Are you using the right channel to reach your customers?
The retail industry is fast-paced and is about more than just reaching the audience. It is more about reaching them through the right channel at the right time. With WhatsApp, SMS, and Email leading the charge, retailers face a crucial question: which channel offers the perfect blend of immediacy, personalization, and scalability?
This blog will dive deep into each channel’s strengths, weaknesses, and use cases, equipping you with the knowledge to create campaigns that captivate your audience and maximize ROI.
WhatsApp as a Marketing Channel
WhatsApp is a widely used instant messaging application that allows users to send and receive text, voice, and video messages, as well as share images, documents, and other media. It was founded in 2009 by Jan Koum and Brian Acton. The app quickly evolved from its original purpose of displaying user statuses to becoming a leading platform for communication across the globe. WhatsApp operates on a cross-platform basis, which means that it enables users on different devices such as iPhones, Android smartphones, and desktop computers to connect seamlessly.
Stats Associated with WhatsApp
- WhatsApp is the most popular mobile messenger app in the world, with 2 billion monthly active users
- It has 2.96 billion unique users
- More than 140 billion WhatsApp messages are sent daily
- On average, a user opens WhatsApp 23–25 times daily
- The largest age group among WhatsApp users is 30–49 years old, making up 30%. Meanwhile, 24% of US users are 18–29 years old, 23% are between 50–64 years old, and only 10% are 65 or older.
- It is the world’s second-most-downloaded chat and messaging app
- The WhatsApp business app is aimed at small businesses that are looking to expand
- The WhatsApp Business API is amazing in terms of features that also serve large businesses and WhatsApp builds capabilities into their own software
- WhatsApp messages boast an unparalleled open rate of 98%
- WhatsApp supports conversational engagement
Best Use-Case For Retailers
- Customer Support: Automate FAQs, handle real-time inquiries, and resolve issues quickly.
- Transactional Updates: Send delivery confirmations, payment receipts, and appointment reminders.
- Personalized Campaigns: Use customer segmentation to send targeted offers and product recommendations.
Limitations
- Requires customers to opt-in, which could limit your audience
- It is not ideal for detailed content or long-form storytelling
SMS as a Marketing Channel
SMS, or Short Message Service, is a text messaging service that allows users to send and receive short text messages, typically limited to 160 characters, between mobile devices. Developed as part of the GSM (Global System for Mobile Communications) standards in the early 1990s, SMS has become a fundamental communication tool worldwide.
Stats Associated with SMS
- The opening rate for SMS marketing is 97%
- 90% of individuals open SMS within 3 minutes
- 58% of individuals have mentioned that texting is the ideal way for companies to reach them
- Adults aged 18–24 use SMS 128 times a day on average
- Adults aged 25–34 use SMS 75 times a day on average
- Adults aged 45–54 use SMS 33 times a day on average
- Mobile usage time of millennials that goes into texting is almost 33%
- The response rate of SMS is 45%
Best Use Cases for Retailers:
- Flash Sales: Promotes limited-time offers to create urgency.
- Event Reminders: Notifies customers of upcoming in-store events or product launches.
- Payment Links: Simplifies transactions by sending secure payment links directly to customers.
Limitations:
- Character Limitations: With only 160 characters per message, SMS is not suited for detailed communication.
- No Rich Media: Text-only format limits creativity and engagement.
Email as a Marketing Channel
Email is a method of exchanging digital messages over the internet, allowing users to send and receive text, images, and files quickly and efficiently. Since its inception in the early 1970s, email has become a fundamental communication tool for both personal and professional use, with billions of users worldwide. It offers a direct line of communication, making it an essential component of digital interaction.
Stats Associated with Email
Contrary to the popular belief that email marketing is dying every year, people are as active on email as they could ever be. The only difference is that the preferences for email marketing are different among different cohorts.
- 74% of baby boomers consider email to be the best channel to receive information
- 72% of Generation X are also in favor of email marketing, followed by 64% of millennials and 60% of Zoomers.
- 8 out of 10 people open welcome Emails from a brand, which makes 4x more opens and 10x more clicks than other Emails
- Open and click rates are higher, especially when brands send less than 5 newsletters a week
- The average email click rate is 1.3% and the bounce rate is 10.1%
- A Bluecore survey pointed out that 59% of millennials and 67% of Gen Z access their emails via mobile phones
- A 2024 study by Litmus shows that Email marketing delivers an ROI of $36 on every $1 spent
Best Use Cases for Retailers:
- Promotional campaigns: Showcase seasonal offers and new product launches.
- Loyalty Programs: Keep your loyal customers engaged with exclusive updates.
- Feedback Requests: Gather customer insights through surveys and review requests.
Limitations:
- Lower Open Rates: Average email open rates hover around 10-20%.
- Delayed Responses: Emails are not as immediate as SMS or WhatsApp for urgent messages.
(Note: All the statistical data has been collected from Meta, Statista, ConnectMogul, GetResponse and platforms like these.)
Comparative Analysis: The Channel that is Best for Your Brand
- For immediate action: Choose SMS for its unmatched speed and simplicity. It’s perfect for flash sales and time-sensitive offers.
- For building relationships: Use WhatsApp, as it combines real-time communication with a personal touch. Great for customer support and conversational marketing.
- For detailed campaigns: Go for email to showcase new collections, offer loyalty updates, and share newsletters with visuals and detailed content.
Beyond Silos: How Blending Channels Drives Retail Success
What if your customers received the perfect message on the perfect channel, exactly when they needed it? That’s the promise of a truly integrated marketing strategy. Thus, no one single channel can be employed; instead, blending channels is the secret to unlocking unprecedented engagement and revenue.
Let’s dive into how combining SMS, WhatsApp, email, social media, and more creates a seamless experience that keeps your customers coming back.
- SMS + Email Marketing
- SMS: Creates urgency with time-sensitive offers. Example: “Flash Sale! Get 20% off for the next 3 hours.”
- Email: Provides detailed context and visual appeal. Example: Follow up the SMS with an email showing featured products.
Example: Domino’s uses SMS for order confirmation right after you have placed your order. Meanwhile, they also send you an email that contains a link that will direct to you their app, and you can track their orders.
2. WhatsApp Marketing + Email
- Email: Drives initial attention to exclusive deals. Example: “Exclusive offer: 15% off for the next 4 hours.”
- WhatsApp follows up with personalized product recommendations or cart reminders. Example: “Hey, your wishlist items are now 15% off! Tap to shop.”
Example: Amazon India uses Email for Prime Day teaser notifications and WhatsApp for personalized deal updates, boosting Prime Day sales.
3. Email + Social Media
- Email: Sends newsletters, loyalty updates, and personalized recommendations. Example: “Here’s what’s trending in your style.”
- Social media: encourages engagement and shares. Example: Include shareable email content like “Vote for your favorite new arrival on Instagram.”
Conclusion: The Future is Omnichannel
In the modern retail landscape, no single channel reigns supreme. Success lies in understanding the unique strengths of WhatsApp, SMS, and email—and knowing when to use each. By aligning your campaigns with customer preferences and leveraging the right mix of channels, you can create meaningful engagements that drive loyalty and revenue.
