📨 Email & SMS Marketing Success in 4 Steps

Hey, it’s Raymond here. 

If there’s one thing I’ve learned from working with e-commerce brands over the years, it’s that marketing success isn’t about choosing between email and SMS. 

It’s about making them work together.

When I first started helping brands with email and SMS, I noticed a common mistake:

Businesses would either over-rely on email or dive into SMS without a clear strategy. 

They treated them like separate channels instead of a powerful duo.

After years of testing, optimizing, and scaling campaigns, I’ve identified four key steps that consistently drive results.

If you want to stop guessing and start seeing real impact, this is for you.

Step 1: Ensure Email and SMS Work Together Seamlessly From the Very Beginning.

Still treating email and SMS as separate silos instead of an integrated system?

It’s time to change that.

Think about it. 

Your customers engage with your brand as a whole.

So, why not build both lists together from the start?

Here’s what works: When a customer signs up for emails, offer an SMS opt-in right away. 

And vice versa. 

Instead of waiting until later to introduce SMS, seamlessly integrate it into your email sign-up process.

Example: If someone joins your email list through a pop-up, include a second step that invites them to opt into SMS for exclusive early access to sales or VIP perks. 

The key is to make the transition feel natural—not forced.

My Pro Tip:  Use incentives strategically. 

A small discount or exclusive offer in exchange for an SMS opt-in can increase conversions, but make sure to balance it with value-driven messaging. 

You don’t want subscribers who are only there for the coupon. 

Instead of just saying, “Get 10% off,” frame it as, “Sign up for VIP text alerts and be the first to access new drops, exclusive deals, and insider content—plus enjoy 10% off your first order.”

This way, you’re setting the expectation that your SMS list is more than just discounts—it’s an exclusive, high-value experience.

Step 2: Optimize the Timing and Frequency of Your Messages for Better Engagement.

One of the biggest mistakes I see brands make? 

Sending too many emails and SMS back to back without a clear strategy. 

Bombarding your audience can lead to unsubscribes, lower engagement, and even frustration. 

But when you get the timing and frequency just right, your messages feel natural, valuable, and well-placed.

After years of testing across different industries, I’ve found that a smart cadence is what makes the difference between an effective campaign and one that overwhelms your audience. 

The key is to use each channel for what it does best:

• Email is great for long-form storytelling, product education, and promotions. It gives you space to share your brand’s voice, showcase your offerings, and provide valuable content.

• SMS is perfect for time-sensitive messages, flash sales, and quick reminders. Since texts have a much higher open rate than emails, they work best for urgent updates that need immediate attention.

• Layer both channels together so they enhance—not compete with—each other. The goal is to create a seamless experience where customers feel guided, not overwhelmed.

How to Structure an Effective Campaign

Here’s a simple example of how you can balance email and SMS for a new subscriber or a promo campaign.

Here’s my example Flow:

• Day 1: Send a welcome email introducing your brand, sharing your story, and offering an exclusive discount.

• Day 3: Follow up with an SMS reminder about the discount, keeping it short and engaging.

• Day 5: Send another email highlighting best-selling products, testimonials, or additional value-driven content.

• Day 7: Send a last-chance SMS before the discount expires, creating urgency and encouraging action.

Step 3: Leverage Personalization and Segmentation to Deliver More Targeted Messaging.

Generic messages don’t cut it anymore. 

If you’re not segmenting your audience, you’re leaving money on the table.

Here’s what I do:

• Segment by behavior: Who opened? Who clicked? Who ignored? Send follow-ups based on engagement.

• Segment by purchase history: VIP customers get early access. New customers get onboarding content.

• Segment by preference: Some people prefer SMS over email. Respect their choice.

My Pro Tip: Personalized SMS messages (like using the subscriber’s first name and past purchase info) have higher conversion rates than generic blasts. It makes the message feel more like a conversation, not an ad.

Step 4: Continuously Test, Measure, and Optimize Your Campaigns for Better Results.

The best campaigns are built on data, not guesswork.

Every brand is different, so what works for one might not work for another. 

That’s why testing is crucial. 

Here’s how I approach it: 

✅ A/B test subject lines, SMS copy, and send times. 

✅ Track open rates, click-through rates, and conversions. 

✅ Optimize based on real data, not assumptions.

Example Work in Action

One brand we worked with saw a 135% increase in Email Attributed Revenue after an overhaul of their email and SMS marketing.

Your Turn

Now that you have the four steps, it’s time to take action.

Here’s my challenge to you: Pick one of these steps and implement it this week. 

Then, reply to this email and let me know how it goes. 

Let’s make this a conversation.

Need help optimizing your strategy? 

That’s what I’m here for. 

Let’s turn your email & SMS marketing into a revenue-driving machine.

Talk soon, 

Raymond Chen
Founder & CEO, 11 Agency

Let’s Make This Work for You

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

More Resources to Help You Win at Email Marketing

If you’re up about boosting your email game, I’ve got a few more gems for you:

📺 Check Out My First YouTube Video!

Struggling with emails landing in spam? In my very first YouTube video, I break down how to fix emails going to spam—fast. This step-by-step tutorial covers everything you need to know to get your emails back in the inbox where they belong. Watch it here!👉

📝 Read Our Blog

Which channel delivers better ROI for e-commerce—SMS or email marketing? Our marketing copywriter, Dona Buenaseda, breaks it all down in our latest blog: “SMS Marketing vs. Email Marketing: Which Drives More ROI for E-commerce?” Get expert insights, data-driven comparisons, and actionable takeaways to help you maximize your marketing strategy. 👉 Check it out now!

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect! Follow me here!