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<Img
img="/uploads/email_and_sms_campaigns_bca97a83cd.png"
alt="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**](https://altcraft.com/blog/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%**](https://mailchimp.com/resources/email-marketing-benchmarks/).

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**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) 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**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) 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**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) 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.

<Img
img="/uploads/scenario_from_altcraf_combining_sms_and_email_channels_7b48bd7c4a.png"
alt="Example from Altcraft with combining sms and email channels, abandoned cart scenario"
src="Example abandoned cart scenario from Altcraft with combining sms and email channels"
/>

The role of artificial intelligence and [**machine learning**](https://altcraft.com/blog/customer-data-for-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**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering) 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**](https://altcraft.com/blog/spam-death-and-robots) 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**](https://altcraft.com/blog/customer-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**](https://altcraft.com/en) 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**](https://altcraft.com/en/features/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**](https://altcraft.com/blog/marketing-automation-for-insurance-companies) 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**](https://altcraft.com/blog/data-driven-marketing) 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. 


<Img
img="/uploads/scenario_of_service_prolongation_email_and_sms_9bc8a0fb52.png"
alt="Altcraft example scenario of service prolongation via email and sms"
src="Example 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.

Uniting email and SMS isn't just a tactic; it's a vital strategy. It enhances outreach, engages audiences effectively, and delivers great results.

email-and-sms-campaigns.png

In this article we analyse how to use the combination of email and SMS correctly and what are the advantages of this combination.

Email & SMS Campaigns: Maximizing Revenue Potential

Combining Email and SMS Campaigns: Maximizing Revenue Potential

<Img
img="/uploads/SMS_marketing_4369f8b199.png"
alt="SMS Marketing: Advantages, Examples"
/>

Ever since sending the first SMS in 1992, the technology has grown globally and has become a marketing tool: [**five billion**](https://www.slicktext.com/blog/2018/11/44-mind-blowing-sms-marketing-and-texting-statistics/) people around the world send and receive text messages. Despite new promotion and communication channels, short text messages continue to serve its purpose. The open rate of short text messages reaches [**98%**](https://99firms.com/blog/sms-marketing-stats/#gref), when the average open rate of emails is only 20%. Such a result is a significant reason to introduce SMS into marketing. 
 
SMS marketing complements advertising campaigns, improves communication with customers: [**71% of users**](https://www.slicktext.com/blog/2018/11/44-mind-blowing-sms-marketing-and-texting-statistics/) say that they communicate effectively with businesses through an SMS channel. In this piece, you will learn about the advantages of SMS marketing, how to send SMS messages properly and see examples. 

## What is SMS Marketing 
 
SMS marketing is a promotion of a company's products or services with the help of short text messages using mobile phone operators' services.
 
**SMS campaigns build communication with customers:**

- Help to sell — show special offers, promotions and advertisements.
- Inform about the status of orders, changes in plans, remind about events.
- Engage — invite customers to participate in different events and share their opinion about the company.
 
An SMS campaign can either be a part of a marketing strategy or the only channel of communication with customers. Please note that SMS advertising shouldn't be intrusive lest you want the user to block the company number. It's more effective to combine text messages with other communication channels. 

## Advantages of SMS marketing
 
### Speed 

The user receives a text message from the company faster than any other communication channel works. [**34% of people**](https://99firms.com/blog/sms-marketing-stats/#gref) read SMS in the first five minutes after receiving it. Email campaigns and push notifications are less effective because most people don't check their email boxes daily and usually turn off notifications. SMS won't go to spam like emails and won't disappear like a [**push notification**](mobile-marketing-101-push-notifications).
 
### Price

An SMS campaign is not expensive. Although there are alternative free tools (messaging apps), SMS remains an effective method of promotion. Reliability justifies the cost of this channel: you don't need the Internet to send a text message, so it's more likely that the recipient will receive the message quickly. Also, SMS is a common way of communication for people of different ages — not everyone uses email and [**messaging apps**](messenger-marketing) regularly. 
 
### Personalization

Use targeted short text messages for advertising campaigns — only a certain segment or specific users will receive your messages. Your customer will get an individual discount or confidential information about their order. Also, address recipients by their names. This approach is more effective than sending out impersonal text messages to all customers at once.

## How to Start an SMS Campaign in a Proper Way
 
### Comply with the legislation of the country

There are laws on advertising, according to which companies need to get subscribers' prior agreement to text messages and immediately exclude them from the list on demand. That's why it's better not to use other companies' lists of phone numbers. Sending out text messages to your database after receiving customers’ permission (preferably written) is a safe option for business. Also, you can buy phone numbers from third-parties only to find out that it's not your [**target audience**](creating-a-customer-profile).

### Make sure that your messages are easy to understand

A simple and clear text is the main rule of a good message. No one wants to read your message and try to guess what you mean. Your text messages should be short and reader-friendly. It doesn't mean that you can't be creative, just don't forget about simplicity. In the message, specify your offer and how and where to get a bonus: go to the website or to the offline store, make a call. 
 
<Note>
Make the sender's name recognizable. Here, try to be as simple as possible: an excessively creative name will make your audience think that the message is from scammers. Use a name your customers know well to send text messages. 
 </Note>

*Example. A subscriber receives a message from the mobile phone operator Verizon with information about their plan, the name of the operator is specified in the sender's field. On another day, this subscriber receives a message from a four-digit number that, on behalf of Verizon, asks them to click on the link and take a survey. The subscriber doesn't trust this message and doesn't follow the link.*

### Keep it brief

Your customers don't want to read long and complicated text messages. Be brief, stick to the topic, but always add a CTA so that your customer understands what to do next. 
 
