How to combine SMS with email marketing?

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SMS and e-mail marketing are among the basics of reaching customers. But how to combine these two methods so that they complement each other and their potential is thus in full force? We have prepared a guide for you on how to do it.

The market offers many possibilities and thus creating a marketing strategy that makes sense and is an integral part of your sales force. Stand out from the competition and create your marketing plan with a combination of SMS and email marketing.

Data Collection

In order to be able to take full advantage of both variants, it is a good idea to customize the collection of contacts right away. Include both an e-mail and a phone number in the form. You then have the option to insert this form on your website and, after filling it out, everything will be written into one application in one place. When collecting contacts, keep in mind that not every customer wants to give you all their information. So give your customers the choice of how they want to be contacted.

SMS x email

Email communication is considered the main marketing tool, however, in today’s era of rapid market development, diversity and customer preferences, it needs to be multifunctional. Email is going through a period of overwhelm and reach, so it may not meet your expectations. But e-mail marketing has many benefits, primarily lower costs. SMS marketing will represent an investment for your company, but its effectiveness is really high. The open rate of SMS is reported to be up to 95%, compared to 15-20% for email.

The most fundamental difference is in the amount of message content. SMS allows you to use 160 characters per message of direct information without various graphics and your company’s brand. It is thus particularly suitable for shorter messages with a possible click-through to further information, for example on your website. In e-mail, you can let your creativity and the scope of the message run free. A visual page can reach customers more than a short message. In contrast, when using SMS, you have a higher probability of reading your message.

Collect data and analyze

Monitor both methods closely as they progress. It will help you better understand in which campaigns the use of e-mail or SMS works better for you. Based on these evaluations, you can find that short-term actions work better in SMS marketing and you can apply this fact to your marketing strategy in the future. You can find out if your customers integrate with longer or shorter content and which method gets more clicks. These metrics will give you a comprehensive idea of ​​how your customer behaves and in which campaigns to prioritize reaching out by email or SMS.

Reach target

Simply put, you can divide your marketing into two lines based on your reach goals and use the most effective method based on the type of message. So collect data, analyze, evaluate. Every customer is different, every business is different, and what may work for one person may not work for you.

And who is the winner?

While the open rate of SMS is tempting and seems to be the obvious choice, it should be remembered that email is still the main communication tool between a business and a customer, as well as the preferred method of communication for a customer. At the beginning, consider the introduction of SMS marketing as a trial version and primarily communicate quick, important information that will not deter the customer from further subscription (shipment delivery, short-term discounts). Track your customer’s reactions in the time curve and adjust the intensity according to the response.

You can easily combine SMS and e-mail marketing in our sister application Reago, which you simply connect to a GoSMS account. You have everything in one place. In this way, you can fully automate SMS and e-mails and plan ahead according to your strategy.