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Combining Email and SMS Campaigns: Maximizing Revenue Potential

Date: 2023-12-07 | Time of reading: 10 minutes (1886 words)

Combining email and SMS campaigns

Email campaigns are not new in digital marketing; they remain marketing veterans still yielding impressive results. It's said that every dollar invested can bring $42 in profit.

Alongside email, there's SMS marketing, a powerful contender with a 98% open rate. These concise text messages truly excel in capturing and retaining audience attention.

Imagine a meticulously crafted email campaign complemented by personalized SMS messages, ensuring your customers don't miss out on offers tailored specifically for them.

In this article, discover how to merge email and SMS marketing and why it's essential. Unveil the potential of email-SMS campaigns.

Expanding reach and enhancing engagement

Integrating SMS into your email campaigns acts as an amplifier for your marketing engine, particularly for lead generation through SMS. This dynamic duo not only widens the reach but also intensifies engagement levels. So, let's delve into the mechanics of this synergy.

Expanding reach through increased coverage

While email has become integral in our lives, not everyone habitually checks their inbox. SMS messages reach users directly on their mobile devices, which are always at hand. Nearly 70% of the global population owns mobile phones, making SMS an effective channel to engage with the audience.

But crucially, SMS doesn't rely on an internet connection. In markets with unstable internet connectivity, SMS becomes an indispensable channel. By harnessing the power of email and SMS, you establish a broader network, ensuring message delivery to your audience, no matter where they are.

Increased open rates and message response

As mentioned, SMS messages boast an impressive 98% open rate. What's more striking is that a significant portion—up to 90%—is read within the first 3 minutes. In comparison, email lags behind, with an open rate of around 20%.

Yet, it's not just about capturing attention; it's about driving action. This is where SMS truly shines. SMS messages yield a response rate of 45%, while email campaigns settle for a modest 6%. Leveraging the effectiveness of SMS can significantly increase the likelihood of your message being not only read but also responded to.

Real success stories

Examples of brands that successfully integrated email and SMS:

  • Kiehl’s: The brand exclusively sends exclusive offers through SMS, reserving email for other communications. Purchases increased by 8 times compared to average email campaigns. This turned out to be a mutually beneficial endeavor.

  • Silverstone: At the British Grand Prix, Silverstone cleverly utilized an integrated email and SMS campaign to notify ticket holders about weather-related changes. Timely information not only improved customer interaction but also allowed the company to manage people more effectively.

  • Cabela’s: This retailer used SMS to reactivate customers who hadn’t engaged with emails lately. The strategic move paid off, resulting in a notable 39% click-through rate to the web version of the email and a significant revenue boost.

The power of email and SMS channels lies in their mutual complementarity. The combination of these two channels enables marketers to implement more responsive communication strategies that capture attention, drive action, and yield significant results.

Enhanced personalization and targeting

Building personalized communication with customers

Imagine this: companies with vast amounts of data create high-quality personalized campaigns that genuinely resonate with users. By adding straightforward SMS messages to this mix, they can take personalized engagement to a new level.

For instance, sending reminders about abandoned carts with a personalized touch, addressing customers by name and mentioning the item they left behind, serves as a gentle nudge to complete the purchase and ultimately increases customer satisfaction.

Example from Altcraft with combining sms and email channels, abandoned cart scenarioExample abandoned cart scenario from Altcraft with combining sms and email channels

The role of artificial intelligence and machine learning is increasingly significant. These cutting-edge technologies enhance the potential for personalization. Automated systems assist in sending personalized trigger-based SMS messages tailored to special occasions like birthdays, subscription anniversaries, or new product launches. It's a reliable way to boost customer engagement and loyalty.

Segmentation and targeting: the perfect combination

Segment your audience based on demographics, purchase history, and website behavior for tailored email campaigns. Meanwhile, leverage SMS to deliver location-based messages to specific segments, such as notifying nearby customers of in-store sales or showcasing exclusive arrivals to certain email list segments. This strategy acts as a secret weapon, targeting customers effectively.

Increasing conversion

Personalization and segmentation pave the way for higher conversion rates. Timely messages capture attention, prompting customers to engage.

Fast and timely delivery: capturing attention

In the fast pace of the modern world, attention-grabbing requires flexibility. Email marketing excels in detailed messaging), while SMS is valued for its instantaneous real-time delivery. By incorporating both channels, you can ensure that your audience doesn't miss out on important updates.

The real-time advantage of SMS

While emails can get lost in a crowded inbox, SMS messages are usually read immediately upon receipt. That's the real-time advantage.

SMS serves as the ideal channel for communication when swift outreach is needed. Email provides context, while SMS directly captures attention without getting lost in a heap of messages.

Imagine a flash sale lasting just a few hours. An email sent the day before sets the stage, outlining the details and getting the customer excited. Then, an SMS an hour before the sale creates a sense of urgency, prompting immediate action. It's about priming the customer first and then igniting the desire to purchase.

Time-Limited Offers and Notifications

Let's explore scenarios where SMS urgency comes into play.

  • Limited-time offers. For sales or deals lasting just a few hours, SMS is the best choice for promptly notifying customers.

