In the past few decades, email campaigns have been the standard form of digital marketing. However, many small businesses are now harnessing the speed and accessibility of group text messages to reach their audiences. Both email and text-based marketing have their pros and cons. Here are some key differences between the two strategies and the best scenarios for using each type.
What is Group Texting
In its simplest form, group texting entails sending the same text to more than one recipient at the same time. When applied as a marketing strategy, you may see it as “SMS marketing.” These days, the average consumer always keeps their phone on hand, so group texting can be a very effective way to connect with a targeted audience at any time of day.
Benefits of Group Texting
Between online ads, billboards, podcast commercials, and website pop-ups, people are constantly being marketed from when they wake up to when they go to sleep. With this in mind, group texting can be a great way to cut through the static and deliver your message directly to the customer. By utilizing a worldwide cell phone network, you can send a text straight to your customer’s pocket in seconds, without Wi-Fi, and with an increased likelihood of a response. In addition, consumers are 10-15% more likely to open text messages than traditional email messages, making it an easy way to boost engagement.
Texting is also concise but effective. Typically, texts have an upper limit on the number of characters that can be contained in each message. This forces businesses to refine their texts to keep them focused and to the point. For the receiver, reading a concise message eliminates some of the mental steps required to engage, which shortens the leap from the initial opening of the message to the call to action.
When to Use Group Texting
Considering the benefits, group texting for business is best for urgent notifications, reminders, coupon codes, or limited-time offers. It’s also useful for instances requiring two-way communication between the sender and receiver.
What is Email Marketing
Similar to group texting, email marketing involves a single email blast that’s sent to the inboxes of multiple email addresses. In most cases, the business procures the email addresses via sign-up form, which is then used for digital marketing purposes. For example, a bakery that offers a free cookie if you sign up for their mailing list will turn around and use the list as part of their sales funnel, ultimately driving more sales.
Benefits of Email Marketing
Unlike text messages, emails are ideal for presenting large amounts of information. Also, they aren’t limited to text-based content. For example, images, videos, or digital files can be easily incorporated or attached to an email, giving the business more control over the quality and quantity of information.
When to Use Email Marketing
Emails are best for newsletters or comprehensive, educational content. Publicity updates, which usually require communicating multiple information points, are also best conducted via email marketing. Finally, emails can be more effective at targeting older audiences. According to international surveys, millennials and older are more likely to use email as their preferred method of communication.
The Best Marketing Strategy
The “best” marketing strategy is to take advantage of both group texting and email marketing to maximize your return on investment. The key is to utilize each method based on its advantages. For example, you can send a group text to encourage your audience to sign up for your mailing list and vice versa. Another example is to use an email campaign to share a complete list of services or products, then send periodic group texts anytime there is a time-sensitive sale on one of the services or products offered.
Effective marketing is an important aspect of any business. Audiences want to hear from the brands they care about. However, choosing a different delivery method can sour your brand’s message. As a rule, keep group texts for brief, time-sensitive information and emails for comprehensive or media-heavy communication. By staying up-to-date on how people consume information in the digital age, you can funnel sales and stay competitive in an increasingly competitive world.
Author Name: Steffy Alen
