SMS and Email Marketing

Enjoy a high return on investment through email and SMS marketing. Send personalised content, build credibility, instil brand recognition, increase website traffic and boost sales over time.

SMS and email marketing service

You can easily keep in touch with users who are familiar with your brand and products through SMS and email marketing campaigns. Mobile marketing is effective, most people spend many hours on their phones, you can make the right offers to the right prospects at the right time.

Mobile Marketing

Mobile-optimised SMS and email messages are an essential part of marketing success since conversion rates have risen by 70% on mobile phones since 2019. The majority of consumers check email three times more often on mobile devices than on desktop computers and checking, sending, and answering text messages is the activity that they’re most engaged with on their phones throughout the day.

Integrated SMS and EmailEmail marketing is considered to be the best and most effective method of attracting and retaining customers. SMS marketing costs a little more but achieves a very high open rate and is therefore effective in getting the attention that is necessary to generate engagement and conversions. Integrating the two can harness the advantages of both methods through various stages of the consumer journey.

  • Educate
  • Engage
  • Encourage
  • Convert
  • Retain

Customers Enjoy SMS and Email Marketing

Text messages have a 98% read rate, 45% response rate and Customers like receiving special offers via SMS, and research has found that as many as 75% of customers prefer email to any other form of communication.

Email and SMS generate a high return on investment

Email and particularly SMS marketing are cost-effective and provide a high return on investment. This type of communication is effective as it enables you to keep in touch with users who are familiar with your brand and products. Both platforms enable you to send personalised content, build credibility, build better brand recognition, increase website traffic and thus boost sales.


SMS Marketing

Since the texting app is standard on all mobile phones, it is familiar to all and is heavily used. Your customers can still receive messages even when they are out of WiFi range making it reliable and convenient. SMS marketing can be incorporated into every stage of the buyers’ journey.

Types of SMS Messages

  • Welcome Messages
  • Promotional Texts
  • Text to Win
  • Automation Series

SMS Frequency

  • 1-2 per week

Capture Attention

SMS messages are charged per 160 characters and can be succinctly crafted to grab attention and avoid the cost of sending a second message.

Email and SMS Marketing

SMS Design

Including your brand upfront will prevent your message from being confused as spam and including your customers’ name upfront will increase open rates, click-through rates and conversions.

Highlighting words in capital letters helps draw attention to important keywords.

Calls to action are necessary to guide users to take action.

Best Times to Send SMS Messages

Promotional SMS messages should only be sent within the business hours defined by mobile marketing laws, between 8h00 and 21h00. Testing different days of the week and monitoring metrics can help refine your different strategies and improve conversion.

  • Weekdays Mornings: 09h00 – 12h00
  • Weekdays Evenings: 17h00 – 21h00
  • Weekend Mornings: 10h00 – 12h00
  • Sunday Evenings: 16h00 – 19h00

Email Marketing

Email marketing can be used through all stages of the buyers’ journey. Strategies can be used to educate, engage, encourage and convert prospects. It is also a great platform to promote and upsell goods and services to existing customers.

Types of Marketing Emails

  • Welcome Messages
  • Promotional
  • Newsletters
  • Automation Series

Email Frequency

  • 1-2 weeks
  • Minimum every 3 weeks

Effective Email Layouts

For email, a logical layout flow using the inverted pyramid technique that is made up of three layers can guide users to take action.

Inverted Pyramid Layout Ilustration

Inverted Pyramid Layout

THE FIRST LAYER consists of an attention-grabbing headline that delivers a value proposition.

THE SECOND LAYER provides details and information that builds anticipation and encourages the user to take action.

THE FINAL LAYER provides an opportunity for users to take action.

Best Times to Send Emails

Tuesdays at 10 am is currently found to produce the highest open rate, however, each audience is different and occasionally the highest conversion rates occur over weekends. Some emails opened during the week often convert over weekends. It is therefore important to do your customer research and monitor your metrics over time using benchmark figures to achieve maximum success.

SMS and Email Best Practices

Developing campaigns using best practices for email and SMS messages can dramatically increase engagement and sales.

Always Ask for Permission

Texting customers without their permission is an invasion of privacy, and it’s against the law. Businesses are legally obliged to obtain opt-in consent from the recipient before sending text messages and to provide an opt-out in every message sent.


Using personalisation in the subject line is an effective way of drawing customers’ attention. Studies have found that personalisation can increase email open rates by 20% and SMS open rates by 42% as customers are more likely to pay attention when they see their name. Name personalization also reduces unsubscribe rates and increase sales.

Brand Positioning

Introducing your brand name at the beginning of your message will avoid the message from being confused with spam.

Identify Optimal Delivery Times

Sending messages at the right time ensures customers open and read them. Sending messages at convenient times will also create a positive customer experience. Monitoring your metrics, such as open rates, open times and click-through rates will provide insights into the best sending times for your audience.

Behavioural Triggers

Behavioural trigger-based emails are real-time interactions with your customers based on some action they perform. While they are sent automatically, they can be highly personalized based on a persons’ behaviour. Behaviour trigger emails have a 152% higher open rate compared to traditional emails.

Psychological Triggers

The human brain has so many decisions to process with mechanisms in place to process them as quickly as possible. Psychological triggers that influence our behaviour and thought patterns can be used to drive desired actions.

SMS and Email Marketing Best Practices

Limited Time Offers

Limited time offers are effective in driving online sales. These offers compel prospects to make decisions with a sense of urgency.

Clarify the Value

Offers need to be immediately recognisable and understood to inspire recipients to respond to your advert. Clear calls to action are necessary to show the person what actions to take and how to respond.

Creating a Tribe

Milestone emails such as welcome emails help build a community of like-minded thinkers. Consumers buy from brands that they identify with and creating a tribe around the brand inspired people to form a psychological alliance with the brand.

Reminder Messages

Reminders sent 15 to 30 minutes after cart abandonment can dramatically improve recovery rates, especially those with discounted offers.

SMS and Email Data Metrics

Email and SMS data metrics are performance indicators that can show you how many people are looking at your marketing messages, opening them, and clicking through them. The key performance indicator for email and SMS messaging campaigns is generally the open rate, however, if your campaign is to drive sales your KPI would be the conversion rate. The other metrics will help you identify and remedy weaknesses in your campaign.

  • Open rate
  • Click-through rate
  • Click to open rate
  • Conversion rate
  • Open times
  • Unsubscribe rate

These metrics can be tracked through data analytics.