Email and SMS: Driving Synergies Through Integrated Programs
It's also critical that SMS marketing be a channel for two-way communication, not just a one-way push of information. One tactic being employed by brands and publishers is automating predefined message streams. Just like triggered email messages, marketers can use short codes to create dialogs with consumers. For example, breaking news can be offered as an incentive to sign up for SMS messages. Once signed up, marketers can automate the delivery of a thank-you response and a sequence of communications based on subscriber actions over the course of three days to four days.
As a component of a well-integrated campaign, marketers need to be careful to play to the specific strengths of the channel. SMS is an ideal tool for breaking news updates, campaigns that include a voting or polling component, and trying to reach audiences while they're on the go — e.g., local flash sales. Once integrated, SMS can be measured in many of the same ways you measure email: delivery rates, click rates, bounce rates, opt-ins, opt-outs, etc.
As digital channels continue to rapidly expand in the direction of mobile, marketers will increasingly be tasked with uncovering innovative ways to provide value to audiences who aren't sitting at their desks. Those who are able to deliver this value will be creating important differentiators for their brands and positioning them well to capitalize on the tremendous opportunities afforded by mobile technologies.