The eCommerce industry is always changing, causing businesses to constantly seek new, innovative ways to engage their customers and drive sales. Yet there’s one tried-and-true tool that’s highly effective but often overlooked:
With open rates as high as 98%, SMS marketing offers direct and immediate access to your eCommerce customers, making it an invaluable asset for online retailers to explore. What’s more, SMS marketing can easily be integrated with email marketing to maximize engagement and conversion rates from your audience, too!
In this blog, we’ll outline how to leverage SMS and email marketing for eCommerce success, from the benefits of integrating SMS and email efforts to real-life examples that can inspire your next integrated campaign.
Let’s get started!
Benefits of Integrating SMS and Email Marketing
There are several benefits of integrating your eCommerce brand’s SMS and email marketing efforts, including:
■ Better Customer Engagement:
Customers who receive personalized, timely messages across multiple channels are more likely to engage with a brand. Personalization can boost SMS engagement by <30% and email open rates by 26%!
■ More Real-Time Conversions:
SMS marketing enables your brand to connect with customers in real-time, prompting recipients to take action immediately. And, when combined with complementary emails, better conversion rates aren’t far behind.
■ Reduced Cart Abandonment:
Cart abandonment is a major challenge for eCommerce brands; 70% of all carts in 2024 were abandoned! However, a well-timed SMS reminder and attractive incentive can significantly increase customer likelihood of checking out
Potential Challenges of SMS and Email Integration (with Solutions!)
While the benefits of integrating your SMS and email efforts far outweigh the drawbacks, there are a few main challenges you should be aware of before starting. (Don’t worry — we’ll share the solutions, too!)
Challenge 1 — Managing preferences
Solution 1: Allow customers to update their communication preferences distinguishing between email, SMS, or both. Clearly explain what customers should expect when opting into both channels versus just SMS or email.
Challenge 2 — Avoiding overcommunication
Solution 2: Use automation tools to control messaging frequency and prevent overcommunication bordering on spam. Your customers expect their inboxes and phone numbers to be respected— don’t let them down!
Challenge 3 — Maintaining compliance
Solution 3: Using a double opt-in process for email and SMS subscriptions is the best way to obtain explicit, informed consent from your customers. Don’t forget to add an opt-out process that’s easy, obvious, intuitive, and immediate.
Tips for Integrating SMS Marketing with Email Campaigns
Before you launch any integrated SMS and email campaigns, there are a few things you can do to streamline (and improve) the process. Here are three helpful tips for successfully integrating your campaigns.
1. Build a Unified Customer Database
Our first tip is to consolidate your customers’ SMS and email data into one unified database before you start planning and launching campaigns.
This ensures that, when the time comes, your SMS and email marketing efforts can be smoothly integrated because all of the necessary data is accessible from the same, singular place.
2. Create Complementary SMS and Email Messages
Once you’re ready to start sending integrated SMS and email campaigns, our second tip is to ensure your brand’s marketing efforts are coordinated and complementary.
For example, you may send an SMS about a time-sensitive flash sale alongside an email with personalized recommendations for on-sale items. While both messages are focused on the same, time-sensitive sale, the complementary nature of the content promotes cohesion — not repetitiveness.
3. Align The Tone of Your SMS and Emails
Our third and final tip is to ensure the tone of your SMS and email efforts are aligned, reflecting your eCommerce brand’s identity and vibe.
For example, sending an SMS filled with emojis and slang doesn’t make sense if your brand’s emails are serious and highly professional. This confuses your audience and makes your marketing efforts seem disjointed and chaotic — the exact opposite of how you want to be perceived when building trust and authority.
Examples of Successfully Integrated SMS and Email Campaigns
Now that you understand the importance of integrated SMS and email campaigns – and have our top tips and challenge solutions in your back pocket — it’s time to get the inspiration flowing!
Here are 3 examples of email and SMS campaigns that could easily translate into a complementary, integrated campaign.
1. Saje — Email Campaign for SMS Sign-Up
This email campaign from Saje prompts email subscribers to join their SMS list with easy-to-follow instructions and a snapshot of what their SMS marketing looks like. Once a new subscriber joins Saje’s SMS list, the wellness brand could send an SMS campaign welcoming the person to the brand with a limited-time welcome discount.
2. Knix — Abandoned Cart Reminder
This simple reminder from Knix demonstrates how SMS can be used for quick, timely messages — like abandoned cart reminders. Knix might complement this SMS with a personalized discount email, encouraging the purchase with a discount “just for them” while demonstrating the brand’s commitment to tailored content at the same time
3. Bose — 48-Hour Flash Sale
Bose’s 48-hour flash sale email does a great job promoting urgency while highlighting the product differentiators in an approachable way. There are almost endless ways to integrate an SMS into this campaign, from sending urgent “last call reminders” at the 24- and 12-hour mark to sharing social proof from happy customers or influencers.
Wrap Up
SMS and email marketing are both powerful tools for eCommerce businesses looking to enhance customer engagement while driving sales.
By leveraging SMS and email with strategic, integrated campaigns, eCommerce businesses can combine the potential of both marketing channels in a well-rounded communications strategy that maximizes results.
Ready to watch your eCommerce success grow? Then it’s time to start integrating your email and SMS efforts.
The sooner you do, the sooner you’ll see the marketing success your brand has always deserved!