6 min read

SMS & Email Marketing: A Dynamic Duo

Jan 6, 2022 4:55:00 PM

Marketing used to be straightforward, using billboards or magazines to draw in a target audience. Today, technological advances allow for broader advertising techniques. To have the best results, marketers use multiple communication channels to engage their audience. But just like humans, some channels do not complement each other, and others work together amicably. 

SMS and email marketing are two channels that, when used together, optimize results. Let’s continue to learn more about these two channels and what makes them tick.

SMS Versus Email Marketing - Is One Better Than The Other?

Most people have access to a phone, tablet, or PC. Many prefer to receive communications through text or email versus a phone call or postcard in the mail. So to answer this question, one is not better than the other. They both serve a purpose and work best together as a team.

To determine if you should use one channel versus the other, or if it’s best to send both, ask yourself these questions:

  • Does the recipient need to receive the communication timely, or can it wait?
  • Is the content business-critical?

Let’s continue breaking down what SMS and email marketing are to understand how each one functions.

What Is SMS Marketing?

Ever wonder what SMS stands for? It means Short Message Service, but you may be more familiar with it as text messaging. Not only is SMS a fast way to communicate with family and friends, but it’s also a powerful influencing tool business can use to engage with their audience. Its focus is to convey time-sensitive information to users. 

SMS does not need the internet, which is one winning characteristic. Messages deliver within a 15-minute window, which is exceptionally fast. They are even received on any type of mobile device, making them versatile. The only downside is that it is not for lengthy messages. SMS is limited to 160 characters. On the contrary, short messages have a strong click-through rate.

SMS marketing can:

  • Promote one product to customers
  • Respond to questions
  • Encourage product reviews
  • Build up referral and loyalty programs

What Is Email Marketing? 

Do you know anyone that doesn’t have an email account? An email is a popular form of communication. Introduce the marketing aspect, and you have a quick, cost-efficient method of sending flyers, coupons, etc., to customers on your email list at the touch of a button. 

Emails can be as simple or complex as you’d like. They can include vivid images and graphics, videos, and more. Or, they can be plain text. Whichever format you choose, it should grasp the reader's attention, making them want to scroll down or click on the links to learn more.

Email marketing platforms can:

  • Promote multiple products to customers
  • Send company updates
  • Share newsletters
  • Provide updates on order confirmations, status, and delivery status

What Are the Benefits of Using SMS and Email Marketing Together? 

SMS and email marketing are different based on their channel to engage with customers. But they do have many similarities making it less of a challenge to combine them. 

Cost-Effective

Sending emails and text messages costs pennies compared to other marketing channels such as ad campaigns and print media. There is also little competition in the SMS and email space.

It isn’t just that they cost less to initiate, though, that makes these channels cost-effective. The secondary component is that these two channels drive customer engagement. Emails become interactive, and SMS reinforces the time-sensitive promotions.

Accessible on SmartPhones 

Just as people have email addresses, they most likely have a phone as well. Smartphones today are built and utilized, to an extent, like a computer. People use them to read their emails, play games, shop, etc. Using SMS and Email Marketing together nearly guarantees that the information sent will be noticed, read, and acted on.

Permission Must Be Granted 

Before an audience can receive marketing emails or text messages, permission must be granted. In other words, they must subscribe.

Both SMS and email marketing require users to give their permission before receiving correspondence. Permission is given in various ways. For example, users can check a box authorizing weekly communications to them or opt-in for weather advisories and travel notifications. This option allows you to focus on users interested in your products and services rather than those that will look the other way. 

Cause and Effect - Build Relationships and Lock in the Deal 

Let’s recap: Email Marketing communicates long-form messages, whereas SMS marketing is short and to the point. Use emails to deliver messages to the target audience. Then, pull SMS from your back pocket to remind the audience, refresh their memory about the mail sent, and close the sale. Or, reverse the logic and commence engagement through text first.

In the text, reminding an audience about a promotion, offer, etc., creates a chain reaction. It prompts the user to go back to the email and open it or click on the direct link in the message, typically resulting in a successful transaction. If the SMS doesn’t get sent, the email will likely remain unopened and unseen.

Communicate Similar Messages 

Both SMS and Email Marketing allow businesses’ to communicate with their audience. Through these channels, they send:

  • Reminders - Everyone can use a reminder now and then for a reservation or an appointment, for example. These messages help mitigate the risk of a business losing revenue over a missed appointment.
  • Alerts - These are a solid way to notify people immediately of events that affect them, usually about something security-related. For example, a financial institution may send an alert to a customer if a large purchase was made using their account, or a retail store may notify you that someone recently changed your password. The purpose is to verify that the customer initiated the transaction or request and expects to receive them. 
  • Confirmations - These are sent after a change is made on an account or after a customer places an order. Gone are the days where you need a pen and paper to write down your confirmation and store it for later use. 
  • Notifications - Like reminders, notifications communicate to customers in real-time. For example, users can opt in to receive shipping notifications. This way, they know where their package is en route and when it is placed at the doorstep.
  • Marketing - what better way than to receive a text message or email notifying you that an item you’ve been watching is deeply discounted or on sale? When open email rates are low, marketing texts are an alternative. You could even create two-way conversations between businesses and their customers, offering sales and support options.

The Bottom Line - Combining For Best Performance 

If your underlying goal is to expand your marketing strategy, further engage with audiences, and enhance return on investment, you’ll want to combine marketing channels that perform well together. 

SMS and Email Marketing is the perfect example, providing the best suited, efficient, and low-cost tools to create brand awareness and encourage sales. Use this powerful combination to fill in the gap between unopened emails and amplify customer commitments.

Visit QuaGrowth today for all of your marketing needs.

 

Sources:

Four Reasons To Combine Email And SMS Marketing

Using SMS and Email to Engage Your Customers in 2021

Email Marketing – Marketing Schools

What is SMS Marketing And How Does It Work – lathropgov

Jason
Written by Jason Boehle