By Tom Wozniak, Head of Marketing – published on Forbes.com on 3/18/20.

Taking a multichannel approach (Email and SMS) to an advertiser’s marketing strategy has always delivered big results. Because consumer attention is split over many different communication channels, if a marketer wants to optimize their chances of reaching and engaging with their audience, it makes sense to use different messaging techniques, employing different channels.

However, all channels are not created equal and they don’t all necessarily work well together. As often as the virtues of multichannel marketing are discussed, the downsides of channel conflict are pointed out as challenges to the entire process.

When developing a marketing strategy that takes advantage of two or more marketing channels, it makes sense to look for opportunities for those channels to work together harmoniously. Two channels that often deliver excellent results when used in conjunction are Email and SMS marketing.

Here are four ways these two channels synchronize well when combined in a multichannel marketing program:

Mobile-First Strategy

There was a time, not so long ago, when advertisers considered marketing designed for mobile devices to be of secondary importance to desktop. They knew mobile was important, but planning for it always came after desktop and was often an afterthought.

In 2020, the script has flipped for most advertisers. Today, consumers are more likely to surf the web, check their email or interact with a brand on a mobile device than on a desktop computer. So, taking a mobile-first approach to your marketing strategy is advantageous for many digital advertisers.

Read the rest at Forbes.com.