Once a dominant force in engagement, email has been experiencing a decline in performance, leading marketers to question its ability to achieve the ROI it once did.
However, email marketing is far from dead. In fact, email delivers an astounding 3,600% ROI with $36 generated for every $1 spent.
When paired with SMS, these channels form the backbone of an effective omnichannel marketing program. Email leverages first-party data and serves as the primary communication tool, allowing extensive personalization, while SMS provides instant, direct communication, ensuring timely engagement and strengthening the message across different touchpoints.
Integrating SMS with email enables brands to create seamless experiences that increase customer engagement and boost ROI. This strategy not only aligns with evolving consumer expectations but also strengthens the impact of each communication channel.
Why Email Isn’t Dead
Nearly 80% of consumers report they are likely to engage with a personalized email tailored for them (Marigold). Not to mention, 59% of consumers report that email marketing impacts their purchasing decisions (Forbes).
Unlike other channels, email and SMS provide direct communication with consumers who have opted in. Consumers want to see this content. With a more intentional database, marketers own the data they collect, enabling them to analyze their audience’s spending habits, and help create more personalized consumer experiences.
Email Remains a Strong Contributor to Revenue
From a financial perspective, email and SMS are more cost-effective channels for brands than paid efforts. Since email and SMS require an active opt-in, these self-identified, interested consumers are more likely to engage and convert. Additionally, these channels tend to be more consistent and reliable when forecasting revenue.
MERGE sets an internal benchmark for clients, indicating that email programs should generate about 15% to 20% of digital revenue, while SMS should contribute 3% to 5%. Combining these two channels can drive up to 25% of revenue, highlighting the synergy and strategic advantage of leveraging email and SMS.
The Future of Email and SMS – And What Your Brand Can Do
Leveraging SMS for timely, direct engagements and email for in-depth, personalized content will help brands create a comprehensive omnichannel strategy that enhances the customer experience. This dual approach not only increases the likelihood of conversions but also helps build stronger customer relationships, ensuring that each touchpoint adds value and guides the consumer seamlessly through their purchase journey.
To get the most out of your email and SMS strategy, brands must ensure their messaging is aligned, personalization is leveraged, and mobile-friendly design is prioritized.
#1 – Synchronize messaging
To create a cohesive omnichannel strategy where email and SMS support one another (as well as the other digital and physical customer touchpoints), marketers must synchronize messages and timing, ensuring that each channel complements the other. Content, imagery, and even CTAs should be aligned among channels to ensure consistency.
This approach allows for seamless customer journeys, where SMS can prompt immediate actions and emails provide detailed information, enhancing overall engagement and conversion rates.
Lastly, encourage new site visitors to subscribe to both email and SMS channels for a seamless and cohesive marketing strategy. By offering this choice, brands can empower consumers to select their preferred method of communication, enhancing engagement and boosting conversion rates with a flexible, user-centric approach.
#2 – Leverage personalization
Personalization is key to catching the attention of your audience, especially Gen Z and Millennial consumers. Based on the data you have on your audience, your emails should be tailored to reflect the consumer’s shopping behaviors.
Capturing data points, such as past purchases, browsing history, and even timing when the consumer is most likely to make a purchase, will enhance personalization, leading to increased engagement and higher conversion rates. Additionally, leveraging AI can help suggest the next-best product and ideal purchase cadence for consumers.
In addition to personalizing content, adhering to communication preferences is crucial in gaining your audience’s trust. Gen Z and Millenials, in particular, are quick to reject clickbait and spam tactics, often opting to unsubscribe if overwhelmed by excessive emails. This is why it’s essential to leverage customer data to deliver tailored messages that align with their interests and past behaviors.
#3 – Prioritize mobile-friendly design
Mobile devices accounted for 60% of all e-commerce sales in 2023, a 56% jump from 2018 (Statista). Since a majority of shoppers are using mobile devices to open emails and make purchases, ensuring your website is mobile-optimized is crucial.
Responsive design and straightforward navigation enhance consumer satisfaction and engagement, ultimately driving higher conversion rates by making the shopping journey straightforward and enjoyable.
This is why it’s key that emails and webpages are mobile responsive, allowing content to automatically adjust, hide, or display elements based on the screen size. Since not all mobile devices support responsive design (eg, Android), it’s important to consider mobile optimization in all aspects of a template.
Lastly, brands should prioritize fast loading times, leverage alt-text on imagery, and ensure their call-to-action elements are easily accessible on smaller screens to maximize engagement and sales.
Drive Growth Through Omnichannel Innovation
Embracing a synchronized email and SMS omnichannel strategy is essential for brands to meet evolving consumer expectations and drive sustainable revenue growth. Does your brand need help implementing an omnichannel strategy?
The media experts at MERGE can help. Get in touch.