Today’s businesses have so many channels to choose from when designing a marketing campaign that it can be difficult to determine where to allocate budget dollars for optimal benefit.
This narrowed view of marketing often results in campaigns that focus too closely on one or another strategy rather than combining technologies for best results.
The Email/SMS Marketing Divide
While traditional marketers feel pretty comfortable with leveraging the high return-on-investment (ROI) gained through email marketing, they sometimes ignore SMS campaigns as being too untested.
This is unfortunate, as mobile use is on the rise and a targeted mobile campaign can reach users any time and anywhere — perfect when you have a time-sensitive offer, a need for real-time customer confirmations, or critical alerts.
SMS’s fast response can even dovetail nicely with a strong, loyalty-building customer service program.
And on the opposite side, some tech-savvy mobile marketing professionals sometimes focus all their efforts on mobile marketing streams, ruling out email marketing as too old-school.
Yet, email marketing gives businesses a great way to forge solid, loyalty-promoting relationships with their customers by providing hyper-targeted, relevant content that drives interaction.
So, how should businesses approach these two diverse marketing technologies?
Combining Strategies for Increased Marketing Power
The answer, of course, is to combine both SMS and email marketing.
This will increase the benefits of both and reach customers on a fast, real-time basis as well as a long-term, continuing level for powerful, results-driven marketing.
There are many solid ways this dynamic combination nets businesses real results — including using SMS to increase email open rates, fine-tuning your email segmentation strategy using SMS, and increasing the power of your sales funnel.
In the current marketing landscape of multi-device-driven, omnichannel options, the SMS/email marketing combination gives businesses an excellent opportunity to combine the best of both of these worlds for increased ROI and reach.
Lane Harbin is the Senior Content Marketing Manager at Campaign Monitor, an easy-to-use email marketing tool that allows every marketer to send targeted newsletters to grow their business. With beautiful templates, a drag-and-drop interface and engagement-based segmentation, Campaign Monitor has helped more than 200,000 growing businesses take their email marketing to the next level.