SMS is usually touted as the ultimate email-killer. A 2020 Omnisend study credits SMS with an average 14.2% click rate and having SMS in the mix of an omnichannel campaign increases conversions by 47%. Still, email hangs on as consumers’ top preference for brand communications.
Email and SMS share some big benefits, particularly high ROI and low barrier to entry. They’re both relatively easy to automate and personalize. Here’s why you should pair them up for your marketing decisions:
The 160-character limit on an SMS message doesn’t give you much room for education and nurturing. And an emailed fraud alert or flight change might not get seen in time. That’s why you need both to serve your customers best, particularly given how well they work in tandem.Caution: Remember “WIIFM!” That’s “What’s In It For Me?” Figure out ahead of time how each program fits into your messaging plan, and tell customers up front what you’ll send and when and why it benefits them to opt in.
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Create a new engagement segment. If you already ask for mobile phone numbers along with email addresses (that is, you ask specifically for a mobile number and not a general number), run a query to see whether customers who provide both are more likely to buy or use your services. If your query pans out, target them for special treatment in high-traffic periods like holidays or travel high seasons to increase propensity to purchase.
Use tap-to-text to contact customer support. Your email can become another port of entry for customers who need to contact customer support. Add tap-to-text to open an SMS conversation with a customer agent to resolve problems like missed deliveries, rescheduling services, travel hiccups or order errors. Or use tap-to-text to encourage subscribers to opt-in to another form of communication.
Combine email and SMS in retargeting sequences. Add an SMS alert to your abandoned cart flow if a product in the cart is about to sell out or go on sale. Short and sweet, SMS is also perfect for winback messaging.