### Don't send too many messages

If customers consider your texts intrusive, they're more likely to block your number. Don't send messages about all the promotions, all the company news and every new article in the corporate blog. Short text messages should contain only useful and urgent information. Take into account the customer's time zone: hardly anyone will be happy to receive a text message in the middle of the night. 
 
### Segment and personalize

Custom-tailored approach works. A text message in which the customer is addressed by name and offered personal discounts is more appealing than a message that is meant for everyone. Segment customers by activity and [**degree of loyalty**](customer-loyalty).
 
### Use interactive content

To keep communication with your customers, add links to the company's resources to your messages: websites with products, pages with discounts, quizzes, surveys and so on. 
 
### Don't forget about analytics

Keep track of the opening and purchase rate after sending text messages so as not to pay for messages to [**inactive customers**](how-to-reactivate-inactive-email-subscribers). Clean your database and exclude users who don't interact with your messages. Test different versions of texts and leave only effective ones. 
 
### Ask customers to confirm their numbers

Sometimes a person can specify an incorrect or inactive number. Then the company will be wasting money. Set up Opt-in — your customer will enter a code from SMS into a special field to confirm their number.

<Img
img="/uploads/sms_consent_58f5a7ccd3.png"
alt="Subscribe to SMS"
/>

### Automate the sending of short text messages

Let customers receive your text messages immediately after placing an order. Let them know that you have seen their order and will respond soon. Create an SMS welcome series for new or potential customers.

*Example. Jewelry brands have cross-promotions with other stores. Customers receive coupons for a jewelry gift together with their purchase receipts. The condition is to join the loyalty program and leave a number. A person leaves their agreement and becomes a potential customer who will automatically receive short text messages from the company.*
 
### Wish your customers happy holidays

This is a good way to remind the audience about your company and increase customer loyalty.

## Examples of SMS Campaigns

### Promotions and discounts 

Be sure to include details: a discount percentage and promotional period.

<Gallery>
<GalleryItem
original="/uploads/macy_s_sms_1eb86be677.png"
thumbnail="/uploads/macy_s_sms_1eb86be677.png"
/>
<GalleryItem
original="/uploads/pura_vida_sms_6ce0609c00.png"
thumbnail="/uploads/pura_vida_sms_6ce0609c00.png"
/>
</Gallery>

### Collecting feedback 

Ask your customers to leave feedback after they make a purchase or receive an order. A text message is a quicker way to [**ask your customer to leave feedback**](how-to-use-customer-feedback-to-increase-sales) than email.

<Img
img="/uploads/gamespot_sms_2_0752474091.png"
alt="SMS for feedback"
/>

### Notifications of order status

It's important for the customer to know that their order is being processed and will be delivered. If you specify the order number in your text message, and not in email, you do your customer a favor.

<Img
img="/uploads/book_maze_sms_2_c109de4f65.png"
alt="Order status SMS"
/>

### Reminders about a specialist visit 

It's a useful idea for beauty salons, clinics and educational companies. The customer receives a confirmation with appointment time and then a reminder. Now, the customer won't forget about it.

<Img
img="/uploads/dental_clinic_sms_2_de8113107c.png"
alt="SMS reminder"
/>

### Wishing happy holidays

Don't forget to wish your customers a happy birthday and so on. Customers get your attention, you receive their loyalty.

<Gallery>
<GalleryItem
original="/uploads/maud_s_sms_cdae355986.png"
thumbnail="/uploads/maud_s_sms_cdae355986.png"
/>
<GalleryItem
original="/uploads/round_table_pizza_sms_4a5bebe079.png"
thumbnail="/uploads/round_table_pizza_sms_4a5bebe079.png"
/>
</Gallery>

### Information about changes in plan 

Mobile operators and banks also use SMS messages to inform customers about changes in rates, account balance or new products.

<Img
img="/uploads/verizon_sms_2_dc87e2fd93.png"
alt="SMS from mobile operators"
/>

## Tools for SMS Campaigns
 
Companies use either a separate service for SMS campaigns or a direct integration with the provider's gateways of their marketing system. In the first case, it's usually necessary to upload the database with phone numbers to the service. In the second case, the customer's number is linked with other data in the profile. 
 
This functionality is supported by [**Altcraft Platform**](/en). Customer data is stored in a single profile and it makes it easier for you to personalize text messages, emails and push notifications.

The platform already has ready-made integrations with mobile phone operators and offers options of individual approach to each customer.

## Conclusion
 
SMS marketing is a quick way of promotion and communication with customers. Being a reliable channel of information delivery, text messages are not expensive. A message won't go to spam and will definitely reach your customer. With short text messages, you can advertise your products, inform customers about promotions, order statuses, changes in plans and tell other company news.
 
It's important to take into account the laws of the country. For example, there are laws according to which you need to receive the customer's agreement before sending out your messages. Also, it's important to check numbers using confirmation codes. Effective text messages are short and clear, always contain a call to action. Don't forget about personalization, don't send too many messages, remember about time zones (no one wants to be woken up in the middle of the night). 
 
SMS marketing is a tool that is used in combination with other marketing methods or separately. You can use special services or the functionality of all-in-one marketing platforms, like the Altcraft Platform, to send your messages.

In this piece, you will learn about the advantages of SMS marketing, how to send SMS messages properly and see examples. 

SMS marketing.png

The SMS open rate reaches 98%, when the email open rate is only 20%. This is a good reason to introduce SMS into marketing.

SMS Marketing: What is It and How to Run an SMS Campaign

SMS Marketing: Advantages, Examples

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

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Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

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