Coordinating SMS and email gives your campaigns more reach, better timing, and higher response rates. Working across both channels increases visibility and ensures your marketing reaches customers where they’re most likely to engage. In this guide, you’ll learn exactly how to combine SMS and email for maximum engagement, which campaigns benefit most, and how to manage everything efficiently from one platform.
What Are the Benefits of a Multi-Channel Approach?
A multi-channel approach uses both SMS and email to reach your customers. This strategy helps your business connect with more people, engage them at multiple touchpoints, and deliver a consistent brand experience across channels. Benefits include:
More precise timing
SMS messages are typically read within minutes, making them ideal for urgent updates or reminders. Emails, on the other hand, are better suited for detailed information and visual content. Combined, SMS and email allow you to deliver quick alerts and detailed information at the most effective moments, boosting the likelihood that your audience will take prompt action.
Higher reach
Using both SMS and email allows you to connect with a wider audience. Some customers check their texts first, while others keep their inbox open all day and click on emails as they come in. By covering both channels, you ensure your message is delivered where your customers are most likely to see it.
More responsive to user preference
While reach is about where your message lands, preference is about how your customers want to engage. A multi-channel strategy empowers them to choose the format that fits their habits and lifestyle. Giving people that choice leads to stronger brand loyalty, higher satisfaction, and better long-term results.
What Are the Best Practices for Combining SMS and Email?
Best practices for combining SMS and email focus on using each channel effectively, avoiding overlap, and respecting customer preferences.
Identify use cases for each type of message
Decide which messages work best for each channel. Use SMS for confirmations, last-minute reminders, and quick alerts. Use email for newsletters, product launches, and detailed promotions. Mapping out these use cases helps you avoid overlap and keeps each channel relevant.
Time messages strategically
Send messages in a logical order. For example, follow up a detailed email with a short SMS reminder. This sequencing keeps your brand top of mind without overwhelming your audience. Automated workflows can help you set up these sequences based on user actions.
Align content
Coordinate your SMS and email messages so they work together toward the same goal. For example, if you’re running a sale, your email can provide all the details and visuals, while your SMS highlights the key offer or deadline. Use similar language, brand voice, and timing so your communications feel connected, even if the content is tailored for each channel. This way, customers get a clear, unified message, no matter how they interact with your brand.
Test and measure results
Regularly review how your combined campaigns are performing. Track open rates, click-throughs, and responses for both SMS and email. Use this data to tweak your timing, content, and channel mix so you’re always improving your results.
What Kinds of Campaigns Work Best for Combining SMS and Email?
Let’s look at how to set up campaign types that perform especially well when SMS and email are used together.
Event Reminders
Send event details and registration links by email. As the event approaches, use SMS to remind attendees or share urgent updates. This combination increases attendance and reduces no-shows.
Cart Recovery
After a customer abandons the cart, send an email with product details and an incentive to complete the purchase. If there is no response, follow up with a brief SMS containing a direct link to the cart. This approach recovers more sales by reaching customers on their preferred channel.
Sales Alerts
Announce upcoming sales with an email that includes visuals and exclusive offers. When the sale starts, send an SMS with a promo code or direct link. This strategy creates anticipation and drives immediate action.
Try these other high-impact SMS + email campaign ideas:
- Post-purchase follow-ups: Use email to send recommendations or thank-you notes, and SMS for delivery updates or quick satisfaction surveys.
- Feedback requests: Email can share survey links and details, while SMS can prompt a quick response or rating.
- Appointment reminders: Confirm bookings by email, then send a text reminder closer to the date to reduce no-shows.
Should I Send the Same Message Via Both Email and SMS?
To avoid overwhelming your contacts, don’t send the exact same message through both SMS and email. Instead, use each channel for what it does best (quick, time-sensitive updates by text, and detailed information by email.)
Only send messages via both SMS and email to contacts who have explicitly opted in or chosen to receive communications on both channels. This is not just a best practice for customer experience, it’s also important for compliance with US regulations like the Telephone Consumer Protection Act (TCPA), which requires clear consent for SMS marketing.
Respecting your contacts’ preferences helps you build trust, and reduces the risk of unsubscribes or spam complaints.
What Tools Can I Use to Integrate SMS and Email in One Platform?
Managing SMS and email can be simple and straightforward with the right platform. Tools like the emfluence Marketing Platform let you launch, automate, and track campaigns from one easy-to-use dashboard.
If you’re looking for a balance of power and simplicity, emfluence stands out above the rest. The emfluence Marketing Platform’s intuitive interface, drag-and-drop builder, and visual automation help you coordinate campaigns with ease. Customers rave about emfluence’s friendly and accessible support team, which is always ready to help you get the most out of your marketing spend.
Bringing SMS and email together helps you reach more people, send timely messages, and match how your customers want to hear from you. With emfluence, you can manage all your digital marketing in one place, and build campaigns that truly connect.
To learn more about how emfluence can help you combine the power of email and SMS marketing, contact one of our marketing experts today at expert@emfluence.com.
