People thought SMS messaging would kill off email marketing once and for all, but … surprise! Turns out email and SMS work best when you coordinate them and take advantage of their unique core strengths.
Most marketers know plenty about how to create valuable email programs, but not as much about using SMS to its highest potential while not igniting a customer backlash.
Let’s change that right now!
Optimizing SMS campaigns will be even more important in 2023
Mobile shopping made up an even larger percentage of browsing and buying during the 2022 holiday shopping season. Here’s just one stat: Mobile shoppers accounted for 45 percent of sales from Oct. 1 to Black Friday.
More brands are sending SMS campaigns all year long, too. Brands in the MailCharts index nearly tripled their SMS messages from May to November 2022. And in November 2022, brands increased SMS campaigns by 62 percent over October.
That increased frequency could burn out your customers. But if you follow these four tips, you’ll build an SMS program that can help you make SMS a welcome—and lucrative—connection with your customers.
As you review these tips, look for one thing they all have in common. We’ll reveal it at the end of the post. (And if you just scrolled to the bottom to find out, were you surprised?)
1. Follow permission practices to the letter—from opt-in to STOP
The Federal Communications Commission governs SMS in the U.S. and mandates permission before sending. Email doesn’t have that same constraints.
Phones can be even more private than inboxes, making unwanted messages even more intrusive. Focus on benefits in your opt-in messages and set expectations for message frequency.
Tip: Don’t assume everybody knows how to manage their SMS subscriptions. Add HELP and STOP instructions with your confirmation message and regularly during your campaigns.
2. Use segmentation to increase relevance
What works in email often works in SMS, too. Make each message as relevant as possible by using messages to gather data. Brooks Brothers begins collecting right at the start by asking customers whom they’re shopping for—themselves or other people.
Want some opt-in email inspiration? Yes, MailCharts has a list for that, too! Visit our Opt-In list, with 22 curated message examples, available to both Free and Pro users.
3. Extend or amplify email campaigns with SMS
These complementary messages add impact. Your SMS can be a short version of your email campaign, remind customers to check their inboxes, or push them to act on a time-sensitive offer. (Need ideas? See our SMS Flash Sale list.)
This Steven Alan is a companion to the email campaign that launched the same day.
4. SMS isn’t just about selling
Add helpful content along with promos. Customers aren’t always in the market for your goods, but you can stay top of mind with valuable messages that help them buy or use your products. O’Reilly sends a tap-attracting and relevant tip that drives traffic to the site.
The common thread in these SMS messages?
They all follow email best practices.
Surprised? More than two decades of email marketing has taught us a lot about what people love and loathe about digital communications. We can apply everything we’ve learned from email to SMS and then track, measure and anaylze what works best for our customers.
If you aren’t a MailCharts member yet, don’t wait another second. Sign up for free and you’ll be exploring in no time!
