A strong omnichannel strategy relies on every channel doing what it does best. Social invites people into your world. Email shares detailed information. Your website helps them explore and decide. And offline moments reinforce the human side of your brand.
When all these pieces align, the customer experience improves at every turn. Yet, tiny disconnects can still happen. People browse but don’t buy. They open an email but never click through. They add items to their cart and vanish. With that, the path to purchase falls apart.
So, how do you keep the journey from ending right there? Bridge the gaps with SMS. It’s the perfect channel for guiding customers back on track before they drift away. And it’s easy to integrate with your strategy. Here’s how.
Why messaging channels get out of sync
Every marketing channel has its own speed, and they don’t always keep up with customers. Email requires people to check their inbox and engage. Social media is at the mercy of a platform’s algorithm. Your website and physical stores can only wait for visitors to arrive.
When each communication channel follows its own clock, timing gets tricky. For example, a customer might browse your website, get distracted, and then miss your retargeting ad. Or they might abandon a cart, only to have your email arrive long after they’ve lost interest.
These moments happen every day, even with the best omnichannel strategy. The good news is that it only takes a single, reliable touchpoint to pull everything back together.
What text message marketing does differently
What makes SMS the ideal channel for directly engaging customers? A few things set it apart.
Shows up instantly and gets seen
One of the biggest benefits of SMS is its speed. People always have their phones nearby, so your message appears instantly, right on the lock screen where it’s impossible to ignore. And while 55% of texts get read in entirety, nearly all of them get seen. All it takes is a quick glance to keep your brand top-of-mind.
Supports the customer journey
SMS plays a role at every step of the customer journey. It steps in to remind shoppers about items left behind and deliver discount codes, and confirms purchases instantly. By picking up where slower channels leave off, text messaging keeps customers engaged from interest to purchase and beyond.
Reinforces your key messages
Text messages are short by design, which works in your favor. Since there’s no room for long paragraphs, you must get right to the point. This strips away the fluff and puts the spotlight on your key message. When you cut out the noise, the idea sticks better and drives real action.
How SMS marketing bridges gaps between different channels
Want to see how SMS can work alongside your current channels? Here are a few ways to make it happen.
Email and SMS
SMS captures attention in the moment while email builds strong customer relationships. Together, they create a system where nothing gets missed.
Strategies to try:
- Deliver an email coupon, then use SMS to ensure customers see the offer before it expires.
- Send a quick text to alert customers about an important email offer or confirmation.
- Follow up with a text when customers open an email but don’t click through.
Social and SMS
Social helps people discover your brand, but the platform controls the timing. SMS gives you a direct way to keep the conversation going after someone engages.
Strategies to try:
- Send a limited-time offer after customers message you on Facebook Messenger.
- Text to follow up with subscribers who liked or commented on your post.
- Send sneak previews for new products people showed interest in on social media.
Web and SMS
Your website is where customers explore, but the moment they click away, the journey pauses. SMS helps pick things back up right where they left off.
- Text within 10 minutes of cart abandonment to catch consumers before they buy elsewhere.
- Let visitors sign up on your product pages for texts about item restocks or price changes.
- Send immediate answers via SMS to continue customer conversations after web chat ends.
Offline and SMS
Offline moments spark connection, but they are often brief. SMS helps turn those in-person moments into ongoing engagement.
- Text customers location-based offers when they’re near your store or in a specific aisle.
- Add QR codes to signage or packaging so customers can start a text support thread instantly.
- Deliver text messages with care instructions, tips, or tutorials after in-store purchases.
Steps to adding SMS campaigns to your strategy
Ready to add SMS to your marketing mix? Here’s how to integrate text messages into your existing strategy.
Step #1: Set up your SMS marketing tools
First things first, let’s get you ready to text. You might not even need a brand-new tool. Check your current email marketing platform. Chances are, it already has SMS features built in. You’ll just need to flip the switch and follow their SMS marketing setup process.
Step #2: Create an SMS opt-in campaign
Now, it’s time to build your SMS subscriber list using these tactics:
- Text-to-join campaign: Promote an SMS keyword like “Text DEALS to 55555” on social media, in your store, and in your email footer.
- Website signup form: Add a “Get text updates” field to your newsletter signup form or create a pop-up specifically for SMS.
- Checkout opt-in: Include a checkbox during checkout that says something like “Text me order updates and exclusive offers.”
While waiting for subscribers to sign up, be sure to review all the basic SMS compliance rules, like providing opt-out instructions in every text. A quick review now saves headaches later.
Step #3: Automate 2-3 high-value touchpoints
Identify 2-3 moments where customers often hesitate or drift away, then set up simple, automated texts to keep them moving forward. Analytics and customer feedback can help you pinpoint exactly when these drop-offs happen in your customer journey.
Once you know where things stall, create quick, helpful SMS workflows that trigger based on customer behavior. The goal is to deliver a personalized experience by giving the customer exactly what they need to continue the journey.
Step #4: Track and adjust your approach
Once your SMS campaigns are up and running, keep an eye on how everything performs. Look at your analytics to see how well your texts engage customers and support your omnichannel approach.
Pay attention to metrics like:
- Open rates
- Click-throughs
- Response times
- Conversion rates
Use the data to see what’s working and where to improve. If a message doesn’t get the response you expected, adjust the behavioral trigger, timing, or messaging. Over time, these adjustments will help you build a truly seamless experience and improve customer satisfaction.
Key takeaways
- Sync every channel: SMS bridges the gaps between email, social, web, and offline touchpoints, ensuring no customer gets left behind.
- Act in the moment: With near-instant visibility, SMS delivers timely, personalized nudges that keep shoppers engaged when it matters most.
- Automate high-value touchpoints: Start with 2-3 simple, automated SMS workflows to drive results and see what works before going all in.
- Ensure SMS compliance: Take the time to understand the basics, like getting proper opt-ins and including opt-out instructions in every message.
- Track and optimize your approach: Use data to refine your timing, messaging, and targeting to make every text a step toward a stronger omnichannel journey.