Smart companies know the magic doesn’t stop when the payment goes through. In fact, that’s where you can build real, lasting relationships. Let’s talk about post-purchase marketing – how staying in touch after the sale can make your customers feel genuinely happy and keep them coming back for more.

What is post-purchase marketing?

Basically, it’s everything you do to connect with a customer after they’ve bought something from you. Forget chasing new leads for a moment; this is all about looking after the people who’ve already chosen you. This is the core of effective post-purchase marketing.

It’s about:

• Making customers feel good about their decision.
• Helping them get the most out of what they bought.
• Building a genuine connection, not just processing a transaction.
• Turning that one-time buyer into a loyal fan who sticks around.

It’s shifting from just making a sale to actually building a relationship.

Why bother focusing on what happens after the sale?

Ignoring customers after they’ve made a purchase is like inviting them to forget about you. Nurturing those who have already invested in your brand is important for strong post-purchase relationship building. Here’s six reasons why focusing on post-purchase marketing is a smart move:

1. Boost customer lifetime value (CLTV)

When customers feel engaged and happy after making a purchase, they are much more likely to return for more. For businesses, even a small increase in customer retention can translate into meaningful revenue growth over time.

2. Enhance customer loyalty and retention

A positive post-purchase experience builds trust and loyalty. When you provide support and show appreciation after the sale, you build trust and foster a sense of loyalty. Customers who feel valued are less likely to be tempted by competitors.

3. Drive word-of-mouth marketing and referrals

By creating a great post-purchase experience, you’re more likely to encourage word-of-mouth marketing and referrals. Happy customers will recommend your products or services to their friends and family, which can lead to new customers without much effort on your part.

4. Gather valuable feedback for improvement

Asking for feedback while customers are highly engaged is a smart move. It allows you to gather valuable insights into how customers perceive your products and overall shopping experience. This feedback can highlight areas for improvement and help you better meet customer needs going forward.

5. Strengthen brand reputation

Providing excellent post-purchase support strengthens your brand’s reputation. When customers feel cared for, they’re more inclined to leave positive reviews and share their experiences, which builds trust and credibility for your business.

6. Cross-selling and upselling opportunities

Understanding what customers have purchased opens the door for cross-selling and upselling opportunities. By recommending relevant products or upgrades, you can increase sales in a way that feels personalized and thoughtful, rather than pushy.

Post-purchase marketing automation strategies

Effective post-purchase marketing goes hand in hand with marketing automation. It allows you to send messages that are timely and relevant, which can greatly improve the customer experience, all while saving you from constant manual work. Here are some key strategies for implementing marketing automation that you might find useful:

1. Send a personalized thank you

While an automated order confirmation is essential, it can often feel bland. Consider following it up with a warmer, separate thank-you email. Use the customer’s name and mention the item they purchased. A simple, genuine message like “Thanks for choosing us! We hope you love your purchase” goes a long way in making customers feel valued, rather than just another order number in the system.

2. Keep them in the loop on delivery

No one enjoys the “Where’s my parcel?” guessing game, as it only causes unnecessary worry. Send a shipping confirmation update (such as when the order is packed, shipped, or out for delivery) to send proactive notifications via email or even SMS messages.

Include a tracking link to enhance transparency, which offers customers peace of mind and shows that you’re managing the process smoothly. This results in less worry for them and fewer “Where is my order?” inquiries for you.

3. Help them get started smoothly

If your product requires setup, has a learning curve, or comes with exciting features, assist your customers. Send a friendly automated email shortly after delivery with links to a quick start guide, a helpful video, or some top tips. Supporting customers in having that ‘aha’ moment quickly allows them to enjoy their purchase without encountering frustrating roadblocks.

4. Share useful content

Think beyond simply selling more products. What related tips, ideas, or content could genuinely help or interest customers based on what they bought? For instance, if they purchased gardening gear, you might send seasonal planting tips via email or even an MMS message with visual guides. If they acquired new software, share guides to advanced features. Providing real value long after the transaction positions your brand as a helpful resource and keeps you gently top-of-mind.

5. Make them feel special

If you have a loyalty program, that’s fantastic. Automate an invitation to join after their first purchase. Additionally, set up automated messages to remind members of their points balance, inform them about rewards they can claim, send a little something for their birthday, or grant them early access to sales. It’s all about making your regular customers feel like valued insiders—part of an exclusive club.

6. Ask for feedback and act on it

Timing is everything when asking for feedback. Configure an automated email or survey invitation to be sent out a while after delivery, giving customers enough time to experience the product. 

Keep it concise. Importantly, if someone takes the time to respond, acknowledge it (even an automated acknowledgment is better than silence). Even better—if you make changes based on feedback, let customers know. This demonstrates that you value their opinions and are committed to improving.

7. Suggest products they love

When done thoughtfully, using purchase and browsing data for automated product recommendations can be genuinely helpful. For example, recommend relevant add-ons (like “People who bought X often find Y useful”), accessories that complement their item, or timely refill reminders. The key is to ensure true relevance—aim for helpful nudges rather than pushy, random sales pitches.

8. Add a surprise

Consider automatically triggering a small, unexpected discount code for their next purchase a month after their first order. 

Alternatively, identify your high-value or long-term customers so your team can occasionally include a freebie or handwritten note in their next shipment. These small, unexpected gestures create big smiles and lasting positive memories.

Four post-purchase examples

The journey after “buy” is paved with opportunities to connect. Your email and mobile messaging strategy can turn one-time buyers into loyal fans. Let’s look at four key examples that go beyond basic notifications:

1. Order confirmation

Think of your order confirmation not just as a receipt, but as your opening act in the post-purchase show. It’s often the very first direct communication after someone clicks “buy,” making it a prime opportunity to solidify their decision and start building that crucial long-term connection.

Sending a well-crafted order confirmation does wonders for new customers. It immediately eases any post-purchase jitters, assuring them their transaction went through smoothly. More importantly, it’s your first chance to showcase your brand’s personality and professionalism, laying the foundation for trust and a lasting relationship.

Take a look at Ritual’s order confirmation email. It’s a masterclass in clarity and customer-centricity, focusing precisely on what’s top-of-mind right after a purchase.

Here’s how Ritual’s email works:

• Purchase confirmation: The email confirms that the order has been successfully placed, including essential details such as the order number, items purchased, and the expected delivery date.
• Brand consistency: By using brand-specific elements like logos, colors, and a consistent tone, the email reinforces the brand identity and keeps the customer engaged.
• Trust building: The clear and professional presentation of the email helps build trust, making customers feel confident about their purchase and the brand they’ve chosen.
• Strategic upsell: The email incentivizes customers to enhance their order by adding another item before a specified date, offering them savings on their next purchase.

Ritual’s email shows that order confirmation email can be a powerful touchpoint, enhancing the customer experience and nurturing a positive relationship from the get-go.

2. Shipping update

After the initial excitement of placing an order, the next question on every customer’s mind is: “When will it arrive?” This is where your shipping update emails step into the spotlight. They’re not just functional notifications; they’re opportunities to build anticipation and reinforce your reliability.

A well-timed and informative shipping update can significantly reduce “Where’s my order?” inquiries and, more importantly, keep the positive momentum of the purchase going. It shows you’re on top of things and value keeping your customers informed.

This shipping update email from Dr. Martens manages expectations and keeps the customer engaged during the important delivery phase.

Here’s how Dr Martens email works:

• Clear and immediate status: The email promptly announces that the order has shipped, directly addressing the customer’s primary concern.
• Essential tracking information: Providing a prominent tracking number and a clear “Track Your Order” button empowers customers to monitor their delivery progress in real-time, reducing anxiety and the need to contact support.
• Reinforced purchase details: Briefly reiterating the order number and shipping address provides a quick confirmation and reduces potential errors or confusion.
• Brand personality: Even in a transactional email, Dr. Martens subtly injects their brand identity through their logo, color scheme, and straightforward, no-nonsense tone, maintaining a consistent brand experience.
• Setting delivery expectations: Clearly stating the estimated delivery date helps customers plan and manage their anticipation effectively.

By providing timely, transparent, and easily accessible shipping information, Dr. Martens transforms a potentially anxious waiting period into a smooth and reassuring part of the customer journey. This builds trust and reinforces their commitment to a positive post-purchase experience.

3. Personalized product suggestions

The post-purchase glow is a great time to gently re-engage your customers and showcase more of what you offer. By understanding their recent purchase, you can send highly relevant product suggestions that feel helpful rather than purely promotional. This is your chance to show you “get” their style and needs, potentially leading to cross-sells and increased customer lifetime value.

A well-executed product suggestion email shows that your relationship extends beyond a single transaction. It’s about anticipating their future needs and offering solutions they might not have even considered yet.

Billabong uses product suggestions to offer relevant and appealing follow-up items.

What makes it enticing?

• Visually appealing products: Billabong likely uses high-quality images of their products, showcasing them in an attractive and lifestyle-oriented way that resonates with their target audience.
• Categorized suggestions: Grouping suggestions into logical categories (You Might Also Love) helps customers easily find items that complement their initial purchase.
• Clear call to actions: The product suggestion block includes a direct call to action (“Shop Now” ) making it easy for customers to explore and purchase the recommended items.
• Brand alignment: The suggested products and overall email design maintain Billabong’s brand aesthetic and target audience preferences (e.g., surfing, beach lifestyle).

By thoughtfully curating and presenting relevant product suggestions after a purchase, Billabong aims to enhance the customer experience, increase average order value, and foster a continuous cycle of engagement and sales.

4. Helpful content

The sale might be complete, but your role as a helpful resource doesn’t end there. Post-purchase is an ideal time to provide valuable content that enhances the customer’s experience with their new product and reinforces their decision to buy from you. This type of email builds trust, positions you as an expert, and can even reduce the likelihood of returns by ensuring customers know how to use their purchase effectively.

Think beyond just pushing more products. Consider what information would genuinely help your customers get the most out of what they’ve just bought.

Let’s explore this helpful content email from e.l.f Cosmetics. The brand understands that makeup can sometimes come with a learning curve and proactively offer guidance.

What makes this approach valuable?

• Focus on product usage: e.l.f. provides tips, video tutorials, or how-to guides related to the specific products the customer purchased or makeup application in general. This empowers customers to use their new items confidently.
• Building expertise: Sharing helpful content positions e.l.f. as a knowledgeable authority in the cosmetics space, building trust and credibility beyond just selling products.
• Boosts engagement: The email includes links to social media channels, e.l.f’s loyalty program, and complementary products, encouraging customers to further interact with the brand and explore additional offerings.

e.l.f. Cosmetics understands that empowering their customers with knowledge is a key part of a positive post-purchase experience. By offering helpful content, they not only ensure customer satisfaction with their products but also cultivate a loyal community that sees them as a go-to resource for all things beauty.

It’s time to take post-purchase marketing seriously

Let’s talk about post-purchase marketing and why it really matters. We’ve delved into the strategies you can use to stay connected with customers.

The main takeaway is simple: the transaction is not the end; it marks the beginning of a deeper and more valuable relationship with customers. By actively engaging with customers after they make a purchase, you are strategically building loyalty, repeat business, and turning satisfied buyers into advocates.

RCS combines the reach of texting with the rich features of modern chat applications. Let’s take a closer look at what RCS is and how you can use it effectively.

What is RCS messaging?

RCS allows you to send messages that go beyond plain text. It operates over data networks (Wi-Fi or mobile data) and allows for significantly richer communication experiences directly within the phone’s default messaging app.

With RCS, you can share: 

• High-resolution images and videos
• Engaging animated GIFs and audio clips
• Interactive carousels 
• Suggested replies and action buttons (e.g., “Add to Calendar,” “View Order,” “Call Support”)
• Location sharing and map integration
• File transfers

This technology makes business communication more dynamic, useful, and efficient. RCS also incorporates features like Verified Sender profiles (so customers know it’s really you) and supports end-to-end encryption for enhanced security, building trust while delivering a superior customer experience.

How RCS messaging works

RCS functions through the native messaging app built into smartphones, provided both the sender and receiver have RCS capabilities enabled on their devices and networks. This is a key advantage – no extra app download is needed for the end user.

RCS relies on the GSMA’s Universal Profile standard to make sure it can seamlessly operate across devices and systems that support this feature. Google has been a major driver of RCS adoption through its Google Messages app on Android devices. 

Apple plans to support RCS on iPhones and this will expand its reach. Communication happens over an IP (Internet Protocol) connection, using mobile data or Wi-Fi, similar to OTT (Over-The-Top) Messaging Apps.

RCS, SMS, MMS, and OTT differences

Messaging has evolved significantly, and understanding the differences between RCS, SMS, MMS, and WhatsApp is important for navigating modern communication. Each platform offers unique features and capabilities, catering to different needs.

SMS (Short Message Service)

SMS marketing is a form of marketing that businesses use to send promotions to customers via text messages. SMS is limited to 160 characters of plain text and relies on cellular networks. 

