Email and SMS Marketing: Getting Started with Perfect Duo

At my first job at a young ecommerce business, our marketing team was locked in a heated debate: a colleague championed email’s rich content capabilities while another colleague insisted SMS’s 98% open rate couldn’t be ignored. We spent weeks running separate campaigns until a scheduling mix-up accidentally sent both an email and text about the same flash sale within an hour of each other. Instead of customer complaints, we saw conversion rates jump 37%—our happy accident revealed the power of combining these channels.

But that’s why you’re here — to learn how to harness the combined power of SMS and email marketing — and this guide will show you how. Whether you’re a small business owner struggling to be heard amidst the social media noise or a seasoned marketer facing declining email open rates, we’ll provide practical, jargon-free advice to create a highly effective customer engagement strategy that you can implement right away.

But first, let’s look why email and SMS marketing work so well together.

Why Use Email and SMS Marketing Together?

Actually, there’s more than one pretty good reason:

• Higher open and click-through rates. Short message service (SMS) messages gets a 98% open rate compared to email’s modest 20-30%. Meanwhile, email marketing provides room for those product glamour shots that SMS can’t handle. Use both SMS and email in your marketing efforts, and you’re speaking to both the impatient scrollers and dedicated readers;
• Faster, more direct communication. SMS get read within 3 minutes of receipt on mobile phones. Ever tried to explain your return policy in 160 characters (the standard message length)? That’s when email marketing campaigns step in with the details;
• Better customer engagement. Some customers check emails during their morning coffee. Others respond to text pings on their mobile phones throughout the day. Using both channels in your existing marketing strategy is like showing up to both the morning meeting and the afternoon happy hour – you catch everyone eventually;
• Increased sales and ROI. When your SMS reminder arrives just as someone’s thinking “I should really order that thing,” that’s not coincidence—that’s smart marketing. Campaigns using both SMS and email typically see a 35% higher ROI than single-channel approaches.

Email and SMS Marketing — Strengths, Differences

Just before we move on to the advantages of this power duo, let’s quickly sum up each channel’s most prominent differences:

Benefits of Email and SMS Marketing Duo

When you combine these two powerful marketing channels, you unlock capabilities that neither can achieve alone. The synergy between SMS’s immediacy and email’s depth creates a marketing approach that addresses customers at multiple touchpoints in their journey.

Think of it as the difference between a quick coffee chat versus a sit-down dinner – both have their place in building relationships, and together they create a more complete connection.

Skyrocket Your Reach & Open Rates

The first challenge of any email marketing campaign is simply getting your marketing messages seen. This is where the email and SMS combo truly shines as complementary communication channels.

SMS dominates attention

With a staggering 98% open rate (compared to email’s modest 20-30%), your SMS marketing efforts get seen, not filtered. Even more impressive, 90% of texts are read within 3 minutes of delivery. 

Remember that feeling when someone texts “On my way!” and you immediately check your hair? That’s leveraging SMS marketing at work.

Email provides depth

When you need to tell a fuller story, email marketing campaigns are your go-to channel. Email marketing services offer space for content that wouldn’t fit in a 160-character text. 

Email allows for images, GIFs, videos (even multimedia messaging service content), and detailed product descriptions – try fitting your summer collection showcase in a text message and watch your phone implode.

Pro strategy

Use SMS for time-sensitive messages (“Your limited-time offer expires in 2 hours!”) and email for detailed content (product guides, newsletters). It’s like sending a quick text “Meeting in 5!” followed by an email with the full agenda and presentation. Different marketing messages, same goal.

Faster, More Reliable Deliverability

In marketing, timing is everything. Here’s how email and SMS play a different role here:

Instant visibility

Text messages appear directly on lock screens, making them nearly impossible to miss. Unlike social media channels, there are no mysterious algorithms deciding your message’s fate.

Redundancy advantage

If an email gets buried under fifty “urgent” messages from your boss, your SMS reminder acts as backup. Conversely, if someone’s phone died, your email marketing campaign waits patiently for them to recharge.

Case study

Fashion retailer ASOS is launching a new sneaker collection. They send out an email with a sleek lookbook, but they don’t stop there. Within 30 minutes, they hit their audience with an SMS blast featuring the same promo code. The result? A 40% surge in redemptions! 

This isn’t just a one-off success story. A recent study by Textellent found that following up an email with an SMS can boost email open rates by a staggering 20-30%. ASOS tapped into the power of both channels: SMS drove immediate traffic, while email provided the detailed information that converted browsers to buyers.

