Combining various communication channels allows businesses to maximize their reach, engagement, and impact. One particularly potent combination is the pairing of email and SMS marketing.
Email offers a personal and comprehensive platform for communication, while SMS provides immediacy and accessibility.
This blog post will zoom in on the dynamic duo of email and SMS marketing as complementary channels, presenting you with five strategies to boost engagement.
Buckle up, because it’s time to turn up the volume on your marketing game.
The power of dual-channel engagement
Having this dynamic duo on your side generates a winning formula that supercharges customer engagement.
But don’t take our word for it. Here are some stats to back that up:
- By 2026, mobile phone ownership is projected to reach 7.5 billion people.
- Text messages are notably more effective than emails, boasting a 98% open rate as opposed to the 20% open rate for emails.
- In 2027, the global email marketing market is projected to reach a value of 17.9 billion dollars, a significant increase from its 2020 worth of 7.5 billion dollars.
- Almost 61% of U.S. customers prefer brand communication via email.
The takeaway? You should start paying closer attention to this strategy to drive growth.
Comparing email and SMS marketing
Both email and SMS marketing have their own set of advantages and limitations. The choice between these channels will be determined by your marketing campaign’s objectives and the level of urgency associated with your message.
Email marketing
| Advantages | Disadvantages |
|---|---|
| Email marketing allows you to reach a large audience with minimal effort. | Emails can easily get lost in crowded inboxes due to the fierce competition for attention. |
| You can personalize emails to target specific demographics, making your messages more relevant. | Reading emails requires an internet connection, which might limit accessibility. |
| Email campaigns can include rich media such as images and videos, enhancing the visual appeal. | Creating rich media content for emails can be time-consuming. |
SMS Marketing
| Advantages | Disadvantages |
|---|---|
SMS marketing boasts unmatchable open rates, ensuring your messages are more likely to be read. | If not used correctly, SMS marketing messages can be considered spam, potentially harming your brand’s reputation. |
| It’s perfect for reaching busy, time-poor customers who prefer concise and direct communication. | A standard SMS message is limited to 160 characters, which requires succinct messaging. |
| SMS is an excellent channel for sending timely reminders or special offers. | There’s typically only room for one Call to Action (CTA) button in SMS marketing. |
The benefits of integrating email and SMS marketing
By merging SMS and email marketing, you gain a coherent marketing strategy. It is also scalable — as your audience size increases, the systems, processes, and tools used can efficiently send out a higher volume of messages without compromising performance, deliverability, or user experience.
The strategic synergy of SMS and email marketing has several key advantages:
- Instantaneous outreach and rapid responses via SMS: SMS marketing promptly connects with your audience, making it an ideal choice for time-sensitive notifications or important alerts.
- Fostering stronger relationships through email: Email marketing is the foundation for nurturing lasting and meaningful connections with your audience. With well-crafted email campaigns, you can build and strengthen relationships beyond mere transactions.
- Enhancing customer experience through a multi-channel approach: By leveraging SMS’s quick, succinct messages and email’s comprehensive content, you ensure that your customers receive information in the format they prefer. This will make you a master of providing personalized interactions.
How to effectively combine email and SMS marketing
When combining email and SMS marketing, the sky is basically the limit.
Whether you’re looking to boost engagement, reach a wider audience, or enhance customer interactions, you’re in the right place. Let’s dive in and explore five tactics to create a winning email and SMS marketing strategy.
Segmentation and personalization
To maximize the impact of your email campaigns employ precise segmentation techniques. This means categorizing your email list into smaller, more targeted groups based on factors like user behavior, preferences, and past interactions.
Personalization in email marketing can extend to subject lines, content, product recommendations, and more.
SMS
Leverage segmented contact lists for your SMS campaigns to send personalized SMS messages or reminders. For instance, if a user abandons a shopping cart on your website, follow up with an SMS that offers assistance or a special discount.