MMS (Multimedia Messaging Service)

MMS is an extension of SMS by adding the ability to send multimedia content like images, audio, and short videos. MMS also relies on cellular networks and has limitations in file size and quality.

OTT (Over-The-Top) Messaging Apps (e.g., WhatsApp, Facebook Messenger):

These apps run “over the top” of mobile networks, using data/Wi-Fi. They offer rich features like multimedia messaging, voice and video calls, group chats, and end-to-end encryption. 

RCS (Rich Communication Services)

RCS aims to combine the reach and native integration of SMS/MMS with the rich features of OTT apps. It uses mobile data and Wi-Fi, and supports high-quality media, interactive elements, branding, read receipts, typing indicators, and security features, all within the user’s default messaging app.

Key features of RCS messaging

Let’s have a look at the key features you can expect while using RCS messaging.

Multimedia messaging capabilities

With RCS, you can say goodbye to plain text and hello to rich, engaging conversations. Send a carousel of stunning product photos customers can swipe through, deliver a short video tutorial solving a common issue, or share an eye-catching GIF promoting a flash sale. 

These capabilities allow you to communicate more effectively, making complex information easier to understand and marketing messages far more memorable and impactful.

What’s even better? Your customers don’t need to download any extra apps. Everything happens right in their default messaging app. This seamless experience keeps your audience engaged and makes it easier for them to interact with your brand.

Read receipts and typing indicators

Ever wondered if your message was read or if someone is typing a reply? RCS has you covered. Features, like read receipts and typing indicators, give you real-time insights into your conversations. 

Read receipts show you when your message has actually been seen by the recipient. This provides valuable insight, letting you know your communication has landed and been viewed.

The subtle typing animation of “…” signals that the other party is actively composing a reply. This small cue is powerful – it reassures customers that their message is being addressed (especially in support scenarios) and encourages them to stay engaged in the live conversation.

These tools make communication more efficient. They help you time your replies better and create a more interactive experience. For example, if a customer sees that you’re typing, they’re more likely to stay engaged in the conversation. This immediacy creates a sense of connection and keeps the dialogue flowing.

Verified Sender Profiles and branding

No one likes an unsolicited message arriving on their phone, It’s really important to build and maintain trust with the people you’re reaching out to. RCS messaging directly addresses this by replacing anonymous phone numbers with Verified Sender Profiles. This feature is key to communicating honestly and effectively with your customers.

Instead of your customers seeing just a string of digits, RCS allows you to display:

• Your official brand name
• Your company logo
• A verification mark (confirming your identity has been authenticated)

This information appears prominently within the chat interface, often at the top of the conversation thread. The impact is immediate: customers instantly recognize who is messaging them, significantly reducing suspicion and increasing the likelihood they’ll engage with your message.

Why Verified Profiles are important

1. Combats fraud and spam: Verification serves as your first line of defense against phishing attempts and unwanted impersonators trying to pose as your brand. When customers see that you’re verified, they can engage with confidence, knowing the message is genuinely from you.
2. Boosts credibility and confidence: When customers spot a verified logo and your brand name, it creates a sense of professionalism and trust. They feel reassured that they’re dealing with a legitimate business, which ultimately makes them feel safer in their interactions.
3. Enhances brand recognition: By consistently showcasing your logo and brand name, you reinforce your identity right in the heart of communication. This keeps your brand fresh in customers’ minds, ensuring they remember who you are.
4. Improves deliverability: Having a verified status signals to carriers and messaging apps—and more importantly, to users—that your messages are trustworthy. This significantly lowers the risk of your messages being mistakenly flagged as spam, making sure your messages reach the right audience.

Think of it as adding a layer of digital authenticity to your messages. By using verified profiles and consistent branding within RCS, you don’t just send messages; you build trust and create a more secure, professional communication channel from the first interaction.

Interactive elements and smart replies

RCS messaging takes customer interaction to a whole new level with its interactive elements and smart replies. These features make conversations smoother and more engaging for your audience. Instead of just reading a message, your customers can actively participate in the conversation.

For example, RCS messages can include interactive buttons and smart replies (often called suggested replies or chips). These allow users to take actions like answering surveys, navigating to a webpage, or even making a purchase—all without leaving the chat.

With RCS, you can embed clear calls-to-action like:

• “View Product Catalog”
• “Track My Order”
• “Add to Calendar”
• “Confirm Appointment”
• “Connect to Support Agent”
• “Complete Survey”

These buttons make it incredibly simple and fast for users to accomplish tasks, browse options, or get the information they need directly within the messaging interface. This significantly reduces friction and keeps customers engaged in the journey you’ve designed.

Complementing action buttons, smart replies provide pre-set response options tailored to your message. If you ask, “Would you like to reschedule your delivery for tomorrow?” the customer might see suggested reply bubbles like:

• “Yes, please”
• “No, keep the original date”
• “Choose another day”

Ultimately, these interactive features shift RCS from a simple notification channel to a dynamic platform for creating meaningful, action-oriented conversations that resonate with customers and drive results.

Group messaging and collaboration

RCS messaging isn’t just for one-on-one chats. It also supports group messaging, making it a powerful tool for collaboration. Whether you’re coordinating with a team or engaging multiple customers at once, RCS makes group communication easy and efficient.

With group messaging, you can share updates, files, and multimedia content with everyone in the group. Need to send a product demo video to a group of clients? You can do that directly within the chat. Everyone stays on the same page without switching between apps.

Typing indicators and reading receipts add another layer of convenience. You’ll know who has seen your message and who’s typing a reply. This transparency helps keep the conversation flowing smoothly. Plus, the ability to include interactive elements in group chats means you can gather feedback or schedule meetings with just a few clicks.

Advantages of RCS for modern communication

RCS isn’t just an upgrade—it’s a game-changer for your brand. Here’s why:

Enhanced user engagement

RCS messaging lets you create visually stunning and interactive campaigns that grab attention. Instead of sending plain text, you can use rich media like images, videos, and GIFs to make your messages pop. Imagine showcasing your latest product line with a vibrant carousel or sharing a quick how-to video that answers customer questions instantly. These features make your communication not just informative but also memorable.

With features like buttons and quick replies, users can take action right in the chat, making it easier and faster for them to respond. This kind of interaction keeps users interested and involved, building a stronger connection with the brand.

Improved brand trust and credibility

RCS lets you show your company name, pick colors for chats, and display your logo, much like users can show profile pictures. These small features help users feel secure and build trust.

When a brand has a verified profile with its logo and name, it looks more legitimate. This helps stop messages from being marked as spam and boosts customer confidence. Keeping a consistent brand image across messaging channels helps people recognize the brand and look professional.

Seamless and intuitive user experience

RCS works directly in your regular messaging app, so you don’t have to download anything new. This makes it easy for everyone to use. Features like read receipts and typing indicators give you real-time updates, making conversations feel more engaging.

Website previews let you see what a link is about before you click on it, which helps you stay safe and makes using links easier. This feature is important for feeling secure about the links shared in conversations.

Empowering customers with full features in one place

RCS keeps customers engaged by offering a variety of features in one convenient platform. Users can send boarding passes, accept payments, view interactive maps, and display product carousels, all within RCS. This integration allows users to access everything they need without having to switch between different apps or platforms.

Creating memorable conversations

RCS changes every message into a chance for a conversation. This means you can respond faster, engage better, and provide a smoother experience for customers. Whether it’s sending a PDF receipt, giving live updates, or sharing marketing messages, RCS lets your customers talk to you like they would with friends or family. This makes customers more open to brands and their messages.

Increased efficiency and productivity

Interactive buttons and smart replies simplify customer interactions, allowing users to complete tasks quickly and efficiently. Group messaging capabilities facilitate seamless collaboration, enabling teams to share information and coordinate efforts in real-time. Chatbots powered by RCS provide instant support and automate routine tasks, freeing up valuable time and resources.

Enhanced security

RCS provides end-to-end encryption, ensuring that sensitive information remains secure during transmission. Verified sender profiles add an additional layer of security, protecting users from phishing attempts and fraudulent messages. The platform also offers enhanced verification services, including two-factor authentication, which allows users to copy and paste one-time passwords directly. This feature improves convenience for consumers without compromising security.

Efficient check-ins

RCS makes it easy to connect with Google Wallet, allowing users to manage check-ins for events like flights or tickets without hassle. You can send interactive messages through RCS that include boarding passes or event tickets. With just a button, users can add these passes directly to their Google Wallet. 

This takes away the need for awkward downloads or switching between apps, making check-ins simple and convenient. For instance, an airline can send a message with a boarding pass, and the customer can add it to their Google Wallet with one tap, making traveling easier.

Getting started with RCS messaging

Are you ready to use RCS? Here’s a practical roadmap:

Verify your brand

Establishing a verified sender profile is important for building trust with your customers when implementing RCS messaging. Your brand name, logo, and contact information will be displayed, ensuring recipients know they’re communicating with a legitimate business. This verification process not only enhances customer trust but also helps combat fraud and ensure the authenticity of businesses.

Create engaging content

To create engaging content, plan and design your RCS messages to take advantage of the platform’s rich features. Use high-quality visuals, interactive buttons, and quick replies to create captivating and informative content. 

Consider incorporating storytelling elements and user-generated content to make your messages more relatable and interesting. Additionally, implementing Google Wallet integration can improve the customer experience by enabling seamless transactions within the messaging interface.

Integrate with your systems

Integrating RCS messaging with your existing systems is essential for maximizing its potential. Use API integration to connect RCS messaging with your CRM, marketing automation, and other business systems. This integration allows for automated messaging and personalized customer interactions, enabling you to send tailored content based on customer preferences and past interactions.

Monitor and analyze

Monitoring and analyzing the performance of your RCS campaigns is essential for understanding what appeals to your audience. Track metrics such as open rates, click-through rates, and conversion rates to optimize your messaging strategy. Use this data to refine your approach and make informed decisions that enhance the effectiveness of your campaigns.

Test your campaign 

Before fully launching any RCS campaign, it’s best to test the messages on a small group of users. This allows you to identify any errors and make necessary improvements before sending the messages to your entire customer base. 

With A/B testing, you can compare different approaches and identify which resonates best with your audience. By iterating and refining your RCS messaging strategy based on these insights, you can create more impactful and engaging communications with your customers.

Add RCS to your mobile messaging strategy today

RCS messaging offers a dynamic, engaging, and secure evolution for business communication. With its rich media, interactive elements, verified sender profiles, and enhanced security, RCS transforms simple notifications into genuine conversations within the messaging apps your customers already use daily.

By delivering branded, interactive, and trusted experiences, RCS helps you build stronger customer relationships, improve operational efficiency, and unlock new opportunities. Don’t let your communication strategy lag behind. Embrace the future of messaging and start creating more meaningful, memorable conversations with RCS today.

Did you know that 71% of adults are more likely to buy from a company they can easily message? That’s a big deal. It shows that being reachable through messaging isn’t just a nice perk; it’s key to boosting sales and keeping customers coming back. If you ignore this trend, you might miss out on a lot of potential customers.

With so many messaging platforms out there, how do you pick the right one? Two popular choices are SMS and WhatsApp, and both have their own pros and cons. It’s important to think about what fits your needs best. Let’s explore both SMS and WhatsApp to determine which one could help you engage your customers more effectively.

What is SMS?

Short Message Service (SMS) is a text messaging service you can use to send short messages between mobile phones. It’s part of the communication systems used by most phones and mobile devices.

Key characteristics of SMS:

• Broad device compatibility: SMS works on any mobile device, from basic feature phones to the latest smartphones, which makes it very versatile
• No internet required: You don’t need an internet connection to send or receive an SMS message since it uses cellular networks
• Network support: SMS works on all cellular networks, so you can count on it to send messages almost anywhere

Overall, SMS is an easy and reliable way to communicate, which is why you can use it to connect with a wide range of people.

What is WhatsApp?

WhatsApp, owned by Meta, is a popular messaging app used by 2.5 billion people around the world each month. Users typically spend around 33 minutes a day chatting on the platform, making it a major part of daily communication.

Key characteristics of WhatsApp:

• Internet connectivity: Sending and receiving WhatsApp messages requires an internet connection. You don’t have to pay for SMS or international network charges.
• Rich conversations: WhatsApp supports rich media, allowing two-way conversations, and the ability to send pictures, videos, audio messages, documents, emojis, and format text, making conversations more engaging.
• Security: WhatsApp takes user privacy seriously by using end-to-end encryption. This means that messages can only be read by the sender and the recipient, helping to keep your information safe.

With its many features and strong security, WhatsApp is a great tool to connect with your customers effectively.

Key advantages of SMS

There are many advantages of SMS marketing, making it a great channel to communicate with your audience. Let’s delve into the key benefits:

Universal global reach and accessibility

SMS works on every mobile phone, even the most basic ones. It doesn’t need an internet connection, so you can reach people no matter where they are, even if they have limited internet access. This makes SMS perfect for reaching a diverse audience or operating in areas with varying levels of technology.

