Vision6 And Twilio Partner, Integrate Text And Email

Vision6 announced a product integration and partnership with Twilio on Tuesday to complement email marketing campaigns with text messages.

Vision6 has integrated Twilio’s cloud communications platform into its email marketing service, enabling its customers to combine email and text messages in integrated campaigns. Vision6 customers can now incorporate SMS directly into their existing email automation workflow within Vision6’s user-interface.

"As technology evolves, the way businesses communicate with their customers needs to evolve too," states Mathew Myers, cofounder of Vision6. "Email marketing has the highest ROI of any digital marketing channel, and SMS has the highest open rate of any mode of communication. When combined and fully automated, the possibilities are endless."

Smartphones are ubiquitous in American daily life, and the Pew Research Center estimates that 77% of Americans owned a smartphone at the start of 2017.

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Consumers on average touch their smartphones at least 2,617 times a day, according to a recent study by consumer product research firm dScout. The top 10% of smartphone users double that, touching their phones an average of 5,427 times a day.

More than half of all email opens now derive from a mobile device, so marketers should not send the exact same message on email and text. Instead, by strategically combining the two channels, marketers can complement their email marketing initiatives with real-time text notifications. This may be particular beneficial for events-driven industries, as well as for advocacy and engagement.

For example, an email newsletter may highlight a list of upcoming local events while a text message urges subscribers in real-time to join a local demonstration. 

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