Which Communication Mediums Are Best for Message Delivery?
For the modern marketer, determining which communication mediums are best for particular message deliveries can be a make or break situation. With the ubiquitousness of internet email and mobile-based SMS messages, nearly every potential customer in developed and developing markets can theoretically be reached by marketers. Deciding which of these communication mediums to use can come down to how quickly the marketer needs to record a customer action and what percentage of customers taking an action is acceptable.
Beyond KPIs, marketing deployment methods are largely determined by which channels customers most prefer. Here’s a closer look at two use cases for marketing deployment and the benefits of the two leading message delivery channels—SMS and email.
The Welcome Message
Every time a new customer is onboarded—whether for something as spontaneous as a new mobile app download or a more considered action like opening an account with a financial services provider—they should receive a welcome message. These messages engage the customer at the outset and provide a good first impression for their ongoing customer experience.
The welcome message sets customer expectations for everything that is to follow, and when that message comes in the form of an email, it enables the marketer to let the customer set the level of interaction by directing them to a preferences center where they can select the types and frequencies of emails they wish to receive. This type of message can help the customer/business relationship start off on the right foot.
One aspect that makes the welcome message a particularly strong use case for email marketing is its automation. Emails can be triggered by user interaction and can automatically send customizable welcome information to new users to start building loyalty and trust. With an omnichannel communications platform in place, the welcome message can be the first step in a long-term email drip campaign that sends personalized messages to users over time. Without having to personally write and send emails, the marketer is freed up to focus on using the analytics provided by the platform to provide even better service.
The welcome message can have even more positive results when sent through SMS than through email. SMS messages are far more successful than emails in reaching customers. While emails have an average open rate of 20 percent, according to Gartner, SMS open rates are as high as 98 percent. The 6 percent email response rate also pales in comparison to the 45 percent response rate of SMS messages. Because the welcome message, as a use case, is designed to lead to further customer investment in the product, the marketer should take care in researching and crafting their SMS message campaign, even despite the medium’s impressive open and response rates.
Update, Notify, and Engage
When it comes to use cases for marketers, the status update, notification, and engagement are all powerful aspects not to be ignored. By giving customers information that plays into their fear of missing out, for example, a notification message can generate strong interest in re-engaging with the business, service, or product, reminding customers of the value they derive from the product and ultimately driving even more conversion.
According to VentureBeat, status update, notification, and engagement emails psychologically reward the customer when they use the service or product. For example, when a user has a Pinterest post shared by another user, they can receive a notification email telling them about it in near real time, prompting them to click through on the email link to see who shared their content. This type of email messaging also engages them to post additional content to Pinterest and even suggests additional pins they could share themselves. By prompting user action, the message builds engagement through notification.
The status update, notification, and engagement use case can also be leveraged for even more immediate gratification when paired with SMS technology. With the high open and response rates of SMS, marketers can reach customers at any time or any place. But the best time could be when the customer has a previously scheduled appointment, such as doctor or dentist appointments. SMS reminders can keep them scheduled, eliminate late arrivals, reduce no-shows, and engage them to keep them coming back. With an SMS API in place, a business can develop contextual messages to send directly to customers that scale with the business, encouraging customers to invest in the company and product.
SMS and email messages can strengthen both the customer experience and the business relationship with the customer. Best of all, they relieve office staff or contact center representatives to concentrate on higher-value tasks. While customers are more likely to open and respond to SMS messages, they also regularly engage with emails, and the welcome message and the status update, notification, and engagement message are two ways of meeting customers through their preferred channels. If you’re looking to strengthen your relationship with customers, using SMS or email marketing messages can go a long way.