High delivery rates

90% of SMS messages are read within three minutes of being received. Since people check their phones all the time, SMS messages are seen quickly, making them ideal for urgent updates and time-sensitive promotions.

Strong response rates

SMS marketing also boasts strong response rates, with an average click-through rate of about 45%. This is much higher than the average click-through rate for emails, which is around 6%. This shows that people are more likely to engage with businesses through SMS, making it a powerful tool for driving immediate actions, like responding to offers, confirming appointments, or sending urgent notifications.

Consumer preferences

By using SMS, you can reach your customers on their preferred communication channel, creating an instant connection. This is especially important for delivering promotional offers and important updates, ensuring that customers get the information they need in a timely and convenient way.

Key advantages of WhatsApp

WhatsApp is an excellent marketing tool that can enhance your customer relationships. Let’s explore the key advantages that make WhatsApp an outstanding choice for engaging with customers.

Interactive two-way conversations

WhatsApp transforms the way you can interact with your customers with real-time, two-way conversations. You can offer personalized support, promptly address queries, and build strong relationships. It’s all about creating meaningful interactions that keep customers satisfied and loyal.

Enhanced mobile marketing with rich media

WhatsApp allows you to inject creativity into your messages with rich media. You can send images, PDFs, headers, emojis, and more—making your messages visually impactful and engaging. This flexibility is a game changer for running effective mobile marketing campaigns that truly resonate and help you stand out from the competition.

Global platform 

With over 2.5 billion active users, WhatsApp opens the door to an incredible customer base around the world. If your business operates internationally, WhatsApp offers a streamlined way to connect without the hassle of navigating local regulations. One setup lets you reach customers in almost 180 countries, making it a major time-saver. 

However, it’s essential to remember that user preferences and permissions vary across countries and regions. While WhatsApp is dominant in many parts of the world, its usage varies in other regions.

End-to-end encryption

Privacy is paramount, and WhatsApp has you covered with end-to-end encryption. All conversations between businesses and customers are secure, and sensitive information stays protected. When paired with platforms like Dotdigital, you get extra peace of mind with solid security measures in place.

High open and click-through rates

When it comes to engagement, WhatsApp shines bright. Dotdigital customers see open rates soaring above 90% and click-through rates between 40% and 70%. These impressive stats show WhatsApp’s ability to grab attention and drive action, making it an invaluable asset for marketing and customer engagement.

SMS use cases

Next, let’s take a look at some real-world examples of SMS in action.

Appointment and reservation reminders  

Missed appointments and forgotten reservations can lead to significant revenue loss and operational disruptions for your business. That’s where SMS reminders step in, offering a reliable and effective solution. By sending timely text message reminders, you can significantly reduce no-shows and ensure customers keep their commitments.

Shipment tracking and order status updates 

Customers now expect real-time visibility into the status of their orders. SMS provides a direct and efficient channel to deliver important shipment tracking and order status updates. 

By using SMS, you can notify customers about key milestones, such as order confirmation, shipment dispatch, and estimated delivery times. This not only enhances customer satisfaction by providing peace of mind but also significantly reduces the need for customers to contact your customer service teams for routine inquiries.

Promotions and sale alerts 

SMS is perfect for delivering time-sensitive promotional offers and sale alerts directly to customers’ pockets. The immediacy of SMS ensures your message is seen almost instantly, making it ideal for driving quick sales and creating a sense of urgency. 

You can send limited-time discount codes, flash sale notifications, or exclusive deals to segmented customer lists, maximizing engagement and conversion rates. Personalizing these offers based on customer purchase history or preferences further enhances effectiveness.

Event notifications

SMS is perfect for delivering timely event notifications, whether it’s a webinar, workshop, a local sale, or a community gathering. With its high open rates, you can ensure attendees receive critical details like location, time, and any last-minute changes. A quick, concise text message can make the difference between a packed house and empty seats.

WhatsApp use cases

WhatsApp’s unique features make it a powerful messaging tool; let’s explore how with some examples.

Marketing campaigns

Multimedia promotions

WhatsApp is a game-changer for promotions with its rich media capabilities. You can showcase products using images and videos, design interactive campaigns, and tell stories through multimedia messages to grab attention and boost engagement. This creates a dynamic experience that goes beyond plain text marketing.

Customer support

Real-time assistance

Give your customers instant support through a dedicated WhatsApp channel. They get immediate answers to their queries, and you can set up automated responses for common questions, providing 24/7 support.  Your service will feel immediate and accessible, boosting customer satisfaction and loyalty.

Personalized support

Take your customer service up a notch by assigning dedicated support agents to high-value customers via WhatsApp. Use customer data to offer tailored solutions and personalized recommendations, creating a more intimate and effective support experience, demonstrating your commitment to individual needs, building stronger relationships, and fostering loyalty.

Transactional messages

Order confirmations

Improve the post-purchase experience by sending detailed order summaries through WhatsApp. Include product images, delivery estimates, and a breakdown of the order. Offer QR codes for instant tracking, so customers can easily monitor their shipment’s progress. This ensures transparency and convenience, reducing anxiety and building trust.

Shipping notifications

Keep customers informed with real-time shipping updates and estimated delivery times via WhatsApp. Allow them to modify delivery instructions through the app, giving them flexibility and control. This proactive communication reduces inquiries and enhances satisfaction.

Appointment reminders

Make appointment management easy by sending interactive reminders through WhatsApp. Include options to confirm, reschedule, or cancel appointments directly within the message. Provide last-minute updates or changes via WhatsApp, ensuring clear communication. This reduces no-shows and enhances convenience.

Product updates and launches

New product announcements

Create excitement for new product launches with engaging teaser campaigns on WhatsApp. Use multimedia messages to showcase sneak peeks, behind-the-scenes content, and countdowns. Offer exclusive pre-order opportunities and early access to WhatsApp subscribers, rewarding their loyalty and creating a sense of exclusivity. This builds buzz and drives initial sales.

Product usage tips

Help your customers get the most out of your products by sharing regular tips, tricks, and best practices on WhatsApp. Create how-to videos and tutorials for complex products, providing comprehensive support and enhancing understanding. This proactive approach increases satisfaction, reduces support inquiries, and maximizes product value.

Feedback and surveys

Customer satisfaction surveys

Collect valuable feedback by conducting quick, interactive surveys on WhatsApp. Capture post-purchase or post-support experiences while they’re fresh in customers’ minds. 

Use WhatsApp’s poll feature for easy feedback collection, making it simple for customers to share their opinions. This direct method enhances engagement and provides actionable data for improvement.

Choosing when to use WhatsApp vs. SMS

An effective communication strategy blends WhatsApp and SMS to maximize impact throughout the customer journey. While both platforms are mobile-centric, they offer unique advantages that complement each other, enhancing engagement at every stage.

Let’s explore how to strategically use both channels at different stages of the customer journey.

1. Awareness and discovery

This is where customers first notice your brand or products. SMS works well here because it’s fast and direct, cutting through the clutter to grab attention.

If you’re an online store running a flash sale, send an SMS like:

While SMS establishes the initial contact, WhatsApp can follow up with richer, more engaging content. After sending an SMS, use WhatsApp to send a follow up showcasing your flash sale collection or a poll to see which items your customers like best, sparking further interest.

You can then send a WhatsApp message like:

2. Consideration and engagement

At this point, customers are digging into their options—researching, comparing, and seeking answers. They want solid information and a sense of trust before committing. This is where timely updates and personal interaction can make a difference.

Start with SMS for quick, focused messages that keep them on track. It’s ideal for time-sensitive nudges or confirmations. 

Then, switch to WhatsApp to deepen the connection. It’s perfect for two-way conversations—answering questions, sharing specifics, or offering tailored support. You could send:

It’s direct, personal, and opens the door for two-way communication.

3. Purchase and conversion

This is the tipping point—where customers commit and complete their purchase. The focus here is on making the transaction easy, keeping the process smooth, and delivering updates they need right away.

SMS is great for delivering quick, essential updates about the transaction. Order confirmations, payment receipts, and shipping alerts sent this way ensure customers have the info they need right at their fingertips.

WhatsApp streamlines event entry by delivering digital tickets with QR codes directly to attendees. No more searching for printed tickets. 

It’s also a handy channel for sending e-receipts and tracking info after the sale.

You can also use WhatsApp at this stage to reinforce the sale with a quick follow-up, like confirming details or offering support for next steps. It keeps the interaction alive and builds confidence in their decision.

4. Post-purchase and retention

The sale’s done, but the goal now is to keep customers coming back.

If you have a customer loyalty program, you can keep your customers informed about loyalty program benefits, points balance, and exclusive offers through SMS. This keeps them engaged and encourages repeat purchases.

WhatsApp is perfect for gathering immediate feedback from customers. Quick surveys or satisfaction ratings can help you understand their experience and identify areas for improvement.

You can also use WhatsApp at this stage to keep the conversation going with regular updates, product tips, and engaging content. Share how-to videos, tutorials, and behind-the-scenes looks to keep customers interested and involved.

Choose Dotdigital for WhatsApp and SMS

Selecting the right platform for WhatsApp and SMS is important for maximizing your communication strategy. It’s not just about finding a tool that handles both; it’s about choosing a solution that empowers you to create engaging, personalized, and high-performing campaigns. Here’s what to look for, and why Dotdigital stands out:

Native integration

• Our platform seamlessly integrates WhatsApp and SMS, ensuring fluid communication and data flow
• Dotdigital eliminates the need for complex integrations and prevents data silos, providing a unified customer view

Convert more

• Capture attention and drive conversions with rich media like pictures and PDFs, coupled with compelling call-to-actions within WhatsApp
• Dotdigital’s WhatsApp users consistently experience impressive results, with typical open rates exceeding 90% and click-through rates ranging from 40-70%

Advanced automation and personalization

• Dotdigital’s automation tools empower you to create multi-channel customer journeys, including WhatsApp and SMS
• Trigger SMS alerts based on WhatsApp interactions, or initiate personalized WhatsApp sequences following SMS engagement
• Deliver the right message at the right time, every time, through sophisticated automation across both channels

Global reach and compliance

• You can reach your customers wherever they are with Dotdigital’s global WhatsApp and SMS capabilities
• Enjoy peace of mind with stringent compliance with regulations like GDPR and TCPA
• Deliver your messages with confidence, knowing you’re adhering to international standards

Exceptional support

• Dotdigital’s dedicated support team provides expert guidance and resources to help you maximize the potential of WhatsApp and SMS
• From onboarding to ongoing optimization, we’re committed to your success

Work smarter

• Save time by managing WhatsApp, email, SMS, web, and all your other channels in one platform
• Improve your marketing efforts and gain a full view of your customer engagements

By choosing Dotdigital, you’re not just selecting a WhatsApp and SMS platform; you’re partnering with a company that’s committed to your success. Dotdigital provides the tools, expertise, and support you need to create integrated cross-channel campaigns that drive results.

Start using both WhatsApp and SMS today

It’s clear that mobile messaging is a critical channel for connection, engagement, and driving sales. Your customers use SMS and WhatsApp daily, and they expect the same level of interaction with your business.

You have the opportunity to meet your customers where they are. By using SMS for its immediacy and reach, along with WhatsApp for its rich, interactive features, you can develop a mobile messaging strategy that truly resonates.

Don’t let your business fall behind. Take the initiative to explore how SMS and WhatsApp can work together to strengthen your customer relationships, enhance engagement, and drive sales.

The future of customer communication is mobile-first. Are you ready to lead the way? Now is the time to take action and use both SMS and WhatsApp for your business.

In this blog, we will dive into email and SMS, investigate customer preferences, and offer tips on using these channels effectively to enhance engagement and improve customer satisfaction. Understanding what your customers prefer can help you develop a more effective communication strategy and achieve better results. Let’s get started.

What is the meaning of SMS marketing?

SMS marketing involves sending promotional messages or alerts directly to customers’ mobile phones via text messages. It’s personal, it’s fast, and it gets right to the point. Marketers love it because it’s a super direct way to talk to customers.

Key benefits of SMS marketing

So, why is SMS marketing so effective? Here are some key reasons:

Cost-effective

Sending a text message is generally cheaper than making a phone call. This cost efficiency allows you to handle a higher volume of inquiries and communications without significantly increasing your expenses. It’s an affordable way to reach a large or global audience quickly.

Universal

Almost everyone has a mobile phone, making SMS a highly accessible communication channel. Unlike other forms of digital marketing that require internet access or social media accounts, SMS can reach people regardless of their data plan or online presence. This universality ensures that your message can be delivered to a broad audience.

Convenience 

Text messages are convenient for both you and your customers. Recipients can read and respond to texts at their convenience, without needing to interrupt their activities to take a call. This flexibility makes SMS a preferred method of communication for many people.

