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Neither SMS marketing nor email marketing is better, they just are best used in different situations. We cover everything you need to know to best use both.
As technology evolves and customer preferences change, it can be difficult to know which marketing medium is best for your business. We have gathered some tips to help you get the most out of every campaign - whether it be powered by email or SMS.
Before delving in, here are some stats you should know:
Overall, it may seem like SMS marketing has the upper hand. However, there is a time and place for each strategy. Good marketers use both email and SMS to get their message across - the trick is finding the right balance.
Despite what people may say, email is not outdated - and you don’t just have to take our word for it. The numbers are impossible to ignore.
There were 3.9 billion daily email users in 2019, and by 2023, this number is projected to reach 4.3 billion (Statista, 2020). Even more encouraging, HubSpot found that 78% of marketers have seen an increase in email engagement over the last 12 months.
Therefore, email marketing isn’t going anywhere. In fact, 60% of consumers prefer email when it comes to receiving personal offers. Aside from customer preference, email makes a lot of sense from a business marketing perspective.
The Advantages of Email Marketing:
When to Use Email Marketing:
When it comes to email marketing, we recommend that you keep it personal. Emails don’t usually prompt response, so it’s best to reserve them for non-urgent news or content-based messages.
The Downside of Email Marketing:
The disadvantage of email marketing is that everybody’s doing it. About 73% of email marketers send emails weekly, and more emails mean more clutter in your customer’s inbox. To put the sheer volume of email traffic in perspective, the average office worker receives 121 emails a day. If you aren’t mindful about how you approach email marketing, your efforts could get lost in the mix or worse - marked as spam.
When was the last time you went anywhere without your phone? On average, people check their phones once every 10 minutes, making SMS one of the most effective ways to reach your customers.
More good news: 65% of customers feel more positive towards a business that offers SMS communication. Avochato also found that “almost two-thirds of respondents would switch to a company that offered text messaging as a communication channel. Still, less than 20% of businesses use text to communicate with customers.
If you’re in the majority of businesses and fail to take advantage of SMS, we recommend you start now. Below are measurable marketing advantages that come with SMS communication.
The Advantages of SMS Marketing:
When to Use SMS Marketing:
As a general rule, we think SMS is best for urgent, personal, and concise communication with your customers.
The Downside of SMS Marketing:
Compared to email, SMS marketing is complicated. Legally, there are many privacy rules and regulations a business has to follow in order to text customers - the most prominent being the Telephone Consumer Protection Act (TCPA). This article does a great job of explaining SMS laws in more detail. Additionally, texting has the potential to feel more intrusive than email, especially with the recent rise in SMS spam in the US.
While the disadvantages of SMS marketing may seem prominent, texting is really about boundaries and respect. Too much correspondence can annoy customers, so don't overdo it. Make sure to give customers the choice to opt-out of communication. Lastly, keep all correspondence within business hours. Nobody wants to be bothered early on a Saturday morning with a marketing text, no matter how much they love your business.
We Use SMS to Help Local Businesses Get More Reviews
It’s clear that both email and SMS strategies have their benefits. Here at Widewail, we believe firmly in the power of SMS marketing when it comes to reputation management, which is why we created Invite - a text-based automated review generation system.
Invite is proven to widen outreach, improve local search ranking, and increase conversions. It’s a strategy that gets genuine results fast. You’ve seen the value of SMS marketing. If you want to learn more about what Invite can do for your business specifically, check out some real-life examples of Invite in action or connect with a member of our sales team.
Or, download the Playbook to learn more about how local business's can leverage SMS to generate reviews on Google, Facebook, and industry specific sites. Download the Playbook
Originally from Scarborough, Maine, I moved to Vermont this past summer after graduating from St. Lawrence University, where I received my BA in English and Spanish. I have always been interested in writing and communication, which is what initially drew me to the Review Response Specialist position at Widewail. In my spare time, I can be found reading, playing electric guitar, or strolling/biking around one of Burlington’s many scenic trails. I always welcome the opportunity to talk about my work, and invite anyone with questions or comments to reach out or connect with me on LinkedIn.
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