Email marketing remains one of the most cost-effective means to establish relationships. At the same time, text message marketing can secure customer commitment through personal communication. Combining two proven effective digital marketing methods can amplify the benefits for your business.
For businesses, emails are the all-around channel for communications. It is used for promotions, logins, updates, and notifications. It is a tried and tested platform with expansive global accessibility. However, it is not the only platform for effective customer engagement.
SMS is a powerful tool for businesses that allows them to send concise and timely messages. And given the popularity of mobile devices, it’s no surprise that email and SMS marketing complement each other effectively. Understanding the best applications for each allows you to make the most of email and SMS marketing.
Both channels, when used intelligently, can help your campaigns be more effective and engage consumers. Let us take a look at the five impressive benefits of using SMS and email marketing together:
1. Email may be used to establish relationships, while SMS can secure commitment.
Email marketing allows you to build a relationship with your customers through engaging content and offers. You can use email to welcome new subscribers, share valuable information, and promote your brand. However, not all customers are ready to buy from you when they first subscribe.
SMS marketing can get customers to commit by providing a special offer or discount that is only available through text message. You can also use SMS to remind customers of an upcoming sale or event or follow-up after they have visited your store or website.
2. Email Marketing and SMS Marketing are both cost-effective.
Digital marketing is one of the most cost-effective ways to reach your target customers. Email marketing has an ROI of 4,300%, while SMS marketing has an ROI of 9,900%. Combining the two channels can maximize your reach while still maintaining a low cost per acquisition.
Emails are one of the most cost-effective digital marketing methods available. While the success of individual campaigns is subjective, there has long been a benchmark performance metric of $42 for each $1 invested in email ads.
SMS is similar to email in that the cost to send is not overly expensive, and no bidding or competing against other marketers is necessary.
The lower execution costs of these two channels aren’t the only thing driving their cost-effectiveness. In each case, the channels typically achieve outstanding levels of client engagement. When you add in higher engagement and response rates with lower up-front expenses, these channels can provide significant ROI benefits when done correctly.
3. You can use SMS for quick responses.
SMS messages encourage fast reactions, making them an ideal supplement to time-bound or otherwise critical email campaigns. While people are more likely to read emails on their phones, they are less likely to notice or respond immediately. If you’re launching a long-term sales campaign, this isn’t the end of the world. However, if you’re sending out a time-sensitive offer, SMS may be the better option.
SMS is an excellent communication method because it lends itself to short, direct communications quickly. It won’t work for lengthy or complex messages, however. For example, when launching a new product line, you might need to inform clients about specs and pricing information.
That’s when combining your email marketing with SMS is the ideal answer. The typical text message is responded to in 90 seconds. Combining email marketing with SMS is more effective than depending only on email communications when you need quick results.
The subject lines of text messages can contain more characters than email subject lines, and most people will intuitively scan them if there’s no need to scroll. You shouldn’t have any difficulty sending SMS messages shorter than 160 characters. Text messaging may be chained in either direction, depending on your purpose. If you have exciting news to share with prospects, it may be more effective to include a link in your SMS that goes to an email with additional information.
4. You can use Emails for official responses.
While SMS is perfect for quick communications, you’ll want to use email when you need to send a formal message. It might include a contract or other legal documents. It could also have a message that requires a more detailed response than what you would expect from a text message.
Email is the best way to send official responses because it gives you a chance to format your message to make it easy for the recipient to read. You can also attach files to your email messages, such as images or PDFs. It can be helpful when you need to provide more information than what’s possible in a text message.
When sending important or formal communication, it’s best to avoid using SMS. The recipient may not have the time to read a long email and may not have the ability to respond promptly. Email is still the best way to communicate when you need to send a message that requires a detailed response.
5. You can control sending time and frequency.
One of the advantages of email marketing is that you can control when your messages are sent. This allows you to take advantage of different time zones and ensure that your messages are received at a time when they’re most likely to be read. You can also control the frequency of your messages, which is helpful when you’re trying to avoid bombarding your contacts with too many emails.
The ability to plan a campaign’s timings has long been a significant edge for direct marketers, going back to the days of direct mail. However, with SMS and email, marketers have an unprecedented level of control over when their messages are delivered.
It’s possible to sync the timing of the two channels since both email and SMS give you this level of control. It allows marketers to combine the results of one medium with those of another, such as sending an even more timely SMS campaign as a follow-up to an email campaign.