Less email overload

Email inboxes are often cluttered with promotional messages, newsletters, and spam. SMS provides a refreshing alternative, allowing your message to stand out without getting lost in the noise of an overcrowded inbox. This can lead to higher engagement rates.

Higher customer satisfaction

If customers are already accustomed to receiving customer service via SMS, they are more likely to respond positively to marketing messages sent through the same channel. SMS marketing can be highly effective for promoting time-sensitive offers, flash sales, and personalized updates.

Ideal for time-sensitive alerts

SMS is perfect for sending time-sensitive alerts, such as appointment reminders, delivery notifications, and urgent updates. The 94% high open rate of text messages ensures that important information is seen promptly by recipients.

Personalized updates

SMS allows for personalized communication, which can be tailored to individual customer preferences and behaviors. Personalized messages can increase engagement and drive better results, as customers are more likely to respond to content that is relevant to them.

These benefits make SMS ideal for time-sensitive alerts, appointment reminders, and personalized updates. Its universal reach ensures your message gets delivered, even to customers without internet access.

Disadvantages of SMS marketing

While SMS offers many advantages, it’s important to be aware of certain considerations. Due to character limits, SMS is best suited for concise messages rather than in-depth content. Additionally, the format offers less design flexibility compared to email. It’s also wise to be mindful of message frequency to ensure a positive customer experience.

By understanding the pros and cons of both channels, you can make informed decisions about when to use email or SMS. In many cases, combining the two can help you maximize their strengths and minimize their weaknesses.

What is the meaning of email marketing?

Email marketing, on the other hand, involves sending promotional messages, newsletters, and targeted campaigns to a group of individuals via email. It’s versatile, budget-friendly, and perfect for sharing more in-depth information and beautiful designs.

Key benefits of email marketing

So, why is email marketing useful? Here are some key reasons:

Detailed content

Email marketing allows you to share comprehensive information with your audience. Unlike social media platforms or SMS messages that have character limits, emails can include detailed text, images, and links. This makes it easier to convey complex messages, provide thorough explanations, and include multiple calls to action.

Cost-effective

Email marketing is generally more affordable compared to other marketing channels. The costs are primarily associated with subscription plans for email marketing services and any additional features you might need. This makes it an attractive option for businesses of all sizes, especially small businesses and startups with limited marketing budgets. 

Also, email marketing delivers impressive returns. For every dollar spent, businesses earn an average of $42 in return, making it a cost-effective choice for reaching a broad audience. This high ROI is a key reason why 30% of CMOs, according to the Dotdigital CMO tracker, identify email as their top channel for ROI.

Design flexibility

Emails support a variety of rich media, including images, videos, and interactive elements. This flexibility allows you to design visually appealing and engaging emails that can capture the audience’s attention. Whether it’s a promotional campaign, a newsletter, or an announcement, the design possibilities are vast.

Long-term relationships

Regular communication through email helps build and maintain long-term relationships with your audience. By consistently providing valuable content, updates, and personalized messages, you can foster trust and loyalty. This ongoing engagement keeps your brand top-of-mind and encourages repeat business.

Measurable results

One of the significant advantages of email marketing is the ability to track and measure results. Most email marketing platforms offer analytics tools that provide insights into open rates, click-through rates, conversion rates, and more. This data helps you understand the effectiveness of your campaigns and make data-driven decisions to improve future efforts.

Targeted marketing

Email marketing allows for precise targeting and segmentation. You can tailor your messages to specific groups within your audience based on their preferences, behaviors, and demographics. This targeted approach increases the relevance of your content, leading to higher engagement and conversion rates.

Automation capabilities

Email marketing platforms often come with automation features that streamline your marketing efforts. You can set up automated email sequences for onboarding new subscribers, nurturing leads, or re-engaging inactive customers. Automation saves time and ensures that your audience receives timely and relevant messages.

Personalization

Personalized emails tend to perform better than generic ones. With email marketing, you can personalize your messages by addressing recipients by their names, recommending products based on their past purchases, and sending tailored content that matches their interests. Personalization enhances the customer experience and drives better results.

Disadvantages of email marketing

Email marketing is a powerful tool, but today, marketers face some challenges, especially regarding consumer privacy. Changes like Apple’s Mail Privacy Protection (MPP) and stricter data protection laws have changed how we measure and run campaigns. However, these challenges can be managed with the right tools.

One major issue is deliverability. Sometimes, emails get blocked by spam filters, which means fewer people see your messages. To combat this, it’s essential to choose an Email Service Provider (ESP) with a strong reputation for deliverability, such as Dotdigital. Our platform has features that improve deliverability, making it more likely that your emails will reach your intended recipients.

Another challenge is email fatigue, which happens when people receive content that isn’t relevant to them, leading to disengagement. The key to preventing email fatigue is personalization. By effectively utilizing personalization tools, such as those offered by Dotdigital, you can make sure that your emails are relevant and engaging for each recipient. This can reduce the chances of people unsubscribing or marking your emails as spam. 

Best use cases for email vs. SMS

Understanding when to use email and SMS can refine your communication strategy and increase engagement. Let’s explore some use cases.

When to use email

Long-form content

Email is an excellent tool for sharing detailed and informative content. Whether you’re providing product updates in a detailed newsletter, introducing new collections, or sharing loyalty program information, email allows you the space and flexibility to communicate effectively.

You can send welcome emails to make a strong first impression and begin building relationships. Sharing educational resources provides valuable information that helps nurture these relationships over time. Additionally, staying in touch with your audience keeps them engaged and builds trust through consistent updates.

Promotions and newsletters

Email is highly effective for promotions and newsletters. It enables you to showcase offers, discounts, and updates in an attractive format. Unlike SMS, email can incorporate rich media such as images and videos, making it particularly well-suited for marketing campaigns. 

You can also use email to attract new leads by offering exclusive deals or free resources. This strategy not only boosts conversions but also helps to strengthen long-term customer relationships.

When to use SMS

Time-sensitive alerts

SMS is unmatched for urgent communications. Its near-instant delivery ensures your message reaches customers when it matters most. Whether you’re announcing a flash sale or sending appointment reminders, SMS grabs attention with its 98% open rate.

The character limit forces concise messaging, making it perfect for quick updates. Additionally, SMS bypasses spam filters, ensuring your message gets delivered directly to mobile phones.

Personalized updates

SMS is highly effective at creating personalized experiences. For instance, if a customer has left a product in their cart, you can send a customized message prompting them to complete their purchase. 

This message could be a multimedia message (MMS) that visually showcases the items left in their cart. MMS messages have a conversion rate of 30%, which is significantly higher than that of standard SMS, making them a powerful tool for driving conversions.

Combining email and SMS for a stronger marketing strategy

Why choose just one? Think of email and SMS as a dynamic duo, working together to make your marketing even stronger.

Why a multi-channel strategy works

Reaching customers across platforms

Adopting a multi-channel strategy allows you to connect with your audience wherever they are. By combining email and SMS, you can leverage the strengths of both platforms to ensure your message reaches a wider audience. SMS excels in immediacy, while email provides depth and detail. Together, they create a seamless communication experience that caters to diverse customer preferences.

Boosting engagement with complementary channels

When you combine email and SMS, you amplify engagement. Email offers the space for detailed storytelling, while SMS grabs attention with its high open rates. This synergy boosts response rates and strengthens customer relationships. For example, you can send a promotional email and follow up with an SMS reminder to drive conversions.

How to integrate email and SMS

Integrating email and SMS marketing isn’t just about using both channels; it’s about creating a cohesive, customer-centric experience. Here’s a deeper dive into how you can effectively combine these powerful channels:

Define your target audience

Before you begin any integrated campaign, you must have a crystal-clear understanding of your audience. Go beyond basic demographics. Delve into their psychographics: what are their interests, pain points, and preferred communication styles? Analyze their online behavior, purchase history, and engagement patterns across your existing channels. 

This data will inform not only who you’re reaching but how you’re reaching them. For example, younger audiences might prefer quick, direct SMS updates, while older demographics might appreciate the detail and context of email.

Set clear marketing goals

Integrated campaigns should have specific, measurable, achievable, relevant, and time-bound goals. Define what success looks like. Are you aiming to increase immediate sales with flash sales via SMS, or are you nurturing long-term relationships with detailed email newsletters? 

Perhaps you want to reduce abandoned carts or improve customer retention. Each goal will dictate the appropriate channel and messaging. For instance, an abandoned cart campaign might start with an immediate SMS reminder, followed by a personalized email with product details and a discount code.

Segment your audience

Segmentation is the cornerstone of effective integrated marketing. Don’t just segment based on demographics; segment based on behavior, preferences, and engagement levels. Use customer data from your CRM, website analytics, and past campaign performance. For example, segment customers who have recently made a purchase for personalized follow-up messages via SMS, or target inactive subscribers with re-engagement emails.

Choose an email and SMS marketing platform 

Selecting the right email and SMS marketing platform is important for a seamless and effective integrated marketing strategy. It’s not just about finding a tool that handles both email and SMS; it’s about choosing a solution that empowers you to create cohesive, personalized, and high-performing campaigns. Here’s what to look for, and why Dotdigital stands out:

• Native integration: Our platform is built with native email and SMS capabilities, ensuring seamless communication and data flow. This eliminates the need for clunky integrations and reduces the risk of data silos.
• Advanced automation and personalization: Dotdigital’s robust automation tools empower you to create multi-channel customer journeys. Trigger SMS alerts based on email interactions, or initiate personalized email sequences following SMS engagement. Deliver the right message at the right time, every time.
• One-click email to SMS: You can use tools like Dotdigital’s WinstonAI to make it easy to convert email campaigns into SMS messages with just one click. WinstonAI does the hard work for you, suggesting SMS campaigns with 160 characters or fewer that align perfectly with your email content.
• Global reach and compliance: You can reach your customers wherever they are. Dotdigital’s global SMS capabilities, coupled with stringent compliance with regulations like GDPR and TCPA, provide peace of mind. Deliver your messages with confidence, knowing you’re adhering to international standards.
• Exceptional Support: Dotdigital’s dedicated support team provides expert guidance and resources to help you maximize the platform’s potential. From onboarding to ongoing optimization, we’re committed to your success.
• Scalability: Whether you’re a startup or a global enterprise, Dotdigital scales with your ambitions. Our platform is designed to handle your evolving marketing needs, ensuring consistent performance and reliability as your business grows.

By choosing Dotdigital, you’re not just selecting an email and sms platform; you’re partnering with a company that’s committed to your success. Dotdigital provides the tools, expertise, and support you need to create integrated email and SMS marketing campaigns that drive results.

Create a consistent brand message

Consistency is key to building brand trust and recognition. Ensure your brand voice, tone, and visual identity are consistent across both email and SMS. While the format may differ, the core message should remain the same. Use consistent language, imagery, and branding elements to create a seamless customer experience. For example, if you use a casual, conversational tone in your emails, maintain that tone in your SMS messages.

Test and optimize

Testing is not a one-time activity; it’s an ongoing process. Conduct A/B tests to determine the most effective messaging, timing, and channel combinations. Test different:

• Subject lines and message copy: See which versions resonate best with your audience.
• Send times: Determine the best times to send emails and SMS messages.
• Channel combinations: Experiment with different sequences of email and SMS messages.
• Call-to-action buttons: Test different CTAs to see which ones drive the most conversions.

Use the data you collect to refine your strategy and continuously improve your campaign performance. Regularly analyze key metrics like open rates, click-through rates, and conversion rates to identify areas for improvement.

Start using both email and SMS today

Choosing between email and SMS isn’t about picking one over the other; it’s about using both to your advantage. By matching your messages to what your customers like and how they interact, you can keep them engaged and build better relationships.

Keep an eye on your results, try different things, and adjust your strategy as needed. The best campaigns focus on making the customer experience great by sending relevant and timely messages through the channels they prefer.

However, the success of your SMS marketing depends on choosing the right platform. With so many options available, why do leading brands consistently choose Dotdigital as their SMS marketing platform? 

This blog post will explore the specific features and benefits that set Dotdigital apart, showcasing how it can help you achieve exceptional results with your SMS campaigns.

Global reach without limits

Many businesses today have customers all over the world. Dotdigital knows this and helps you reach people globally with your SMS marketing campaigns. With Dotdigital you can:

Send SMS to a global audience, without restrictions

Dotdigital scales like no other, allowing you to reach your global customer base wherever they are, on their favorite devices. With the ability to send SMS to over 220 countries and territories, your messages can truly have a worldwide impact. 

SMS works without WiFi by using the cellular network infrastructure to transmit messages. This means you can send and receive text messages even without an internet connection, ensuring your communication remains uninterrupted and reliable.

