As a marketer, it’s imperative you get the maximum ROI from each marketing campaign you run. But with so many different avenues available, it can be a huge challenge to identify the right medium for your next campaign.
After all, what works for one company isn’t guaranteed to work for you – even if you’re in the same industry.
Because we want you to feel in control of your marketing, we’ll explore the benefits and disadvantages of SMS marketing for eCommerce as well as those of email marketing. That way, you can be sure you’re getting the most bang for your buck with every campaign.
SMS marketing vs. email marketing
We want to help you establish which types of marketing will be the most advantageous for your business and why. We’re not going to suggest one is better than the other, but we will help you figure out when each channel is most beneficial and how you can put it to good use.
Armed with all this newfound knowledge, you’ll be able to take your marketing campaign to the next level, maximizing your results in the process.
So, without further ado, let’s take a look at SMS marketing vs. email marketing to see what ROI you can expect from each.
The facts, statistics, and the future
Does this mean email is dying, then?
No way! Far from it, in fact. Yes, SMS marketing, along with other digital marketing channels, may be rising in popularity, but email isn’t going anywhere. Rather, it’s adapting to the ever-evolving online world, and it’s gaining strength because of it.
Email usage continues to grow. In 2017, there were 3.7 billion email users. By 2020, this figure is expected to rise to 4.3 billion.
The differences between SMS marketing and email marketing
Email remains a hugely popular channel for marketers, with 73% saying it’s their number one digital channel for return on investment.
In the UK alone email marketing is generating a whopping £29 billion in retail sales per year. However, that’s not to say email marketing doesn’t come without its challenges.
Using SMS and email marketing to your advantage
Obviously, SMS messages are great because they’re short and get straight to the point. With a 160-character limit, organizations have to be sharp in their approach and can’t fill their SMS messages with loads of fluff and pointless information.
Short, precise copy that grabs attention is a must, plus any links to vouchers, tickets, surveys, and attachments. And as we’ve seen, according to Gartner, response rates from text messages can be as high as an astonishing 98%.
On the other hand, there are no particular restrictions when it comes to emails. They can be as long as you want or need them to be, they can contain images, GIFs, videos, and other interactive content, and your email list can be easily segmented through your email service provider.
That said, you still need to keep your emails concise and to the point – especially when the average reader only has an attention span of 8 seconds.
But get your content and imagery right and email offers you a wonderful chance to up your marketing game significantly.
Takeaway: Regardless of whether you’re using SMS or email marketing, it’s all about the quality not the quantity of your message.
Using SMS marketing and email marketing together
Email marketing may feel like the safer bet in many instances, especially if you’ve already been using it effectively. However, combining these efforts with SMS marketing can really boost your results.
For example, Smart Insights found that by sending a follow-up text to your customers asking if they’ve read your email, it can increase open rates by as much as 30%.
By combining these two channels you can quickly and easily boost the engagement and retention levels of your customers. This is particularly beneficial if you’re using emails to gain reviews and customer viewpoints.