SMS marketing and email – how to combine the channels

SMS marketing and email work best when the channels complement each other. Email provides room for images, product information and longer explanations. SMS is direct and is well suited to concise messages, reminders and a clear route to the next action.

Give each channel its own job

Start with the campaign objective and then choose the channel:

• use email for advance information and broader content
• use SMS for time-sensitive offers or reminders
• link to a mobile-friendly page when the recipient needs more information
• do not repeat exactly the same message in both channels

For example, a coordinated campaign could begin with an email introducing an upcoming offer. A later SMS can remind a relevant target audience when the offer becomes available.

Segment before sending

Base segmentation on the recipient’s relationship with the organisation, previous choices and explicit consent. Personalisation should make the message more relevant, not merely add a first name.

Make sure that contact details are current and that unsubscribing from marketing is straightforward in each channel.

Make the next step clear

Choose one main call to action per message. In an SMS, it needs to be especially concise, such as Book an appointment, View the offer or Confirm your place. The link should lead directly to the right content and work well on mobile.

Plan and follow up in the same flow

With One Channel, you can plan SMS and email campaigns in a shared calendar, work with target audiences and track results. Use opens, clicks and conversions to improve the next campaign, but only compare metrics that genuinely support the campaign objective.

To measure traffic from an SMS, read the guide to trackable short links in One Channel.