SMS and Email: Better Together August 10, 2020, | Posted by Guest

Free Quote

Call Now

Newsletter Sign Up

Sign Up

Company Cookbook

View Now

We talk about cross-channel and multi-channel marketing efforts a lot here on the blog, but it’s impossible to overstate how well certain other methods work when combined with email marketing. One example is SMS-based marketing; gradually this method is gaining traction, particularly in the always-connected Millennial and Gen Z demographics, but it still struggles to retain the confidence and the utility and engagement of other methods. What Site Impact’s experts can tell you, though, is that SMS and email work spectacularly well together, with email giving SMS the authority it needs and SMS giving email the immediacy that it can sometimes lack. Today we’re going to dive a bit deeper into how the two channels play into each other’s strengths.

 

SMS carries immediacy that email just can’t

Even with triggered emails set to automatic, there just isn’t the sense of immediacy with email that exists with SMS. We’re used to text messages being fairly urgent information--or at least with the message containing information that is relevant to something happening right now. Emails, even with urgency-driving language in them, don’t carry the same connotation in most circles. This is a factor that you can use, on both sides of the equation, to your benefit: couple your SMS messages with your email to increase the urgency of your campaign, and use your email campaigns alongside your SMS ads to give more in-depth information. Using both of the channels in a way that makes sense to the relative sense of urgency that accompanies both gives them both a chance to shine.

 

Email is just more trusted than SMS

Even in an age when most people are familiar with text messages with confirmation codes to gain access to various accounts through two-factor authentication, SMS ads just don’t have the same measure of confidence and trust that email marketing does. This likely is because for a long time, SMS ads were the domain of often-sketchy services that were a headache to unsubscribe from, auto-billing old school apps and so on; but while Gen Z is more attracted to SMS marketing than previous generations, it will still take a long time before that ingrained distrust is overcome. Use email marketing not just for its own sake but to drive confidence and trust in your SMS campaigns; make sure that you highlight your SMS campaigns and efforts, and give your recipients the opportunity to subscribe as well as to remember that you can reach them this way--and that for urgent deals, this is a much better bet.

 

Email and SMS both have the ability to pick up where the other one experiences gaps, and smart and savvy marketers know that they do better together. While email marketing can absolutely succeed on its own, incorporating cross-channel messaging--especially with something that has the immediacy of SMS--will take your email efforts to the next level. Contact Site Impact to hear how we can help you strategize for almost any cross-channel marketing efforts using email as your cornerstone.