Forget chasing your audience across the digital Wild West. Imagine a world where your marketing messages land right in their hands, ready to convert.
This is omnichannel marketing for you — a strategic approach that employs multiple channels to deliver a consistent brand experience. The secret of this approach lies in reaching your customers where and when they prefer to be reached.
在本文中, 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, 正确的?
Now imagine you could send an SMS to that same customer a few hours later, inviting them to come back and finish shopping. No result? 出色地, then they get a final reminder by email the next day, informing them that you’re about to remove those products from their cart, but they can get a limited-time discount if they act fast. And hopefully, you get that sale.
That’s one example of how omnichannel marketing works. By combining email and SMS marketing in your customer’s journey, you can create a multi-point approach that gently nudges that customer back to your store and towards conversion.
实际上, marketers using three or more channels in a campaign earned a 494% higher order rate than those using a single-channel campaign. It highlights the power of an omnichannel strategy in increasing engagement and driving sales.
Understanding the Powerhouse Duo: 电子邮件 & 短信
现在, let’s take a closer look at how email and SMS marketing can work together to create a seamless and effective omnichannel strategy.
电子邮件营销
Email marketing is the veteran of the digital marketing scene, although it’s anything but outdated.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.
When used correctly, 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 每一个 $1 花费). 此外, 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: 如今, 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. 您可以自由地鼓励回复并促进双向沟通，以与受众建立更牢固的联系. 您可以合并投票等互动元素, 调查, 以及电子邮件中的测验，以鼓励参与并获得有价值的反馈.
在废弃购物车电子邮件中包含评论, 类似于治疗笔记本的做法, 是在您的商店中尝试的一个很好的策略
短信营销
SMS 是这个领域的新秀，以其即时性和高打开率而著称。. 你认识的每个人都使用短信, 并且通常, they look at them immediately. 所以, 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, 闪购, or urgent announcements. 更好, 54% 客户数量 would love to get promotional SMS from brands (if they opted in, 当然).
- 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, 打开, 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 & 短信
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: 研究表明，在某些时候涉及短信的全渠道营销活动可能会导致 转化次数增加高达 47.7%.
- 更好的客户体验: 全渠道方法在多个接触点创建统一的品牌体验. 当客户收到满足其独特需求的相关消息时，他们会感受到便利并感到受到重视.
战略整合技术
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. 例如, 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. 根据客户行为细分您的电子邮件和短信列表, 购买历史, 和偏好. 例如, 您可以选择不太活跃的受众群体并向他们发送他们无法拒绝重新吸引他们的报价. 这边走, 您传递与特定客户群产生共鸣的有针对性的消息.
专家提示: 如果您使用 Ecwid 在线销售, 您可以使用以下方式轻松细分您的客户 顾客 Ecwid 管理员中的仪表板. 按订单数量过滤您的客户, 客户群, 免税, 和更多.
选择合适的平台
Look for an all-in-one omnichannel marketing platform, 例如, 奥姆发送, that allows you to manage both email and SMS campaigns under one roof. 相信我们, it’ll save you a headache because your data will already be synced, and you won’t have to jump from platform to platform.
想法 & 最佳实践
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. 然后, 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, 通过电子邮件宣布的限时抢购来吸引受众. 然后, 在促销结束前及时发送短信提醒，鼓励最后一刻购买.
- 个性化您的消息: 你可以做得更好，而不仅仅是“嗨 [名].” 将客户数据发挥作用，并根据过去的购买或浏览行为推荐产品来个性化您的消息.
- 跟踪您的结果 & 衡量成功: 监控打开率等关键指标, 点击率, 和转化率，以了解您的组合策略的效果. 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. 一个好的经验法则是独立思考——您希望多久收到一个品牌的消息? 即使你喜欢这个品牌, 每周可能不会超过一两次. 所以，只要成为你希望在别人身上看到的榜样.
- 无关的沟通: 发送不相关的消息是取消订阅的最快方法. 创建提供价值并满足客户需求的有针对性的内容’ 独特的需求. 例如, 如果您的订阅者是所谓的橱窗购物者（即浏览而不购买任何东西），您可以设置一个自动化功能，根据他们的浏览活动向他们发送包含产品推荐的电子邮件.
- 忽视移动优化: 确保您的电子邮件适合移动设备，并且您的短信清晰简洁. 记住, 无论是电子邮件还是短信，大多数人都会在智能手机上阅读这些消息.
包起来
电子邮件和短信营销, 当策略性地一起使用时, 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.