Stay ahead of the regulations

Navigating the complex world of global regulations can be challenging, but at Dotdigital, we make it seamless for you. Here’s why we’re the best choice:

• Unmatched expertise: Our team stays updated with the latest regulations worldwide, ensuring that you remain compliant with complex frameworks such as GDPR, the Australian Privacy Principles, and the Privacy Act.
• Data protection champions: We prioritize data protection and privacy, allowing you to focus on your core business while we handle compliance efficiently.
• Global data centers: Our secure data centers located in the EU, US, and Australia are accredited with industry standards, ensuring that your data is always protected.
• Regional experts: Our in-house experts are ready to guide you through the ever-evolving landscape of country-specific regulations, particularly for SMS marketing.

You can learn more about our commitment to compliance and data privacy at our Trust Center. With Dotdigital, you’re always in safe hands.

Unmatched speed and reliability  

We take a built-not-bought approach to mobile sending. Our Messaging Operations team ensure your SMS are sent safely to your contacts through exclusive sending paths via tier 1 aggregators. With the ability to send up to 3 million SMS an hour, your messages will be delivered quickly and reliably. In 2024 alone, Dotdigital sent over 800 million SMS.

Goodwood, for example, saw remarkable results from its targeted SMS campaigns. 

“On the day the SMS was sent, we sold double the tickets as the previous week and the strong sales pattern continued into the event weekend.”

— Taylor Bryant, CRM Executive, Goodwood

Useable AI

The Dotdigital platform has integrated artificial intelligence (AI) to enhance your SMS marketing efforts, saving you time, and resources while maximizing your results. Dotdigital’s AI features include: 

Effortless email to SMS conversion

Dotdigital’s AI capabilities make SMS marketing more efficient and effective. With our one-click email to SMS feature, you can generate an SMS campaign from an existing email campaign in a single click, transforming you into a cross-channel champion. This seamless integration allows you to use your existing content and reach your audience on their preferred channels effortlessly.

WinstonAI 

WinstonAI, Dotdigital’s marketing intelligence engine, acts as your personalized assistant, providing valuable insights and support for your SMS campaigns. With WinstonAI you can:

1. Optimize your content

WinstonAI analyzes your SMS copy and offers intelligent suggestions to improve your campaign. It can help you refine the tone of voice and adjust the message length to fit within character limits. Additionally, it enhances readability for maximum impact and suggests relevant emojis to add personality and engagement to your messages.

2. Check your grammar and spelling

Winston AI’s built-in grammar and spelling checker ensures your messages are error-free. This enhances your brand’s credibility and guarantees clear communication.

Seamless cross-channel messaging

Dotdigital makes it easy to integrate SMS into your broader marketing strategy, creating cohesive and engaging experiences for your customers. By combining the strengths of email and SMS, you can ensure a more effective approach to reaching your audience. With Dotdigital you can send and create:

Welcome journeys

Add SMS to your welcome journey to reach your audience on their favorite channel from the start. This ensures that new customers receive a warm and immediate welcome, enhancing their initial experience with your brand.

Triggered messages

Automate personalized SMS messages based on specific customer actions or behaviors. For example, you can set up triggers to send an SMS reminder if a customer abandons their shopping cart or if an email remains unread after a certain period.  This proactive approach helps you re-engage customers and recover lost sales.

Notices and announcements

Make sure important information reaches your audience by sending notices and announcements through both email and SMS.  This multi-channel approach increases the visibility of your messages and ensures they are seen by a larger segment of your customer base.

Event reminders

Boost attendance at your events by sending timely SMS reminders. SMS messages are ideal for last-minute updates, location changes, or special offers related to the event.

Promotional campaigns

Enhance your promotional campaigns by combining email and SMS tactics. Send a teaser email followed by an exclusive SMS offer to create a sense of urgency and drive conversions.

Two-way communication

Go beyond one-way blasts and create truly interactive experiences. With Dotdigital, you can have real conversations with your customers using SMS. This interactive approach enables instant customer support, allowing you to answer questions, and resolve issues in real-time. 

You can also gather valuable insights through surveys, polls, and quizzes, while increasing engagement by encouraging replies with feedback, questions, or requests. Furthermore, Dotdigital makes it easy to collect immediate feedback through satisfaction surveys, product reviews, and quick polls, providing valuable data to improve your offerings.

Research agency Ipsos, has found value in Dotdigital’s SMS capabilities.

“The support we have received from Dotdigital has been fantastic so far and has allowed us to simplify our SMS campaigns with the scope of utilizing newer features such as segmentation.”

— Shani Pattni, Research Executive, Ipsos 

By using Dotdigital for your cross-channel messaging you can create a seamless and integrated communication strategy that maximizes your reach and impact.

Advanced reporting and analytics

Understanding the performance of your SMS campaigns is important for optimizing your strategy and maximizing your return on investment (ROI). Dotdigital provides comprehensive reporting and analytics tools that give you valuable insights into your campaign performance.

Cross-account analytics

If you manage multiple brands or operate in different regions, Dotdigital’s cross-account analytics provide a unified view of your SMS campaign performance across all your accounts. This allows you to easily compare results, identify trends, and make informed decisions about your overall marketing strategy.

Full visibility

Gain complete transparency into your SMS campaigns with detailed metrics, including the total number of messages sent, delivery status, open rates, click-through rates, and overall spend. This gives you a clear understanding of your campaign’s reach and effectiveness.

Data at your fingertips

Export your reports in CSV format for further analysis and integration with your existing reporting tools. This flexibility allows you to customize your reporting and gain deeper insights into your data.

Revenue attribution

Track the revenue generated directly from your SMS campaigns. Dotdigital’s revenue attribution feature allows you to measure the impact of your SMS marketing on your bottom line, providing a clear picture of your marketing ROI.

Accurate reporting and delivery receipts

You can ensure the accuracy of your SMS reporting through detailed delivery receipts. These receipts confirm the successful delivery of your messages, providing transparency and accountability in your marketing efforts.

For instance, My Deposits, a company that used SMS marketing for the first time, experienced remarkable results:

“Utilizing SMS for the first time in our campaign significantly expanded our reach, increased engagement, and drove traffic to our new platform. This channel outperformed others, resulting in a 525% increase in meetings booked and accounting for 53% of overall website traffic during the campaign period.”

— My Deposits

With Dotdigital’s advanced reporting, you have all the tools you need to monitor, analyze, and optimize your SMS marketing campaign.

Personalized messages

Personalization is key to engaging your audience and building stronger customer relationships. Dotdigital offers robust personalization features that allow you to tailor your SMS messages to individual customer preferences and behaviors.

Hyper-personalization with liquid

Dotdigital’s Liquid templating language makes it easy to personalize your SMS messages with dynamic content. You can insert customer names, purchase history, loyalty status, and other relevant data directly into your messages, creating a truly personalized experience. This level of personalization goes beyond simply inserting a name; it allows you to create messages that are relevant and engaging to each individual recipient.

Advanced personalization

Beyond Liquid personalization, Dotdigital offers advanced features like abandoned cart and browse functionality. You can trigger personalized SMS messages based on customer behavior, such as reminding them of items left in their cart or suggesting related products based on their browsing history. 

Go beyond text with MMS

While SMS is a powerful tool for delivering concise messages, sometimes you might want to add a visual element to make a bigger impact. Dotdigital supports MMS (Multimedia Messaging Service), allowing you to incorporate images, GIFs, and even short videos into your SMS campaigns.

Dotdigital makes it easy to create and send MMS campaigns. Simply upload your media files and incorporate them into your messages. Our platform supports a variety of media formats, ensuring optimal delivery and viewing experience for your recipients.

SMS testing

Split testing, or A/B testing, is a key part of a successful marketing strategy. In Dotdigital, split testing works the same way for SMS and MMS as it does for email. This makes it easy to enhance and improve your marketing across different channels.

Choose Dotdigital today

Looking for the right SMS marketing platform? Dotdigital, our SMS marketing solution, is here to help. Our comprehensive platform provides everything you need to connect with your audience, drive engagement, and boost your bottom line.

Did you know that research shows that over 66% of customers would prefer to receive notifications via SMS compared to other forms of communication? That’s right. With SMS marketing, businesses can reach their customers directly and instantly, without having to worry about their message being lost in the clutter of emails or social media.

But what exactly is SMS marketing, and how does it work? Don’t worry, we’ve got you covered. In this blog, we will introduce you to the basics of SMS marketing and how it can benefit your business. So, let’s dive in.

What is SMS marketing?

Short message service (SMS) marketing is a form of marketing that businesses use to send promotions to customers via text messages. In other words, SMS marketing is the same thing as text marketing. Like email marketing, SMS marketing is permission-based, which means businesses can only send messages to those who have given their consent to receive them.

This direct communication method allows businesses to keep you connected by sharing news about exclusive deals, new products, or even helpful tips, all in real-time. This type of messaging creates a personal connection between you and the business, making customers feel valued and special. And, since it’s permission-based, you don’t have to worry about spam or unwanted texts flooding your inbox.

The 4 types of SMS marketing messages

SMS marketing uses different types of messages depending on what you want to achieve. The three most popular SMS messages are: 

1. Promotional

Promotional messages are the most commonly used type of message in SMS marketing. These are the ones you receive when a business wants to tell you about a sale, a new product, or an event happening soon. Promotional messages aim to entice you to make a purchase or take advantage of a limited-time offer.

2. Transactional

Have you ever made a purchase or signed up for something and then received a text about it? That’s a transactional message. These messages let you know that what you did went through successfully and give you important information about it, like your order details or account info. Businesses also use these messages as a chance to suggest other things you might like.

3. Reminder

Reminder messages are friendly texts from businesses to make sure you don’t forget about an appointment, an event, or something important related to them. For example, if you booked a haircut, you might get a message reminding you when it is, so you don’t miss out or arrive late. 

These reminders not only help you stay on top of your plans but also provide convenience and improved customer experience. Plus, they’re beneficial for businesses as well – they can reduce no-shows or last-minute cancellations, ensuring that appointments and events run smoothly.

4. Broadcast

SMS broadcast, also known as “mass texts” or “bulk texts,” is a messaging service that allows businesses and organizations to send a single message to a large group of contacts, customers, or clients. 

Using Dotdigital’s SMS broadcast tool, you can send an SMS campaign immediately or schedule it for a later time. You can also choose the lists, segments, or marketing preferences you want to send it to. Additionally, you can send single SMS messages to individual contacts.

The benefits of SMS marketing

SMS marketing offers a wide array of advantages for both businesses and their customers. Let’s explore some of the key benefits of incorporating text message marketing into your strategy:

1. Sky-high open rates: Almost everyone reads their text messages – we’re talking a 98% open rate. This means there’s a way better chance customers will see and read your texts than emails or other types of messages.
2. Super quick communication: Since text messages reach people’s phones super fast, businesses can get important info or deals to their customers in no time. This means customers are more likely to act right away.
3. They reach your audience: Unlike emails that sometimes bounce – text messages have a way better chance of reaching their destination. Dotdigtial’s SMS is supported in over 220 countries. So whether a phone’s off or out of range, when it’s back in action, your message will be there waiting.
4. Wallet-friendly: Sending lots of text messages can be affordable, especially when you think about the great engagement rates. So businesses big and small can get in on the action.
5. Make it personal: Businesses can personalize text messages for individual preferences or even specific events. This makes messages feel special and meaningful to each person getting them.
6. Boosts cross-channel strategies: SMS marketing is a great addition to cross-channel campaigns, as it complements other marketing strategies. By incorporating texts into their overall plan, businesses can create a well-rounded marketing strategy.
7. One size fits all: No matter what type of business you have, how big or small you are, or what you want to achieve – SMS marketing is flexible and can be used for all sorts of purposes like alerts, contests, reminders, account confirmations, and more.

Is SMS a global channel?

Yes. SMS is the channel that can deliver, no matter where in the world your customer is. As a permission-based channel, customers expressly want you to reach out to them on this channel. That means there are no grey areas around whether customers are engaged with your marketing. They want to hear from you wherever they are.

How to use SMS to engage international customers

1. Automated welcome messages

Welcome messages are a vital part of a customer’s journey. It’s your one and only chance to make a first impression. For those customers who opt-in to receiving SMS marketing, it’s important to engage them immediately on this channel. With a high rate of conversion, you can include discount codes to be redeemed in your welcome text. Adding a time limit will add the FOMO effect to your marketing and drive new customers to convert quicker.

2. Target time zones

When you’re a global marketing team, based in one city but target others around the world, delivering messages at the right time may be a struggle. Targeting time zones ensures you’re always reaching customers at the right stage of their journey.  

Localized content is more important to customers than ever before. Customers don’t like irrelevance. By keeping content relevant to their location, situation, and stage in the customer journey, you’re going to be creating consistent and meaningful experiences that drive customer loyalty.

3. Triggered SMS automations

Timing goes a long way in creating relevant messaging. Triggered automations ensure key stages in the customer journey are taken care of, no matter where they are. Abandoned carts are a great way to encourage shoppers to continue the journey while they’re on the go. 

