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Is Combining SMS and Electronic mail Advertising and marketing the Secret Sauce to Ecommerce Domination?

What number of occasions have you ever obtained emails and SMS messages out of your favourite manufacturers this week? In case you are into on-line procuring, you recognize what I’m speaking about.

SMS and electronic mail advertising are two of probably the most highly effective mediums eCommerce corporations use to market to their viewers. Every has its distinctive benefits, and when used successfully can drive up the gross sales of any on-line retailer.

Textual content messages really feel private and (type of) pressing. Merely put, we simply can’t ignore textual content messages. We open them as quickly as we see them.

Based on a survey, the open fee of textual content messages is over 82% within the US – thrice larger than telephone calls.

Then again, in a survey performed in August 2021, the electronic mail open fee was over 18% and over 20% of individuals open their emails throughout the first hour of receiving them.

Immediately we’re going to discover how we will mix the 2 channels with the highest open fee to present your eCommerce advertising superpowers!

SMS and Electronic mail Advertising and marketing: Two Sides of the Similar Coin

In terms of Electronic mail and SMS advertising, manufacturers which have an either-or mentality lose within the recreation massive time. They aren’t advertising channels which are competing with one another. As a substitute, an eComm marketer would see that they complement one another.

When they’re utilized in conjunction the best approach, the outcomes enhance considerably!

Each electronic mail and SMS have some flaws that may be eradicated by utilizing each channels within the appropriate order. For instance:

  • You’ll be able to’t speak about a product intimately utilizing the 160 character restrict of an SMS however can undoubtedly broaden extra in emails.
  • It’s almost inconceivable to seize the eye of your prospects in real-time utilizing electronic mail however SMS help is as fast because it will get.

In that sense, let’s start by studying which is greatest through which conditions so we will then mix them in an efficient approach.

When SMS Suits Finest

SMS are brief, delivered on to your prospects’ telephones, they usually don’t get flagged as spam. These options make them excellent for promotions and quick communication.

  • Brief messages: It makes excellent sense to make use of SMS when you must ship brief messages to your prospects. The message could possibly be alerting them about an upcoming product or just informing them about any ongoing reductions or presents.
    Brief messages can include spectacular options about your best-performing product and a hyperlink to the product web page. There is usually a excessive conversion fee if the textual content messages are despatched to the best viewers on the proper time.
  • Notifications: It’s higher to use SMS to ship necessary notifications to your prospects. Folks typically develop an inclination to disregard emails from manufacturers in the event that they preserve sending them too regularly. A great way to stability that’s by sending necessary updates on to prospects’ telephones by way of messages.
  • Order standing updates: Textual content messages are nice with regards to giving updates about prospects’ orders for supply, buy standing, or forgotten objects.
    Additionally it is a good suggestion to inform your prospects utilizing SMS if there are any order disputes or refunds concerned, as this may ease their minds. Cancellations are aggravating for most individuals so we will use well timed communication to make them a smoother course of.
  • Flash promotions: Textual content messages are extra appropriate with regards to informing prospects about flash presents that can expire inside a day. Most prospects typically search for such promotional presents and would take rapid motion once they get the message.

When Electronic mail Suits Finest

On the opposite aspect of the coin, emails permit you to educate your prospects utilizing content material that’s elaborate and extra descriptive in comparison with brief messages.

  • Lengthy-Type Communications: In some circumstances, you’ll wish to convey tales, like your organization beliefs, beliefs, or charity work – which 160 characters received’t actually cowl – so that you’ll want extra room for personalization, designs, extra textual content, and a wide range of hyperlinks and assets. This can allow you to create a novel expertise that engages prospects in taking particular actions.
  • Product Launches: It’s best to run electronic mail campaigns when you find yourself launching a brand new product as a result of you could have extra room to write down, you possibly can listing the advantages and options of recent services or products, and you may hyperlink your prospects on to the product web page.
  • Content material promotion: Content material is probably the most unobtrusive solution to get potential prospects occupied with your model. You’ll be able to share new articles out of your weblog, present tutorials on tips on how to keep and use your merchandise, and extra.
  • Receipts: Receipts are a good way to verify a purchase order together with your prospects. As a result of they count on to obtain them, these kinds of emails have the best open fee of all of them, so you should use them to advertise new merchandise, present advantages, share reductions, and extra.

Learn how to Create an SMS and Electronic mail Advertising and marketing Marketing campaign [Practical Example]

Now that we perceive the place every channel most closely fits into our buyer communication technique, we will speak about a possible situation that would use electronic mail and SMS advertising.

