Regardless of the size of your business, it is essential that you are generating the strongest return on investment (ROI) possible. There are so many different options to choose from that it can be challenging trying to decide which avenue to take and deciding on the right channel for your upcoming campaign.
Even when looking at competitors within your own industry, what has worked for them may not work for you. Therefore, you need to look at your own set of circumstances and decide on the best course of action based upon your budget and goals.
Getting your digital communication strategy on point from the outset is essential and planning needs to be a key consideration in the early stages of your campaign. In order to offer some guidance, we will explore the roles of SMS and Email Marketing to help you decide which one is most suitable for you.
SMS is often considered to be less glamourous than email marketing, but it actually boasts some of the most impressive metrics compared to other digital marketing channels, including:
- Open rates of 98%
- 90% of SMS are read within 3 minutes
- SMS are concise and recipients can read them within seconds
How Does Email Marketing Compare to SMS?
Email marketing is also considered to be one of the most effective digital marketing channels available, which is why it remains one of the most popular for both brands and users alike.
While we have seen the emergence of new channels in recent years, such as Paid Social advertising, email itself has evolved to ensure that it remains both relevant and effective. This is exemplified by the fact that the number of global user accounts rose to 5.6 billion in 2019.
This means it is still one of the most popular and effective marketing channels at your disposal if you are looking to generate strong levels of ROI. You just need to utilise its power as effectively as possible to make sure that you are getting the most from it, this includes segmenting your database and using automation features to send the right content at the right time. It is for this reason that 73% of marketers place email as the number one digital channel for generating the highest levels of ROI.
Read Rates of Emails and SMS
If you have at least one email address, then you will inevitably be aware that it can be difficult to capture the attention of your audience due to the large volumes of marketing emails that users receive daily.
This becomes even more of a challenge when we consider that approximately half of the emails received tend to be spam emails that clutter up inboxes.
If you have a Gmail account then you will also be aware that the email client places marketing and promotional emails in a separate folder to important emails, making it even harder to ensure that you messages get read.
SMS does not have this issue and the message is delivered directly to the users’ inbox, which are far less cluttered and are more likely to get read, the user will have their phone with them at all times and will be reminded each time they see it that they have an SMS waiting to be read.
SMS & Email Marketing are Always Better Together
Clearly both channels offer immense advantages.
Automated service SMS are essential for getting information in-front of your audience when it matters the most. If you can write short, sharp copy your message will be delivered and read within seconds. As discussed earlier, SMS open rates are 98%, meaning that you can enjoy unrivalled read and response rates that you will simply not find on other channels.
However, email marketing provides ample more possibilities to convey your brand’s messaging and serve more detailed and appealing content to your audience. It is also possible to include different types of images, GIFs, videos and other types of appealing interactive content.
It is still important to keep your content snappy and concise to keep engagement levels up but choosing and perfecting the right imagery goes a long way with this.
Combining the power of the two channels can really go a long way in enjoying higher levels of success, particularly when it comes to using SMS to help increase the performance and metrics of your email marketing campaigns.
Let’s say you have a special offer email being sent out to your database around the period Black Friday and Cyber Monday, just imagine how many other companies are going to be sending similar offers to your potential customers! Integrate Email and SMS Marketing and send an SMS to your database to let them know that you’ve sent them a special offer and it’s waiting for them in their inbox – this way you will be sure your offer is used and generating revenue for your business.
Try the power of integrated email and SMS marketing with the new multichannel platform and achieve your business goals – sign-up for your FREE trial now!