In immediately’s complicated world, e mail advertising alone isn’t sufficient. Firms have to develop a wealthy buyer engagement technique to get a leg up on their competitors and enhance buyer relations.
Among the best methods to do that is to marry SMS and e mail advertising, utilizing each platforms in a strategic technique to talk seamlessly together with your prospects.
Though e mail and textual content advertising each have their locations, it’s solely whenever you merge the 2 into one content material advertising technique that you just see their full advantages. In actual fact, prospects favor it when manufacturers use omnichannel engagement methods relatively than counting on anyone advertising technique alone.
What’s SMS advertising vs. e mail advertising?
Textual content and e mail advertising could appear related, however they’re two distinct advertising practices.
In fact, the most important distinction between the 2 advertising methods is how they’re delivered to prospects. However there are different similarities and variations between SMS and e mail advertising which can be value realizing. Being conscious of them will allow you to glean the best advantages from each methods.
SMS advertising is commonly regarded as one other time period for textual content messaging, however in actuality, it’s a lot greater than that. SMS stands for “brief message service.” These messages are restricted to 160 characters and can’t comprise pictures, which signifies that utilizing SMS advertising requires intelligent, concise messages.
A number of the issues that make SMS advertising so essential embody its excessive open charges, timeliness, and supply to generally-receptive audiences. It’s a really highly effective technique — a lot in order that it’s anticipated to develop right into a $12.6 billion business by the yr 2025.
E mail advertising
E mail advertising refers to sending advertising messages on to your prospects’ e mail inboxes. This may occasionally confer with direct advertising messages about gross sales or occasions, however it will possibly additionally embody issues like newsletters, buyer re-engagement emails, and deserted cart summaries.
E mail advertising has been proven to boast severe advertising advantages, from constructing credibility and model recognition to rising visitors to your web site. In actual fact, e mail advertising has an ROI of $36 per greenback spent.
What’s widespread between SMS advertising and e mail advertising?
SMS advertising and e mail advertising are each permissions-based. To market to both of those channels, companies are legally required to have permission from recipients.
Whereas this will sound troublesome, a notable profit to opt-in advertising channels is that recipients have already proven an curiosity in listening to out of your model. In consequence, they could be extra receptive to the content material you share with them, which can provide you a greater return in your funding.
What are the most important variations between SMS advertising and e mail advertising?
One of many largest variations between SMS advertising and e mail advertising is the scale of the messages you may ship.
SMS advertising is sweet for short-form content material to drive fast engagement. This may occasionally embody appointment reminders, details about flash gross sales, and occasion reminders.
E mail advertising, alternatively, is nice for long-form content material with complicated messages. Bulletins about new product choices, newsletters, and occasion invites are often finest despatched via e mail.
Advantages of mixing e mail and textual content advertising
While you mix SMS and e mail advertising, you stroll away with a easy, but strong, advertising technique.
E mail advertising with SMS is well scalable, well timed, and highly effective. It has the flexibility to ship the correct messages to your prospects on the proper occasions, resulting in improved engagement and an enormous return in your funding.
Listed here are some noteworthy advantages that come from utilizing SMS and e mail advertising collectively.
Cross-compatible information units
Combining SMS and e mail advertising signifies that you should utilize buyer information from one channel to bolster the success of one other channel. For instance, if one buyer reveals an curiosity in baby-related textual content messages, you should utilize that to replace their buyer profile in your e mail record to make sure they’re included in baby-related record segmentation.
More practical outreach and segmentation
Utilizing a number of advertising channels to advertise the identical message can even allow you to attain extra prospects.
While you use each channels, you may as well observe open charges and engagement. Having that information will help you phase your customers in order that they obtain advertising messages through their most popular channel.
This improves buyer satisfaction together with your model’s advertising and reduces the possibilities you’ll get marked as spam or placed on a do-not-call record.
Final however not least, utilizing each SMS and e mail advertising in the identical marketing campaign helps you enhance omnichannel buyer engagement.
For instance, you may ship out details about an occasion through e mail, however on the day of the occasion, you’ll then ship a textual content reminder. On this means, the 2 channels can work collectively to spice up engagement together with your model.
