When you think about your habits as a consumer, do you rely solely on email or SMS to receive important updates? Likely, both channels play a role in your daily interactions, serving distinct yet complementary purposes. This duality underscores the importance of crafting a well-integrated multichannel communication strategy. By harmonizing email and SMS content, brands can extend their reach, enhance engagement, and provide a more personalized customer experience. And it’s not just theory – 84% of marketers agree that multichannel campaigns are more effective than single-channel efforts.
Combining these two powerful channels allows for greater flexibility, enabling you to connect with different audience segments in meaningful ways. In this article, we share actionable tips and practical examples to help you build stronger campaigns across email and SMS. The benefits are clear:
- Increased relevance: Tailoring messages for specific channels boosts engagement.
- Enhanced retention: Reinforcing messages through multiple touchpoints keeps your brand top of mind.
- Data-driven decisions: Detailed reporting across channels provides valuable insights for continuous optimization.
Here are the tips for a successful multichannel communication in email and SMS:
1. Clear definition of objectives
Before drafting any content, set clear goals. Are you aiming to generate leads, drive sales, or boost customer loyalty? Each channel has strengths that relate with specific objectives:
- E-mail: Ideal for detailed content, such as product presentations or event invitations.
- SMS: Best for time-sensitive updates, reminders, or urgent calls to action.
By aligning each channel with a defined purpose, you ensure your communications are purposeful and impactful.
2. Know your target audience
Who are you trying to reach? Understanding your audience is fundamental to coordinating your messages, channels, and goals. Take time to analyze their preferences, behaviors, and motivations:
- Use demographic and psychographic data for segmentation.
- Study past interactions to identify patterns and preferences.
- Develop personas to guide content creation tailored to specific audience segments.
3. Adapt messages for each channel
Effective multichannel communication doesn’t mean replicating messages across platforms. Instead, optimize your content to suit the unique characteristics of email and SMS:
- E-mail: Create detailed messages with rich visuals and links that invite exploration.
- SMS: Focus on brevity and directness, with a single clear call to action.
For example, an email can introduce the details of a promotion, while a follow-up SMS reinforces urgency with a quick link to purchase.
4. Consistency in tone and branding
Maintaining consistency in your brand’s tone and identity is critical for building trust and recognition:
- Adjust your language: Emails can adopt a more explanatory tone, while SMS messages should be concise and action-oriented.
- Use coherent visual and verbal elements to create a seamless experience across channels.
Consistency in communication helps customers associate the message with your brand, creating a seamless experience.
5. Effective Calls-to-Action (CTAs)
CTAs are the drivers of conversion, so ensure they are tailored to the characteristics of each channel:
- E-mail: Use visually prominent buttons with enticing text, such as “Download Now” or “Learn More.”
- SMS: Keep CTAs brief and focused, like “Shop Now: [link]” or “Claim Your Code: [link].”
Test with different approaches to identify the most effective CTAs for your audience.
6. Personalization and segmentation
Personalizing messages based on customer behavior and preferences greatly enhances the relevance of multichannel communication. With well-segmented data, you can:
- Send targeted messages to specific groups.
- Create personalized campaigns that address the needs and interests of different profiles.
For example, include the customer’s name in the SMS to create a sense of exclusivity: “Joana, check out the special offers we have for you: [link]”. Did you know that 91% of consumers are more likely to shop with brands that recognize them and provide relevant offers? Personalization isn’t just a nice-to-have, it’s essential for fostering brand loyalty.
And now, we share some practical examples of multichannel editorial calendars, as effective coordination of content through SMS and email requires good and early planning. Here are two examples of how to approach it:
Product launch
Week 1:
- E-mail: Teaser with key details and the launch date.
- SMS: Reminder of the launch date with a link to learn more.
Week 2:
- E-mail: Full launch announcement with pricing and features.
- SMS: Notification with a direct purchase link.
Week 3:
- E-mail: Follow-up email highlighting customer reviews and testimonials.
- SMS: Exclusive discount for undecided customers.
Seasonal campaign (e.g., Black Friday)
Pre-Event:
- Email: Tips for making the most of deals and creating wish lists.
- SMS: Reminder to save the date.
During Black Friday:
- Email: Daily emails with exclusive offers and links to shop.
- SMS: Notifications of flash sales and top deals.
Post-Black Friday:
- Email: Thank-you email with future shopping tips.
- SMS: Final reminder of last-chance discounts.
Taking action amidst all this starts with a platform that genuinely simplifies the multichannel communication process – and that’s precisely where Arpoone excels.
With advanced features like:
- Customizable templates for email and SMS.
- Automation tools for seamless integration between both channels.
- Real-time reporting, providing insights to optimize your strategy.
…Arpoone ensures you’re never on your own. The platform offers close and personalized support, actively facilitating the creation of effective campaigns:
- Quick learning curve: Designed to be intuitive and flexible, Arpoone minimizes the time needed to master its functionalities. This allows marketing teams to focus on creativity and strategy rather than struggling with complicated tools.
- Local partnership with dedicated support: Users benefit from a nearby team ready to assist with idea development, functionality integration, and transforming concepts into practical campaigns.
- Flexibility and personalization: Features like the multichannel campaign editor and real-time reporting enable each user to tailor campaigns based on their business needs and objectives.
Arpoone is more than just a subscription model, it offers a partnership experience that equips marketing managers with the tools and support they need to innovate and achieve superior results. If you’re already a user, it’s time to unlock its full potential and rely on our team throughout your journey. Not a user yet? Schedule a demo today and start creating stronger connections with your audience.
