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


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

SMS and e-mail advertising and marketing are two of essentially the most highly effective mediums eCommerce firms 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 not ignore textual content messages. We open them as quickly as we see them.

In accordance with a survey, the open fee of textual content messages is over 82% within the US – 3 times increased than cellphone calls.

Alternatively, in a survey carried out in August 2021, the e-mail open fee was over 18% and over 20% of individuals open their emails inside the first hour of receiving them.

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

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

With regards to Electronic mail and SMS advertising and marketing, manufacturers which have an either-or mentality lose within the sport large time. They aren’t advertising and marketing channels which can be competing with one another. As a substitute, an eComm marketer would see that they complement one another.

When they’re utilized in conjunction the suitable means, the outcomes enhance considerably!

Each e-mail and SMS have some flaws that may be eradicated through the use of each channels within the appropriate order. For instance:

  • You’ll be able to’t discuss a product intimately utilizing the 160 character restrict of an SMS however can positively develop extra in emails.
  • It’s almost not possible to seize the eye of your clients in real-time utilizing e-mail however SMS assist is as fast because it will get.

In that sense, let’s start by studying which is greatest by which conditions so we are able to then mix them in an efficient means.

When SMS Matches Finest

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

  • Brief messages: It makes good sense to make use of SMS when it’s a must to ship quick messages to your clients. The message could possibly be alerting them about an upcoming product or just informing them about any ongoing reductions or affords.
    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 suitable viewers on the proper time.
  • Notifications: It’s higher to use SMS to ship vital notifications to your clients. Folks usually develop a bent to disregard emails from manufacturers in the event that they maintain sending them too regularly. A great way to stability that’s by sending vital updates on to clients’ telephones by messages.
  • Order standing updates: Textual content messages are nice in relation to giving updates about clients’ orders for supply, buy standing, or forgotten gadgets.
    It’s also a good suggestion to inform your clients utilizing SMS if there are any order disputes or refunds concerned, as this is able to ease their minds. Cancellations are annoying for most individuals so we are able to use well timed communication to make them a smoother course of.
  • Flash promotions: Textual content messages are extra appropriate in relation to informing clients about flash affords that can expire inside a day. Most clients usually search for such promotional affords and would take instant motion once they get the message.

When Electronic mail Matches Finest

On the opposite facet of the coin, emails can help you educate your clients utilizing content material that’s elaborate and extra descriptive in comparison with quick messages.

  • Lengthy-Type Communications: In some instances, you’ll need 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 quite a lot of hyperlinks and sources. This may provide help to create a singular expertise that engages clients in taking particular actions.
  • Product Launches: It’s best to run e-mail campaigns if you find yourself launching a brand new product as a result of you’ve got extra room to jot down, you’ll be able to record the advantages and options of recent services or products, and you’ll hyperlink your clients on to the product web page.
  • Content material promotion: Content material is essentially the most unobtrusive approach to get potential clients fascinated by your model. You’ll be able to share new articles out of your weblog, present tutorials on how you can keep and use your merchandise, and extra.
  • Receipts: Receipts are an effective way to substantiate a purchase order together with your clients. As a result of they count on to obtain them, these kinds of emails have the very best open fee of all of them, so you should use them to advertise new merchandise, present advantages, share reductions, and extra.

The way to Create an SMS and Electronic mail Advertising Marketing campaign [Practical Example]

Now that we perceive the place every channel most closely fits into our buyer communication technique, we are able to discuss a possible situation that would use e-mail and SMS advertising and marketing.

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 a fantastic first-week sale. Listed here are a couple of methods we are able to mix these two channels:

  1. Create an e-mail blast showcasing the principle options of your new product and the launch day.
  2. Ship an SMS to present all subscribers a heads-up concerning the e-mail to extend open charges.
  3. Create a wishlist so clients can pre-order your product or get an early adopter low cost – it’ll additionally let you know who’s extra prone to convert on launch.
  4. Ship a weekly SMS reminder concerning the product launch and maintain subscribers up to date about facets of the acquisition course of, like supply occasions.
  5. If potential, ship an e-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’ll be able to care for any damaging options and enhance your product earlier than launch.
  7. Ship an SMS concerning the suggestions you’re getting and the way you’re enhancing the product additional – these SMS will maintain your clients engaged with the method.
  8. Lastly, ship an SMS and e-mail telling everybody that your new product is now on the market. Bonus factors should you can function testimonials from early adopters.

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

With some creativeness, you’ll be able to mix e-mail and SMS to create a cohesive conversational advertising and marketing expertise that retains your clients engaged and able to convert. It’s all about utilizing the suitable channel, for the suitable message, on the proper time.

8 Tricks to Write Efficient Advertising Textual content Messages

  • The proper SMS must be quick and to the purpose.
  • Make the vital phrases stand out by capitalizing them.
  • Embrace energy phrases like “bonus” or “don’t miss out.”
  • Add a transparent CTA on the finish.
  • When potential, create urgency, so customers must take motion instantly.
  • SMS is a slightly casual channel, so use emojis to loosen up your messages.
  • Not all cellular gadgets assist particular characters, so take a look at your blasts earlier than sending them.
  • All the time give customers an choice to unsubscribe.

Listed here are 10 dos and don’ts of textual content message advertising and marketing that can assist you craft the very best SMS on your campaigns.

Tips to Write Efficient Electronic mail Blasts

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

For those who’re new to e-mail advertising and marketing, right here’s a fantastic newbie’s information to efficient e-mail templates stuffed with examples and helpful suggestions.

When To Ship Your Messages And How Typically

SMS and e-mail frequency aren’t as vital as their relevancy. All correspondence a shopper will get out of your model ought to be a fantastic expertise and never simply be there to remind them of your existence.

You’ll be able to ship e-mail campaigns a couple of times every week relying on whether or not you’re sharing new promotions, new content material, or if in case you have a marketing campaign theme happening.

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

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 assist channel to assist resolve refunds, cancellations, or any questions which may come up.

Which KPIs to trace

To craft a fantastic marketing campaign, you’ll want information. Nonetheless, for SMS and emails, there are means too many information factors we are able to monitor and measure, and it’s means too straightforward to get distracted by the little issues.

That stated, these are among the greatest KPIs to bear in mind when measuring success and discovering alternatives for enchancment:

SMS KPIs Electronic mail KPIs
  • Bounce fee (arduous and smooth) 

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’ll be able to try this KPIs information for a extra complete record.

I hope you’ve realized one thing new and that your creativeness is now working wild with all the probabilities SMS and e-mail advertising and marketing can open up for your small business. For those who’d wish to share your concepts or need assistance establishing your SMS campaigns, I’m all the time open to new conversations on LinkedIn.

Creator Bio

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



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