Using SMS in Multi-Channel Campaigns
TL;DR:
- SMS works best when coordinated with email, social media, and digital ads
- Use SMS for timely reminders and follow-ups to boost engagement rates
- Keep cross-channel messages limited to avoid overwhelming your audience
- Coordinated messaging across channels beats single-channel approaches
Multi-channel campaigns give you more ways to reach your audience, and SMS fits perfectly into this mix. When you coordinate SMS with your other marketing channels, you create multiple touchpoints that increase your chances of getting through to customers.
The key is making each channel work together rather than competing for attention. SMS excels at immediate, personal communication, while email handles detailed information and social media builds community engagement.
Coordinating SMS with Other Channels
Email Integration
Send an SMS reminder 2-3 days after your initial email. This catches people who missed the email or need a gentle nudge to take action. Keep the SMS brief and reference the email for full details.
Social Media Follow-Up
After posting a promotion on social media, follow up with SMS for time-sensitive offers. Social media posts get buried quickly, but SMS sits in someone's messages until they read it.
Digital Ads Connection
Use SMS to reinforce your ad campaigns. If someone sees your display ad but doesn't click, an SMS later can bring them back to complete the action.
Timing Matters
Schedule SMS messages for mid-morning (10-11am) or early evening (6-7pm) when people are most likely to read and respond. Avoid early mornings and late nights unless it's genuinely urgent.
Creating Effective Multi-Channel Messages
Keep your core message consistent across channels but adapt the format for each platform. Your email might have detailed product information, your social post could show the product in action, and your SMS should focus on urgency or a clear call to action.
Limit yourself to 2-3 coordinated messages across different platforms. More than that and you risk annoying people. Space them out over a few days rather than hitting all channels at once.
Make sure each message adds value rather than just repeating the same information. Your SMS might highlight a deadline, while your email provides detailed benefits.
Common Multi-Channel Mistakes
Don't send the same message across every channel. Each platform has different strengths and audience expectations.
Avoid sending messages too close together. Give people time to see and process each communication before sending the next one.
Don't ignore opt-out preferences. Someone might want emails but not SMS, or social media updates but not push notifications. Respect these choices.
FAQs
How do I integrate SMS into my existing multi-channel campaigns?
Start by identifying your current campaign touchpoints, then find natural places where SMS adds value. Use SMS for time-sensitive reminders, last-chance offers, or important updates that need immediate attention.
What's the best way to combine SMS with email marketing?
Use email for detailed information and SMS for urgent reminders or calls to action. Send the email first with full details, then follow up with SMS 2-3 days later highlighting key points or deadlines.
Are there tools that help manage multi-channel campaigns?
Most marketing automation platforms now include SMS alongside email and social media scheduling. Look for tools that let you create campaign sequences across multiple channels rather than managing each separately.
Jargon Buster
Multi-Channel Campaigns: Marketing strategies that use several different communication channels (email, SMS, social media, ads) to reach customers with coordinated messages.
Touchpoints: Each interaction a customer has with your business, whether through email, SMS, social media, or other channels.
Message Fatigue: When customers become overwhelmed or annoyed by receiving too many marketing messages across different channels.
Wrap-up
SMS works best as part of a coordinated multi-channel approach rather than on its own. By timing your messages well and making each channel complement the others, you'll see better engagement rates and more conversions than using any single channel alone.
The trick is finding the right balance. Use SMS for what it does best – immediate, personal communication – while letting other channels handle what they do well.
Learn about QuickSMS: https://www.quicksms.com/