Create a cohesive strategy with SMS
What makes omnichannel marketing so much more effective than multichannel marketing? A multichannel strategy focuses on broad product exposure with individual channels. Omnichannel marketing puts the customer experience at the center, taking into account their activity across all your marketing. Combine all of your owned channels to create a cohesive and engaging brand experience that drives your customers to purchase.
Adding SMS to your omnichannel strategy helps you to:
- Reach your best customers faster.
- Tell a consistent story regardless of channel.
- Communicate with your subscribers via a comprehensive and holistic experience.
- Create unique and engaging experiences that can’t be done with only one marketing channel.
Strengthen your omnichannel strategy with SMS
In this video, you will learn the value of adding SMS to your omnichannel strategy and how to create a more engaging experience that drives revenue for your business.
Utilize the strengths of your owned channels
Each marketing channel adds value to your omnichannel strategy in different ways. Make the most of SMS, email, and mobile push by playing to their unique strengths. Let’s review these strengths, common use cases, and typical sending frequencies.
Use email for:
- Newsletters
- Catalog or multi product launches
- Blogs and shareable content
Content elements:
- An array of images and design elements
- Long-form content
- Multiple CTAs
- Attachments and resources
Sending cadence:
- 2-5x per week
SMS
Use SMS for:
- Early sale access
- Shipping updates
- VIP discounts or promos
Content elements:
- A single image or GIF
- Short copy
- A single CTA
- Immediate attention and action
Sending cadence:
- 1-2x per week
Mobile push
Use mobile push for:
- App-exclusive promotions and perks
- Driving traffic directly to your app
Content elements:
- A single image, GIF, emojis, and sounds
- Short copy
- A single CTA
Sending cadence:
- 1-2x per week
Note: Mobile push requires an app and development resources.
When to use SMS over other channels
SMS performs best when used to:
- Alert customers of time-sensitive opportunities
SMS messages create a sense of immediacy and give subscribers a clear action to take. Mobile users are much more likely to immediately see your message compared to email. Use this channel to drive subscribers to take advantage of timely sales, special offers, and inform them of restocked products. - Build deeper relationships
People are much more guarded with their phone number than they are with their email address, making SMS inherently more personal than email. This means you can make a deeper impression on your customers with this channel. Tailor your texts to individual recipients by using the customer data stored in Klaviyo to make recipients feel seen and valued. Subscribers are more likely to engage with your SMS marketing if they receive messages that are relevant to them. - Surprise and delight
Reward your most loyal customers with valuable offers that foster a sense of exclusivity. Use SMS to create a VIP community, treating your top customers to early access, special deals, and exclusive experiences that boost revenue.
In the following lessons of this course, we will discuss specific SMS strategies to acquire, retain, and continually delight your SMS subscribers.
Create a seamless omnichannel experience
Leverage the right channel at the right time to stand out from your competition. Your ultimate goal is to build a cadence with customers that feels relevant and helpful. As you expand your omnichannel strategy, here are a few helpful best practices to follow.
Keep messaging consistent
Create a cohesive experience and maintain your brand’s voice throughout your marketing. Different channels help you meet your customers in a way that leverages that channel's potential, but don’t stray too far from the central goal.
For example, SMS messages have a character limit and need to be much shorter. You can still maintain a consistent brand voice and style throughout your campaigns, but shorten the language slightly to match the channel.
Leverage engagement data
As you gather more and more engagement data, you will deepen your understanding of your customers. Leverage the best channel for your message, but also keep in mind how your users are engaging with this content. Use segments to send tailored texts to those who frequently engage with them.
For example, if your subscriber recently browsed a pair of shoes and didn’t purchase, include an image of the product in a browse abandonment flow.
Lead with the customer experience
Always think about your customers' experience and what messages they have received. Consider their full customer journey and how each message will motivate them to take a desired action.
For example, you don’t want a subscriber to receive an SMS and then receive a push notification 30 minutes later with the same content.
Tailor your CTA to each channel
Each channel has its best uses and strengths. By pairing a strong message with a compelling CTA, you will drive deeper engagement and increased revenue. Be sure to select a CTA that works well for your message and channel.
For example, for an email you might include a secondary CTA with a link to a case study on a new product. For SMS it is best to keep copy brief and focus on one CTA that ideally drives the subscriber to purchase.