SMS marketing is easy, cost-effective and popular, but the power of mobile marketing can be strengthened even further by adding email to your promotional campaigns. Depending on your goals and campaign, a combination should definitely be taken into consideration. Most of the time, the SMS channel complements the e-mail channel excellently. Email marketing is often overlooked in favour of social media and mobile options, but it can be very effective for generating leads when used in conjunction with SMS.
Why is mobile marketing so powerful?
It takes an average of 90 minutes to respond to an email. Realistically, however, it takes many people far longer than that. Emails can sit in inboxes for days or even weeks before people get around to looking at them.
In comparison, the average response time to text messages is 90 seconds. That’s because SMS’s are immediate, personal and reach people wherever they live, work and play.
Smartphones are the new solution for Australian businesses keen to increase the impact and reach of their digital promotions, and generate more leads. Global smartphone penetration is huge and growing all the time: Oxygen8 reports that two-thirds of smartphone users worldwide use their mobiles on public transport, with 60% using them at work and almost 50% while meeting up with a friend.
Why is email marketing a valuable additional marketing tool?
Because email marketing can reach a wide audience at a relatively low cost, it is an efficient way of spreading the word about your products or services.
It allows you to send a larger volume of information – a newsletter, information sheet or brochure, for example – that can’t be contained in an SMS.
Ways of combining email and SMS marketing
When email and SMS are combined, they form a potent team – as these examples illustrate:
- Use SMS to ask potential customers to text in their email addresses. You can offer them a free service or discounted product for their trouble, and text them a specified password so they can claim it at their leisure.
- Use email to send your customers full details of an upcoming promotion or event, then use SMS to send short, punchy reminders and teasers as the date approaches. This creates a sense of urgency and anticipation.
- Further enhance the impact of your campaigns by promoting on your social media channels. Facebook, Twitter and Instagram can all be used to spread the message to a wider audience.
Less is more when it comes to digital communication
It is easy to overdo things and annoy your customers with too many messages. The quickest way to get your messages deleted is to make them long and boring, and to send them any more than once or twice a week. Use SMS to condense rambling messages into brief grabs which are easy for the recipient to take in and retain.
So the next time you are looking to expand your customers base, consider combining email and SMS mobile marketing. Australia is ready for the smartphone revolution. Are you?