Understanding the Unique Strengths of Each Channel
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To build a winning combined strategy, you must first understand what each channel does best. Treating email and SMS as competing channels is a mistake; instead, view them as two complementary parts of a larger conversation with your customer. The Power of Email: Rich Content and Detailed Storytelling Email marketing is the workhorse of your digital communication. It's the ideal channel for conveying rich, detailed information. Long-Form Content: Use email to tell your brand's story, share in-depth blog posts, and provide comprehensive product information. The digital canvas of an email allows for images, videos, and detailed descriptions that a text message simply cannot accommodate. Building Relationships: Email is excellent for nurturing a long-term relationship. A weekly newsletter, a welcome series, or an educational campaign builds trust and authority over time, creating a loyal following of customers who value your content. Rich Visuals: You can use high-quality image...