Let’s say that we’re about to launch a brand new product and we have to construct a marketing campaign to draw extra eyeballs to make sure an excellent first-week sale. Listed below are a couple of methods we will mix these two channels:

  1. Create an electronic mail blast showcasing the primary options of your new product and the launch day.
  2. Ship an SMS to present all subscribers a heads-up in regards to the electronic mail to extend open charges.
  3. Create a wishlist so prospects can pre-order your product or get an early adopter low cost – it is going to additionally let you know who’s extra prone to convert on launch.
  4. Ship a weekly SMS reminder in regards to the product launch and preserve subscribers up to date about points of the acquisition course of, like supply occasions.
  5. If attainable, ship an electronic mail to your core followers and provides them the chance to purchase your new product earlier than anybody else.
  6. Ask for suggestions from these followers so you possibly can care for any destructive options and enhance your product earlier than launch.
  7. Ship an SMS in regards to the suggestions you’re getting and the way you might be enhancing the product additional – these SMS will preserve your prospects engaged with the method.
  8. Lastly, ship an SMS and electronic mail telling everybody that your new product is now on the market. Bonus factors should you can characteristic testimonials from early adopters.

On this situation, we’re increase prospects’ expectations with frequent SMS and offering worth for his or her consideration, whereas we use emails to broaden on the product options, collect suggestions, and conduct pre-sales.

With some creativeness, you possibly can mix electronic mail and SMS to create a cohesive conversational advertising expertise that retains your prospects engaged and able to convert. It’s all about utilizing the best channel, for the best message, on the proper time.

8 Tricks to Write Efficient Advertising and marketing Textual content Messages

  • The right SMS must be brief and to the purpose.
  • Make the necessary phrases stand out by capitalizing them.
  • Embody energy phrases like “bonus” or “don’t miss out.”
  • Add a transparent CTA on the finish.
  • When attainable, create urgency, so customers must take motion instantly.
  • SMS is a quite casual channel, so use emojis to loosen up your messages.
  • Not all cellular units help particular characters, so check your blasts earlier than sending them.
  • All the time give customers an choice to unsubscribe.

Listed below are 10 dos and don’ts of textual content message advertising that can assist you craft one of the best SMS in your campaigns.

Tips to Write Efficient Electronic mail Blasts

  • Be certain your topic line is catchy and invitations the person to click on on the e-mail.
  • Personalize the e-mail based on the persona of your splendid buyer and use the information you have already got, like their identify.
  • Your electronic mail must be simple to learn. Make it really feel extra like a dialog than a presentation.
  • Though emails might be longer, nobody will learn a 1200-word electronic mail, so focus in your core message and delete the remainder.
  • Add a transparent CTA for the person to take motion on, and don’t embody a number of CTAs in a single electronic mail.
  • Not like SMS, electronic mail design is essential. It should mirror how prospects will understand your model and product. In different phrases, poor design = dangerous product.

When you’re new to electronic mail advertising, right here’s an excellent newbie’s information to efficient electronic mail templates filled with examples and helpful ideas.

When To Ship Your Messages And How Typically

SMS and electronic mail frequency aren’t as necessary as their relevancy. All correspondence a client will get out of your model must be an excellent expertise and never simply be there to remind them of your existence.

You’ll be able to ship electronic mail campaigns a few times per week relying on whether or not you might be sharing new promotions, new content material, or when you’ve got a marketing campaign theme happening.

For instance, in case your eCommerce sells kitchen provides, you possibly can run a weekly “5-min recipes” electronic mail, a brand new promotion electronic mail, and a brand new article electronic mail. So that you’d be sending three emails per week to your prospects.

As a result of SMS is perceived as extra pressing communication, it’s higher to make use of them for notifications, updates, flash gross sales, and different time-sensitive communications. You can too use them as a buyer help channel to assist resolve refunds, cancellations, or any questions which may come up.

Which KPIs to trace

To craft an excellent marketing campaign, you’ll want information. Nonetheless, for SMS and emails, there are approach too many information factors we will monitor and measure, and it’s approach too simple to get distracted by the little issues.

That stated, these are a number of the greatest KPIs to have in mind when measuring success and discovering alternatives for enchancment:

SMS KPIs Electronic mail KPIs
  • Bounce fee (laborious and tender) 

Word: You’ll be able to simply monitor these KPIs utilizing an integration with Shopify to realize insights into your campaigns.

If you wish to study extra about KPIs, you possibly can try this KPIs information for a extra complete listing.

I hope you’ve discovered one thing new and that your creativeness is now working wild with all the chances SMS and electronic mail advertising can open up for your corporation. When you’d prefer to share your concepts or need assistance establishing your SMS campaigns, I’m at all times open to new conversations on LinkedIn.

Creator Bio

Ben Perez is the Chief Development Officer at Emotive, ​​a two-way messaging device that makes use of SMS advertising, buyer success applications, and AI-supported gross sales brokers to assist folks really feel a extra actual connection to companies. He loves to speak all issues advertising and buyer expertise.



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