6. You can benefit from insights gleaned from your email list.
When you have an email list, you have a valuable database of potential customers. You can use this list to segment your contacts and send targeted messages. It is beneficial when you’re running a promotion or sale.
You can also use your email list to gather information about your contacts. It can help you fine-tune your marketing efforts and ensure that you’re sending the most relevant messages to your contacts.
Some firms have successfully asked users to text their emails for a special offer. Before sending out their emails, most businesses advertise with physical signage and social media campaigns.
Businesses may use this method to collect both phone numbers and emails from their text messages, allowing them to reach out to consumers in various ways. Customers may opt-in for extra SMS marketing communications by texting a specific word or phrase from an email, which adds your SMS list from your current email subscriber base.
How can You Use SMS and Email Together?
There are five primary ways you can use SMS and email together based on your business goals.
SMS may be utilized to improve the efficacy of your email marketing efforts: Email rates are lower than SMS. Thus, combining these two can get more people to read your messages quicker. Sending an SMS message with a reminder to review the most recent updates or offers you’ve sent via email can help more people open it.
- Follow Up for Special Announcements: You can use SMS as a follow-up for special announcements that you’ve made via emails, such as contest winners or other important updates. It’s both ways – following up with an email (and vice versa) can encourage more people to take the desired action.
- Use both email and SMS to grow your subscriber list: If you already have an extensive email list and want to increase your SMS campaign subscribers, be sure to notify them about these options whenever you send them an email. You can include an invitation to opt-in for your SMS campaign at the end of most emails you send to your customers.
- Use email and text marketing data to target customers better: You can use insights from email marketing to target SMS customers better and vice versa. You can also use your data from customer interactions across both channels to improve your overall marketing strategy. You get data from both platforms, which helps create a clearer picture of your audiences.
- Build buzz about upcoming events using SMS: After sending email announcements, use SMS marketing to build curiosity and excitement about your upcoming event. You can use SMS to drive people to a landing page, where they can sign up for more information or even buy tickets.
What are the Statistics about Email and SMS Marketing?
In terms of open rate, SMS marketing has a significant lead over email marketing. The average open rate for an SMS campaign is 98%, whereas email campaigns have a 20% opening rate. As a result, text message responses are considerably more likely than email responses.
Some key email marketing statistics that you should know are:
- Email marketing is still the most effective way to acquire customers
- Nearly 60% of businesses used email marketing in 2013
- Email marketing averages a $44 return on investment for every dollar spent
- 79% of people use email daily
On the other hand, here are the statistics about SMS marketing:
- SMS marketing drives a higher response rate than email
- Text messages have a 98% open rate, in contrast to the 20% open rate for emails
- Text messages are read within 3 minutes of being sent
Therefore, there is still great potential in combining SMS and email marketing to create powerful customer interactions. While email marketing is still a widely-used tactic, SMS marketing is growing due to its high response rates and readability. Email and SMS can be a formidable force in your overall marketing strategy when used together.
What are the Differences Between SMS and Email Marketing?
Though they have many similarities, there are also several striking differences between SMS vs Email marketing.
Both email and text marketing may be utilized to achieve similar outcomes-based marketing objectives. Some of those aims might even overlap; the only difference is that you use a different platform to accomplish them.
The type of content you want to deliver might largely be determined by the possibilities of the channel and your company goals. For example, if you wish to introduce a new product to your subscribers, a channel that allows for more information, such as email, would be preferable.
The most significant distinctions that must be made to determine whether it’s preferable to utilize SMS or email marketing for a particular scenario are as follows:
Open rates. SMS open rates are over 98%, whereas typical email marketing reaches 20.56 percent.
- Delivery. SMS can still reach people even if there’s no internet connection. Access to the internet is required for email.
- Message length. The maximum number of characters in an SMS message is 160, but there are no restrictions on email. However, emails should have a length of 20 lines (200 words maximum) for the highest click rates.
- Use cases. Text messaging is most often used for time-sensitive information (limited offers, flash sales, reminders, and so on). In contrast, emails are utilized for more in-depth material (newsletters, tips, testimonies, and so on). Email marketing is better at educating and nurturing clients than text messages.
- Format.SMS text-based messaging is the most common, but you may also send photos or GIFs with MMS. Emails provide a broader range of options, allowing for multimedia inclusion, attachments, and other interactive content.
- Reply rate. According to research, SMS response rates are typically around 90 seconds. In contrast, emails take about 90 minutes for an average person to respond.