Getting began with SMS and e mail advertising
In the event you’ve by no means used e mail advertising with SMS, getting began might really feel intimidating. Fortunately, each SMS advertising and e mail advertising are comparatively simple channels to get off the bottom.
Begin by discovering an SMS and e mail platform that can help you schedule each e mail advertising and SMS messages from the identical handy location. Ideally, your platform will embody easy-to-adjust templates to your e mail advertising campaigns, in addition to a database to retailer e mail and SMS contact info.
Getting began with SMS advertising
Everytime you ship an SMS message, there are particular finest practices value realizing. For instance, whereas your prospects might have their telephones on them 24 hours a day, they probably don’t wish to hear from you in any respect hours of day and evening. It’s courteous to restrict SMS advertising messages to regular 9-5 workplace hours so that you don’t wake your prospects up or interrupt their dinners.
It’s additionally essential that your SMS messages at all times embody an opt-out choice. This retains your messaging from feeling spammy and ensures that solely your most receptive prospects are receiving your SMS advertising messages.
Getting began with e mail advertising
While you’re first getting began with e mail advertising, an important factor is to search out an e mail template that you just like and might use time and again. E mail templates guarantee your emails look skilled and that your prospects can determine emails out of your model at a look.
Subsequent, arrange a number of automated drip campaigns. This may occasionally embody:
- Welcome e mail sequences, which go to prospects once they first signal as much as be in your e mail record
- Deserted cart e mail sequences, which go to prospects who positioned gadgets of their purchasing carts however by no means made a purchase order
- Re-engagement sequences, which go to prospects once they haven’t engaged together with your model shortly
Identical to with SMS advertising, your emails ought to at all times embody info on how prospects can decide out of your campaigns. This may cut back your bounce charge and enhance engagement down the highway by guaranteeing that prospects who don’t care to obtain emails out of your model received’t obtain them.
Lastly, don’t neglect e mail advertising finest practices, which embody holding a tidy e mail record, designing mobile-friendly emails, and personalizing your content material.
The right way to mix SMS and e mail advertising to spice up your campaigns
While you’re working a brand new advertising marketing campaign, pondering of the way to make use of e mail advertising and SMS advertising collectively might help you drive buyer engagement.
The concept isn’t to ship textual content messages and emails at the very same time. As an alternative, it’s best to stagger your messages, permitting every channel to do what it does finest whereas bolstering your total message.
For instance, take into account a enterprise that desires to have a advertising marketing campaign to get extra prospects to return to a charity 5K stroll. That is how they may use SMS and e mail advertising collectively:
- Beginning with an e mail drip marketing campaign: Within the e mail marketing campaign, they could clarify the charity they’re supporting and why it issues to their model. Then, they could have one other e mail telling in regards to the location of the stroll, the way to contribute to the occasion, and the way to buy tickets.
- Supplementing the drip marketing campaign with SMS advertising: This e mail drip marketing campaign might then be supplemented with SMS advertising within the days main as much as the occasion that reminds prospects in regards to the occasion and builds hype.
- Sustaining engagement with well-timed SMS and e mail outreach: After sending out SMS messages, they could ship a follow-up e mail that talks about parking choices and has a map to the 5K’s location. Lastly, on the day of the occasion, they could ship out a “Can’t wait to see you there!” textual content to remind prospects that the large day has arrived.
This technique of going backwards and forwards between e mail advertising and SMS advertising permits every channel to shine and do what it does finest whereas speaking an total message between the 2 channels that advantages your prospects.
Use SMS and e mail advertising collectively to enhance engagement
SMS and e mail advertising are two rising engagement methods. However as an alternative of seeing them as solely separate, firms can profit by understanding how their variations can be utilized strategically to create an omnichannel engagement technique that each builds hype and informs prospects about upcoming occasions or campaigns.
Get began immediately by discovering an SMS and e mail advertising platform that you just like. Then, start watching tutorials and designing your e mail templates so you may ship out professional-quality messages that symbolize your model.