  • Appointment reminders. Eliminate no-shows. SMS reminders assist businesses with appointments, reducing the risk of individuals missing their scheduled time.

  • Order updates. While email confirms the order, real-time order updates are sent via SMS. It's akin to a personal courier keeping customers informed.

  • Urgent notifications. In unforeseen circumstances, SMS acts as a rescuer, instantly informing customers. Sometimes, this makes all the difference.

  • Event marketing. SMS tailored to specific events or holidays creates a sense of immediacy at the most opportune time, resonating with your audience.

Timely notifications for building customer relationships

Being there for customers at critical moments is key to forging strong, long-term relationships. Timely communication shows people that you value and respect their time. It goes beyond simply providing information and significantly enhances the customer experience.

For instance, when an issue arises with a service or product, a quick SMS notification turns a potentially negative experience into an opportunity to showcase excellent customer support. This demonstration of transparency and proactivity leaves a positive impression.

Therefore, by leveraging a combination of email and SMS, you capture the audience, build loyalty, and harness the full marketing potential.

Multichannel Consistency and Branding

In an era of countless communications, maintaining brand consistency becomes increasingly crucial. Integrating SMS into your messaging strategy helps strengthen brand recognition and expand reach. Through uniformity, a brand can convey its values and positioning across different channels.

It's essential to align tones, styles, and messages in both channels. If the brand is positioned in a friendly, informal manner, ensure that both emails and SMS reflect this. Use playful animated gifs in emails when detailing promotions, while keeping SMS messages concise and lively as reminders.

Consistent branding across multiple channels significantly impacts customer loyalty and brand recognition, fostering a sense of closeness and trust. People know what to expect from the brand, bolstering confidence in their eyes. This gives you an edge amidst a sea of competitors.

Automation and efficiency in workflow

Let's discuss automation and efficiency in workflow now. It transforms modern marketing from a complex path into a streamlined, powerful system.

The marketing landscape is rapidly evolving, and automation is no longer a luxury but a necessity. Integrating the SMS channel into CDP platforms changes the game, refining workflows that were once laborious manual tasks, consuming significant time.

SMS integration helps manage both channels through a unified interface. This optimizes campaign management, saving time and effort. You can export analytics, work with contacts and templates, customizing campaigns for maximum efficiency.

Time and effort are gold, freed up by automation. SMS integration makes automation a key feature in marketing platforms.

Let's explore how automation works

  • Workflow campaigns. Set up automated scenarios where email and SMS trigger based on specific customer actions or at certain time intervals.

  • Event triggers. Automate SMS based on events like meetings, purchases, or registrations, providing timely notifications to ensure customers don't miss important events.

  • Segmentation and personalization. With a CDP, segment audiences based on customer data and personalize messages to match individual preferences, enhancing customer engagement and loyalty.

  • Reporting and analysis. Generate diverse reports containing email and SMS campaign data to derive valuable analytics and boost marketing campaign efficiency for optimized strategies.

But that's not all. The key advantage of automation lies in enhancing the customer experience.

Let's consider these use case examples

  • Welcome messages. Using a combination of email and SMS to greet new customers, provide additional information, and offer special discounts.

  • Abandoned carts. Sending an email with details about items left in the cart followed by an SMS reminder offering a limited-time discount to attract customers and complete the purchases.

  • Post-sales support. Initiating with a thank-you email, then following up with a request for feedback or providing new useful information via SMS to ensure customers get the most out of their purchases.

  • Service extensions. Automated reminders through email and SMS prompting clients to renew services, fostering long-term customer loyalty.

Altcraft example scenario of service prolongation via email and smsExample scenario of service prolongation via email and sms

Automation serves to enhance the customer experience while saving time and effort. Through automated scenario chains, you create a seamless, personalized customer journey, leaving a positive brand impression and fostering strong customer relationships.

Therefore, it's essential to automate your marketing strategy to make it more efficient. In today's world, working smarter, not harder, can lead to significant achievements.

Summary

In the article, we explored the advantages of merging email and SMS marketing. This combination leverages the immediacy of SMS and the comprehensive approach of email, enhancing reach, engagement levels, and conversions.

Highly personalized communication involves leveraging customer data and direct SMS impact to build relationships. By segmenting and precisely targeting the audience, ensuring the right message reaches the right person at the right moment, overall audience communication and loyalty are reinforced.

The real-time advantage of SMS allows for timely delivery of offers, notifications, and updates. In today's fast-paced world, where capturing attention is crucial, integrating SMS guarantees that your audience never misses important updates, prompting action and enhancing the customer experience.

Consistent branding across email and SMS is pivotal in establishing recognition, trust, and customer loyalty. When individuals witness brand consistency across all communication channels, it reinforces brand recognition and confidence.

Automation and efficient workflows optimize marketing efforts, enhancing the customer experience through automated scenarios.

The combination of email and SMS isn't merely a tactical move but a crucial strategy in today's society. It elevates marketing to new heights, ensuring messages effectively reach the audience, enhancing engagement, and yielding positive outcomes.

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Author: Ksenia Yugova

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