The phenomenon that is texting gives SMS tremendous potential as a marketing tool. That and the fact that just about everyone seems to have a smart or not so smartphone capable of sending and receiving these short messages. While this exciting new form of mobile marketing has a lot to offer, it is best suited for an integrated marketing strategy. This post will discuss how it can work beside your email marketing program. Add More Subscribers to Your Lists SMS marketing is like email marketing in many ways, especially when it comes to building your list. In order to engage users with your mobile content, you must get their permission, in addition to their phone number. And just like email, you need to give potential subscribers a compelling reason to hand over the goods. Maybe it’s a free gift, valuable information or just the promise of irresistible savings. Whatever it is, it should be integrated into the message you communicate at every point of interaction. This includes the cash register, direct mail pieces and the preference center you have online for your customers. Play your cards right and you may be able to capture SMS and email subscriptions in one fell swoop. Use Them Together in Your Communication Strategy The idea behind picking up SMS is not to replace email but to actually use them together for the greater benefit of your overall marketing efforts. Using both methods to engage readers with timely communications can help to ensure that your brand is always fresh on their minds. For instance, let’s say your ultimate goal is to build up attendance for your next seminar with event marketing. If so, you could use email to send along the initial invitation and get the word out, and then follow up with text reminders as the event draws closer. In this case SMS is best for following up because people are very likely to open and read just about every text message they receive. Know Their Strengths and Weaknesses Email marketing and SMS both have their respective strengths and weaknesses. Understanding them is the key to using both tactics effectively in a tandem marketing strategy. Many of us utilize email to connect our audience to relevant content through newsletters, promotions and special offers. Because SMS communications are generally brief in nature it would be best to send your mobile subscribers shorter messages that are quick and painless to read. You definitely don’t want people to have to scroll through a text message - because most won’t. SMS can provide you with an easy entry into the mobile marketing game, but that doesn’t necessarily mean having success will be a piece of cake. You have to be very cautious not to come off as intrusive even if you are sending messages to subscribers who willingly gave you permission. Spam could easily become a problem on the mobile platform if we as marketers are not sensitive to the consumer’s privacy and preferences.
Email marketing was made for event planning. Printed flyers and cold calls wind up trashed, missed and dismissed, and keeping abreast of the future while the present is digitally whizzing by is no mean task. So, as you may have guessed, email is the solution. By planning events and engaging prospective attendees via email, you are creating an active lifeline that brings both user and event into contact. Better still, over time you can use the information gleaned from the opens and click-throughs of your event campaigns to segment your contact lists and market effectively to the people who want to hear from you. That’s something traditional media can never do. To get you started and teach you about the possibilities and strategies of email marketing for your event, Benchmark Email is proud to bring you Event Marketing in the Digital Age, a free manual that can be downloaded as a PDF or read directly from our site. Inside you’ll learn how to track, modify and improve your responses and feedback; accelerate participant engagement; build a web presence and generate excitement for your next event. Click on the link above to check out our latest free guide or go to our email marketing manual page to explore other online promotional possibilities with Benchmark Email!