an illustration of an envelope with a cell phone

How to Combine Email & SMS Marketing for Higher Conversions

12 min read

Zaboravite loviti svoju publiku po digitalnom Divljem zapadu. Zamislite svijet u kojem vaše marketinške poruke padaju ravno u njihove ruke, spreman za pretvorbu.

Ovo je višekanalni marketing za vas — strateški pristup koji koristi više kanala za pružanje dosljednog iskustva robne marke. The secret of this approach lies in reaching your customers where and when they prefer to be reached.

U ovom članku, we’ll dive into the dynamic duo of email and SMS marketing, exploring how their combined power can significantly increase your conversion rates.

Why Omnichannel Marketing Works

Imagine a customer browsing your online store for a new pair of sneakers. They add a few options to their cart, but then abandon it before checkout. An ecommerce story as old as time, pravo?

Sada zamislite da tom istom korisniku možete poslati SMS nekoliko sati kasnije, pozivajući ih da se vrate i završe kupovinu. Nema rezultata? Dobro, zatim sljedeći dan dobiju posljednji podsjetnik e-poštom, obavještavajući ih da ćete te proizvode ukloniti iz njihove košarice, ali mogu dobiti vremenski ograničeni popust ako brzo djeluju. I nadamo se, dobit ćete tu prodaju.

To je jedan primjer kako funkcionira višekanalni marketing. Kombinacijom marketinga putem e-pošte i SMS-a na putu vašeg kupca, možete stvoriti pristup s više točaka koji nježno gura tog kupca natrag u vašu trgovinu i prema konverziji.

Zapravo, marketinški stručnjaci koji koriste tri ili više kanala u kampanji zaradio a 494% viša stopa narudžbe od onih koji koriste jednokanalnu kampanju. Ističe snagu višekanalne strategije u povećanju angažmana i poticanju prodaje.

Razumijevanje Powerhouse Dua: E-mail & SMS

Sada, pogledajmo pobliže kako marketing e-poštom i SMS-om mogu raditi zajedno kako bi stvorili besprijekornu i učinkovitu višekanalnu strategiju.

Marketing putem e-pošte

Email marketing is the veteran of the digital marketing scene, although it’s anything but outdated. This channel enables you to showcase product details, highlight promotions, and nurture leads with relevant and personalized content.

Kada se pravilno koristi, email can be a real game changer, and here’s how:

Advantages over other channels: Email marketing offers a return on investment you cannot refuse (on average, $36 za svaki $1 potrošeno). U Dodatku, people who sign up for your email list are already interested in what you have to offer. It makes them more receptive to your messages compared to unsolicited advertising.
Building strong relationships: Ovih dana, email marketing goes beyond generic blasts. There is plenty of room for segmentation and personalization, and the types of content you can send are endless. Sharing interesting content and exclusive offers can build brand loyalty and encourage repeat business.
Sense of community: Emails don’t have to be one-sided. Možete slobodno poticati odgovore i njegovati dvosmjernu komunikaciju kako biste izgradili jaču vezu sa svojom publikom. Možete uključiti interaktivne elemente poput anketa, anketama, i kvizove u vašoj e-pošti kako biste potaknuli angažman i dobili vrijedne povratne informacije.

Uključujući recenzije u e-porukama o napuštenim košaricama, slično kao što to čini Therapy Notebooks, odlična je strategija koju možete isprobati u svojoj trgovini

SMS marketing

SMS je novo dijete u bloku koje daje snagu svojom neposrednošću i visokim stopama otvaranja. Svi koje poznajete koriste SMS, i tipično, they look at them immediately. Tako, talk about ‘here and now,’ right? Here’s what the competitive edge of SMS marketing is:

The power of immediacy: SMS messages have a near-instantaneous delivery and open rate, perfect for time-sensitive promotions, brza prodaja, or urgent announcements. Još bolje, 54% kupaca would love to get promotional SMS from brands (if they opted in, naravno).
Integration: SMS marketing can be easily integrated with your other marketing channels, like email and social media. You can use SMS to send messages like reminders or follow-ups after cart abandonment.
Easy tracking and measurement: Most SMS marketing platforms provide detailed analytics on message delivery, otvoren, and click-through rates. So you can conveniently track the effectiveness of your campaigns and make data-driven decisions.

Craft creative SMS copy similar to The Vitamin Shoppe’s fun Father’s Day message featuring an offer

The Magic of Combining Email & SMS

Think of email and SMS as peanut butter and jelly – delicious on their own but truly beautiful together. Here’s why combining these channels can be a game-changer for your ecommerce store:

Increased reach and engagement: Not everyone checks their email religiously, but most people have their phones glued to their hands. Combining both channels allows you to cast a wider net and ensure your message reaches customers on their preferred platform.
More conversions: Studije pokazuju da višekanalne kampanje koje uključuju SMS u nekom trenutku mogu rezultirati povećanje konverzija za do 47.7%.
Bolje korisničko iskustvo: Višekanalni pristup stvara jedinstveno iskustvo robne marke na više dodirnih točaka. Kupci će cijeniti pogodnost i osjećati se cijenjenima kada prime relevantne poruke koje zadovoljavaju njihove jedinstvene potrebe.

