In today’s digital world—where brands compete to capture the attention of increasingly distracted users—direct communication is back in the spotlight.
At the top of the list of the most effective tools are email and SMS: two “classic” channels that are anything but outdated.
When used correctly, they help build strong customer relationships, increase conversions, and enhance brand perception.
This guide will show you how to integrate them into a multichannel strategy, when to use them, how often, and why they remain a cornerstone of modern marketing.
What is Email Marketing (and why it’s definitely not dead)
Email marketing is one of the most effective and versatile forms of direct communication.
It allows companies to send personalized, informative, or promotional messages to their contacts, keeping the relationship alive over time.
Today, email is not just a sales tool — it helps nurture customer relationships, strengthen brand awareness, and guide people through the customer journey (from discovery to purchase).
When to use email marketing
Email marketing works best when it’s planned around clear business goals. Some examples include:
- New product or service launches: inform and create curiosity.
- Seasonal or promotional campaigns: boost sales and website traffic.
- Regular newsletters: keep relationships with customers alive.
- Automated post-purchase emails: build loyalty and encourage repeat purchases.
How often to send emails
There’s no magic formula — it depends on your industry, audience, and content.
In general, sending 1–2 emails per week strikes a good balance between staying visible and not being intrusive. For some businesses, even a monthly email that summarizes key updates can be effective and easy to maintain.
👉 Tip: fewer emails, but with higher value.
A useful, personalized message performs far better than a newsletter sent just “to fill the calendar.”
SMS Marketing: the direct channel that never goes out of style
Many think SMS marketing belongs to the past.
Yet data proves otherwise: average open rates exceed 90%, and messages are typically read within minutes.
Short, direct, personal — an SMS reaches places other channels can’t.
When to use SMS
SMS is ideal for quick, targeted communications such as:
- Flash promotions or limited-time offers
- Order confirmations and appointment reminders
- Special events or product launches
- Post-campaign follow-ups to reinforce an email message
Integrated into a multichannel strategy, SMS becomes a powerful ally: use email to inform and SMS to drive action.
Ideal frequency
The golden rule: less is more.
One or two messages per month, only when truly relevant, are enough to keep engagement high without becoming intrusive.
Email + SMS: the power of integration
Separately, email and SMS are strong.
Together, they form a complete direct marketing strategy.
Example workflow:
1. Send an email newsletter to introduce a new product.
2. A few days later, send a reminder SMS to prompt action.
3. Those who haven’t interacted receive a personalized follow-up email.
This combined approach:
- Increases open and conversion rates
- Improves the customer experience
- Creates consistent, more human communication
Why Email and SMS Marketing truly work
- They speak directly to the customer, with no algorithms or intermediaries.
- They’re measurable: you can track opens, clicks, and conversions.
- They suit any type of business, from small companies to large agencies.
- They suit any type of business, from small companies to large agencies.
- They deliver a high ROI at low cost.
In an era of information overload, email and SMS remain the most effective tools for building genuine relationships and keeping your audience connected to your brand.
Why choose a modular platform like ConnyLine
Managing email and SMS campaigns effectively requires organization, automation, and analytics.
ConnyLine is the solution that lets you:
- Create and send multichannel campaigns in just a few clicks
- Manage segmented lists based on interests and behaviors
- Monitor performance in real time
- Scale your plan easily as your business grows
Whether you’re a small business seeking simplicity or an agency managing multiple clients, ConnyLine gives you exactly what you need — no waste, no complexity.
Build your direct communication line with ConnyLine. 👉 Discover the platform and contact us for any questions!