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As brands seek to connect with customers more effectively, relying on a single channel is no longer enough. While email remains a cornerstone of digital marketing, SMS offers a direct, high-engagement touchpoint that ensures messages are seen and acted upon quickly.Wolfgang’s CRM & Marketing Automation team implemented a powerful cross-channel strategy that combined the strengths of both email and SMS. This approach enabled Corcoran’s to maximise their reach, deliver impactful messaging, and boost conversions through a seamless multi-channel experience.
Corcoran’s faced a significant challenge with low engagement among its SMS subscribers. While the business had an SMS database, it was small, and those who had opted in weren’t actively interacting with the content, demonstrating that simply sending SMS campaigns wasn’t enough to drum up more business
This lack of engagement made it difficult to drive meaningful results, so it became clear what our task was. It was necessary to create a strategy to grow an SMS audience and introduce a cross-channel strategy that combined the strengths of both email and SMS to deliver personalised, impactful messaging that would boost engagement and create a more effective, results-driven customer experience.
The first priority was to grow the SMS database by converting existing email subscribers while also attracting new users through targeted acquisition campaigns. We added data capture points across key customer touchpoints to drive SMS opt-ins and enrich profiles with valuable information like product preferences. This set the foundation for more personalised and relevant messaging across both email and SMS.
As the database expanded, we seamlessly integrated SMS into Corcoran’s existing automated email flows to create cohesive, multi-channel journeys. Instead of treating email and SMS as separate channels, we aligned them to work together ensuring timely, relevant touch points throughout the customer journey. By using customer data and behavioural signals, we segmented audiences to deliver the right message on the right channel, at the right moment.
Corcoran's more than tripled its SMS database by strategically placing sign-up forms in different formats across key customer touch points. Each form was tailored and targeted to specific audience segments to boost relevance and maximise opt-in rates.
We then implemented advanced marketing automation to build cross-channel, hyper-personalised flows. By leveraging real-time customer data and behavioural signals, we delivered tailored messages that aligned seamlessly across both email and SMS. This strategic personalisation, based on user preferences collected at sign-up, ensured every communication felt relevant, engaging, and effective.
In less than six months, Corcoran’s SMS subscriber database grew by 244% compared to the previous period. As the list expanded, SMS output skyrocketed, allowing Corcoran’s to reach more customers with well-timed, personalised messages driving a significant 112% increase in Click Rates.
This cross-channel approach proved highly effective, turning SMS into one of the top-performing revenue channels. SMS-attributed revenue soared by 921%, while the average order value across both email and SMS increased by 30%, highlighting the power of integrated, data-driven communication.
SMS Subscriber Growth
SMS Click Rate
SMS Attributed revenue
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