The Essential Role of Email and SMS Synchronization in Achieving Marketing Excellence

Approximately 65% of the global populace engages in text messaging, making the rapid expansion of SMS marketing predictable. To maximize your efforts, it’s essential that your email and SMS strategies synchronize flawlessly to enhance engagement and increase revenue. Here’s how to achieve that synergy.

Why Utilize Both Channels?

Have you ever witnessed a heavyweight champion emerge victorious with just one hand? Certainly not. Delivering a knockout blow necessitates a seamless blend of quick jabs and powerful swings. Similarly, your marketing endeavors will yield superior results through the dynamic duo of SMS and email.

This doesn’t imply that either channel isn’t effective on its own. Email marketing typically generates an astounding 3,600% ROI, while SMS boasts an impressive 7,100% ROI. Together, they can outperform even the best of fighters.

By obtaining both email and SMS information from subscribers, you gain valuable insights into engagement patterns and purchasing behavior. This enables you to effectively segment your audience and comprehend how each customer interacts with both platforms.

Further Reading: Understanding Mobile Marketing: A Comprehensive Guide for Marketers

Laying the Groundwork

You’re likely already utilizing email sign-up forms on your website to gather addresses from new visitors. However, if you’re not also asking for phone numbers, you’re leaving potential revenue on the table.

As with email, having a solid list of SMS subscribers is crucial. Including a phone number field in your sign-up form is an effective method to grow your SMS list organically. It’s advisable to make the phone number optional and to display it prominently on your form.

What if some users skip providing their phone numbers? It doesn’t mean they won’t consider it later. Many new subscribers initially use email to evaluate your sending frequencies and the value of your offerings. By providing engaging content and exclusive discounts at a reasonable rate, you’ll increase the likelihood of getting their SMS opt-in.

To encourage email-only subscribers, consider sending a follow-up message inviting them to opt-in for SMS, along with a special discount. Alternatively, you might consider offering a gift or additional services (tailored to your specific business model).

One critical note: ensure compliance with all relevant privacy regulations — more on that below.

Further Reading: The Rising Impact of RCS Mobile Marketing in the U.S.

Technical Aspects to Keep in Mind

When you invite customers to sign up, include a disclaimer detailing the type of messages they can expect and whether there are any charges for SMS interaction. This not only safeguards you against legal concerns but also protects customer data from misuse.

Your disclaimer should clarify that by signing up, subscribers consent to receive marketing messages from your brand. Ensure you include a clear option to “reply stop to opt-out” in the initial messages sent, and according to local laws, it might be necessary to include this in every message. Remember, gaining access to a customer’s phone or inbox is a privilege; violate their trust, and you risk losing it.

Be aware of SMS character limits. Typically, you have around 160 characters at your disposal — potentially even less if your SMS Service Provider has strict requirements. This count includes your brand name and any included links. Exceeding this limit usually incurs charges for two messages, which can escalate costs quickly with frequent campaigns.

For Multimedia Messaging Service (MMS), you’re provided with approximately 360 characters, which is generally sufficient, particularly since this includes images. Crafting messages with a strict 160-character limit entails a creative approach, especially if your campaign contains substantial information. Thankfully, your email campaigns can help convey more detailed messages when necessary.

Coordinating Your Marketing Platforms

SMS is designed for concise, urgent messaging, while email accommodates more extensive information that can be consumed at a leisurely pace. In terms of our boxing metaphor, it represents the difference between quick jabs and a decisive knockout — both styles harmonize beautifully.

SMS excels for short, compelling messages focused on driving sales, making it the ideal method for announcing product launches or limited-time offers. Conversely, email campaigns provide room for comprehensive details about your products and services. For example, if hosting a sale, you might use SMS to hone in on the discount percentage while using email to elaborate on the products, disclaimers, and promotional highlights.

Consider organizing your communications like this:

• Pre-launch SMS.
• Launch email.
• Follow-up email.
• Urgent reminder SMS.
• Final opportunity SMS/email.

You can adjust this sequence to better fit your brand and target demographic, ensuring that you maintain an effective combo of SMS and email communications.

Moreover, think about incorporating SMS notifications into your email workflow. This could include reminders for abandoned carts or alerts about expiring welcome discounts.

Further Reading: What You Need to Know About SMS Deliverability

Best Practices for SMS Marketing

To maximize the impact of your SMS marketing efforts, keep the following considerations in mind:

Establish an Appropriate Frequency

While many suggest a guideline of around eight messages a month, it’s wise to start cautiously and incrementally increase your frequency. By monitoring engagement metrics closely, you’ll determine what resonates best with your audience.

Offer Exclusive Promotions

Entice subscribers with discounts or early access to sitewide promotions exclusively for SMS users. Creating a sense of exclusivity can motivate customers to remain subscribed, so be sure to incorporate these initiatives into your marketing calendar frequently.

Optimize Your Timing

Yes, SMS subscribers have times when they are most likely to engage with their messages. Conducting A/B tests will help pinpoint the optimal moments to send marketing texts for maximum response. This applies to the days of the week as well. Weekend messages might yield higher engagement, dependent on your audience’s habits.

Communicate Clearly

Reserve elaborate descriptions for your emails. SMS should maintain clarity and brevity, using straightforward language.

Concluding Remarks

As customers navigate various platforms, utilizing every marketing tool at your disposal is essential for enhancing engagement. Combining your SMS and email strategies can transform your brand into a formidable contender.