Building a messaging strategy that combines both email and SMS can be a powerful way to connect with shoppers and drive conversion, as each channel provides distinct advantages. Email allows space for more personalization and visuals, while SMS marketing delivers quick, attention-grabbing updates directly to shoppers’ phones. When used together, email and SMS can create a seamless communication experience that engages shoppers at key moments in their journey.
Whether a shopper hesitated to buy because they are a bargain hunter or are simply waiting for a better time, the right follow-up messaging can be key to turning hesitation into a purchase. This raises an important question: which messaging type is more effective in driving action—email or SMS? Each channel offers unique advantages and when used together, can transform hesitation into meaningful engagement.
By combining these channels effectively, your brand can create a messaging strategy that engages shoppers at every stage of their journey, builds deeper connections, and drives impactful conversions.
Understanding the Shopper Journey: Why Email Marketing & SMS Marketing Work Together
While alerts and emails are effective strategies, their impact depends on how well they align with shoppers’ needs rather than adding to the noise. Understanding the shopper’s journey shows how email and SMS marketing can work together to create meaningful connections and guide shoppers at every stage.
Awareness
During the awareness stage, email campaigns can introduce potential shoppers to your brand with engaging newsletters or promotional content. Simultaneously, SMS can send quick alerts about new arrivals or upcoming sales, ensuring your message reaches shoppers immediately.
For example, a clothing retailer may send an email about a new fall collection with images and styling tips. SMS can then complement the email by sending time-sensitive alerts about limited stock to drive immediate action and engagement.
Consideration
In the consideration phase, email fosters deeper engagement with personalized content like product recommendations and shopping guides. SMS, on the other hand, provides instant answers to questions about availability or features.
For example, a home goods retailer might email a comparison chart of kitchen appliances with features and prices. Meanwhile, an SMS message could target a shopper who browsed a specific product category, such as blenders, and provide details like warranty information and free shipping to encourage them to make a purchase.
Decision
For shoppers in the decision stage, email marketing can remind them of items in their cart or offer special incentives to encourage purchase completion. Working alongside email, SMS marketing can provide timely reminders about the limited-time offers related to the shopper’s products.
For example, a fashion retailer might send an email highlighting a limited-time discount on shoes left in the cart. SMS can then serve as a nudge, reminding them to finalize their purchase before the deal runs out.
Building Trust and Personalization
Building trust with shoppers is just as important as understanding their journey. The key to fostering trust with your messaging strategy lies in being mindful of timing and personalization.
Striking the Balance in Timing to Build Shopper Trust
Shoppers are more likely to engage with brands that deliver personalized, relevant messages at the right time. Tailoring email and SMS content to their preferences or browsing history deepens the connection.
On the flip side, receiving both an SMS and an email with the same product recommendations can overwhelm a shopper. Instead, try a more thoughtful approach. Start with an SMS to deliver an immediate, personalized low stock alert to capture attention. Follow up the next day with an email that provides additional details, such as how-to guides for the products. This pacing builds trust by demonstrating respect for the shopper’s time and ensuring each interaction delivers meaningful value.
Bringing Personalization Into Focus to Drive Shopper Engagement
Personalized messaging, whether via email or SMS, can also build an emotional connection by acknowledging the shopper’s needs and desires. When the communication feels relevant, it builds trust and strengthens the relationship with your brand.
For example, an outdoor brand can start with a personalized SMS that highlights a limited-time sale on hiking gear a shopper was recently browsing. The brand can then follow up with an email that adds value by including customer reviews or suggesting complementary products like hiking socks or backpacks. Balancing personalization demonstrates care for the shopper’s experience, which can build long-term loyalty.
Key Benefits of Using Both Methods
Increased Reach and Engagement
Combining email marketing and SMS allows your brand to connect with shoppers through multiple touchpoints, which significantly boosts chances of engagement. SMS offers real-time reach with higher open rates, while email helps build long-term relationships. This combination increases visibility and reinforces your message, making it more likely for shoppers to take action.
Effective Funnel Targeting
Email marketing is versatile, supporting shoppers throughout their journey by providing valuable information during the research phase and nurturing them towards a conversion. SMS messages, on the other hand, excel at driving quick actions for shoppers who are closer to making a purchase.