Personalization in SMS interactions can significantly enhance engagement and encourage users to take the desired action. Pro tip: ensure you use a mobile verification service to improve the performance of your email campaigns.
Image source: postscript.io
Time-sensitive promotions
When running time-sensitive promotions, it’s essential to spark that feeling of urgency. So, put your creative hat on and craft an email that immediately catches your audience’s eye. Spice it up with captivating subject lines and visually enticing elements, like images and videos, to make your offer stand out.
Remember to provide all the details about the promotion, like the discount, perks, and when it ends.
SMS
As the promotion deadline approaches, SMS is a powerful tool to remind subscribers of the limited-time opportunity. Send SMS reminders with a sense of urgency, like “Only 3 hours left for our flash sale! Don’t miss out!”. Ensure your SMS is short and to the point.
Use actionable language and a strong CTA that encourages immediate action. Timing is crucial here; send the SMS when it’s most relevant to the subscriber.
Feedback and surveys
When you send out surveys or feedback forms, ensure they are well-structured and engaging. Consider using email survey templates to simplify the process.
Also, it’s a great idea to provide an incentive, like a discount or a chance to win a prize, to encourage more of your audience to participate. This not only improves response rates but also enhances the overall experience. Remember, the more you tailor your surveys to your audience’s preferences, the more valuable the feedback you’ll receive.
SMS
For quick and efficient feedback, SMS comes to the rescue. Use SMS to prompt users to complete the more detailed email surveys you’ve sent (“We value your feedback! Check your email for our survey.”) to remind them not to miss it.
For swift feedback, you can also use SMS to ask straightforward questions, like “On a scale of 1-5, how did you find our service today?” Keep it short, sweet, and to the point.
Event or webinar invitations
Initiate your event marketing with a well-crafted email invitation. This email should provide comprehensive details about the upcoming event, including information about the guest speakers, key topics to be covered, and registration links.
Learn more: How to Automate Your Webinar Follow-Up Emails for Higher Attendance & Conversion
SMS
SMS alerts are key in maintaining attendee interest and participation. Consider sending a reminder SMS shortly before the event starts, specifically targeting last-minute joiners who might still be deciding. Ensure that your SMS messages are concise and highlight the event’s value.
Here are ten SMS reminder templates for event or webinar invitations — we’ve thrown in some emojis to make them even more engaging:
- 🌟 Don’t miss out on our upcoming event! Join us tomorrow at [Event time] for insights and inspiration. See you there! 🚀
- ⏰ Set your alarms for our exclusive webinar on [Event date] at [Event time]. We can’t wait to see you there! 📅
- 🎉 Our event is just around the corner! Prepare for an informative session on [Event date] at [Event time]. Be there! 🙌
- 🚀 Ready for our webinar tomorrow? We’re excited to share valuable insights with you. Join us at [Event time] sharp! ⌛
- 📢 Last call! Our event is happening soon. Join us on [Event date] at [Event time] for an unforgettable experience. 📚
- 🎙️ Our webinar is happening tomorrow! Mark your calendar for [Event date] at [Event Time]. We’ll save you a virtual seat! 💺
- 📆 Time is ticking! Our event on [Event date] at [Event time] is approaching. Get ready to learn and network. 🤝
- 📚 Unleash your potential witht our webinar. Join us on [Event date] at [Event time] for an educational journey. 🧠
- ⌛ It’s almost time for our event! Join us on [Event date] at [Event time] and elevate your knowledge. 🚀
- 📌 Quick reminder: Our event is happening soon. Be sure to log in on [Event date] at [Event time]. Can’t wait to see you there! 👋
Feel free to customize these templates to fit your specific event details.
Content and offer delivery
Share content-rich resources such as ebooks, whitepapers, and video content via email to provide value to your subscribers. Start by segmenting your email list based on your subscribers’ interests and preferences, and deliver content that resonates with each segment.
Include clear and compelling CTAs that guide readers on what steps to take next. They could be about downloading an ebook, accessing a whitepaper, or watching a tutorial.
