Too many businesses overlook the power of email and SMS marketing, relying instead on social media algorithms that change constantly or expensive ads that only work as long as you keep paying. But what if you could create a marketing foundation that keeps working for you, building relationships, driving revenue, and providing value consistently?
A strong email and SMS marketing foundation ensures that you have direct access to your audience at all times—without relying on third-party platforms that control your reach. This is how you cultivate trust, increase customer loyalty, and create a business that thrives long-term.
1. Choosing the Right Platforms for Email & SMS Marketing
Your foundation starts with the right tools. Not all email and SMS platforms are created equal, and choosing the wrong one can slow your progress. A great platform should be easy to use, provide automation, and ensure high deliverability rates so that your messages actually reach people.
📌 What to Look for in an Email Service Provider (ESP): ✔ User-friendly automation tools for drip sequences and workflows
✔ High deliverability rates to avoid the spam folder
✔ Segmentation and personalization features
✔ Compliance with email regulations (GDPR, CAN-SPAM)
✔ Integration with your website and CRM
📌 What to Look for in an SMS Marketing Platform: ✔ Instant message delivery and high open rates
✔ Two-way communication features for engagement
✔ Automated response workflows
✔ Opt-in compliance for ethical messaging
✔ Integration with your email marketing strategy
Popular email marketing platforms: Mailchimp, ConvertKit, Klaviyo, ActiveCampaign
Popular SMS marketing platforms: Twilio, Postscript, SimpleTexting
💡 Stewardship Tip: Choosing the right tools upfront saves time, money, and effort in the long run, allowing you to focus on building relationships instead of fixing tech problems.
2. Growing Your Email & SMS List the Right Way
Building a solid email and SMS list isn’t about collecting random contacts—it’s about attracting the right people who genuinely want to hear from you. This means focusing on permission-based marketing and ethical list-building strategies.
❌ Avoid These Mistakes:
- Never purchase email or SMS lists (this damages credibility and deliverability)
- Avoid adding people without their consent (always let them opt in!)
- Don’t send generic, non-personalized messages to your entire audience
✅ Do These Instead: ✔ Create valuable opt-ins (lead magnets like free guides, discounts, exclusive content)
✔ Offer a seamless sign-up process (website pop-ups, checkout page, social media links)
✔ Use a double opt-in system to ensure people genuinely want to receive messages
✔ Be clear about what they’re signing up for and respect their preferences
✔ Always provide an easy opt-out option (this builds trust and ensures compliance)
📖 Biblical Integrity: “Do to others as you would have them do to you.” – Luke 6:31
Marketing should reflect Christian values of honesty and transparency. Gaining consent before sending messages ensures you’re treating people with respect.
3. Segmenting Your Audience for Better Engagement
Not every subscriber is the same, so your email and SMS strategy shouldn’t be one-size-fits-all. Segmentation allows you to send more relevant messages to the right people, increasing engagement and conversion rates.
📌 Ways to Segment Your List:
- New subscribers (Send a welcome series)
- Engaged vs. inactive subscribers (Send re-engagement campaigns to inactive users)
- Customers vs. leads (Provide relevant content for where they are in the journey)
- Purchase history (Recommend similar or complementary products)
- Interests & behaviors (Target based on browsing behavior or specific clicks)
📖 Wisdom in Marketing: “Be wise in the way you act toward outsiders; make the most of every opportunity.” – Colossians 4:5
A segmented list ensures you’re maximizing each marketing opportunity by speaking directly to the needs of your audience.
4. Creating Value-Driven Email & SMS Content
Once you have a strong list, your focus shifts to consistent, high-value communication. If your emails and texts are only promotional, people will tune out. But if you consistently provide encouragement, insights, and solutions, they’ll stay engaged.
📌 Best Practices for Emails: ✔ Write compelling subject lines (Your first impression matters!)
✔ Use a conversational tone (Avoid robotic, corporate-sounding messages)
✔ Get to the point (People are busy—make your message clear and concise)
✔ Include a call-to-action (CTA) (What do you want them to do next?)
✔ Provide more value than promotions (Educate, inspire, and serve your audience)
📌 Best Practices for SMS: ✔ Keep texts short and personal (Texts should be quick, engaging, and actionable)
✔ Use automation for reminders and follow-ups (Maximize efficiency while staying human)
✔ Respect timing (Don’t text at odd hours—be mindful of people’s time)
✔ Balance business with encouragement (Mix promotions with uplifting messages)
📖 Integrity in Communication: Proverbs 10:9 – “Whoever walks in integrity walks securely, but whoever takes crooked paths will be found out.”
Being authentic and transparent in your messaging builds trust, credibility, and long-term loyalty.
5. Automating Key Email & SMS Sequences
Automation allows you to serve your audience consistently without having to manually send messages daily.
📌 Essential Automated Flows: 1️⃣ Welcome Series – Nurture new subscribers with valuable content
2️⃣ Abandoned Cart – Remind customers to complete their purchase
3️⃣ Re-engagement Campaigns – Win back inactive subscribers
4️⃣ Thank You & Follow-Ups – Show appreciation after purchases
5️⃣ Regular Check-ins – Keep your audience engaged without overwhelming them
💡 Excellence in Business: Automation isn’t about removing personal touch—it’s about serving your customers wellwith efficiency and excellence.
Final Thoughts: Building a Legacy Through Ethical Marketing
Email and SMS marketing, when done right, aren’t just about increasing sales—they’re about building trust, relationships, and a sustainable business.
✅ Be intentional – Build an engaged, permission-based audience
✅ Be relational – Use segmentation to connect with people where they are
✅ Be excellent – Deliver valuable, honest, and consistent content
✅ Be strategic – Use automation to optimize efficiency while keeping messages personal
💬 What’s one thing you can implement today to strengthen your email and SMS marketing foundation?