Because email marketing is the most popular lead generation channel, an email and SMS partnership, or multi-channel approach, may be the best option for marketers moving forward.

Email And SMS Draw More Success Than Email-Only Campaigns

According to a study from Omnisend, brands who launched email-only campaigns for Valentine’s Day sales this year (February 13-15, 2019) earned 12.9% less revenue than during the same time in 2013. On the other hand, brands who used email and SMS campaigns in tandem this year drew in 38% more revenue than in 2018.

Though the same sales were promoted through the two channels over the Valentine’s Day holiday, email campaigns saw more success when paired with SMS, perhaps due to the choreographed nature of multi-channel messaging campaigns. Omnisend noted that more consumers shop via mobile than in the past and these mobile shoppers typically react positively to the immediacy of SMS.

“Adding more channels into promotions, like SMS, diversifies marketing efforts, leading to better revenue opportunities for online sellers,” said Omnisend CEO Rytis Lauris.

How Cross-Channel Messaging Campaigns Work

Cross-channel messaging campaigns use data from user-brand touch points to target consumers on more than one platform, which can include SMS, email, in-app messaging, notifications and social media.

Customers who received outreach in two or more channels engaged 166% more than customers who received messaging through a single channel.

Cross-Channel Messaging Campaigns Increase Brand Familiarity

With consumers often using more than one screen to complete purchases, they’re used to seeing brands on multiple screens. Communicating with consumers via numerous channels increases your brand familiarity and encourages a positive reputation.

Cross-Channel Messaging Campaigns Increase Engagement

Cross-channel messaging, including email and SMS, allows brands to reach the right consumers at the right time with the right messaging making consumer interaction with the brand nearly effortless.

You can leverage different platforms based on the time of day and their popularity. By implementing a cross-channel messaging campaign, you can offer a seamless experience that offers consumers convenience.

Cross-Channel Messaging Campaigns Increase Sales

Multi-channel consumers spend three times more than single-channel shoppers, so brands who leverage multiple communication channels will more than likely see more sales, as proven by this year’s Valentine’s Day data.

Valentine’s Day proved to marketers that cross-channel or multi-channel messaging approaches often perform better than single-channel efforts.

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