Birthday discounts with a limited-time discount code drive customers to act spontaneously as well as delighting them with unexpected experiences. And they’re not just limited to ecommerce brands. Using lead scoring B2B brands can target customers with renewal reminders and upselling offers when customer actions tip them into a new audience group.

4. Competitions and surveys

Short and easy experiences are essential for successful SMS marketing. With the ability to reach regions separately, you can stagger or target messages to land exactly when you want them. Whether you’re collecting feedback or driving competition entrances, you want to make it as easy as possible for customers to complete. Multiple choice questions take far less time than open-ended questions. It’s also easier for you to measure, so it’s a win-win all around.

5. Expiry periods

When you’re working with customer bases around the world, you need to be careful not to disappoint customers with broken links or expired offers. While open rates for SMS marketing are unrivaled, there are still many reasons why customers might not receive your message at the right time. Dead batteries and lack of signal are just a couple factors that might affect the customer experience. 

To ensure you’re not failing to meet customer expectations, you should be setting expiry periods on your messages. This means they won’t receive an offer after the discount code has timed out. With audiences around the world, it’s important you set expiration periods on any campaign that has a time limit. Therefore, you can’t risk upsetting or disappointing any shopper.

SMS marketing best practices

To ensure the success of your SMS marketing campaigns, it’s essential to follow industry best practices. Here are some key tips to help you create effective and results-driven text message marketing:

Obtain clear consent from subscribers

As SMS marketing is permission-based, it’s crucial that you only send messages to recipients who have given explicit consent to receive them. You can obtain consent through opt-in forms on your website, in-store sign-ups, or through SMS keyword campaigns.

Respect the frequency of messages

Avoid overwhelming your subscribers by finding the right balance in the frequency of your messages. Sending too many messages can lead to a higher opt-out rate while sending too few can result in lost engagement. Test different frequencies and analyze the impact on engagement rates to find the sweet spot for your audience.

Optimize for mobile

Since text messages are viewed on mobile devices, it’s important to optimize your campaigns for a seamless mobile experience. If you include links in your messages, make sure they direct your subscribers to mobile-optimized landing pages or websites for the best user experience.

Use clear and concise language

As SMS messages are limited to 160 characters, it’s essential to use clear and straightforward language to communicate your message effectively. Focus on the most critical information and include a clear call to action that encourages the desired response from your recipients.

Test and analyze

Always keep testing and analyzing your SMS marketing campaigns to identify areas of improvement. A/B test different message variations, offers, or send times. Use the data gathered from these tests to optimize your strategies for the best possible results.

SMS marketing strategies to try

If you are planning to explore SMS marketing, it’s important to have a few effective strategies up your sleeve to ensure the best possible results for your campaigns. By implementing the following strategies, you can increase engagement and create a personalized experience for your subscribers. 

Here are some highly effective strategies and examples to consider for your SMS marketing campaigns:

1. Multimedia messaging services (MMS) for interactive messaging

If you want to take your SMS campaigns to the next level, consider using Multimedia Messaging Services (MMS). MMS empowers you to integrate images, audio, and video into your text messages, offering your audience a richer and more immersive experience that goes beyond the limitations of plain text.

A notable example of a successful MMS campaign is White + Warren’s approach to promoting their latest cashmere collection. The brand utilized MMS by sending their customers an eye-catching snippet of their newest offerings, accompanied by an enticing 25% discount code. This not only showed the company’s branding but also provided a visual incentive to take advantage of the sale marketed.

2. Grow your SMS lists with email

Email marketing is not limited to promoting products or sending newsletters. It can also be an effective way of expanding your SMS subscriber base and spreading the word about your text message campaigns. By combining the strengths of these two communication channels, you can maximize your marketing efforts and drive greater engagement with your target audience.

Saje, for example, offers a great example of how to integrate SMS and email campaigns. The promotional email shows a screenshot of a text conversation that encourages customers to text ‘SAJE’ to 34857. As an incentive, customers get a 20% discount on their purchases. This smart approach promotes the use of text messaging as an additional way of communication, seamlessly combining the two mediums for a more successful marketing campaign.

3. Create time-sensitive flash sales

Flash sales can be a great way to create a sense of urgency, generate excitement, and convert potential customers into actual buyers. SMS campaigns are an ideal medium for this, as they offer instant notifications and easy access to purchase opportunities. By announcing limited-time deals via SMS, you can capture your audience’s attention and encourage them to make purchases right away, resulting in a high return on investment.

A great example of this is Urban Decay, which used an SMS campaign to announce a Black Friday deal: customers could get 50% off on their makeup palettes while supplies last. The offer also included an additional 25% off on the whole site using a discount code. This offer, available for a limited time, was effectively communicated via a simple and concise text message, motivating customers to act quickly and grab a bargain before it was gone.

4. Inform customers about back-in-stock items

With the help of SMS marketing, notifying customers when their favorite products are back-in-stock can drive immediate sales and maintain strong relationships. By keeping your audience informed, you not only meet their expectations but also showcase your commitment to providing the best possible customer service.

Dormify is a prime example of a brand that utilizes back-in-stock SMS notifications. The retailer effectively informs customers about the arrival of sought-after inventory restocks, creating urgency by emphasizing the limited availability. In addition, the brand optimizes the customer experience by including a direct link for easy purchasing, making it incredibly convenient for customers to secure their desired items.

5. Reward your loyal customers with exclusive offers

SMS campaigns are an effective way to celebrate and reward your most loyal customers, by sharing exclusive offers and discounts. This kind of personal touch strengthens the bond between the brand and the customer and encourages repeat purchases.

Glossier’s gifting campaign stands as a prime illustration of an effective customer reward strategy. The brand provides a free product, typically valued at $22 when customers spend over $75. However, this offer is only valid for a limited time, which creates a sense of urgency and exclusivity. This approach not only makes customers feel valued but also drives immediate sales.

6. Follow up with cart abandoners

Abandoned carts can be a challenge in ecommerce and result in lost sales and frustrated marketers. However, by using SMS marketing, you can recover lost revenue and maintain customer interest by following up with customers who left your store without completing their purchase. By sending a gentle reminder, you can effectively re-engage cart abandoners and remind them of what they’re missing out on.

It’s important to keep in mind that when sending abandoned cart messages, you can’t add GIFs or beautiful product images as you can when sending emails, and your text can’t be longer than 160 characters. That means your copy needs to be both concise and engaging.

Take for example this SMS message from OSEA. The brand offers free shipping to the recipient. Offering free shipping can be even more effective for a cart recovery campaign than offering a discount, as many shoppers leave their carts because they didn’t expect the shipping fee. Even if you already offer free shipping, your abandoned cart text message is a good place to remind shoppers of that.

7. Play with SMS polls and surveys

SMS polls and surveys provide valuable insights into consumer preferences while simultaneously engaging your audience. By offering them the opportunity to participate in your brand’s decision-making process, you can develop products and strategies that cater to their unique needs, fostering a strong relationship between you and your customers.

Good American makes use of customer feedback by sending a short SMS survey. To further encourage participation, the retailer offers a 20% discount code for the customer’s next purchase. This dual approach not only gathers important customer insight but also rewards them for their involvement, further solidifying a positive relationship between the brand and its audience.

8. Birthday automation

Birthday automation programs are a fantastic way to encourage shoppers to return to your website. By incorporating SMS into your birthday campaigns, you can ensure your special birthday discount stands out and feels personal.

A great example of this is World Market’s approach. The World Market sent a personalized SMS message to their customers, reminding them of their exclusive birthday offer. This message not only makes the customer feel special but also creates a sense of urgency, encouraging them to take advantage of the offer before it expires.

9. SMS contests and giveaways

Engage your audience and expand your marketing list by running SMS-based contests and giveaways. Encourage your subscribers to text a designated short code to enter the contest, and follow up with automated messages for confirmation and opt-in permissions.

A great example of this strategy in action is Shoe Sensation’s giveaway campaign. The brand created excitement and engagement by offering a chance to win a family gym membership for a year. This approach not only incentivizes participation but also helps expand Shoe Sensation’s SMS subscriber list, creating a win-win situation for both the brand and its customers.

You could also create text-to-win competitions. This campaign is great for growing your marketing database. Simply advertise your competition and include a dedicated short code for entrants to text. Follow that up with an opt-in message that requires a simple ‘yes’ or ‘no’ response.

10. Appointment and event reminders

Use SMS messages to send reminders about upcoming appointments or events to keep your customers informed and reduce no-shows. These timely reminders can improve the customer experience, save resources, and help ensure that your events or bookings run smoothly.

When creating appointment and event reminders, it’s essential to be clear and concise. Providing all necessary details without overwhelming the recipient is key. A well-timed reminder can significantly impact attendance rates and customer satisfaction.

Take, for example, a reminder from Lenovo. This reminder effectively informs customers about the event, creates a sense of urgency, and offers an incentive to participate. All these factors contribute to a successful reminder campaign.

11. Re-engagement campaigns

It costs you 5 times as much to gain a new customer than to retain an existing one, so creating a re-engagement campaign is a no-brainer. Reach out to customers who haven’t engaged with your brand or made a purchase in a while through SMS. Sending personalized offers, product recommendations, or a simple “we miss you” message can effectively re-establish a connection and motivate them to re-engage with your brand.

A great example of a re-engagement campaign is the one used by Touch of Modern. The brand’s SMS messages are effective because they create a sense of urgency and excitement, prompting customers to take immediate action. 

By emphasizing potential savings and the limited-time nature of their deals, Touch of Modern successfully reconnects with customers who may have lost interest, reminding them of the benefits of returning to the brand. This strategy not only rekindles interest but also boosts sales through personalized and timely communication.

12. Send personalized product recommendations

Utilize customer data to send AI product recommendations and promotions based on their shopping behavior or preferences. By providing personalized recommendations, you increase the chances of making a sale and fostering customer loyalty.

A great example of this is Stuart Weitzman’s approach. They send personalized SMS messages to their customers, suggesting products that match their preferences. This strategy not only makes the customer feel valued but also enhances their shopping experience by offering tailored suggestions.

Set your SMS marketing on the path to success with Dotdigital

Looking for an SMS marketing company? Choose Dotdigital. Dotdigital offers a unique set of features and benefits that make it an ideal SMS platform for businesses of all sizes. Here’s why Dotdigital should be your go-to SMS marketing solution:

• Unified customer view: Seamlessly integrate Dotdigital with your existing CRM, ecommerce platform, and other marketing tools. Break down data silos to create truly cohesive cross-channel experiences that resonate with your audience.
• Personalization: Dotdigital’s powerful personalization features allow you to send targeted SMS messages that resonate with each recipient. Use data fields like first name, location, and purchase history to personalize your messages and boost engagement.
• Advanced segmentation: Segment your audience to reach the right contacts at the right time. Group your audience based on demographics, behaviour, or purchase patterns to maximize message relevance, improve conversion rates, and enhance ROI.
• Effortless campaign management: Dotdigital’s user-friendly SMS platform makes it easy to create, schedule, automate, and monitor your SMS campaigns. This frees up your time to focus on strategy and optimization.
• Exceptional customer support: Dotdigital’s customer support team is always available to help you get the most out of your SMS marketing. They offer a variety of resources, training webinars, and live chat support to make sure you maximise the impact of your SMS marketing efforts.

Whether you’re looking for a text message service or a comprehensive SMS messaging platform, Dotdigital has you covered. By using SMS marketing, you can connect with your audience in a more personal and direct way, driving higher engagement and conversion rates, and ultimately contributing to your overall marketing success.

SMS marketing is similar to email marketing, as it allows you to communicate directly with your subscribers on a large scale. Modern customers keep their mobile phones nearby, leading to an impressive SMS open rate of about 98%. This high level of engagement is why many companies are adding SMS to their communication strategies. It’s a channel that really grabs attention, but many still haven’t fully taken advantage of its potential. You can make the most of this effective communication tool with the right SMS software and provider.

Mobile phones help connect users to the wider world. It’s through these devices shoppers are searching for and discovering new brands. They’re already demanding personalized experiences on well-established channels such as email and websites, but the growing dominance of mobile has led to a demand for more personalized mobile experiences.

Personalized SMS experiences

Adding SMS to your marketing channel mix can be daunting; how are you supposed to deliver personalized experiences too? The answer is simpler than you might expect. Marketing automation allows you to send one-to-one communications on a massive scale. 

Using an intelligent cross-channel automation platform like Dotdigital, you can use behavioral triggers to deliver the right messages at the right time. This means that every single recipient is receiving a personalized experience.

With Dotdigital, you can personalize messages just like you would an email. Adding data fields such as first name or location helps you send personalized messages with minimal effort. Advanced SMS marketing tools also offer segmentation capabilities, allowing for even more targeted communications.

1. Subscription confirmation

When you collect phone numbers at the point of sign-up or subscription, you can trigger a subscription confirmation message to be delivered to your new contact. This is especially useful as a double opt-in (DOI) tactic to make sure that your contacts really want to receive your SMS messages.

