• by Ray Schultz , May 8, 2023

Martech platform Marigold has added SMS to its capabilities for Emma customers.  

Marigold’s new offering allows marketers to conduct personalized campaigns in email, web and SMS from the Emma platform.  

The goal is integrate SMS “directly into the campaign workflow, reducing the need for multiple platforms and redundant processing and allowing marketers to build and deliver more campaigns,” says Desta Price, chief product officer of Marigold.  

The centralized platform allows marketers to use the same contact lists campaign setup process and reporting for both email and SMS, the company says. 

Of U.S. consumers, 45% have purchased directly from an SMS message, Marigold found in its 2023 U.S. Consumer Trends survey. In addition, 66% use their mobile phones to research in-store purchases. 

“We are eager to significantly expand our text marketing efforts and be set up to manage and measure multiple marketing channels from a single platform,” says Lindsay Night, marketing manager at client Rodeo Austin. 

The platform allows nonprofits to get the most of their resources to boost donations and convert volunteers to members.

In addition, higher-education institutions can use the tool to increase the number of applicants and improve student retention rates.  

Moreover, franchises can maintain a consistent brand message across channels, while rewarding loyalty, the firm says.