Of the various marketing channel options available to companies, few are as effective at delivering ROI as SMS or email. But instead of seeing your strategy as SMS or email marketing, it may be time to rename it SMS and email marketing.
You can think of them as marketing peanut butter and jelly. Individually, they are beautiful. But together they create something very special that is able to revolutionize the way you target customers and run campaigns.
But why do they work so well as a combination? And how can you harness them to their full potential?
First: Why Email Marketing?
For decades, email has been an important hub for communication. As technology advanced and smartphones became a ubiquitous aspect of modern lifestyle, email has gained even greater prominence.
Of course, marketers realized that if used properly, it would be a valuable resource.
Today, email marketing refers to any email that a company sends out that is not related to a particular customer query. It includes newsletters, press releases, subscriber agreements, promotional offers or brand building.
Email marketing works on an opt-in basis. Customers must agree to receive a marketing message from you, the company. In return for their will, consumers have the opportunity to learn about new products, killer deals, or general business updates.
It is a direct marketing strategy that allows you to:
Stay in touch with your audience Reach customers in real time Encourage customer engagement Gather measurable consumer data Measure consumer segments Build brand awareness Generate ROI
Second: Why SMS marketing?
Although newer than email marketing, SMS marketing provides a more targeted marketing channel to reach customers. The primary focus of an SMS strategy is to push a campaign on a promotional message, sale or event or keep customers updated on a transaction.
And because virtually everyone has their mobile phone in their pocket, purse or hands all the time, SMS has an extraordinary open and committed speed.
According to Harvard Business Review study: 1
99% of all text messages are opened, with 97% of the messages being read within 15 minutes of delivery. 56% of organizations say their mobile messaging apps work well to improve customer engagement. 68% of businesses expect mobile marketing to play a crucial role in online consumer marketing over the next decade. 82% of organizations say that better metrics and analytics data, including read receipts, are the most important options for SMS.
Compared to email, a text message campaign has a greater underlying urgency and tends to be time sensitive. They are short, sweet and almost always centered around a call to action that makes their audience do something.
And now new tools and services are constantly emerging that allow marketers to run an SMS campaign that is more effective and accessible. In addition, smartphones also allow you to enhance text messages by incorporating videos, photos, gifs or other multimedia.
Why an integrated digital marketing plan is best
Why not say yes to both channels instead of choosing one or the other?
Marketers know that a multi-channel approach to advertising yields better results. Like how to diversify stocks, or how to get your cat to many different toys, you should also throw in a wider network to reach more potential customers – especially since the channel a consumer spends his time on may not be as effective. for another.
If you want to optimize your efforts – not just to reach an audience, but also to engage them effectively – it is to use different texting techniques and channels to respond.
An integrated digital marketing plan allows you to get the most out of both communication channels. You can enhance your existing email marketing campaign by strategically incorporating text messages.
Why do they mate so well?
They are built for a mobile-first world
Today, mobile dominates the internet game.
More than half of all internet searches are performed via a mobile device. And the same can be said about buying.
In the 1st and 2nd quarters of 2021, mobile accounted for 60% of all organic search engine visits in the US2 And following the trend, this number will only continue to increase, especially as technology continues to evolve. Because of this, Google and other search engines place even more emphasis on mobility and mobile response when it comes to ranking websites.
Both email and SMS are channels built to thrive in a mobile-first world and marketing approach.
As time goes on, marketers and automated intelligence will only continue to optimize email and SMS content for a mobile screen. By combining both channels, advertisers can fully push a mobile-first marketing strategy.
They are both permit-based
Due to FTC and FCC rules, both email and SMS communication are restricted to some extent. To protect the privacy of consumers and prevent harassment, there are strict rules for compliance with SMS. Customers must voluntarily consent to receive emails or text messages from a company. Ways that consumers sign up for include:
Entering their phone number or email address in an online web form Subscribe to a newsletter Provides this information in a physical location
Since both of these channels are voluntary, you can operate safely by having your audience actually want to receive the news, whether it’s a sale, an update, or a new release. In addition, these channels allow you to deliver a personalized interaction with leads that are already hot.
Customers who have signed up will hear from you – as long as you do not overdo it. This means providing useful information or engaging content on a regular basis.