Subscription confirmation texts not only ensure your messaging lists are full of engaged contacts but also assure that the phone numbers collected are valid. This process is important for compliance and maintaining a clean subscriber list.

2. Welcome message

Welcome emails are a must. They help you introduce your brand while getting to know your new contact. But a welcome text message goes one step beyond to surprise and delight. Adding a welcome SMS to your welcome program is about expressing your brand’s personality. It feels personal and will leave the recipient excited about connecting with your brand. 

3. Announcements

Do you have quarterly product launches? Do you host events every month? Maybe you run semi-annual sales. Whatever your announcement, creating an SMS campaign will help your messages land with impact. This should be a three-stage program:

1. The teaser: let customers know something exciting is coming their way.
2. The announcement: shout it from the rooftops and drive customers into action.
3. The last chance: just before the end of the sale or the event begins, offer customers a final chance to get on board.

4. Abandoned cart or browse messages

There are various reasons for cart abandonment, but distraction is one of the most common ones. Drive customers back to your website with an abandoned browse or cart text message. Customers who are out and about, at work, or on the move are more susceptible to distraction. Using this channel to offer an exclusive discount code can be the motivation shoppers need to complete a purchase. Integrating your SMS service with your ecommerce platform can automate this process effectively.

5. Birthday alerts

Happy birthday messages, especially those delivered via text, once again allow your brand to connect with customers on a human level. You can choose to deliver exclusive discount codes through this channel or drive them to their email inbox with a ‘keep an eye out’ message. This type of personalization significantly enhances customer loyalty.

6. Order confirmation

Transactional emails are essential for building trust and confidence in your brand. Adding SMS order confirmation automations to your marketing strategy not only reaffirms this trust but also allows you to thank customers for choosing your brand.

Saying “thank you” in your order confirmation message is a perfect way to ensure a customer feels valued. And when a customer feels valued, they’ll become a repeat purchaser and a high spender.

7. Surveys and feedback collection

The only way your brand can grow and continue to meet the needs and demands of your customers is if you know what it is they want. The best way to discover this is to ask them directly through surveys and feedback forms. Using SMS to collect this information helps you gather it quickly and effectively. You can even implement A/B testing in your SMS campaigns to optimize your approach.

Take Ipsos, for instance. This leading global research agency sought a high-engagement channel to enhance its online and telephone surveys. SMS turned out to be the ideal solution. By personalizing each message with a unique link, Ipsos achieved high delivery and engagement rates, successfully reaching a broader audience.

8. Win-back and re-engagement campaigns

Winning back a customer when they stop engaging with your emails can be a tough job, especially using the very channel they have stopped responding on. That’s why an SMS re-engagement campaign is a guaranteed win. Remind subscribers about your brand and drive them back to your site as they lapse with well-timed SMS automation.

Getting started with SMS marketing

These eight SMS marketing automation programs will deliver immediate results. SMS doesn’t have to be complicated or long-winded to add to your marketing channels. You can create these as stand-alone programs or add them as stages in your existing programs. However you choose to integrate SMS into your marketing, there’s no better time to get started.

Why choose Dotdigital for SMS marketing?

You can get started with SMS marketing with Dotdigital. Dotdigital offers a unique set of features and benefits that make it an ideal SMS platform for businesses of all sizes. Here’s a closer look at why Dotdigital should be your go-to solution:

• Seamless integrations: Dotdigital integrates effortlessly with your existing marketing tech stack, allowing you to streamline your marketing efforts and create a truly cross-channel experience for your customers.
• Personalization: Dotdigital’s powerful personalization features allow you to send targeted SMS messages that resonate with each recipient. Use data fields like first name, location, and purchase history to personalize your messages and boost engagement.
• Advanced segmentation: Segment your audience based on various criteria to ensure your SMS messages reach the right people at the right time. This targeted approach can significantly improve your campaign effectiveness.
• Easy campaign management: Dotdigital’s user-friendly SMS platform makes it easy to create, manage, and track your SMS marketing campaigns. Schedule campaigns in advance, monitor performance, and make adjustments as needed.
• Exceptional customer support: Dotdigital’s customer support team is always available to help you get the most out of your SMS marketing. They offer a variety of resources, including training webinars, documentation, and live chat support.

Whether you’re looking for a text message service or a comprehensive SMS messaging platform, Dotdigital has you covered. Start using automated text messages today and see the difference.

Black Friday evolution

Initially Black Friday was only a holiday in the USA, marking the day after Thanksgiving. Research now shows that globally, 95% of consumers are aware of Black Friday, with the USA still leading at 97%.

Remember when Black Friday was the big day for in-store sales and Cyber Monday was the day for online stores? Now, Black Friday is the big event across the board and Cyber Monday feels like more of a last chance saloon offering the same or weaker promotions – with the added element of dwindling stock, of course.

On the Dotdigital platform, Cyber Monday email send volumes were down by 17.8% compared to Black Friday – proving that Black Friday itself is where marketers and consumers are focusing.

BFCM is a big deal here at Dotdigital, we know how important this time is for our customers so it means all hands on deck to ensure everything runs smoothly. This means our Customer Service team need to be alert and ready to help, and our servers need to be ready to handle the uplift – and there was quite the uplift.

An upward trend

We always expect a busier time over the BFCM weekend and throughout the entire month of November. To add some context, this year the number of emails sent in November was 13.6% higher than total emails sent in October.

Despite the term ‘Black Friday fatigue’ being thrown around over the years, it doesn’t appear to be slowing down – at least for marketers. On Black Friday alone, our platform sent out over 365 million emails.

Black Friday saw the highest number of emails sent and beat last year’s record with emails sent on Black Friday itself up 7.7% YoY.

Total email sends over the BFCM weekend were up 15% on 2023, and SMS sends were up a huge 22% – we’ve been saying SMS is a channel on the up.

How AI is assisting marketers during BFCM

To speed up our response time to busy (and likely stressed out) customers in need of support, we employed AI to answer direct queries where suitable on our live chat function. Doing this cuts down on waiting time for our customers and frees up our team to answer more complex queries.

We’re pleased to report this was a success and over the BFCM weekend, 204 queries were immediately answered by our live chat AI. We know AI isn’t for everyone or every situation, so for anyone wanting or needing to speak to a human, they only needed to wait 84 seconds before being connected to a member of our friendly Support Team.

As well as our live chat AI, the Dotdigital platform has inbuilt generative AI in the form of WinstonAI to offer support to marketers from within the campaign builder.

Interestingly, when looking at the four days that comprise the BFCM weekend, Cyber Monday saw the highest use of our generative AI tools. This included use of WinstonAI’s subject line assistant, grammar check, and copy rephrase. It’s safe to say that by Cyber Monday, marketers were tired and out of witty copy ideas – we totally feel you.

The most important number

All of these numbers are encouraging from a marketer’s point of view. It demonstrates that the holiday many businesses rely on for sales is showing no signs of slowing. Every one million emails sent produces the equivalent emissions to charging your smartphone over 2,000 times. That’s for one million, and our platform alone sent 823 million over the BFCM weekend.

That’s a lot of emissions – thank goodness we’re carbon neutral. You can read more about our sustainability pledge, including our commitment to become net-zero by 2030 here. We value marketing, but not at the cost of the planet – we’re proud to recognize the bigger picture, always.

Caring about and actively working to mitigate the ongoing climate crisis is something that matters to today’s consumers. By using green suppliers such as Dotdigital, you can prove to your customers that you align with their values. If you’re a Dotdigital customer, be sure to shout about the fact your emails are carbon neutral – just chat to your Customer Success Manager for help adding this information to your email footers.

Partnering with Dotdigital makes achieving sustainability goals easier and one less thing to worry about, whilst doing right for the planet.

Until next year.

Methodology

Figures for this Black Friday debrief came from data pulled from the Dotdigital platform from 00:00 on Friday, November 29 to 23:59 on Monday, December 2. This data includes insights from over 40 industries to provide a comprehensive representation of the BFCM weekend around the globe.

1. Implement SMS popovers on your website

One of the most effective ways to capture phone numbers is through strategically placed SMS popovers on your website. Onsite popovers are designed to collect information like phone numbers from your website traffic for text message marketing campaigns. When creating SMS popovers, consider the following best practices:

Use eye-catching designs that align with your brand

Your popovers should be visually appealing and consistent with your brand identity. Use colors, fonts, and imagery that match your website’s aesthetic. 

Offer a clear value proposition for subscribing

Clearly communicate the benefits of joining your SMS list. This could be exclusive discounts, early access to sales, or special content. For instance, you could offer a bigger discount for SMS subscribers compared to email subscribers, such as 20% off for SMS vs. 15% for email.

Implement multi-step forms to improve conversion rates

Consider using a two-step opt-in process. The first step could ask for the visitor’s email address, and the second step could request their phone number. This approach can increase overall conversions by making the initial commitment seem smaller.

Ensure compliance with SMS marketing regulations

Always include necessary legal disclaimers and make it clear how often subscribers can expect to receive messages. Be transparent about data usage and provide an easy way to opt-out. For U.S.-based customers, familiarize yourself with SMS compliance laws.

Optimize for mobile users

Given that a significant portion of your traffic likely comes from smartphones, ensure your popovers are mobile-friendly. Consider using responsive design or creating separate popovers optimized for mobile devices. You can even use tap-to-text functionality for an even smoother mobile experience.

Timing and placement are crucial

Experiment with different trigger points for your popovers. Some effective options include:

• On exit intent: Display the popovers when the user is about to leave the site
• After scrolling: Show the popovers after the user has engaged with a certain percentage of the page
• Time-based: Wait for a specific amount of time before displaying the popovers.

2. Leverage your existing email list

Think of email and SMS as a dynamic duo. Emails allow for a more nuanced, detailed message—perfect for storytelling and in-depth communication—while SMS serves as a powerful tool for delivering quick, time-sensitive updates directly to your audience’s mobile devices. 

Given that your email subscribers have already shown interest in your brand, they are well-positioned to become part of your SMS marketing efforts. Here are some effective strategies for converting email subscribers into SMS subscribers:

Send dedicated email campaigns

Craft targeted email campaigns that specifically promote your SMS program. Provide clear information on the advantages of subscribing, such as exclusive discounts, early access to sales, and timely updates about new products or offers. A focused approach helps draw attention to your SMS initiative and encourages sign-ups.

Highlight the benefits of SMS marketing

In your emails, clearly outline the benefits of joining your SMS list. Emphasize how SMS messages can provide immediate advantages, such as faster notifications about sales or events, exclusive promotions available only to SMS subscribers, and personalized alerts that keep them engaged with your brand. This clarity will help potential subscribers see the value in opting in.

Include SMS opt-in options in regular newsletters

Make it easy for your email subscribers to join your SMS list by including an opt-in option in your regular email newsletters. A simple call-to-action (CTA) with a short code and keyword for SMS opt-in can streamline the process and encourage higher conversion rates. 

Create a dedicated landing page

Design a landing page specifically for your email subscribers, detailing the benefits of joining your SMS list and making the opt-in process seamless. This page can include testimonials from existing SMS subscribers, FAQs, and an easy form to capture their phone number. A well-optimized landing page can significantly increase the likelihood of conversions.

Obtain explicit consent

It’s crucial to always obtain explicit consent from your subscribers before adding them to your SMS list, even if they are already on your email list. Clearly communicate how you plan to use their phone numbers and provide the option to opt-out at any time. Building trust by respecting their preferences is key to a successful SMS marketing strategy.

3. Run cross-channel promotions

To effectively grow your SMS subscriber list, it’s essential to leverage the various marketing channels you already have. By using a cross-channel approach, you can significantly increase your reach and encourage more sign-ups.

Promote your SMS program on social media platforms

Utilize platforms like Facebook, Instagram, and Twitter to announce your SMS program. Create eye-catching posts that highlight the benefits of joining like early access to sales or insider information. Engaging stories and posts can direct your followers to a simple sign-up link.

Partner with influencers to promote your SMS list 

Collaborate with influencers who align with your brand values to promote your SMS list. Influencers can connect with their followers, serving as a trusted bridge to your audience. 

Develop engaging campaigns where influencers share their experiences with your products and highlight the benefits of joining your SMS program. Customers appreciate authenticity, so partnering with influencers can spark curiosity and encourage sign-ups.

4. Offer a choice

Providing your audience with the option to subscribe via either a phone number or email can significantly increase your conversion rates. Many users may have a preference for one communication channel over the other, and giving them a choice enhances their experience and willingness to engage.

• Dual opt-in forms: Create sign-up forms that allow users to choose between SMS and email subscriptions. Make sure to clearly explain the benefits of each option.
• Highlight flexibility: Emphasize that subscribers can choose their preferred method of receiving updates, promotions, and exclusive offers. This personalization can lead to higher engagement rates.
• Follow-up options: After capturing their information, consider sending a welcome message via their chosen channel, reinforcing the value they will receive.

