July 1, 2024
Tackle data fragmentation in email and SMS to strengthen customer relationships and drive revenue. Learn how to integrate your email and SMS seamlessly for personalized messaging and enhanced loyalty.
Jenny LeBlang | Email Strategist
Data fragmentation presents a challenge for brands in today's competitive retail environment. Incomplete data can lead to an inconsistent brand experience, which may affect customer relationships and the overall perception of your brand. One particular area where brands often find it difficult to integrate data effectively is email and SMS, which are crucial touchpoints for customer engagement.
A disjointed SMS and email strategy ultimately erodes customer trust and loyalty. In fact, 73 percent of consumers report they are likely to switch brands if they don’t receive a consistent experience across marketing channels.
However, there's hope. Email and SMS can serve as key starting points for integrating data to create a more consistent, insights-driven experience. By addressing data fragmentation in these channels, brands can achieve more personalized and cohesive messaging. This not only enhances customer engagement and loyalty but also drives revenue.
The Advantages Of Integration
A unified opt-in process for both email and SMS, such as website pop-ups for sign-ups, helps brands avoid data challenges that arise from managing separate email and SMS programs. Each communication channel has its strengths: SMS is best for immediate alerts like flash sales and time-sensitive promotions, while emails work better for detailed follow-ups and newsletters.
By strategically leveraging these channels, brands can determine the best path to reach customers and deliver the right content via the right channel, all while driving cost efficiencies. This approach not only enhances the overall effectiveness of communications, but also helps avoid message fatigue and duplicate communications among customers.
Best Practices In Personalization
SMS marketing offers immediate access to valuable data, including user location and real-time browsing behavior, allowing brands to send highly localized and relevant messages at the right moment.
For example, tracking a user's location enables brands to send timely promotions to customers near their physical stores, driving foot traffic and sales. Additionally, real-time browsing behavior enables marketers to tailor messages based on user intent, leading to higher engagement rates and ROI.
The integration of SMS and email empowers brands to personalize messages and create a cohesive branding experience both online and offline. According to HubSpot, 72% of the most effective email marketing campaigns utilize message personalization.
Maintaining consistent messaging throughout email, SMS, onsite displays, in-store signage, and both online and in-store checkout enhances the customer experience. If a customer receives a discount code via SMS and follows the link, a store associate should be able to easily apply the discount at checkout when the customer provides their phone number.
Integrating loyalty programs with your email and SMS strategies is another great way to improve customer engagement and build brand loyalty. Rewarding customers for their purchases and sending them exclusive offers or points updates keeps them engaged and encourages repeat purchases.
Plus, incorporating ratings and reviews into your loyalty program gives you valuable insights into what your customers like and don’t like. Your loyal customers are your best ambassadors, so focus on building long-term relationships with personalized and effective messaging.
The Impact Of AI On Personalization
AI continues to transform personalization by enabling retailers to target users with customized messages that drive engagement and conversions. Tools like Salesforce Marketing Cloud's "Path Optimizer" and AI Concierge Services are leading this change.
Path Optimizer evaluates subscriber journeys—such as abandoned cart scenarios—and decides in real-time whether to send an email or SMS based on engagement metrics, ensuring the right message reaches the right audience at the right time.
Brands like Away Luggage, Calpak, and R+Co use AI Concierge Services through Attentive to engage users browsing but not yet purchasing. This service combines AI bots and human agents to offer personalized product recommendations and support via live chat around the clock.
These AI tools analyze customer engagement and browsing data to create highly personalized messages that resonate with individual preferences and behaviors. Keeping up with these trends and technologies is crucial for maintaining a competitive edge in personalized marketing.
Choosing the Right Platforms
Embracing the most effective platforms for each marketing channel empowers brands to maximize their engagement and revenue potential. Many clients initially thought it was better to use the same platform for both email and SMS marketing. However, that’s not always the best approach. For instance, switching from a platform that wasn't suitable for SMS, despite initial reluctance, has led to significant increases in revenue.
When choosing the right platform, look for platforms that offer seamless integrations, competitive pricing, scalability, and features tailored to your specific needs. Also, consider your program goals, such as increasing revenue and repeat purchases, as well as the platform's reputation, particularly its compliance with legal requirements.
Platforms such as Attentive, Klaviyo, and Salesforce Marketing Cloud can effectively integrate your SMS and email strategies helping you reach your customer in a personalized way.
Conclusion
Integrating SMS and email marketing is a game-changer for retailers, enhancing engagement, boosting conversions, and building customer loyalty. By strategically aligning your efforts, including loyalty programs and platform selection, you can drive revenue growth and gain a real competitive edge.
*Caitlin Peterson, MERGE SMS and Email Strategist, also contributed to this article
Start integrating your email and SMS marketing strategies today. Connect with MERGE's team of SMS and email strategists to get started.
