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Engage, Convert, Repeat: A New Report From Harvard Business Review Analytic Services in Association with Intuit Mailchimp Reveals a Winning Formula in SMS + Email Marketing

This new briefing paper dives deeper into how advanced marketers are combining SMS and Email marketing to drive stellar results.

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ATLANTA, Jan. 10, 2024 - Out today, Engage, Convert, Repeat: The Winning Formula of SMS-Email Marketing—a new briefing paper from Harvard Business Review Analytic Services, in association with Intuit Mailchimp, reveals powerful new insights and best practices for marketers who’re looking to combine email and SMS marketing channels, including:

SMS Meets Customers Where They Are
Did you know the average person spends as much as three hours and 50 minutes per day on their mobile devices? It’s no surprise that one of the best ways for marketers to reach their customers is by sending an SMS message to those devices. It’s a quick, simple, time-sensitive, and personalized strategy for communicating with audiences.

SMS Works Better With Email
When marketers streamline their email and SMS campaigns in one place, they’re taking big strides to accelerate growth and automate their marketing. In fact, marketers for mid-sized companies find they can gain a competitive edge when they combine the long-term success of email marketing with the unmatched 98% open rate of SMS messages. Together, email and SMS are a dynamic duo that foster customer engagement and drive conversions.

SMS Delivers Always-On Marketing For Any Industry
Just like email, marketers can automate their SMS marketing with triggers that can be customized for a variety of industries and use cases.

For instance, e-commerce and retail often use SMS for flash sales, limited-time offers, shipping updates, and even product recommendations. Food and beverage companies leverage SMS for everything from order confirmations to delivery updates to gathering reviews. Nonprofit businesses can tap into the real-time communication of SMS with donation requests, volunteer opportunities, event invitations and more.

Adding SMS is one of the simplest, yet most powerful strategies marketers can add to their toolkit. At Mailchimp, we make it easy by integrating SMS into the #1 email marketing and automations platform. Users can benefit from high open and engagement rates, target specific segments with personalized messages, and use SMS to complement your other channel strategies like email and social media. A simple text message can drive engagement, loyalty, and most of all, results.

To Learn More About The Power of Email + SMS: Read the full briefing paper here.

Join Us for A Live Webinar: On January 23 (12 noon ET), HBR-AS in association with Intuit Mailchimp present Engage, Convert, Repeat: The Winning Formula of SMS and Email Marketing—a live, 30-minute webinar featuring Wade Burrell, Senior Product Marketing Manager, Mailchimp; Roland Hernandez, Marketing Director, Joyeria Daisy; and Alex Clemente, Managing Director, HBR-AS.

Wade Burrell, Senior Product Marketing Manager at Intuit Mailchimp, says: “When I joined Mailchimp in 2017, SMS was considered the nice-to-have sidekick to an email campaign rather than a hero communication strategy. Since then, SMS has become a need-to-have channel that works alongside email to supercharge your marketing, build loyalty, and better connect with your customers.”

“And it’s not a surprising development. In the evolving landscape of customer engagement, communication will always be the number one key to success. In that evolution, SMS has quickly established itself as one of the most powerful tools in your marketing toolbox, and it’s here to stay.”

Alex Clemente, Managing Director, Harvard Business Review Analytic Services, says: "Busy marketers are always looking for new and innovative ways to engage their audience and drive results. That's why, in association with Intuit Mailchimp, we chose to dive deeper into one of the most powerful strategies we've seen in recent years: combining SMS and email marketing channels. By leveraging the strengths of both channels, it's become clear that this approach can help drive sales, boost brand loyalty, and ultimately give mid-sized companies a competitive edge. And with SMS messages being opened nearly 98% of the time, it's a strategy that cannot be ignored. We're so excited to share these insights with anyone looking to take their marketing efforts to the next level."

About Intuit Mailchimp:

Intuit Mailchimp is an email and marketing automations platform for growing businesses. We empower millions of customers around the world to start and grow their businesses with world-class marketing technology, award- winning customer support, and inspiring content. Mailchimp puts data- backed recommendations at the heart of your marketing, so you can find and engage customers across email, social media, landing pages, and advertising—automatically and with the power of AI. In 2021, Mailchimp was acquired by Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp.

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