By allowing potential subscribers to opt for either SMS or email, you not only broaden your reach but also cater to individual preferences, ultimately leading to a more engaged audience. This flexibility can help you build a more diverse subscriber base while ensuring compliance with marketing regulations. 

5. Collect SMS consent during check-out

One of the most effective ways to grow your SMS subscriber list is by capturing phone numbers during the checkout process. By offering a seamless and convenient opt-in option, you can significantly increase your subscriber base. To maximize your results, consider the following strategies:

• Clear and prominent: Ensure that the SMS consent option is easy to find and understand. It should be integrated into the checkout flow so that customers can easily opt in while completing their purchase.
• Communicate benefits: Highlight the perks of subscribing, such as exclusive updates, shipping notifications, and special incentives. Clearly articulating these benefits helps customers see the value in providing their phone numbers.
• Transparent messaging: Clearly state how often subscribers can expect to receive messages and provide an easy opt-out method. Transparency builds trust and ensures compliance with SMS marketing regulations.

By integrating SMS consent into the checkout experience, you engage customers when they are already invested in your brand, making it a powerful opportunity to expand your SMS subscriber list.

Choose Dotdigital as your SMS platform

Selecting the right software for SMS marketing is essential to maximize the effectiveness of your campaigns. Dotdigital offers a comprehensive suite of features designed for seamless SMS marketing automation. Here are the key reasons to consider Dotdigital for your SMS marketing needs:

Seamless integration with existing marketing tools

Dotdigital effortlessly integrates with your current marketing stack, including your ecommerce store and CRM system. This integration enables you to create cohesive multi-channel campaigns that boost customer engagement and drive conversions. By unifying your marketing efforts, you can leverage customer data across channels for more targeted messaging.

Advanced analytics and reporting

Understanding your campaign performance is crucial for ongoing improvement. Dotdigital provides detailed analytics and reporting tools that allow you to track key metrics, such as delivery rates, open rates, and click-through rates. With these insights, you can make data-driven decisions to optimize your SMS marketing strategies and improve overall effectiveness.

Two-way conversations and MMS capabilities

Engagement is vital in SMS marketing, and Dotdigital facilitates two-way conversations with your customers. This feature allows recipients to respond to your messages, creating a more interactive relationship. Additionally, Dotdigital supports multimedia messaging service (MMS), enabling you to send rich media content—including images, videos, and audio files—which can significantly enhance your messaging impact.

Cross-channel marketing capabilities

With Dotdigital, you can seamlessly combine SMS with other channels like email, ad retargeting, live chat, and web push notifications. This cross-channel approach allows for more comprehensive marketing strategies that reach customers where they are most active. By coordinating messages across platforms, you reinforce your brand’s message and enhance the likelihood of conversion.

Automated campaigns triggered by customer behavior

Dotdigital’s automation capabilities enable you to set up SMS campaigns triggered by specific customer actions, such as cart abandonment or post-purchase follow-ups. This ensures timely communication that drives results. Automated messages can help nurture leads and maintain engagement without constant manual effort.

Robust support and deliverability expertise

Ensuring your messages reach the intended audience is vital for success in SMS marketing. Dotdigital has a dedicated team of deliverability experts who optimize sending routes to ensure high deliverability rates. 

Grow your SMS subscriber list today

By implementing these five proven strategies and using Dotdigital as your SMS platform you can effectively grow your SMS subscriber list and unlock the full potential of text message marketing. Always prioritize providing value to your subscribers and maintain compliance with SMS marketing regulations to build a successful and engaged SMS audience.

To help you prepare for the upcoming shopping frenzy, we’ve curated a selection of ten standout email and SMS examples from successful Black Friday campaigns. These examples showcase effective strategies for engaging target audiences, creating a sense of urgency, and enticing customers with time-sensitive deals. So let’s dive in.

WinstonAI one-click email to SMS

Black Friday can be a hectic time for marketers. If you’re looking to simplify your cross-channel campaigns, one-click email to SMS is your solution.

With this tool, you can effortlessly convert email campaigns into SMS messages. Our marketing intelligence tool, WinstonAI will adjust your message to fit the character limit and suggest a copy that aligns perfectly with your email content.

One-click email to SMS can help you:

• Save time: Easily turn existing email campaigns into SMS messages during the busy sales period.
• Boost engagement: Sending an SMS message will improve engagement as 60% of messages are read within 1-5 minutes.
• Cross-channel consistency: Maintain a cohesive message across different platforms, enhancing your Black Friday customer experience.

Getting started is simple. From the email campaigns page, go to campaigns then email. Then select the convert to SMS icon for the email campaign you want to convert.

By using one-click email to SMS, you can streamline your marketing efforts this Black Friday, ensuring that your messages reach customers effectively and efficiently.

1. Make your Black Friday email promotions pop with countdown timers

During Black Friday, customers receive a lot of promotional emails. To stand out from the crowd, marketers need to find ways to quickly capture their customers’ attention. One effective method is to use visuals and images to make emails more appealing. 

By incorporating visually attractive countdown timers in emails, readers are more likely to engage with the content. These clocks help in keeping the message fresh in the minds of the readers which makes it harder for them to forget about it.

Virgin Atlantic’s Black Friday email campaign is a great example of how to effectively use a countdown timer. The brand ingeniously combined an animated countdown timer with a boarding pass, a visually attractive approach that made the brand’s email stand out from the competition.

This strategic use of a countdown timer significantly increased Virgin Atlantic’s email click-through rate (CTR) and conversion rate, as customers were visually reminded of the fleeting nature of the exclusive Black Friday deals. When customers see the countdown timer ticking away and that an offer is ending soon, they are more likely to feel motivated to grab the discount before time runs out.

2. Use engaging and captivating MMS campaigns

Beyond email, MMS messages can be a powerful tool for engaging customers during Black Friday promotions. With MMS, you can integrate images, audio, and video into your text messages, providing a more immersive experience that goes beyond plain text.

Starface is an expert in using MMS for Black Friday promotions. They create a sense of urgency by offering limited-time deals that are valid only from the message’s delivery until midnight. With discounts of 25% on patches, 50% on skincare products, and a buy-one-get-one offer, Starface creates an irresistible value proposition that grabs customers’ attention and encourages them to act quickly.

3. Give your Black Friday promotion a heartwarming twist

During Black Friday promotions, it’s easy to only showcase attractive discounts and deals. However, by incorporating a creative and heartwarming twist to your Black Friday promotions, you can truly capture the hearts of your customers. Such promotions go beyond mere financial incentives and tap into the emotions and values of the target audience, solidifying customer loyalty for the long haul.

To execute these promotions successfully, marketers need to understand what resonates with their audience and align it with the company’s core values. A heartwarming twist can mean supporting a charitable cause, giving back to the community, or providing exclusive, emotionally engaging content. The possibilities are endless, yet the objective remains the same: to forge a deeper connection with customers and inspire them to advocate for the brand.

Thortful, a card marketplace, added a unique twist to its Black Friday campaign. From November 24 to 27, they introduced “Thortsgiving”—a celebration that gives back to its creators. This unique take on a Black Friday message sends a powerful message to customers: Thortful is not just a place to buy meaningful cards—they are a tight-knit community that stands by its creators and supports small businesses.

By taking this approach, Thortful skillfully establishes an emotional connection with its customers. The campaign is an excellent example of how marketers can leverage holiday promotions to not only drive sales but also cultivate deeper connections while remaining true to its core values.

4. Create memorable copy

Writing memorable copy is important during the holiday rush. With so many messages fighting for attention, your goal should be to create copy that stands out and leaves a lasting impression. Use persuasive language to stimulate your subscribers’ curiosity and emotions, and create a sense of urgency that encourages them to take action. 

For instance, Coach was able to successfully target its SMS subscribers during Black Friday by weaving a sense of urgency into its message. They emphasized that it was the final chance for customers to save big on their purchases before the deals disappeared. The brand urged customers to act quickly and provided a convenient link to access Coach’s exclusive offers.

5. Creating a sense of exclusivity with VIP deals

A highly effective way to ensure customer retention and drive sales is by cultivating a sense of exclusivity through special offers just for VIPs or members. Providing your most valued customers with exclusive access to limited-edition products, discounts, or early shopping access can foster a sense of loyalty and privilege.

One noteworthy example comes from BH Cosmetics, who expertly crafted a Black Friday email designed exclusively for its valued members. The email promised BH Cosmetics’ VIP members an exclusive golden ticket, securing their spot on the priority waitlist ahead of other customers. This members-only campaign not only offered exceptional deals but also made its customers feel they were part of a special group, granting them special access to these incredible Black Friday offers.

6. Embrace conciseness and clarity

On Black Friday, shoppers are eager to find deals from their favorite brands quickly and effortlessly. With SMS messages having a limited character count, crafting concise yet informative content is essential. To optimize your Black Friday SMS marketing campaigns, focus on capturing the essence of your promotion clearly while delivering all the necessary information to your target audience.

BCBG’s SMS campaign demonstrates the power of brevity and clarity. During its Black Friday promotion, BCBG sent out a simple and clear SMS message to subscribers that provided all the essential information about the offer without overwhelming recipients with unnecessary details.

In just a few words, the message conveys the nature of the promotion (40% OFF EVERYTHING), the limited-time aspect of the offer, and a strong call to action (Shop now). Furthermore, by including a convenient link to access the sale, BCBG encourages recipients to click through and explore its website, thus increasing the likelihood of sales conversions.

7. Put your best graphics forward

One way to leave a lasting impression during the Black Friday email scramble is to avoid using basic, overused design templates. By creating a unique and cohesive design that stands out from generic email layouts, you can set your brand apart and draw attention to the content within.

Van’s Black Friday email campaign is an excellent example of how to merge innovative design with an engaging concept. Van’s email features a ski and mountain scene that seamlessly integrates a playful interactive game, neatly organized gift selections by price range, and a holiday playlist for recipients to enjoy.

Van’s embraces the Black Friday theme by incorporating unique black elements, such as the font and mountain illustrations, within its email design. This playful, clever approach celebrates the essence of Black Friday while preserving the brand’s distinct design aesthetics.

8. Enhance your campaigns with emojis

Emojis have become an indispensable part of modern communication, adding emotion and personality to text-based messages. If you incorporate emojis in your Black Friday SMS marketing campaigns, it can help create a more conversational and relatable tone, which can help differentiate your brand from the competition. 

For instance, Youth To The People used emojis cleverly to enhance its Black Friday SMS promotion. Youth To The People’s message added an element of excitement and visual appeal, making the content more eye-catching and memorable. 

The incorporation of the clock emoji not only delivers the sale information in a more visually engaging way but also adds an element of fun to the campaign. The emojis help reinforce the excitement surrounding the offer while also boosting the readability and impact of the SMS message.

When incorporating emojis into your SMS marketing campaigns, it’s essential to remember that moderation is key. Using too many emojis can overwhelm your audience, diminishing the impact of your core message and potentially leading to confusion or disinterest. Striking the right balance between visuals and text is crucial to ensure that your marketing communication remains clear and effective.

To achieve this harmony, consider limiting the emojis in your message to one or two highly relevant symbols that complement your text and reflect the sentiment you want to evoke. Place the emojis strategically within the message to emphasize crucial points or provide a visual break without cluttering the overall content.

9. Prioritize mobile optimization

With a staggering 76% of all Cyber Week ecommerce traffic in 2022 originating from mobile devices, marketers need to optimize their Black Friday email campaigns for mobile users. Ensuring that your promotional emails are responsive and displayed appropriately on a variety of devices will significantly enhance user experience and increase the likelihood of engagement, conversions, and success.

One great example of a mobile-friendly email campaign is MunchPak’s. It’s highly effective, with two prominent promo codes seamlessly integrated. The campaign also includes specific details about the offer’s expiration, ensuring customers don’t miss out on these exclusive deals.

10. Leverage last-minute reminders for increased action

Last-minute reminders are an effective way to make the most of the Black Friday hype and encourage customers who haven’t yet taken advantage of your promotion to act. By reminding them of the approaching deadline, you create a sense of urgency that prompts hesitating or last-minute shoppers to act before the offer expires.

For example, Nuts, a popular brand for nuts and snacks, used a last-minute reminder in its Black Friday SMS campaign. In this message, Nuts effectively communicated that it was the last chance to participate in its Black Friday sale. The use of a loudspeaker emoji further emphasized the need for prompt action.

When incorporating last-minute reminders into your SMS campaigns, make it clear that the offer is about to expire, creating a sense of urgency that prompts recipients to act immediately or risk missing out. This approach not only boosts engagement but also helps to capture sales from those who may have forgotten or overlooked your initial promotion.

Let’s wrap up

As we approach Black Friday, now is the perfect time to start planning your marketing strategy. You can take these outstanding examples as a springboard for inspiration when designing your upcoming email and SMS campaigns. In doing so, you’ll be better equipped to create captivating and engaging experiences for your customers during future Black Friday events.