The ultimate guide: the difference between rich SMS, OTT channels and RCS
Why you should choose your SMS supplier with care
Get instant attention
Get instant attention
We can all agree that the most effective way to increase engagement and conversion of a marketing campaign is to send the right message, to the right person, at the right time. However, today that is not good enough. We also need to consider sending to "the right channel”.
Customer journey mapping helps Marketing and CX professionals better understand their customers and identify opportunities to strengthen and build long-term relationships. However, customer journeys often only use one channel, email. In addition to email, SMS is a channel to consider. If you do, you may take advantage of an important opportunity to connect and engage with customers at different stages of their customer journey.
SMS is almost always opened and read instantly. The key SMS metrics are impressive:
Knowing these numbers, it's obvious why more businesses are starting to use SMS as part of their channel mix. However, a strategic approach needs to be taken when adding SMS to your mix and pairing it with email as part of your customer journey. Each channel has unique characteristics that need to be considered.
SMS has generally been adopted as a common (and often the preferred) method for day-to-day communications, while email has been better for long-form and more creative messaging. SMS is also a quick way for customers to provide invaluable feedback and rate their customer experience. Used strategically and not intrusively, SMS allows you to engage with audiences on a platform that is convenient for them. Your helpful assistance along the customer journey will keep your brand top of mind.
SMS and text messaging have become a crucial component of the customer journey, with a wide range of use cases. You can start by considering your goals for SMS in your marketing mix. How can you use messaging channels to boost your existing email marketing strategy, and what unique experience can you create on each channel? Map your customer journey and tailor it according to your customers' habits and preferences (email and/or SMS or rich channels like WhatsApp). Choose the right channel for the right message and your call to action.
All successful email and SMS campaigns start with a strong database of qualified customers and prospects. Being GDPR-compliant is important. Besides the regulatory part, it will provide you with a strong email and telephone database that will increase your open-, response- and click-through rates.