Asking if email marketing or text message marketing is more effective is like asking if weightlifting or cardio is better for fitness. This is a valid question, but arguably the wrong one.
The question is not which is better, but how and when you should use them together. Similar to how weightlifting and cardio can serve different aspects of health and fitness, both email and SMS marketing can have a huge impact on marketing efforts, but serve different purposes.
The real power of email and SMS marketing is that they are better than the other when you apply them to the use cases they serve. When you try to cover all your bases with just one or the other, you inevitably miss out on the opportunity to reach your audience in the most impactful way possible. By using SMS and email marketing together, you can increase the impact and bottom line of your marketing campaigns.
How should you use email marketing?
The influence of email marketing campaigns has been around for a long time.This is the first choice for recipients of marketing messages – accounting for 46% of users. on average, 22% unique open rate for marketing emails. However, email marketing has challenges that require some strategies to overcome.
To say there is competition for your email audience’s attention is an understatement.have More than 306 billion emails are sent every day globallyand 82% of marketers use email as a marketing channel. so it’s really not surprising 45% of marketers Citing maintaining an engaged subscriber list as the number one challenge for their email marketing strategy.So how do you break through the hustle and bustle and get a piece of the pie $8.5 billion in revenue Made of Email Marketing? Use it when it matters so your subscribers understand the value of emails from your organization.
1. Ask for permission
The foundation of any good marketing is engaging your audience, and it starts with users opting in to receive your messages.It is also important to provide subscribers Email opt-in follow Personal Data Use Act.
AutoTrader not only lets subscribers opt-in to its email list, it also allows them to tailor the content they receive based on their interests.
2. Keep a regular rhythm
An important part of building an engaging email list is consistently delivering the quality content that subscribers expect and look for in their email inboxes.In addition to building an engaged subscriber list, a regular cadence can improve Email deliverability.
We researched it and found ideal email frequency Usually an email every two weeks. The key here is finding a balance between continuous delivery and not flooding your subscribers’ inboxes so your emails get flagged as spam.
This email newsletter from Pitch is a great example of how organizations can use email to keep their audience informed.
3. Promote long-form content
If you’re sharing detailed or extensive content, email is one of the best mediums to promote it.
That doesn’t mean you copy and paste the entire eBook into an email and hit send, though. Instead, it’s a better approach to introduce long-form content in an email and link to a web page. This way, you can make your content digestible and engaging if they don’t have time to read it right now.
Emails also provide a format in which you can promote relevant content to your subscribers that they can easily return to and refer to.
This email from Inspire shares a blog roundup with readers. A short summary of each blog entices readers to click through and read the full text.
4. Share interactive experiences
One of the unique aspects of email is its ability to provide subscribers with an interactive experience. We don’t mean interactive like auto-reply messages or gifs. We mean interactions in the true sense of the word, like rollover displays, embedded forms, expandable content, product previews, and more.
The Google Store offers its email subscribers the opportunity to shop directly from email, with interactive product exploration and purchase options.
How should you use SMS marketing?
While many (like almost every blog about SMS marketing) are touting 98% average open rate As a reason to use only SMS marketing campaigns, this does not provide the complete picture. This statistic is not hard to believe (despite the fact that no one seems to know its original source). Who doesn’t open their text messages (if only delete them right away)? However, you have to consider the context in which people receive these messages to understand their true value.
According to Statista, Only 25% of smartphone users prefer text for business communication. But that’s not to say SMS isn’t the preferred channel. SMS marketing messages are second only to email (as mentioned above, this is the preference of 46% of users).
And SMS messages do have a 42% higher read rate than email (compared to 32% email read rate). All in all, it definitely has a place in your marketing efforts. However, the instances where it applies are more specific – as indicated by the number of users who like it and the general sentiment surrounding it.
The responses in the Mobile Ecosystem Forum survey results above paint a clear picture of when and how users want to receive SMS marketing. Here are the key points on how to use SMS marketing:
1. Ask for permission
Just like email, having subscribers opt-in is essential. Texting is highly personal and some would even consider it intrusive, so getting permission is critical. It is not only best practice to only message users who have opted in; it’s the law.
Getting your audience to opt in is as easy as asking them to take the lead by texting them to sign up for keywords. Seen here is an example of Refuel Fitness asking its members to simply text “Refuel” to sign up for SMS messaging. Once members sign up, Refuel Fitness confirms their subscription and reiterates the value they can expect to receive.
2. On a limited basis
Likewise, getting a text message can feel aggressive, especially if overused. Put yourself in the consumer’s shoes: Would you like to be constantly asked by someone to give them money?
Don’t be like that crazy ex who won’t stop texting. Conscious; let it count when you text them. Offer them deals or VIP access to make them feel special instead of being bombarded. In general, limit your texting to once a week or less.
Hibbett Sports uses SMS messages to notify its customers of timely sales and big discounts. The company doesn’t just text random updates or notify customers about every small company update.
3. Personalization
This is a great opportunity to build a relationship with your audience due to the intimacy of receiving the text. This might include asking them questions about their personal experience with your product, or asking them what they would like to see next. Essentially, SMS marketing gives you the opportunity to get product ideas “straight from the horse’s mouth.”
Asking for feedback from customers can not only provide valuable insights for your company, it can also make your users feel heard and prioritized in your product development.
4. Share time-sensitive offers and updates
One of the biggest advantages of using SMS marketing is that recipients can be notified immediately. You don’t have to wait a few days for them to browse their inbox to discover a sale that has ended. When there’s something timely or exclusive, like VIP early access, that’s an ideal time to use SMS marketing.
KKW Beauty uses SMS to share restocking with its VIP group, so they have a better chance of grabbing product before it runs out again.
5. Send a brief update
When it comes to texting, brevity is key. Generally, it’s best to use 160 characters or less, so you can keep a copy in one message. Think about the last time you received someone’s virtual book via text message. You probably either didn’t read it or wish they just sent an email. Respect this intuition in your SMS marketing.
Nu Med Spa is straight to the point in its text confirmation. The company includes only the most relevant information for its customers and includes a phone number for further questions.
better together
Email and SMS marketing both have unique advantages in different use cases. The best marketing strategies include both, and the best marketing platforms allow you to implement them simultaneously.
For example, you might send a long-form email to promote an event a month ago, then follow up with reminder text the following week.The key is to set it up with the same marketing tools so you can use automation Trigger to maximize everyone’s advantage.
