Why SMS and email work better together
Imagine this, your next big campaign is in full swing. You’ve got a carefully crafted email ready to go—rich in detail, engaging visuals, and an irresistible call to action. But what happens when your audience misses it in their crowded inboxes? Enter SMS. With its immediate, attention-grabbing nature, SMS can be the perfect sidekick to email, turning a great campaign into an outstanding one.
When used together, SMS and email form a dynamic duo that can significantly increase visibility, open rates, and overall engagement. In fact, 48% of customers prefer communication from businesses to come from text messages. Let’s dive into how these channels complement each other and how you can harness their combined power.
The unique strengths of SMS and email
To really make the most of your strategy, it’s important to use both of these tools to their greatest advantage. Here’s a quick breakdown of when they both shine:
SMS: Quick, direct, and effective
SMS is your go-to for real-time updates, reminders, and CTAs. SMS has an average open rate of 98%, 5x that of email, and most messages are read within minutes. SMS is ideal specifically for:
- Time-sensitive promotions (eg. flash sales, last-minute discounts).
- Appointment or event reminders.
- Urgent notifications like shipping updates or policy changes.
Email: Deep storytelling, connection, and detailed content
Email shines when you need to build a narrative, educate your audience, or showcase your brand’s personality. With more room for visuals, copy, and links, email is perfect for:
- Product launches or detailed announcements.
- Newsletters that engage and inform.
- Nurturing long-term relationships through personalized content.
There's lots of nuance in email vs SMS marketing, and each has situations where they shine. However, while both have undisputed ROI, email and SMS are even stronger when they work together.
Why email and SMS work better together
The magic happens when SMS and email join forces. Think of SMS as the amplifier for your email campaigns. It’s the “push” that ensures your audience doesn’t miss what you’re sharing. Here are some examples of how email and SMS can engage readers without the overwhelm of only sending through a single channel.
Example 1: Event marketing
- Email: Send a detailed invite with an agenda, speaker bios, and RSVP link.
- SMS: Follow up on the day with a “Don’t forget to join us” reminder and the event link.
Example 2: Sales promotions
- Email: Announce the sale with compelling visuals and a breakdown of deals.
- SMS: Send a last-minute reminder: “Only 2 hours left to snag your favorite items!”
Example 3: Avoiding overwhelm
- Email: Share a detailed product catalog or multi-step guide to your audience.
- SMS: No second email needed, follow up with a quick SMS summarizing key points or providing a direct link to take action. "Explore top picks from the catalog here." This reduces inbox fatigue and keeps the focus on what matters most.
Don’t think about them like competitors! When you match the method of communication to the specific needs of that message you’ll start to see benefits. For example:
Boost visibility
If your email gets overlooked, an SMS reminder ensures your message isn’t missed. Also, some customers prefer communication via SMS, so give them the choice.
Increase engagement
Campaigns that use multiple channels see higher open and click-through rates. We’re talking about a jump in engagement of up to 166%.
Access and compare customer data
Use data insights from SMS to bolster your success over email, and vice versa. The more you know about a customer, the more personalized approach you can take (and the higher your chance at success)—if you can gather data from SMS and emails you have cross-compatible data sets which gives you just that much more information to work with.
Practical tips for SMS and email optimization
If you are ready to integrate SMS with your email strategy, or you just want to make sure you are getting the most out of your current setup, then here’s what you need to know:
- Match the message to the medium
- Use SMS for urgency and email for depth. For example, send an SMS for last-minute updates and use email for a comprehensive campaign overview.
- Keep messaging consistent
- Maintain a cohesive tone and branding across both channels to avoid confusing your audience. Ensure that your key message, style, and calls-to-action align across SMS and email, providing a unified experience that reinforces your brand identity.
- Segment your audience
- Use segmentation to target the right people with the right channel at the right time. Segmentation ensures that your audience only receives relevant and valuable communications, enhancing satisfaction and reducing opt-outs.
- Use the right tools
- Platforms like Delivra make it easy to combine email and SMS in one place, ensuring your campaigns are streamlined and effective. Check out our SMS and MMS capabilities to see how it works.
- Test and optimize
- A/B test your campaigns to find the perfect balance. For example, try sending an SMS 30 minutes before an email and measure engagement.
SMS may feel like a newer tool in your marketing arsenal if you’re used to email, but it doesn’t need to be intimidating. With the right SMS strategy, this channel becomes a powerful way to reach your audience where they are.
Harness the power of SMS and email together
SMS and email each have unique strengths, but together they create a fortified approach to customer engagement that no single channel can achieve alone. SMS offers immediacy, while email provides depth—and when used in harmony, they ensure your messages are seen, understood, and acted upon.
Whether you’re sending time-sensitive reminders via SMS or sharing detailed product launches through email, the combined use of these channels enables you to deliver a well-rounded customer experience with more opportunities to nurture subscribers and understand their preferences. Tools like Delivra make it even easier to coordinate and optimize your campaigns, allowing you to build stronger relationships, drive better results, and ensure your marketing efforts are always a step ahead.
