How many times have you received emails and SMS messages from your favorite brands this week? If you are into online shopping, you know what I am talking about.
SMS and email marketing are two of the most powerful mediums eCommerce companies use to market to their audience. Each has its unique advantages, and when used effectively can drive up the sales of any online store.
Text messages feel personal and (kind of) urgent. Simply put, we just cannot ignore text messages. We open them as soon as we see them.
According to a survey, the open rate of text messages is over 82% in the US – three times higher than phone calls.
On the other hand, in a survey conducted in August 2021, the email open rate was over 18% and over 20% of people open their emails within the first hour of receiving them.
Today we’re going to explore how we can combine the two channels with the highest open rate to give your eCommerce marketing superpowers!
SMS and Email Marketing: Two Sides of the Same Coin
When it comes to Email and SMS marketing, brands that have an either-or mentality lose in the game big time. They are not marketing channels that are competing with each other. Instead, an eComm marketer would see that they complement each other.
When they are used in conjunction the right way, the results increase significantly!
Both email and SMS have some flaws that can be eradicated by using both channels in the correct order. For example:
In that sense, let’s begin by learning which is best in which situations so we can then combine them in an effective way.
When SMS Fits Best
SMS are short, delivered directly to your customers’ phones, and they don’t get flagged as spam. These features make them perfect for promotions and fast communication.
When Email Fits Best
On the other side of the coin, emails allow you to educate your customers using content that is elaborate and more descriptive compared to short messages.
How to Create an SMS and Email Marketing Campaign [Practical Example]
Now that we understand where each channel best fits into our customer communication strategy, we can talk about a potential scenario that could use email and SMS marketing.
Let’s say that we’re about to launch a new product and we need to build a campaign to attract more eyeballs to ensure a great first-week sale. Here are a few ways we can combine these two channels:
In this scenario, we’re building up customers’ expectations with frequent SMS and providing value for their attention, while we use emails to expand on the product features, gather feedback, and conduct pre-sales.
With some imagination, you can combine email and SMS to create a cohesive conversational marketing experience that keeps your customers engaged and ready to convert. It’s all about using the right channel, for the right message, at the right time.
8 Tips to Write Effective Marketing Text Messages
Here are 10 dos and don’ts of text message marketing to help you craft the best SMS for your campaigns.
Tricks to Write Effective Email Blasts
If you’re new to email marketing, here’s a great beginner’s guide to effective email templates full of examples and useful tips.
When To Send Your Messages And How Often
SMS and email frequency are not as important as their relevancy. All correspondence a consumer gets from your brand should be a great experience and not just be there to remind them of your existence.
You can send email campaigns once or twice a week depending on whether you are sharing new promotions, new content, or if you have a campaign theme going on.
For example, if your eCommerce sells kitchen supplies, you can run a weekly “5-min recipes” email, a new promotion email, and a new article email. So you’d be sending three emails per week to your customers.
Because SMS is perceived as more urgent communication, it’s better to use them for notifications, updates, flash sales, and other time-sensitive communications. You can also use them as a customer support channel to help resolve refunds, cancellations, or any questions that might arise.
Which KPIs to track
To craft a great campaign, you’ll need data. However, for SMS and emails, there are way too many data points we can track and measure, and it is way too easy to get distracted by the little things.
That said, these are some of the best KPIs to take into account when measuring success and finding opportunities for improvement:
|SMS KPIs||Email KPIs|
Note: You can easily track these KPIs using an integration with Shopify to gain insights into your campaigns.
If you want to learn more about KPIs, you can check out this KPIs guide for a more comprehensive list.
I hope you’ve learned something new and that your imagination is now running wild with all the possibilities SMS and email marketing can open up for your business. If you’d like to share your ideas or need help setting up your SMS campaigns, I’m always open to new conversations on LinkedIn.
Ben Perez is the Chief Growth Officer at Emotive, a two-way messaging tool that uses SMS marketing, customer success programs, and AI-supported sales agents to help people feel a more real connection to businesses. He loves to chat all things marketing and customer experience.
This content was originally published here.