Which is more effective, SMS marketing or email marketing?
This is a common question, but not a helpful one to ask. It’s sort of like asking, “Which is more effective at unscrewing a screw, a phillips or a flathead?” The answer is: it depends on what you’re trying to accomplish–and both can be equally as effective.
Email marketing and SMS marketing are two very different beasts, each with their own advantages and disadvantages. Using both is the most effective option and can improve your bottom line.
But if you HAD to choose one over the other, you need to understand what each is capable of, and how they can be used most effectively.
SMS Marketing
SMS marketing boasts an incredibly high open rate–about 98%. However, this doesn’t necessarily make it the ideal solution for marketers. Most smartphone users prefer not to receive business communication via text.
This particular form of marketing is permission-based, which means that you should only send texts to people who have opted in to receive them–it’s the law. This makes it a very targeted form of marketing, which can be very effective if done correctly.
No one likes to be bombarded with texts. This is a more personal means of communication, whereas people expect to be bombarded with emails these days. Text messages should be sent less frequently than emails, at a rate of once per week or fewer.
Because texts are more personal, you’ll be able to grab your subscribers’ attention more intimately. For example, consider sending a text to customers asking about their experience with your product or service. This is a great way to get user feedback and product ideas.
SMS marketing is also ideal for brief updates–like booking confirmations–not long form content.
Email Marketing
Email marketing is the most preferred form of marketing messages by recipients, however, it’s a very competitive space.
Like SMS marketing, getting subscriber permission before contacting them is critical.
One of the keys to effective email marketing is frequency. You don’t want to bombard your customers with emails, but you also don’t want them to forget about you. Finding the right balance can be tricky, but it’s important to keep in mind that most people are happy to receive one or two emails per week from a company they’re interested in.
Another key to effective email marketing is long-form content. This is something that cannot be done via SMS marketing–those should always be short and sweet. It’s also ideal for promoting interactive experiences such as forms, roll-over reveals, and other items that can’t be conveyed over text.
So, which is more effective, SMS marketing or email marketing? In short, they’re better together. Each has its own unique advantages and disadvantages, and the best marketing platforms will allow you to synchronize them both.
For personalized help getting started with email or SMS marketing, schedule a free strategy call with Bizzuka. We’ll run through your current strategy and help you understand where you may be falling short.