Both email and SMS can provide a wealth of actionable information, especially since both are response-focused. According to Forbes: 3
“They are naturally suitable for efficient performance measurement. From a tracking point of view, each channel also provides many common or very similar metrics that can be used to compare and even combine results to give a clear picture of a campaign’s success (delivered messages, open rates, clicks / engagements with links, unsubscribes and even spam complaints). ”
Armed with this valuable consumer data, you can measure the effectiveness of a campaign and draw a clearer picture of what causes audience engagement. And today, powerful software can take these data points and produce insightful insights to see how to further optimize engagement and drive ROI.
Ways to incorporate SMS into your campaign
So how can you use the power of SMS to enhance your email marketing campaigns?
Here are a few ways you can draw on the strengths of both channels:
SMS has an incredibly open rate – Compared to other channels, e-mail has an impressive open rate. According to a Mail Chimp survey, the average e-mail opening speed across all industries was 21.33% .4 But it pales in comparison to SMS 90% + opening speed. Therefore, you can use an SMS to push an email campaign. For example, you could link an email newsletter in a text to increase the likelihood of a customer seeing and then clicking through. SMS is short and sweet – Because texts are limited to 160 characters, they need to get to the point. This can be a great benefit for you. Your texts can prepare e-mail subscribers for a longer e-mail message. For example, if you have an upcoming product release, you can tease it with text and then reveal the products completely in the email. This is a smart strategy as your text gives you more space to work with than an email subject line allows. Get Fast Action – Have a Flash Sale? A time-limited offer? An appointment for the first group of people to sign up? Sending out a quick text is more likely to encourage customers to act – and act fast. You can then follow this up with an email that contains more details or even provide a link to the email in the text. Learn more about your customers – Similarly, consumers are more likely to respond to a quick SMS survey than an email survey. This means that it is a great channel to get feedback or learn more about consumer preferences. Analytics – By combining the analytics from both SMS and email marketing channels, you get more information about consumer engagement. Armed with this data, you can better decide who to target, how to target them, when to target them, and what content to send. Over time, you can tailor campaigns to segments and consumers. And the more data you get, the more optimized these campaigns become. For more on email segmentation and email A / B testing, check out our blog. Interest return – On its own, both email and SMS have an incredible ROI. Recent studies show that email has an ROI of $ 42 for every $ 1 spent.5 And text messages have similarly impressive returns, if not quite as high. A Smart Insights survey showed that 45% of SMS campaigns generate positive ROI.6 Together, these channels become even more cost-effective as they improve each other thanks to higher engagement and response rate combined with low upfront costs.
Marketing-Ideas – helps you get the most out of SMS and email
When it comes to marketing, the more channels you use to target consumers, the better. When combined, SMS and email are among the most cost-effective and efficient tools in your arsenal.
Do you need guidance on how to build a complementary SMS and email marketing campaign?
Our digital marketing agency has worked with top brands to help them do just that. Our team can work hand in hand with you to build a customized SMS marketing strategy that lands.
Want to see what it looks like? Contact us today.
Harvard Business Review. Mobile messages are flashing a path for consumers. https://kstatic.googleusercontent.com/files/504d17233468114fdb006adf1bafb3b204d42e31154bcae76583184ff393b7c135274dba05b30a94c2af70734f5ead957d0506bdae286a08ae Mobile share of organic search engine visit to the US from Q3 2013 to Q2 2021. https://www.statista.com/statistics/297137/mobile-share-of -us-organic-search-engine-visits / Forbes. Four reasons to combine email and SMS marketing. https://www.forbes.com/sites/forbescommunicationsco Council 2020/03/18 / four-reasons-to-combine-email-and-sms-marketing /? sh = 847188064684 Mail Chimp. Benchmarks and email marketing statistics by industry. https://mailchimp.com/resources/email-marketing-benchmarks/ DMA. Marketer email tracker 2019. https://dma.org.uk/uploads/misc/marketers-email-tracker-2019.pdf Smart Insights. 6 benefits of SMS marketing. https://www.smartinsights.com/mobile-marketing/sms-marketing/6-benefits-sms-marketing/