SMS is not the primary channel that involves thoughts on the subject of advertising and marketing. Nevertheless it’s really an extremely efficient channel.
SMS has incredible open charges, an excellent response charge and is nice for buyer retention. Nonetheless, it’s restricted on the subject of the extra inventive features of selling (e.g. design or video).
Nonetheless, when mixed with e mail advertising and marketing, these limitations disappear. A mixture of SMS and e mail advertising and marketing can create partaking, profitable buyer journeys that lead on to conversion.
Right here we undergo the the reason why it’s best to combine SMS into your e mail technique. Then we share our high six suggestions for combining SMS and e mail to dominate your market.
Advantages of SMS Marketing
SMS advertising and marketing has many essential advantages. By combining SMS along with your e mail advertising and marketing, you will get essentially the most out of the next advantages:
Unbelievable open charges
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Texting has an immediacy that can’t be ignored. We’re much more prone to drop all the pieces and examine a textual content message than dive into our e mail inbox. Solely a 3rd of e mail advertising and marketing messages are opened, whereas virtually all textual content is opened.
The SMS response charge can also be incredible. 45% of SMS advertising and marketing messages get a response — and that quantity will increase when the recipient is aware of and trusts the sender.
Cellular pleasant
This will sound apparent – however SMS may be very mobile-friendly!
On this day and age, being mobile-friendly is crucial for advertising and marketing. Folks use their telephones for all the pieces from taking notes to listening to audiobooks to creating royalty-free podcast music.
Nonetheless, the sorts of cell units differ tremendously. It is virtually unimaginable to optimize most sorts of content material for each sort of cellphone.
It is totally different with SMS. Any cellphone – from the newest smartphone mannequin to the only constructing block – can obtain textual content messages. This makes SMS very accessible.
It additionally means that you can attain new audiences. It’s estimated that 3.5 billion individuals worldwide have entry to the web. That is a powerful quantity – nevertheless it nonetheless leaves some individuals behind. Nonetheless, 6.6 billion individuals worldwide have a cell phone and may obtain textual content messages.
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So, by incorporating SMS into your advertising and marketing combine, you will get your messages out to a a lot wider viewers.
Quick supply
SMS works finest when it’s worthwhile to get in contact with the shopper rapidly and reliably. SMS messages attain clients virtually instantly. As well as, with wonderful opening charges, you possibly can make sure that the shopper not solely understands your message rapidly, but additionally reads it rapidly.
This makes SMS nice for sending vital info like supply notifications, messages about service disruptions, and so forth.
Generally getting in contact with the shopper rapidly is essential for an excellent buyer expertise. SMS is the best way to do that.
Works nice with different sorts of advertising and marketing
SMS may be very versatile. You need to use it to amplify, broaden and enhance some other advertising and marketing channel.
Right here we’ll speak about how one can merge SMS along with your e mail advertising and marketing and we’ll cowl issues like the proper know-how to make use of, together with totally different gross sales promotion instruments. A lot of our suggestions may be tailored for different channels. So preserve an open thoughts!
6 methods to mix SMS along with your e mail advertising and marketing
Hopefully we have satisfied you that merging SMS along with your e mail advertising and marketing is a good suggestion! Now let’s dive into how finest to merge the 2 channels.
- Play to the strengths of SMS
The beauty of bringing e mail and SMS collectively is that every channel can do issues the opposite cannot. When used collectively they make an ideal marketing campaign.
SMS’s biggest strengths are its supply pace and distinctive open charges. As a quick and dependable channel, SMS is nice for issues like:
- Construct buzz about occasions
- Notification of Service Adjustments
- sending supply messages
- Sending passwords or password reset hyperlinks
- Sending low cost codes
- obtain suggestions
Right here, for instance, Adidas makes use of an SMS to inform a buyer of an upcoming supply:
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And this is an airline utilizing SMS to inform a buyer of a flight delay:
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What SMS should not good for is to transmit a whole lot of info. It is also fairly fundamental on the subject of issues like design, inventive content material, and so forth. That is the place the mixed abilities of SMS and e mail advertising and marketing come into play.