Create a Seamless Customer Journey

Different stages of the customer journey need different customer communications approaches for both people who receive SMS messages and email. Like dating – you don’t propose on the first date, and you don’t text “u up?” after you’re married. Timing matters.

Channel strengths

And here’s how different channels strengths play out:

Implementation example

When launching a new product, send a promotional text message: “Your VIP early access starts now! Shop new arrivals → [link]” to drive immediate traffic. 

Follow up with an email marketing campaign featuring lookbook images and styling suggestions.

Smart, eh?

Boost Conversions with Multi-Channel Retargeting

Abandoned carts and browsing sessions are like first dates that ended without a kiss goodnight – there was interest, but no commitment. A multi-channel approach helps you restart the conversation.

Abandoned cart sequence

When a customer leaves items in their cart, send an SMS 1 hour later: “Forgot something? Your cart is waiting!” 

Follow up with an email the next day: “Complete your purchase + free shipping!” that showcases those abandoned items with pretty pictures and an added incentive.

Browse abandonment

For customers who viewed products but didn’t add to cart, send a text message: “Still thinking about those noise-canceling headphones?” Because we both know your neighbor’s amateur drum sessions aren’t getting any better. 

Then, deliver an email with “Customers also bought these matching items” to give social proof.

Results you can expect

Businesses using this dual-channel recovery approach report 25% higher cart recovery rates and 3x more conversions than single-channel approaches, according to CartBoss research. It’s the difference between one follow-up call versus a call AND a thoughtful email – persistence pays off without being annoying.

Personalize at Scale

Everyone wants to feel special. Not “dear valued customer” special, but actually special. Email and SMS together help make this possible with tailored messages, even with thousands of contacts.

Segment precisely

By combining purchase history with SMS engagement data, you can create highly targeted customer groups. This allows you to tailor your messaging and offers to resonate with specific interests and preferences, leading to higher engagement and conversions.

Time messages perfectly

Some people check email with their morning coffee; others respond to texts during lunch breaks. Track when customers are most active on each channel. It’s the difference between calling your night-owl friend at 7am versus 7pm – timing changes everything when managing customer data.

Advanced tactics

Send birthday SMS offers (“Happy Birthday Sarah! Enjoy 25% off today”) followed by email gift guides based on past purchases. 

After someone buys those fancy headphones, send a quick SMS satisfaction check-in, then an email about your tech accessory club.

Cost-Effective with High ROI

Good news – this dual-channel approach won’t also break the bank.

Budget breakdown

Here’s a quick breakdown how much you can expect to pay and get in return:

Sender really stands out with its pricing flexibility that works for businesses at every stage. Their Free plan is surprisingly generous—you can send up to 15,000 emails monthly to as many as 2,500 subscribers without spending a dime, which honestly blows most competitors out of the water. When you outgrow that (and hopefully you will!), their Standard plans start at just $7 per month, scaling as your subscriber list grows. 

For SMS messaging, they’ve gone with a practical pay-as-you-go credit system rather than forcing you into a hefty monthly commitment—you only pay for what you actually use at rates that won’t make your finance team wince (from as low as $0.02/SMS).

ROI comparison

Combined email and SMS campaigns consistently deliver 35% higher ROI than single-channel approaches. They also show 60% lower cost per acquisition than social media advertising campaigns. 

According to research from Constant Contact, SMS marketing is expected to reach $12.6 billion by 2025 with a projected 20.3% compound annual growth rate, showing just how effective businesses are finding this personal channel.

Build Stronger Customer Relationships

Beyond immediate sales, the email and SMS combination helps build lasting customer relationships. Both have their place, but only one builds value over time.

The psychology of engagement

SMS creates an instant connection that feels like texting a friend – immediate and familiar. Email, with its broader canvas, works for storytelling through content that educates and entertains. 

It’s like having both quick coffee chats and longer dinner conversations with customers – each serves a different purpose in the relationship.

Loyalty-building sequence

An SMS and email combo can work wonders in keeping that post-purchase momentum until it grows into customer loyalty. Here’s how:

1. After purchase, send an SMS: “Thanks for your order! Your goodies ship tomorrow.” It’s like a reassuring text. 
2. Follow up with an email: “Get the most from your purchase” (with tutorial videos). 
3. A week later, send an SMS: “How are you enjoying your noise-canceling headphones?” with a review prompt.

Long-term impact

According to research from SAP Emarsys, brands using coordinated messaging approaches can significantly boost customer lifetime value through consistent repeat purchases. 