By pairing these strategies, you can use email to build trust and engagement over time and SMS to deliver timely offers, like an exclusive discount code, to nudge shoppers over the finish line.
Boosted Brand Recall
Consistent messaging across email and SMS keeps your brand top of mind. A newsletter can introduce new products, and a follow-up SMS can remind shoppers to check out the latest arrivals. Brand recall is crucial when a shopper is ready to make a purchase, ensuring they think of your brand first and are more likely to act on your offers.
Data-Driven Optimization
Using both channels gives you more data to analyze and optimize. You can experiment with sending times, various content styles, and frequency to see what resonates best. For instance, if emails perform better on weekends but SMS messages drive clicks during lunch hours, you can tailor your strategy accordingly.
Deciding Which Channel Aligns With Your Brand
If you’re uncertain about which channel to choose or can only manage one, begin by identifying your primary goals and the type of relationship you want to build with your shoppers. According to Forbes, 83% of customers are happy to share their data to have personalized experiences. With this insight, you can determine the best approach for your company and ensure that your messaging strategy aligns with shoppers’ desire for personalization.
When deciding on a strategy, consider your shopper demographics, communication goals, and available resources. For brands with a mobile-savvy audience, SMS may drive higher engagement, while shoppers who respond well to detailed content might find email more effective. Also, think about the frequency and type of communication that would best engage your audience: does your brand have the resources to create visually engaging, in-depth emails, or is your team better suited to managing quick, straightforward SMS messages?
Email can be ideal for nurturing long-term relationships and providing rich, detailed information, whereas SMS is often a better fit for brands with frequent sales, time-sensitive deals, or products that tend to sell out quickly. By aligning your strategy with both your team’s capacity and your shoppers’ preferences, you can maximize the impact of your chosen channel.
How Upsellit’s Remarketing Experience Enhances Your Messaging Strategy
Upsellit’s Remarketing Experience helps optimize your messaging strategy with personalized, dynamic content that adapts to each shopper’s behavior. By utilizing advanced segmentation, A/B split testing, and ongoing optimizations, Upsellit ensures your messages are tailored to the right audience and delivered at the optimal time.
Lead Capture
With Lead Capture, Upsellit identifies and captures leads from all shoppers proactively or upon abandonment and crafts strategies tailored to your brand’s unique goals and paint points. For example, if there is a pattern of shoppers abandoning their carts at checkout, Upsellit can offer a Lead Capture option to save their cart for later, making it easier for them to complete their purchase at a more convenient time.
Email Remarketing
Email Remarketing delivers personalized messages that complement Lead Capture by turning leads into opportunities. For example, when a shopper signs up for Upsellit’s Price Drop Alert via Lead Capture, a notification email is sent once the price drops that highlights the savings, and includes a link to purchase. These streamlined details encourage the shopper to complete their transaction.
SMS
SMS also complements Lead Capture and provides a similar approach to Email Remarketing, enabling your brand to send timely promotional offers and cart reminders directly to shoppers via text. This real-time communication method drives immediate engagement, boosting both reach and response rates.
Push Notifications
Push Notifications offer another effective channel to engage your audience. By sending timely, relevant messages directly to desktop and mobile devices, Upsellit enhances brand visibility and prompts immediate action. For example, a push notification could alert a shopper when a product they viewed is back in stock. It could also notify them of an exclusive discount of 20% off that is available for a limited time, prompting them to act before the deal expires.
Upsellit’s commitment to compliance ensures your data is secure and adheres to all relevant regulations, giving you peace of mind while optimizing your remarketing campaigns across channels. For detailed insights into how Upsellit ensures compliance with SMS regulations, download our SMS Marketing Compliance Guide.
Furthermore, our Global Guide to Email Compliance provides an overview of key laws in the world’s largest international markets, covering email requirements in over 20 countries.
Transform Your Messaging Strategy with Email & SMS
Using both email and SMS strategically can significantly boost engagement and drive conversions. By aligning your strategy with the shopper’s journey, you can enhance both reach and effectiveness, enabling you to nurture relationships through personalized emails and drive immediate action with SMS.
Explore Upsellit’s innovative strategies from the Remarketing Experience Case Study, showcasing how Lead Capture campaigns, Email campaigns, and Anonymous Email campaigns seamlessly work together to deliver real results.
