Email marketing has long been one of the most powerful digital marketing channels available to brands looking to maximize their revenue and connect with leads and customers. But recently, a new player has entered the space: text message, or SMS, marketing. 

Many marketers have found themselves scratching their heads on how to not only incorporate SMS into their existing digital marketing agency’s efforts, but also on how to ensure it complements their email strategy. In this article, we’ll be walking through how to combine your email and SMS marketing strategies to maximize results!

The Differences Between SMS + Email 

More and more companies are utilizing SMS marketing in addition to email marketing. There’s no doubt that SMS marketing is a powerful tool, boasting engagement rates 6-8 times higher than email. It’s important to understand the differences between email SMS to optimize your internet marketing services. 

Email → is a great medium for sending longer, richer messages that include images and attachments. Emails provide more opportunities to convert than SMS, as emails can include more links, CTAs, and stories. This allows marketers to focus on educating and nurturing. Email is perfect for sending newsletters, tips, and testimonials. Research shows that 90% of users check their inbox at least once a day. Emails have an average open rate of 20% and an average click-through rate of 2.5%, and email marketing returns $42 for every $1 spent. 

SMS → is the perfect communication channel for concise, timely information or discounts. SMS has much higher engagement metrics than email, with a 98% open rate and 29% click-through rate. SMS is great for promotions, but not ideal for content aimed at educating and nurturing. SMS has a 160 character limit, creating a need to keep messages short and concise. SMS marketing is also more expensive than email marketing. Use SMS best practices for limited product offers, reminders, urgent updates, purchase confirmations, and promotions. 

SMS Best Practices 

There’s no doubt that SMS marketing is one of the most personal forms of marketing, which reinforces the need to tread carefully. How can you engage your customers rather than annoy them?

Striking a Balance

Striking a balance between email vs text is crucial to marketing for your business, especially in the world we live in today. Email has been the true-and-tried method of mass marketing communication. But now with mobile devices in the picture, SMS is now a very efficient and effective way to communicate with your customers. The average person spends 5.4 hours a day on their mobile device. To put it more into perspective, the average person takes 90 minutes to respond to an email and 90 seconds to respond to a text. Crazy right? Understanding when to use SMS and when to use email is very important.

The Best Approach for Combining Both Methods

Email marketing should be used for longer, richer messaging that includes photos and important links. Good examples of when to use email includes order confirmation, newsletters, product launches, promos, or educational content. These messages should not be very time sensitive and are usually saved for future reference. Depending on the industry and how promotion heavy the brand is, the sends per month is going to vary. Usually, it ranges from 4-10 sends a month. 

On the other hand, SMS marketing is best for short and concise messages that are time sensitive. Good examples of when to use SMS includes tracking information, flash sales, and restocks. It is important to cap your sends for text marketing to 1-2 each week. You do not want to be an inconvenience to your customers. 

As you can see, both email and SMS marketing have their strengths. The use of them together can leverage your business over its competitors while you build brand awareness and build meaningful relationships with your customers.


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