Short message service or simply SMS, is the standard behind the phenomenon that is texting. In the right strategy, it can also be a powerful marketing tool, especially when coupled with a proven method like email marketing. Combining these two tactics is a move that could lead to great things, but there are also some drawbacks that need to be considered before moving forward with the integration. This article will examine the pros and cons of partnering SMS with your email marketing campaigns.

AdvantagesTargeted Tandem: SMS and email marketing are two highly targeted methods that actually function in a similar manner. For example, both provide an intimate environment for one-to-one communications, and both operate on a permission-based aspect. If you are sending the right stuff at the right time, adding SMS to the mix can help you grow even closer to your target audience.Demands Attention: Open rates for SMS marketing campaigns are much higher than they are for email campaigns. In fact, research shows that more than 90% of cell phone owners open a text message within 15 minutes of receiving it. Response rates are significantly higher as well. These two factors alone make SMS difficult to resist.Still Cost Effective: Email marketing is well known for its cost effectiveness. And while combining it with other methods generally means another expense, it should be comforting to know that SMS itself is an affordable means of communication. So even though both require an investment, it is very possible to keep the overall investment reasonable.

Disadvantages

Limitations: SMS is far from perfect, and this is a factor that really becomes clear when its limitations come to light. For instance, text messages are limited to 160 characters. Although this may not seem like a big deal, it is actually an unfortunate con that could drastically limit the marketer?s potential in the long run.

Lack of Features: Another disadvantage of SMS is the lack of features. Text messages do not support audio, images, video, or other media content. These are elements many marketers rely on to engage their subscribers and drive responses so without them, garnering success with your campaigns could prove difficult.

Little Exposure: While text messaging is extremely popular, it is far less common than email and other forms of communication. More businesses are starting to incorporate it into their marketing strategies, but SMS is still fairly new. For this reason, consumers tend to be more reluctant to sign up to a mobile mailing list and receive messages via SMS.

An Ideal Match

We are not advocating nor condemning using SMS with your email marketing campaigns. The purpose of this article was merely to stress the importance of taking the pros and cons into consideration before making a final decision. In the event that SMS turns out be the solution, we can confidently state that email marketing is hands down of the best companions it could ever be paired with.

Author Bio:
Aidan Hijleh is a freelance copywriter and serves as the Non-Profit Partnership Liaison for Benchmark Email. Aidan advocatesfree email marketingservices to assist with the flourishing of grassroots organizations.