Text messages are meant to be simple and straight to the point. You only have so many words to deliver your message, but sometimes that’s all you need. If you want your audience to take immediate action, an SMS may be the right channel for the job.

On the other hand, email can be long and rich with detailed content. It could be a 5-minute long newsletter or a quick few paragraphs—regardless, email allows you to tell a fuller, less time-sensitive story.

Use the channels in tandem to create awareness and then drive action. For example, you may send out an email campaign alerting your audience to a new upcoming product line or service. Later, you might send your recipients a text message discount promotion when the new product or service launches.

When starting a new channel, you don’t need to start your list from scratch. If you’re beginning an email program, use your existing SMS subscribers to drive high-quality leads to your list—and vice versa.

Provide your audience with an SMS shortcode they can text to subscribe to your emails. Or nurture your email subscribers before inviting them to join your SMS list. Continue to promote SMS and email to your subscribers so that you can build up high-quality leads on multiple channels. This will prepare you for future one-off messages or integrated campaigns.