Over-messaging can lead to customer fatigue and damage the relationship, impacting campaign performance.

\"But I will say the common thread is volume. So if there is a standout tactic or a standout habit that is turning people away. It is too much messaging too soon, which is a signal to me.\"

Takeaway:

• Avoid overwhelming customers with excessive messaging.
• Listen to customer signals to adjust your messaging frequency.
• Focus on quality over quantity in communications.

Choosing the right message types for SMS vs email helps in building trust and enhancing customer relationships.

\"I've been speaking a lot about better post-purchase contact strategy, because these days, you know, brands are sending both transactional, well, they've been doing this for a long time. But transactional and marketing messages are both part of that mix.\"

Takeaway:

• Use SMS for transactional and time-sensitive communications.
• Leverage email for detailed promotional content.
• Tailor message types to each channel to enhance trust.

The incorporation of SMS is changing the landscape for email marketers, creating new opportunities.

\"I wouldn't say I think SMS is the next phase, but I do think it's sort of like the younger sibling that gets, you know, thrown into the, oh, well, you're already taking care of these two kids here. Here's a third.\"

Takeaway:

• Adapt to include SMS in your marketing strategies.
• See SMS as an opportunity to enhance customer outreach.
• Integrate SMS with email to create cohesive campaigns.

Addressing data privacy concerns is essential for building trust with your audience in SMS marketing.

\"We've got to have all those preference centers, but certainly, yeah, make the front end as clear and transparent as possible so people know, you know, I can get out at any time.\"

Takeaway:

• Ensure 100% opt-in compliance for SMS marketing.
• Provide clear options for customers to opt out easily.
• Maintain transparency about data use to build trust.

Managing message frequency across channels is vital to prevent customer burnout and maintain engagement.

\"First and foremost, look at your overall contact strategy across all channels and then do some segmentation to understand a frequency distribution.\"

Takeaway:

• Analyze your contact strategy to balance messaging frequency.
• Segment your audience to tailor communication frequency.
• Monitor engagement metrics to adjust your strategy accordingly.

Giving customers control over their communication preferences enhances trust and improves engagement.

\"So one thing is yes, evolve your preference centers. That's low hanging fruit that's going to need to be done.\"

Takeaway:

• Update your preference centers to include SMS options.
• Allow customers to easily manage their communication preferences.
• Enhance transparency to build trust with your audience.

Collecting mobile numbers effectively is essential for expanding your SMS marketing reach without alienating customers.

\"Who else has seen the double hit attempt to get the email address and the mobile number through a modal, through a pop-up on a website.\"

Takeaway:

• Avoid forcing customers to provide both email and phone number upfront.
• Test different incentives and timing to encourage SMS opt-ins.
• Allow customers to provide their mobile number when they are ready.

Utilizing urgency in SMS can help drive immediate action, complementing your email strategies.

\"I think one of the great things about SMS versus email is a greater sense of urgency. So when we think about that, it is primarily, it's funny because email started this way too, you know, it's a personal messaging channel.\"

Takeaway:

• Use SMS for time-sensitive offers and alerts.
• Leverage the immediacy of SMS to enhance engagement.
• Complement email campaigns with urgent SMS messages when appropriate.

Understanding the pitfalls of SMS marketing is crucial to avoid alienating your customers and to ensure the effectiveness of your campaigns.

\"It also gives them 96 opportunities to alienate and to aggravate people. So, you know, is the juice worth the squeeze to add SMS into the mix? Absolutely.\"

Takeaway:

• Avoid overusing SMS to prevent customer frustration.
• Be mindful of frequency tolerance differences between SMS and email.
• Strategically plan SMS messages to enhance customer experience.

SMS and email can naturally complement each other, providing multiple touchpoints to engage customers and improve campaign performance.

\"SMS and email can naturally complement each other, and many email marketers are suddenly finding themselves tasked with their brand's SMS strategy.\"

Takeaway:

• Integrate SMS and email to enhance customer engagement.
• Leverage the strengths of both channels for better results.
• Develop strategies that utilize both SMS and email effectively.