is a big advantage. Yes, there will still be some fine-tuning to do.
Future email marketing can be optimized with the help of your SMS success. When you provide appealing incentives for SMS sign-up, you can reach more people than just your email subscriber base.
3. Utilize various messaging channels to reach more customers.
Some clients don’t ever want to receive another sales email in their inbox. Others would detest having their phone buzz with a text from a business they had previously ordered from. The best way to ensure that every customer is satisfied with a campaign is to track open and response rates before segmenting your audience based on messaging preferences.
Customers won’t always tell you their preferred channel when you’re trying to build a list. Because it’s the first one that’s presented to them, they might sign up for one or the other. By ensuring that everyone has the option to subscribe to both lists, you can test their preferred methods of communication before observing how they interact.
If a customer doesn’t reply to any of your messages, you might not want to remove them from a list, but you can group customers based on open rates. People who frequently click links in your texts but infrequently open your emails ought to receive more texts and fewer emails. You should send out more emails with CTAs and only the most urgent or significant texts to people who scan your texts but frequently react to them. Additionally, even if a customer completely unsubscribes from one of your marketing channels, you will still be able to contact them using their preferred channel.
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4. SMS can be used to send quick replies.
SMS messages promote prompt responses, which makes them the ideal complement to email campaigns that are important or time-sensitive. Every year, the likelihood that someone will read an email on their phone increases, but this doesn’t guarantee that they’ll see it or take action right away. This is not the end of the world if you are starting a long-term sales campaign. However, you might not get the prompt responses you’re hoping for if you’re sending an email about a flash sale or taking advantage of an unexpected opportunity.
SMS is best for brief communications; however, it is ineffective for lengthy or complex messages. Launching a new product offering would be one instance where you might need to specify details and pricing info.
When that happens, incorporating SMS and email marketing is the ideal course of action. The typical response time for text messages is 90 seconds. Therefore, combining email marketing with SMS is more effective than relying solely on email messages when you want instant results, regardless of the offer.
Even though text messages can have longer subject lines than emails, most recipients will still read them on instinct if they don’t have to scroll. If you limit your SMS messages to 160 characters, you shouldn’t encounter any issues. Depending on your objectives, you can chain emails and texts either way. You can send a text message informing prospects of an upcoming email if your business has an exciting announcement scheduled for next week.
5. The customer experience can be improved by selecting the appropriate medium.
Respecting the differences between how people interact with emails and text messages can enhance the customer experience. Consider this: When was the last time you immediately opened an email marked “urgent” after receiving it? Except for when it came from your boss, we doubt it ever did. What if you wanted to read a text message’s link later and decided to save it?
Emails work better for newsletters and long-form messages. They are the ideal location to deliver non-urgent messages or information that your customers might want to save. Consider using email for:
- Stories about your people, products, or brand
- Reengagement campaigns
- Lead nurturing
- Transactional messages
- Feedback requests
Text messages are succinct by nature and are ideal for communicating urgent information or requiring real-time customer interaction, such as:
- Security alerts
- Shipping or delivery notifications
Consumers don’t want to overlook critical information. Anything that can be sent to them via text that can be used right away will be welcomed. They’ll appreciate it if you keep the lengthy content in emails so they can read it at their leisure.
Plan your first campaign that combines SMS and email marketing right away with Guni.
Launch a campaign before other businesses adopt combined email and SMS marketing, and you’ll gain continuous access to your customers’ attention — wherever they are. Your efforts will also yield useful SMS marketing data that you can use to inform future campaigns.
The future of SMS will provide even more opportunities for businesses to interact with and market to customers thanks to conversational marketing and rich communication services (RCS). Text message marketing is predicted to grow to a $12.6 billion industry by 2025. Any business cannot afford to overlook that number. Make sure your marketing strategy takes into account consumer preferences that are constantly changing and the popularity of mobile phones.