By: David Kovacs
The success of the mobile frontier has led to many companies to shift their focus and attention towards mobile marketing, optimizing their websites for phones and generally taking advantage of the fact that they’re given access to a device that can transmit messages directly into someone’s pocket. Mobile devices are here to stay, and the average business looking to make themselves known ignores them at their peril.
The same could be said for email, which is still widely used and therefore an effective marketing tool if executes correctly. The true strategy comes into play when the two of these are used together. Email is readily available on phones, making it possible to combine your email and mobile marketing strategies into one. However, you still need to know how the individuals function before you put them together.
SMS marketing, or mobile marketing, involves sending texts to specific subscribers to promote a part of your business. It’s a dynamic and ever-changing field that uses a small word-count to achieve huge results. Some of the benefits of SMS marketing include:
Cost Efficiency – A text only costs a few cents to send and they can easily be sent out en masse. Considering that they are a direct and effective way of communicating, this makes them far superior to other, more expensive methods (print media, etc.).
Direct Communication – As previously mentioned, an SMS sends your message directly to a person’s pocket. Statistically, over 90% of texts are read within the first few minutes of being received.
Current Technology – Mobile technology is at the forefront of today’s technology, and we’ll always have a need to communicate. SMS marketing is a relevant and current field.
Ease of Communication – Emails take time to compose, with picture formatting, HTML and other concerns. This is exacerbated in print advertising. Marketing texts still need to be composed with care, but they’re still much shorter and require less work.
Targeted Messaging – Texts are sent out to subscribers, people who’ve specifically given permission for your business to send advertising material to their phones. Instead of pushing a catalogue into a person’s mailbox and hoping for the best, you can now send messages to where you know they’ll be well-received.
Other Benefits – Not every text has to be stuffed with marketing offers. Companies nowadays are using their SMS privileges in a number of ways, from showing corporate responsibility to alerting people as to closures and emergencies.
Email marketing has been around for longer than the SMS variety, and still remains relevant today. One of the most crucial benefits is the ease of sign-up. Where a phone is viewed as almost personal space, making a person potentially unwilling to sign up for an SMS-based subscription, the same mindset isn’t applied to email. Though the rates of opened emails are lower, they can be sent out in greater quantities, and email marketing is generally less expensive.
It’s both effective and economical, and the results can be monitored through analytics. Overall, email is a marketing mainstay that is a valid option for any company to reach a global audience.
A recent business trend has been to combine both email and SMS marketing, enhancing the experience of both.
Email is now essentially a mobile service, as internet-enabled phones allow users to access all web services from their personal device. This means that if you plan on sending your subscriber to a web-page via link, the site needs to be mobile-optimised. It doesn’t matter if the link was in an email or an SMS; all content can now be accessed on mobile and often will be, especially when it comes to advertising.
While gearing everything towards mobile is the first step, you can also use one service to promote another. For example, email marketing is usually a lengthier form of communication, used for newsletters, catalogues and other such material. You can therefore promote your emails using SMS, and recruit subscribers via prompts in the email.
The two facets of SMS and email can therefore work in tandem with very little effort on behalf of the sender, and minimum interference to the receiver.
Mobile marketing might as well include email, given the prevalence of using mobile devices to access the internet. The world is going mobile, but this doesn’t mean communication should be entirely focused on SMS. Combining the two results in a more fruitful and impacting form of communication.