How to Make Your Engagement Strategy Even Smarter with SMS

By Jonathan Rueda from Urban Airship

On its own, SMS can be an efficient channel to reach and engage with customers. But when integrated with other marketing channels, it can make your engagement strategy even smarter.

The limited number of mobile messaging channels means you can’t afford to ignore one. When three of the direct channels are app-based, that leaves a gap for those customers who don’t (or can’t) download the app. The best way to reach those customers and meet their real-time communication expectations on mobile is to utilize SMS with your other channels. So what’s the best way to include SMS into your messaging strategy without overwhelming your user or overspending?

Take a look at these recommended strategies for coordinating SMS with your other marketing channels to find out what works best for your brand.

The Fan-Out Strategy

The Brand-Preferred Strategy: Engagement Optimization

The first one is to prioritize by engagement. Which channel delivers the best results, the one that has the biggest audience and/or the best engagement rates? By prioritizing the channel that makes the most sense for your audience and only falling back to other channels if a customer has not opted-in, you’re not overwhelming the customer with multiple or repetitive messages. While it is a great priority channel, SMS can also play the important fallback role by reaching customers who do not have your app.

The Brand-Preferred Strategy: By Cost Optimization

On Urban Airship’s platform, you will be able to intelligently orchestrate your text messages, sending a text when it is the best option based on the situation, the customer’s preferences, and the brand priorities. This will also decrease your chances of sending duplicate messages, cutting down costs. SMS can play the crucial fallback role in this strategy, as well, reaching customers your other channels can’t.

User-Preferred Strategy

For instance, a customer can dictate that they only want to receive important messages like shipping and order confirmations through text, but for sales and offers they prefer email or web notifications. Urban Airship’s platform can also automatically detect the channels the user is opted-in and prefers and send the message to those specific channels.

If you want to see how these strategies play out on Urban Airship’s platform, you can watch me go through the steps on sending a text message in the SMS Product Demo Webinar: 5 Ways to Integrate SMS into Your Customer Engagement Strategy. I show how SMS plays an important role in a multi-channel strategy, with examples like sending personalized coupons and offers through SMS and mobile wallet. You can watch the webinar here.

For more SMS reading, check out “SMS Regulatory Compliance: What You Need to Know About Text Messaging” and “SMS: Top Ten FAQs (And Answers)

Originally published at

Urban Airship is now Airship! Leading brands trust us to help them achieve digital growth. We make mobile moments magic.