Both approaches, sending long SMS messages or combining short SMS messages with email can work well, depending on your audience and goals. Here’s a breakdown to help you decide:
Long SMS Messages
Advantages:
- Detailed Information: You can provide all the key details in one place, reducing the need for the recipient to follow up or click links.
- Personal Touch: A longer message can feel more personalized and empathetic, especially for emotionally sensitive topics like healthcare or surgery.
- Engagement: If written well, it can capture attention and build trust with your audience.
Disadvantages:
- Overwhelming: Long messages can feel overwhelming, leading to skimming or ignoring.
- Truncation: On some devices, lengthy SMS messages may get split into multiple texts.
- Costs: Longer messages can be more expensive, especially if split into multiple parts.
Short SMS with Links
Advantages:
- Quick Impact: Grabs attention with a clear, concise call to action.
- Higher Click-Through Rates: By including a link, you guide recipients to a landing page with detailed information.
- Better for Busy Audiences: Ideal for people who prefer quick, scannable messages.
Disadvantages:
- Requires Additional Action: Recipients need to click the link to get the full details, which not everyone may do.
- Limited Personalization: Shorter messages may feel less personal.
Combining Short SMS + Email
Advantages:
- Best of Both Worlds: SMS delivers immediate, high-impact information, while email provides the full details for those interested.
- Improves Conversion Funnel: SMS grabs attention, and email allows for deeper engagement.
- Cost-Effective: Keeps SMS short (and less costly) while leveraging email for more comprehensive communication.
Disadvantages:
There is no
Best Practices for SMS + Email Marketing:
- Make SMS Actionable: Use SMS to highlight the offer, create urgency, and provide a link. Example: “Reserve your surgery for $250 USD—offer ends Feb 28! Learn more: [link].”
- Personalize Email: Use the email to expand on benefits, provide package details, and build emotional connections.
- Timing Matters: Send the SMS first to grab attention, then follow up with the email a few minutes or hours later.
Conclusion:
A short SMS with a link complemented by a detailed email is generally more effective. It balances clarity, engagement, and cost while encouraging recipients to take action without feeling overwhelmed.