Andrew Kordek is joined by Tricia Babischkin, Director of Strategy and Analytics at Shaw + Scott. This episode is about Email and SMS Marketing: how to integrate these two powerful channels effectively and why doing it wrong is worse than not doing it at all.
Whether you’re an email marketer, an SMS enthusiast, or someone looking to improve your overall marketing strategy, this conversation provides the practical advice you need.
The Do’s and Don’ts of Email and SMS Integration
Andrew and Tricia discuss the nuances of combining email and SMS channels effectively. Too often, marketers treat them as isolated entities, leading to fragmented customer experiences. Learn how to integrate email and SMS to deliver cohesive, personalized messages that meet the needs of your audience. Tricia shares her thoughts on how brands can avoid the pitfalls of sending disjointed messages across platforms and how to do it right from the very start.
Stop Treating Email and SMS as Silos
Tricia points out that email and SMS should not be isolated; instead, they must work together in tandem to provide a consistent and engaging customer experience. By understanding the cross-channel customer journey, marketers can ensure that both channels work together seamlessly. The conversation also touches on how many brands have silos between their email marketing and SMS marketing teams, resulting in messaging that feels disconnected. This episode is full of examples of how to get the different marketing silos in your organization aligned.
SMS is NOT Email - Differentiate the Messaging
A key takeaway from the discussion is the importance of differentiating the messaging between email and SMS. Tricia explains that SMS is all about immediacy and urgency, perfect for quick reminders or last-minute deals, while email allows for more in-depth storytelling and brand messaging. The worst mistake a marketer can make is sending the exact same message via both channels, as they serve different purposes in the customer journey.
Use Cases for SMS and Email in Different Verticals
The conversation shifts towards how different industries should use SMS marketing and email marketing. For instance, B2C businesses can effectively use SMS for time-sensitive promotions, while financial services might use SMS for authentication and important notifications. Andrew and Tricia share their thoughts on which verticals should avoid SMS altogether due to the potential for high costs and low engagement.
The Right Timing and Strategy
Timing is everything when it comes to SMS marketing. Andrew stresses that marketers should be aware of how quickly they need to act after acquiring a new phone number. Too often, brands gather phone numbers for months before sending a message, by which time the customer has forgotten opting in—leading to confusion and opt-outs. Tricia advises having an SMS campaign ready to go before you collect a single number.
Developing a Content Calendar for Integration
Tricia recommends building a comprehensive content calendar that spans both channels for those wondering how to start integrating email and SMS. By planning out content and campaigns together, marketers can ensure that they’re not spamming their subscribers and that they’re sending messages that add value to the recipient’s experience. The episode highlights how a well-coordinated content calendar can help avoid overlap, reinforce key messages, and improve overall campaign effectiveness.
Common Pitfalls and How to Avoid Them
Tricia and Andrew share some of the common mistakes brands make when launching an SMS program. From failing to differentiate the channel from email to not understanding the country-specific regulations, they cover the do’s and don’ts for getting SMS marketing right. One interesting insight: testing whether a standard text message (SMS) performs better than a multimedia message (MMS). Spoiler alert—in most cases, a simple SMS outperforms.
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