Let’s be real: Our campaigns can often feel like we’re hosting a dinner party where half the guests don’t even see the invite, much less RSVP.
You plan, you hope, and sometimes, you end up talking to an empty room or falling far short of your campaign goal.
But what if there was a way to ensure your message not only reaches your audience but sparks action?
This is where integrating text messaging with email campaigns can break through— creating a dynamic duo that can revolutionize how you communicate with your supporters.
By combining the immediacy and intimacy of text messages with the depth and detail of email, you can amplify your impact, foster deeper connections, and generate impressive returns on investment. Let’s explore how this powerful integration can transform your marketing and fundraising strategies.
Why Text Messaging and Email Work Better Together
Text messaging is personal, direct, and immediate. It boasts a jaw-dropping 98% open rate, which dwarfs the average 20% for email. Meanwhile, email allows for richer storytelling, detailed calls to action, and the ability to reach supporters who might prefer a more traditional form of digital communication.
When these two channels are integrated, magic happens. A case study by NextAfter revealed that sending a follow-up email after a text campaign increased revenue by 55%, with a relative difference of 80.1% (Relative Difference = Traffic x Conversion Rate x Average Gift)
Why does this work so well? Two key reasons:
- Reinforcement: Texts create urgency, and emails provide the context and depth needed to convert interest into action.
- Accessibility: Combining two channels ensures you meet supporters where they are, whether they prefer their phones, inboxes, or both.
Turn Interest Into Action with Follow-Up Emails
The follow-up email is the unsung hero of integrated campaigns. While text messages grab attention, emails provide the space to elaborate on the message and include additional details.
Here are some takeaways from a NextAfter experiment:
- Timing matters. Send your follow-up email within 24 hours of the text for maximum impact.
- Consistency is key. Reinforce the message from your text while offering additional details or calls to action.
- Make it actionable. Include a clear, compelling ask, whether it’s a donation, volunteer sign-up, or event registration.
For example, if your text says:
“Hi [First Name], this is [Your Name] from [Nonprofit Name]! It’s cold out and food costs are rising! Your support will help deliver meals to 1,000 families next month. Can we count on you to provide a meal to a family? Reply YES or click here: [link]”
Your email could follow up with:
“Hi [First Name],
Will you provide a meal to a family? Your gift will help provide meals to 1,000 families next month! Without your support families will have to make hard choices to feed their kids that no one should have to make… Click below to make a difference today.
[Donate Now]
Thank you for all that you do!
[Your Name]”
Crafting the Perfect Text Message
Not all text messages are created equal. To maximize their impact, your messages should be concise, compelling, and conversational. Here’s a formula to guide you:
- Start with personalization. Use the recipient’s name or reference their past engagement with your organization.
- Express the need. Always answer the “Why” question in everyone’s mind.
- Lead with impact and make it personal. Highlight a specific outcome their support will achieve and who it will impact.
- Include a clear CTA. Make it easy for them to take action with a direct link or reply option.
For example:
“Hi [First Name], this is [Your Name] from [Nonprofit Name]! Your support last year helped provide clean water to 500 families. This year you can help 500 new families access clean water. Many of them have newborns and can’t walk long distances for sub-par water. Will you help provide clean water to 1,000 families this year? Reply YES or click here: [link]”
Integrating Text Messaging and Email
To maximize results, combine text messaging and email in a cohesive campaign:
- Kick-off with a text: Send a personalized message introducing the campaign and its goals.
- Send a Follow-up email: Within 24 hours, send an email that reinforces the text message while providing a CTA and a link to the email or campaign page.
- Engage in real-time: Use texts to answer questions and/or provide key updates during the campaign.
- Close with gratitude: Send an email thanking donors and sharing the impact of their contributions.
Overcoming Common Challenges in Text and Email Campaigns
Let’s address the elephant in the room – texting can feel intrusive. And it will, if done poorly. But when executed thoughtfully, it’s a game-changer. Here’s how to navigate potential pitfalls:
- Respect boundaries. Ensure your recipients have opted into communications. Consent is non-negotiable.
- Keep it brief. Nobody wants to read a novel via text.
- Be human. Use a friendly tone and avoid corporate jargon.
For email, the challenges are different but just as important:
- Avoid spam traps. Use clean email lists and avoid overly promotional language.
- Craft compelling subject lines. Your email won’t matter if it’s never opened.
- Design for mobile. Most people check emails on their phones—make sure yours look good there.
Integration Is More Than a Trend
Integrating text messaging with email is a transformative strategy for cutting through the noise with supporters.
By leveraging the strengths of each channel, you can create campaigns that can capture attention and drive meaningful action.
As we navigate an increasingly digital landscape, embracing strategies like these isn’t optional—it’s essential.
Source:NextAfter. “How Sending a Follow-Up Email Impacted Revenue from a Text Campaign.” nextafter.com