Klaviyo data shows that in 2024, 86% of people made multiple purchases through SMS messages, with 30% making four or more purchases annually. 

These aren’t just transactions – they represent customers who stick around because you communicated in ways that fit their lives.

Successful Email & SMS Marketing Examples

Want more successful examples on how this combination was used? We deliver:

Abandoned Cart Recovery

The abandoned cart sequence represents a proven revenue recovery opportunity when implemented through multiple channels:

SMS: “Forgot something? Your cart is 10% off for the next hour! [LINK]”

Email: Follow up with product images + social proof like “Over 500 people purchased this item in the last week!”

This combination creates both urgency and desire. Beauty brand Sephora noticed a 63% increase in recovery rates with this approach – the text generates site traffic while detailed email product photos complete the sale. According to Klaviyo’s research, brands like Dana Rebecca Designs have found that making SMS the first touchpoint in abandonment flows yields better returns than email-first approaches.

Flash Sale Alerts

Time-limited offers benefit from multi-channel promotion:

SMS: “FLASH SALE! 50% OFF for 24 hours – shop now! [LINK]”

Email: Send a full catalog with the discount code and a countdown timer that creates purchase motivation.

This approach drives immediate action. Clothing retailer H&M found this dual-channel approach boosted their flash sale traffic by 47% compared to email-only campaigns.

Loyalty Rewards

Building customer relationships requires both immediate gratification and comprehensive information:

SMS: “Invite your friends and earn points! Find out more: [LINK]”

Email: Highlight exclusive member perks, showing tier status, available rewards, and how to earn more points.

This effective marketing strategy creates immediate excitement followed by detailed program information. Twilio case studies show that businesses implementing SMS for loyalty programs see higher engagement and participation rates.

Now that you’ve seen the strategies in action, let’s explore how to implement them in your own marketing efforts.

Getting Started with Email + SMS Marketing

Ready to harness the power of this dynamic duo for your business? Getting started is easier than you might think, especially with today’s integrated marketing platforms. Let’s walk through the key steps to launch your combined email and SMS strategy.

The right foundation will set you up for long-term success, ensuring your messages reach the right people at the right time through their preferred channels.

Choose Email and SMS Marketing Platform

Selecting the right platform represents your crucial first step for successful implementation. Your technology foundation determines your marketing capabilities.

Look for these essential features in your email and SMS marketing platform:

• Unified customer profiles across both channels
• Email automation capabilities for both email and SMS
• Detailed analytics that show which combinations work best
• Simple segmentation tools for targeted messaging
• SMS compliance management features for Telephone Consumer Protection Act
• Visual workflow builders for cross channel campaigns

Platforms like Sender offer dashboards where you can manage both channels simultaneously. Sender particularly stands out for its user-friendly interface and affordable pricing for businesses just starting with dual-channel marketing.

The right SMS marketing tools and best SMS marketing service should simplify campaign management rather than adding complexity to your workflow.

Build Permission-Based Lists (TCPA/GDPR Compliant)

Legal compliance forms the foundation of effective marketing. SMS compliance deserves particular attention due to strict regulations with substantial penalties.

Consider these essential practices for building compliant contact lists:

• Create clear, explicit opt-in processes for each channel separately
• Use double opt-in where possible (especially for SMS)
• Clearly state message frequency and content expectations
• Include simple unsubscribe instructions in every message
• Document when and how consent was obtained
• Regularly clean your lists of inactive subscribers

Under the Telephone Consumer Protection Act (TCPA) in the US and GDPR in Europe, you need explicit consent before sending marketing texts. Permission cannot be assumed based on business relationships or other interactions.

Remember that email permission doesn’t automatically grant SMS permission. Each channel requires its own explicit consent process and documentation.

Map Customer Journeys (Where Each Channel Fits Best)

Strategic message planning creates optimal customer experiences. Thoughtful channel selection ensures appropriate communication at each stage of the buying process.

Key touchpoints to map in your customer journey:

• Welcome and onboarding sequences
• Product browsing and consideration
• Purchase confirmation
• Shipping and delivery updates with SMS updates
• Post-purchase follow-up
• Review requests via short message service
• Reactivation of dormant customers
• Birthday and special occasion messages

For instance, order confirmations benefit from both an immediate “We got your order!” text and a detailed email receipt. Product education works well through email with videos and instructions. Post-purchase check-ins start with a quick SMS reminder asking “How’s that new coffee maker working out?” then transition to email with loyalty program info.