SMS
When it comes to using SMS marketing for content and offer delivery, consider sending SMS notifications as teasers as soon as new content is available.
Keep your SMS messages succinct and attention-grabbing. Use action-oriented language, such as “Don’t miss out!” or “Exciting update inside!”
Common mistakes to avoid
As far as Roman philosophers like Seneca were concerned, to err is human. However, there are certain mistakes that can hinder the effectiveness of combining email and SMS marketing. Avoid these pitfalls at all costs.
Overwhelming users with too many messages
Overloading your audience with a high frequency of both email and SMS messages can lead to subscriber fatigue.
How to tackle it: Establish a reasonable communication cadence, considering your audience’s preferences and engagement patterns. Tailor the frequency of your communication to their specific needs.
Not tracking and analyzing user responses
Neglecting to track and analyze user responses in email and SMS marketing can lead to missed opportunities for improvement.
How to tackle it: Monitor both channels’ open rates, click-through rates, conversion rates, and other key performance indicators.
Read more: 11 Email Marketing Metrics You Must Track In 2023
Treating both channels as the same
Email and SMS marketing are distinct, each with unique strengths and limitations. Treating them interchangeably can lead to a lack of synergy.
How to tackle it: Leverage the unique qualities of each channel. Use email to deliver compelling content, while SMS is ideal for timely alerts or concise messages. Tailor your approach for each platform for a more targeted marketing strategy.
Failing to optimize for mobile
As mobile usage rises, it’s common to overlook mobile optimization. Neglecting mobile optimization can result in a poor user experience and missed engagement opportunities.
How to tackle it: Both email and SMS messages should be mobile-responsive. Ensure that they display correctly and are easy to interact with on various mobile devices.
Not complying with regulations
SMS marketing is subject to strict regulations. Failure to comply with marketing communication laws can lead to legal issues and damage your brand’s reputation.
How to tackle it: Always obtain proper consent and provide opt-out options when sending out SMS marketing notifications.
How Encharge can amplify your email and SMS marketing strategy
If your marketing operations are entirely manual, it’s like having a party where everyone’s dancing to their own tune in separate rooms. And the music doesn’t sync up, either.
Encharge, one of the best marketing automation tools, takes your strategy to the next level by seamlessly uniting SMS and email marketing efforts.
The native Twilio integration in Encharge allows you to go beyond email and create user journeys with emails and SMS messages.
These are some of the things you can do with Twilio and Encharge:
- Welcome new leads and users with personalized text messages.
- Remind customers via SMS about critical dates in their customer journey, like trial expiration.
- Follow up via SMS if your leads don’t engage with your emails.
- Send Calendly meeting confirmation and details via SMS.
- Nudge people to complete critical actions via SMS.
- Personalize your SMS text messages with data from your whole marketing stack.
Apart from using Encharge to automate your SMS and email marketing efforts, you can also leverage a plethora of other marketing automation features like:
- Create personalized customer journeys: Encharge provides a visual flow builder to design and optimize customer journeys. Map personalized paths for your audience, guiding them through a tailored experience that boosts engagement.
- Get data-driven insights: Make informed decisions with Encharge’s data analytics and reporting capabilities. Monitor the performance of your email campaigns, track user interactions, and fine-tune your strategy for optimal engagement.
- View unified customer profiles: Consolidate user data from various touchpoints to create comprehensive customer profiles. You can tailor your SMS and email campaigns to individual preferences and behaviors with enriched insights.
- Scale effortlessly: Adapt your strategy to scale by leveraging Encharge’s capabilities to manage a growing subscriber base, allowing your business to evolve without constraints.
- And a whole lot more.
Summing it up
Combining email and SMS can take customer engagement to the next level. By using segmentation, time-sensitive promotions, event invitations, content sharing, and feedback collection, you unlock the true potential of these channels.
Elevate your engagement strategies by trying Encharge email marketing software for free today.
