Important Tips for Integrating Email and SMS Marketing

Email and SMS marketing are two of the most powerful digital marketing tools. Combined, they can give businesses an unprecedented ability to reach their customers.

In this article, we’ll explore some important tips for harnessing the power of these two platforms together to maximize their potential. From understanding how each channel works to their benefits, we’ll cover it all. So if you’re ready to kickstart your integrated email and SMS marketing journey, read on! 

A Quick Overview of Email and SMS Marketing

Email and SMS can deliver your tailored messages directly into the inbox or pocket of potential buyers.

Email marketing is a digital advertising strategy that uses targeted emails to promote products and services. Businesses can use it to send tailored messages containing text, images, videos, or even surveys. Email marketing also allows businesses to measure success through metrics like open rates, click-throughs, and unsubscribes.

SMS marketing, on the other hand, is a type of mobile marketing where businesses send promotional texts directly to customers’ phones. With SMS marketing, businesses can send personalized offers and announcements quickly and conveniently to large groups of people,

Both methods provide an opportunity to build customer relationships and gain valuable insights into their behavior.

Why You Should Use Email and SMS Together

SMS marketing and email marketing have their unique strengths. When combined, their strengths can create an intensive marketing campaign.

Here are just some of the many reasons why you should consider using these two marketing channels together:

  •  Cost-effectiveness: Email and SMS are relatively inexpensive compared to other forms of advertising. This makes them an excellent choice for businesses looking to reach larger audiences without breaking the bank. 
  • Mobile-friendliness: People are constantly on their phones, day in and day out. With increased mobile engagement, businesses can effectively reach customers on the go with little effort or cost. 
  •  Better audience understanding: When you combine SMS and email marketing feedback and analytics, you get a clearer picture of your subscribers. This will help you identify patterns in the data to tailor your communications.

These are all some great benefits. But before you start creating your email and SMS campaigns, read below for some essential tips you need to keep in mind.

A person using their laptop and phone at the same time.
Photo by Maxim Ilyahov on Unsplash

Important Tips for Integrating Email and SMS Marketing

Handle SMS the same way you handle email.

It’s important to remember that you need customer permission to start sending them messages. This holds true for both SMS and emails. So before you start sending out those emails and messages, check the applicable laws in your state.

The next thing you should do is segment your SMS message recipient list as you do with your email list. This makes it a lot easier for you to personalize your message both in email and SMS.

Many SMS services offer the same customization options as email. You can key in your prospect’s names, birthdays, cities, and other personal information to start segmentation.

Finally, just as you honor unsubscribes in email campaigns, you should do the same for SMS too. If you send SMS messages to people who have unsubscribed, you could hurt your company’s brand equity. Contacts may also go as far as blocking you as a spammer.

Be respectful of the timing.

Everyone has their phone on them all day. You are constantly connected to your subscribers from when they wake up in the morning until they wind down for sleep. But this doesn’t mean you can message them at any time. You must choose the right time to send SMS and email marketing campaigns relevant to your audience and industry.

Send Triggered, Transactional, and Promotional messages.

Just like with email, you should consider sending different message types via SMS. Here are some examples:

  • Triggered messages: Automated messages sent to customers based on specific events or actions taken.
  • Transactional messages: Includes notifications about purchases, account changes, order confirmations, and more.
  • Promotional messages: These are designed to advertise a product or service and typically involve discounts, exclusive offers, and other marketing tactics. 

SMS messages are useful for communications with greater urgency than email. You can use it to send out a coupon code valid for one day only. Or you can let customers know that a limited edition product is available.

Keep your messages concise and straightforward.

It’s a good idea to keep your SMS and email marketing campaigns as concise as possible. This means getting straight to the offer and staying within standard character limits. If you want to expand on the message in your text, include short links to relevant resources or refer them to your email.

Use one channel to bolster the other.

Businesses have had success soliciting users to text their emails for special promotions. This is a great way to collect emails and phone numbers, giving your more ways to engage with subscribers.

Subscribers can opt-in for additional SMS messages by texting a specific word or phrase from an email. This grows your SMS list from your current email subscriber base.

Another great way to use SMS to bolster your email campaign is by sending short texts and warming up your recipient for a longer email. Simply sending out a text letting them know the value of your incoming email can increase your engagement or open rates.

Match the messaging.

Ensure your messages are aligned when sending them across multiple channels. If you send an email and text to confirm a purchase, offer a “track package” CTA in both communications. Include the same landing pages for all your links too. This will avoid any confusion from two conflicting messages.

Wrapping Up

Email and SMS marketingcan be powerful tools when used in tandem. Integrating both strategies can be lucrative for any business if they are personalized and sent at the appropriate time.

Ultimately, it’s important to remember that each customer has different needs and preferences, so tailor your messages accordingly. With these tips and best practices in mind, you should have no difficulty utilizing email and SMS marketing to its fullest potential!

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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