10 Tips to Integrate SMS Marketing in Your Cross-Channel Strategy

Published On: 24 Apr 2023


Boost your ecommerce success with these 10 expert tips for integrating SMS marketing into your cross-channel strategy. Reach customers effectively!

Looking for a powerful way to turbocharge your marketing strategy and captivate your target audience like never before? It's time to embrace cross-channel marketing! Businesses that dive into cross-channel marketing witness a jaw-dropping 24% higher year-over-year revenue than those that don't.

One of the coolest tricks to ace your cross-channel marketing game is by weaving SMS marketing into the fabric of other channels like email, social media, and push notifications.

Doing this will create a silky smooth customer experience and connect with your audience through their most-loved channels.

Take H&M for instance - they nailed it with their summer collection promotion! They fired up their SMS, email, and social media engines to spread the word. Customers who hopped on the SMS bandwagon received an irresistible discount code (hello, savings!) that could be used online or in-store. At the same time, H&M continued to dazzle followers with enticing visuals on email and social media channels.


Buckle up as we dive deep into the world of cross-channel marketing and explore how SMS marketing can join forces with other channels to amplify your results like never before. Whether you're a newbie to SMS marketing or a seasoned pro looking to level up, we've got you covered with all the insights and techniques you need to soar. So, without further ado, let's jump right in!

Tips and best practices to weave SMS marketing into your cross-channel strategy

1) Gather that precious contact info

Merging SMS and email marketing can create a magical combo to reach your customers like a boss. To kick things off, you'll want to collect your customers' contact info, including their phone numbers and email addresses.

There are many ways to do this:

  • Online forms
  • Eye-catching pop-ups
  • Irresistible incentives (who doesn't love a good deal?)

The secret sauce here is to offer valuable content or promos that make customers excited to share their contact details.

Hydrant, a brand that offers rehydration packets encourages customers to reorder through text messages.


A simple popup appears when a purchase is made, asking the customer if they would like to sign up for text message reminders of when it is time to reorder.

Then, Hydrant will send a pleasant, well-timed text message inquiring as to whether or not the consumer wishes to re-order, taking into account the quantity previously purchased.

Once you've got their info, it's time to craft personalized campaigns that harness the power of both SMS and email to captivate your customers and inspire them to take action.

2) Divide and conquer: Segment your audience

Did you know that the CTR of segmented campaigns is 94% higher than that of non-segmented ones? You need pro-level audience segmentation to make the most of cross-channel marketing.

Once you've collected those contact details, it's time to divide your audience into different groups based on their interests, behavior, or demographics. This way, you can create ultra-targeted campaigns that speak to their hearts.

Adapting your communications to the specific interests of each audience subset will increase interaction and strengthen your relationships with that group. Furthermore, segmentation is your marketing strategy's hidden weapon for reaching the right people at the right time with the correct message.

3) Personalization: The cherry on top

No cross-channel marketing strategy is complete without a healthy dollop of personalization, especially for SMS and email marketing. Use customer data like names and purchase history to whip up tailor-made messages that strike a chord with your audience and drive conversions.

Show your customers you get them and appreciate their business by customizing your SMS and email messages based on their preferences and behaviors. This strategy not only boosts engagement and loyalty but also sets the stage for wildly successful cross-channel marketing campaigns.

GOOD COUNSEL, a subscription package for men of stature, takes things a step further by allowing customers to communicate with a personal stylist via SMS.


Continue reading: Big Brand Ecommerce Hyper-Personalization Strategies All DTC Brands Should Adopt

4) Promote SMS subscriptions on social media

Social media is your BFF when it comes to cross-channel marketing, so why not use it to show off your awesome SMS subscription service and grow that subscriber list?

One winning strategy is to post about the fabulous perks of hopping on the SMS train, like exclusive deals, first dibs on new products, or nifty tips and advice they can't find anywhere else.

Sassy Jones, a global fashion and beauty brand uses video marketing to the full extent. Fans of this brand can count on daily video content that is both informative and entertaining, shared via IGTV, Instagram Live, or Facebook Live.

In this video, you can notice Sassy Jones promoting its SMS service on Facebook.


A screenshot at the end of the video explains how viewers can start receiving text alerts from the company.


Lifesight Tip:Sweeten the deal with incentives like irresistible discounts that'll have users clamoring to sign up. Make their lives easier by sharing links to sign-up forms on your social media pages, so joining your SMS squad is a breeze.