This strategic mapping ensures each channel serves its ideal purpose, creating a cohesive experience that guides customers through their relationship with your brand.

Test and Optimize (Try Different Timing and Messaging)

Even professional chefs don’t nail a recipe on the first try. The key to effective email and SMS campaigns lies in continuous testing and refinement based on real data.

Try experimenting with these variables:

• Timing between channels (immediate follow-up vs. delayed sequence)
• Message sequencing (which information goes in which channel)
• Call-to-action placement and wording
• Subject lines and opening hooks
• Message length for text messaging service
• Personalization elements and tailored messages
• Sending frequency for both sms campaigns and email campaigns
• Time of day for time-sensitive messages

Track key metrics like open rates, click-throughs, conversions, and unsubscribes. Pay attention to how different customer groups respond to SMS vs email – your 25-year-old urban customers might love text updates while your suburban 50+ crowd might prefer detailed emails.

Use actual data to guide decisions, not just your gut feeling or what your CEO’s teenager thinks is cool. The beauty of digital marketing is that everything is measurable – so measure it!

Ready to put these strategies to work? Sender offers an all-in-one platform for email and SMS marketing with easy automation, detailed analytics, and affordable pricing. Create your free account today and start building your first dual-channel campaign that drives real results.

FAQs About Email and SMS Marketing

Can I Automate Email and SMS Together?

Absolutely! It’s not 2010 anymore – you don’t need to manually send each message while watching reruns of The Office. Modern marketing platforms make email automation and automated text messaging simple across both channels.

You can set up triggers based on actual customer behavior – someone abandons a cart, signs up for an account, or browses a specific product category. These actions trigger your preset sequence of messages across both channels.

For instance, when someone leaves items in their cart, your system automatically sends a text after one hour: “Your new hiking boots are getting lonely!” Then if they haven’t returned by morning, an email follows with those boot photos and maybe a free shipping offer. These sequences adapt based on whether customers open, click, or ignore your messages – no human intervention required.

Just make sure your email service provider handles both channels natively or connects smoothly with your text messaging service.

How Often Should I Send Messages?

Message frequency requires careful consideration. Too many messages create annoyance; too few miss engagement opportunities.

For email: 1-4 times monthly works for most businesses, though retailers can increase to weekly during holiday seasons. The monthly newsletter plus occasional special announcements creates an effective baseline frequency.

For SMS: Keep it to 2-4 messages monthly unless you’ve clearly told customers to expect more. SMS creates a more personal, potentially intrusive experience. Reserve texts for truly important communication. According to Klaviyo’s consumer survey, 40% of people feel one text message per week from businesses is enough, while 30% are open to receiving a few texts weekly.

Watch your unsubscribe rates closely. A sudden spike indicates either excessive frequency or irrelevant content. Start with fewer messages, then gradually increase while monitoring engagement. Different customer segments have different tolerance levels – segmentation enables appropriate frequency for each group.

Do I Need Consent for SMS Marketing?

Yes, and it’s non-negotiable from both legal and ethical perspectives.

Unlike email marketing where regulations vary by region, SMS marketing requires explicit opt-in consent practically everywhere. In the US, the Telephone Consumer Protection Act (TCPA) requires written consent before sending marketing texts, with penalties up to $1,500 per violation. This creates substantial financial risk for non-compliance.

Here’s what proper consent looks like:

• Clear disclosure of what messages they’ll receive (“Weekly deals and occasional alerts”)
• Notification about frequency (“About 3-4 messages monthly”)
• Statement that message/data rates may apply
• Simple opt-out instructions (“Reply STOP to unsubscribe”)
• Links to terms and privacy policy

Never assume email permission transfers to SMS – each channel needs its own explicit permission process. Keep detailed records of when and how consent was obtained – screenshots of the opt-in form and timestamps provide essential documentation if regulatory questions arise.

And remember, consent expires – if someone hasn’t engaged with your texts in 18 months, it’s prudent to request renewed permission before continuing communication.

• SMS Marketing for Ecommerce: Strategies, Templates
• What is an SMS Notification? Definition, Examples
• 10 Email Marketing Strategies to Boost Engagement

About author

Thomas Radavicius

Author

Sender

Thomas Radavicius is an email marketing expert with extensive knowledge in various digital marketing topics. He loves staying current with industry trends and enjoys learning about strategies to enhance and grow business marketing efforts. In his free time, Thomas explores new technologies, reads about marketing innovations, and hikes outdoors.

Writer - Vesta Oldenburg