Recently, I’ve been helping a client set up their SMS marketing campaigns.
The result:
10.8 X ROI
🤯
Sure, this is revenue, not profit.
But this is still astonishingly high.
The interesting thing?
I’m NOT sending any new profiles. I’m only sending to “past customers” who gave us consent on SMS during checkout.
This means…
These subscribers are already getting 7+ emails a week. Yet –
SMS still works profitably.
One reason SMS works so well is because of “channel preference.
To give you an example…
I passionately HATE picking up my phone.
I will go out of my way to DM a restaurant on their Meta Fan Page… risking being ghosted 90% of the time… instead of “calling” to make a reservation.
My wife never understands my callphobia.
(she used to complain I never “called” her, even when we were dating)
(she gave up complaining because… I still don’t call her now that we’re married)
(and she finally realized that… not only will I NOT call her, but she’ll have to make all the phone reservations for me moving forward)
(because I ain’t dialing that phone)
Now, imagine you have the absolute best product in the world… but prospects can ONLY order by calling a toll-free number.
Well
YOU WILL NEVER GET MY BUSINESS
I don’t care how “easy” the process is.
I don’t care how great your customer support is.
I don’t even care if you have the best price.
I AM NOT CALLING YOU
Same for email marketing.
You can tell the most entertaining stories… and you will never get a customer who doesn’t read email.
I’m not talking about those people who claim “I don’t read emails. Email is dead,” but check their mail app 3, 5, 15 times an hour.
I’m talking about the prospects who still use a dumb phone… and have a secretary checking their inbox.
The good news?
Even dumb phones can receive SMS.
By sending an SMS… even to the same profiles… you double your chance to “tap” a customer.
**Lesson for business owner**
Your #1 priority is to dial in your email marketing strategy.
Email will make up 80% of your Klaviyo revenue.
But once you have a full-stack email marketer helping you roll out your email marketing program each month—without you having to “think” about email marketing…
(wow, that’s a mouthful)
Consider layering that 2nd or 3rd tap strategy with SMS and/or Postcard.
To be continued…
– WYH