For instance, in case your buyer wants to soak up a whole lot of info rapidly, you possibly can mix SMS and e mail in a two-pronged method.
Leverage the immediacy and high open charge of texts by sending your clients an SMS encouraging them to examine their e mail (or perhaps even linking them to the related info in your website!).
Or consider your SMS as a topic line. Use it to seize consideration and draw individuals into your e mail. Then put all that long-form inventive goodness into the e-mail, protected within the information that your open charges might be high.
This lets you preserve your clients updated with vital info whereas rising your e mail engagement charges.
- Use every channel to construct one another’s lists
Lead technology is a giant a part of any marketer’s workload. And getting subscribers by means of only one channel is a thankless process.
Nonetheless, if you mix SMS and e mail in your lead technology efforts, this process turns into a lot simpler.
Textual content to your SMS listing suggesting they subscribe to your e mail advertising and marketing. Including an incentive like a reduction or giveaway usually helps. Given the high open and reply charge of SMS, you possibly can construct your e mail listing in a short time through SMS.
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You are able to do the identical along with your e mail advertising and marketing. Ship out a marketing campaign encouraging clients to subscribe to your SMS listing.
You may even promote your SMS listing in your common emails. Place a subscribe hyperlink on the backside of every e mail or in a field (whichever works finest in your format).
- Centralize your information
Each buyer touchpoint is a possible supply of nice information. Texting is not any totally different. By combining SMS and e mail advertising and marketing, you possibly can acquire a whole lot of information you could analyze and derive insights from.
Whether or not you utilize an Azure Knowledge Lakes system, a CRM, or a industrial DMP, your information is at its finest and most helpful when it is in a single simply accessible place.
By centralizing your information, you make it accessible to groups throughout your group. It is easy to seek out, analyze and use.
A centralized database that brings information from all channels collectively in a single place helps you see the massive image. You may pull complete insights from many various factors of the shopper journey as a substitute of pulling remoted insights from particular person factors/channels.
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A centralized database can also be nice for optimizing your information. Since all the pieces is in a single place, there isn’t any duplicate information to refill your system.
- Use the proper know-how
We talked about centralizing your information above. To get this proper, it pays to search for the platform or system that fits you.
After all, this doesn’t solely apply to information. Marketing goes by means of a tech revolution, and there are some actually thrilling issues on the market. The appropriate know-how might have a huge effect in your SMS and e mail advertising and marketing and permit you to mix them in progressive methods.
For instance, advertising and marketing AIs can curate and automate combined SMS and e mail buyer journeys, releasing personalised textual content and emails on the excellent time to take your buyer to the subsequent level.
There are various several types of gross sales enablement instruments that may show you how to streamline, handle, and enhance your SMS technique. From SMS automation to information administration platforms and CRMs to centralize your information, there’s rather a lot on provide. Do not be afraid to seek for the proper martech for you.
- preserve it brief
We talked concerning the comparative strengths of textual content and e mail above. Lengthy-form messaging is not a powerful level of SMS.
Folks will rapidly open your SMS, however once they hit a wall of textual content on that tiny display, they will not keep to learn it. So preserve your texts brief. Present the important info as clearly and concisely as attainable.
If in case you have rather a lot to say, use the SMS as a notification to get the shopper’s consideration and ahead them elsewhere for extra info, like Macy’s did right here:
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- Be constant along with your message
Model consistency is vital throughout the board. In case your model’s voice or values differ from channel to channel, your buyer might be confused. To construct a relationship along with your buyer, it’s worthwhile to current a constant persona at each level.
This may be tough with SMS. It is exhausting to convey your model’s persona in just a few brief phrases. It may be useful to have TOV (Tone of Voice) pointers readily available.
TOV pointers are useful in teaching the gross sales workforce. Sooner or later, a TOV doc will present sellers and entrepreneurs with fast steerage when they’re not sure of what wording to make use of.
Dominate your market with a mixture of SMS and e mail
Few issues can seize a buyer’s consideration like SMS. By combining SMS and e mail advertising and marketing, you possibly can construct high-converting buyer journeys and dominate your market.
Play to the strengths of every channel, and you will rapidly discover leads pouring in and your conversion charge rising quickly.
