A Quick Guide to Improving Your Email & SMS Campaigns

By: Damaris Villalva Cruz | Marketing Manager

Emails and SMS campaigns are one of the most effective ways to deliver personalized information, updates, offers, and time sensitive information to your intended audience for optimal results. By combining them you can be sure to reach your target audience and easily reach your goals. Every company needs to be aware of how useful these resources can be but most importantly how to effectively use them. There are some key things to keep in mind if you plan to integrate them to your marketing strategy. Here are a few key things to remember when using them both. 

Permission Based 

Email and SMS deliveries are entirely permission based. Usually when a person fills out an intake form or subscribes to a newsletter, they are providing consent for a company to be in contact with them. You should have a ‘privacy policy’ page where you explain how you will use their information. It may also be helpful to ask for their name, e-mail address, age, preferred language, mailing address or phone number. The more information you have about them the more you are able to cater to the individual needs of that patient or consumer. However, be intentional about which information you prioritize and cautious of how much information you ask at a specific time. The shorter your intake form is, the more likely they will fill it out. The main goal for the intake form should be so that you can keep in touch with the potential patient.

Timing

Email and SMS are for delivering quick and time sensitive information. This is useful when you want to deliver last minute information or  to send last minute reminders. With both email and SMS the timing of delivery is crucial. Not only how fast you can deliver the information to them, but more importantly, the time of day you send it to them. Even when you are making a call to them you have to be aware of the best time to reach them. Think about your audience and their needs. Consider questions like, “Do they work all day? Do they work from home? Will they be driving at the time you send that SMS or email? Is it best to send it before work or after work? What about between 2-3 when energy is low and they need a distraction?” These are some of  the factors you should consider. The next step would be to test what time you get the best response.  We have also found that factors such as weather, season, and current events can fluctuate the effectiveness of delivery. The more questions you ask about your audience and better understanding of who they are, the better you will be able to reach your goal.  

Personalization 

This is the most important part of your campaign. Be personal! Email and SMS are great because you can also segment your audience and provide relevant information based on what you know about them. As much as possible, start the message with their name and end with a thank you. Provide information that is relevant to and useful to your audience. With SMS make sure your content is short, simple and adds value. Don't use identical content repeatedly, instead, keep the information intentional and unique to your audience member.

Format 

Another thing to consider is the format of your content. You  can make little format changes to every email such as adding an extra column, changing some pictures, and just diverse formatting through a journey.  For the overall format of your email,  the text needs to be equal or greater to the pictures you use. Emails must also be skimible for a quick read. This way it will not look like they are not receiving the same email over and over again (and maybe increase the likelihood of being opened and read). Remember to always use your personal touch that we are always trying to convey. 

Opt out 

Always make sure that you have an opt out or unsubscribe option in all content you send. From the beginning we have established that it's  permission based, so they must have the option to opt out. If you do not provide the opt out option or text them without their consent, it is a violation to their privacy.

Remember to always be creative when creating your emails and SMS . Be creative with your subject lines in order to increase your ‘opened’ numbers.  SMS and emails are the most quick and useful ways to stay in the forefront of your consumers’ minds. When used appropriately and intentionally, these are powerful tools to reach your company goals.