An Omnichannel Approach: Email + SMS Marketing April 30, 2021, | Posted by Kia Zalewski

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Email will always remain an effective staple in the digital marketing world, but the best marketers are finding ways to create cohesive, omni-channel strategies that better interact, inform, and cultivate relationships. SMS marketing is on the rise, with SMS Comparison reporting that 98% of all text messages are opened, and 95% of SMS messages are opened and responded to within 3 minutes of being delivered. People are rarely without their mobile devices, and integrating a strong email strategy with SMS marketing is a great way to increase brand visibility with consumers. 

SMS creates stronger customer dynamics. It is one of the most personal channels to reach customers. Emails are often opened during office hours, when the customer may be busy, distracted, or unable to explore items not related to their job. SMS messages are delivered to the customer’s personal device, which is the chief communication tool for their friends, family and work at all times of the day. Even though marketers might be hesitant to not over step bounds with their customers, SMS statistics reported that nine out of ten consumers would like to communicate with businesses through text message and that 48% of customers would like special offers sent to them via text message. SMS messages that provide relevant information, value for customers, and smartly timed deliveries will not only drive traffic to websites but will transfer those visits into conversions.

SMS is amazing for its affordability and real-time deliverability and engagement, but it’s still limited when it comes to the amount of content it can deliver. That’s why it should be a part of a multi-channel strategy rather than a standalone initiative. The most effective SMS messages are extremely short and should always focus on an incentive offer or call to action. The text should include a trusted link that leads customers to external sources. This can be a website, landing page, or social media account with additional content and information. As a best practice, always ensure that the text to the customer offers value, otherwise it will come across as a nuisance rather than a valued connection to the brand. Limited time offers, special offers, and things customers wouldn’t be able to discover from the company’s general website are valuable messages that the customers will appreciate.