Tehnike strateške integracije

Now that you understand the power of this dynamic duo let’s explore how to effectively combine email and SMS marketing for maximum impact:

Timing Is Everything

Schedule, or even better — automate — your communication strategically. Na primjer, send an SMS reminder about abandoned carts a few hours after customers leave items behind. For emails, consider sending a more detailed product follow-up the next day.

Segmentation Is Key

Don’t blast generic messages to your entire audience. Segmentirajte svoje popise e-pošte i SMS-ova na temelju ponašanja kupaca, povijest kupnje, i preferencijama. Na primjer, možete odabrati manje aktivni segment publike i poslati im ponudu koju ne mogu odbiti da ih ponovno angažirate. Ovuda, isporučujete ciljane poruke koje odgovaraju određenoj skupini kupaca.

Profesionalni savjet: Ako prodajete online s Ecwidom, možete jednostavno segmentirati svoje kupce pomoću Kupac nadzornu ploču u vašem Ecwid administratoru. Filtrirajte svoje klijente prema broju narudžbi, skupina kupaca, oslobođen poreza, i više.

Odaberite pravu platformu

Look for an all-in-one omnichannel marketing platform, na primjer, Omnisend, that allows you to manage both email and SMS campaigns under one roof. Vjeruj nam, it’ll save you a headache because your data will already be synced, and you won’t have to jump from platform to platform.

Ideje & Najbolje prakse

Let’s translate these strategies into practical steps you can start implementing today:

Welcome new customers with a warm embrace: Send a welcome email series introducing your brand, highlighting bestsellers, and offering a special discount code. Zatim, if the discount code isn’t used in a while, follow up with a friendly SMS reminding them to use it.
Re-engage dormant customers: Don’t let those inactive email subscribers fade away. Come up with a win-back email offering, like a limited-time discount or exclusive early access to a new product launch. After a little while, reignite their interest with a short SMS reminding them they haven’t visited in a while.
Drive urgency with flash sales: Create some sense of excitement, mameći svoju publiku brzim rasprodajama najavljenim putem e-pošte. Zatim, pošaljite pravovremeni SMS podsjetnik neposredno prije završetka rasprodaje kako biste potaknuli kupnju u zadnji čas.
Personalizirajte svoje poruke: Možete učiniti bolje od samo “Bok [Ime].” Uključite korisničke podatke u rad i personalizirajte svoje poruke s preporukama proizvoda na temelju prošlih kupnji ili pregledavanja.
Pratite svoje rezultate & mjeriti uspjeh: Pratite ključne metrike poput otvorenih stopa, stope klikanja, i stope konverzije kako biste vidjeli kako vaša kombinirana strategija funkcionira. This data will help you optimize your approach and achieve even better results.

Encourage customers to replenish items they previously purchased, following the example set by Sephora

Common Pitfalls to Avoid

While the power of email and SMS combined is undeniable, there are a few pitfalls to be aware of:

Frequency fatigue: Don’t bombard your customers with messages; rather, look for the right balance between staying top-of-mind and being intrusive. Dobro je pravilo da sami razmislite - koliko često biste željeli čuti vijest o robnoj marki? Čak i ako vam se sviđa marka, to vjerojatno nije više od jednom ili dvaput tjedno. Zato samo budite primjer koji biste željeli vidjeti u drugima.
Nebitna komunikacija: Slanje nerelevantnih poruka najbrži je način za otkazivanje pretplate. Stvorite ciljani sadržaj koji nudi vrijednost i obraća se vašim klijentima’ jedinstvene potrebe. Na primjer, ako je vaš pretplatnik takozvani prozorski kupac — pregledava bez kupnje — možete postaviti automatizaciju koja mu šalje e-poštu s preporukama proizvoda na temelju njihovih aktivnosti pregledavanja.
Zanemarivanje mobilne optimizacije: Provjerite jesu li vaše e-pošte prilagođene mobilnim uređajima, a vaše SMS poruke jasne i sažete. Zapamtiti, nije važno radi li se o e-pošti ili SMS-u — većina ljudi će čitati te poruke na svojim pametnim telefonima.

Zamotati

E-mail i SMS marketing, kada se strateški koriste zajedno, can be a powerful one-two punch for your business.

By leveraging the strengths of each channel — email’s ability to deliver detailed content and SMS’s immediacy — you can reach a wider audience, drive conversions, and create a more cohesive and positive customer experience.

Just remember to prioritize segmentation, maintain a balance in frequency, and keep your marketing relevant. This way you too will experience the beautiful benefits that omnichannel marketing can bring to your business.

Prodajte online

With Ecwid Ecommerce, you can easily sell anywhere, svima - na internetu i diljem svijeta.

Započnite

svibanj 30, 2024

About the author

Milda is a communication specialist with over 7 years of experience. Trenutno, she works as a Content Marketing Manager at Omnisend. Beyond communication and content creation, she enjoys making ceramics and spending time in nature with her dog.