5) Be a customer service superhero with SMS + social media

SMS isn't just great for marketing; it's also a customer service powerhouse when teamed up with social media. Offer a dedicated SMS number for customers to text for support, and you'll be on your way to a seamless customer experience that earns you their trust.

If you are looking to level up your customer service game then use automated messages to help customers tackle common issues with step-by-step instructions or handy links to useful resources.

Coming back to Sassy Jones's example: They also offer personalized recommendations and customer service via SMS.


This not only skyrockets customer satisfaction but also saves your team some serious time and effort.

6) Embrace the magic of user-generated content

User-generated content (UGC) is pure gold for any brand, and social media is a treasure trove of UGC like photos or videos of happy customers using your products. To encourage customers to share their masterpieces, bring SMS marketing into the mix.

Send SMS messages with a snappy call-to-action, inviting customers to share their experiences with your products on social media using a specific hashtag. This approach helps you build a tight-knit community around your brand and craft super-engaging social media content.

Just check out this example of UGC posted by a Sephora fan on Instagram - talk about making a splash!


7) Unleash the power of SMS in social media contests

Want to supercharge your brand's presence and get your audience talking? Marry SMS marketing with social media by hosting thrilling contests that get everyone involved.

Invite customers to text a special keyword to a designated number for their chance to win big or snag a sweet offer. You'll have them buzzing about your brand and engaging across multiple channels in no time.

By harnessing the power of SMS and social media together, you'll extend your reach, create more chances for customer engagement, and forge even stronger connections with your audience.

8) Harness the power of triggered messages

Triggered messages are the secret sauce in any cross-channel marketing strategy, delivering personalized and timely communication to your customers across multiple channels. Unite triggered messages for SMS and push notifications, and you'll craft a seamless customer experience that sends conversion rates through the roof.

These nifty automated messages spring into action based on specific customer behaviors (like abandoning a cart or making a purchase) and can be customized to suit each customer's unique needs and preferences. By pairing SMS, email, and push notifications, you'll reach customers on their favorite channels with targeted messages that inspire action.

Picture this: you send an email campaign announcing a new product launch, and then you follow it up with a toe-tapping SMS campaign featuring a can't-miss discount code for that very product.

Timing is everything!

Nailing the timing is crucial when planning cross-channel marketing campaigns that include SMS and email. Nobody likes being bombarded with messages, so make sure you space out your communications and send them when your customers are most likely to engage. Otherwise, you risk leaving a bad taste in their mouths.

Strategically timed messages boost the odds of customers taking desired actions, like making a purchase or signing up for a newsletter. Use data analytics to find the sweet spot for the frequency and timing of your messages, and tweak your strategy as needed.

9) Tracking performance

Cross-channel marketing is a game-changer for gauging the performance of your SMS and email campaigns. By tracking the customer journey across multiple channels, you'll get a clear picture of how each touchpoint contributes to your campaigns' overall success.

For example, monitor how customers engage with your SMS messages, and then follow up with an email campaign targeting those who showed interest.

By piecing together insights from different channels, you'll gain a comprehensive view of your customers and be able to refine your marketing strategy like a pro.

10) Keep it consistent: Craft a unified brand message

In the world of cross-channel marketing, consistency is king. To forge a rock-solid brand identity and boost brand recognition, make sure your messaging is on point across all marketing channels, including SMS, email, social media, and beyond. Keep your brand voice, tone, and values in harmony across all your marketing materials.

Cohesive messaging creates a consistent brand image and helps your audience remember you. Plus, it builds trust and credibility, as they'll see your brand as reliable and dependable. When crafting your messaging, channel your brand persona and ensure it strikes a chord with your target audience, paving the way for lasting connections with your customers.

Continue reading: How to Integrate SMS Marketing with Customer Loyalty Programs

Final Thoughts

With the rapid growth of mobile technology, it's essential to meet your customers where they are, and SMS marketing offers a direct, personal, and efficient way to do just that.

By incorporating SMS into your cross-channel marketing campaigns, you'll not only be keeping up with the latest trends, but you'll also be creating a more engaging and memorable customer experience. Combining SMS with other channels like email, social media, and push notifications allows for a well-rounded, consistent, and personalized approach to marketing that truly resonates with your target audience.

Don't miss out on the opportunity to elevate your brand, drive conversions, and foster long-lasting relationships with your customers.

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