Combining email marketing & SMS marketing to supercharge e-com sales
Unlock the full potential of your e-commerce marketing with the powerful combination of email and SMS. This post explores how integrating these two channels can enhance reach, boost engagement, and maximize ROI.
Email + SMS marketing: a winning combination for e-com growth
In the fast-paced world of e-commerce, staying connected with your customers is essential to driving sales and fostering loyalty. As an online retailer, you have many marketing channels at your disposal, but two powerhouses stand out: email and SMS marketing. These tried-and-true strategies have proven their worth time and again, but what happens when you combine them?
In this post, we'll explore how integrating email and SMS marketing can supercharge your e-commerce sales and take your business to new heights. Platforms like Klaviyo, Justuno, and Yotpo offer robust features to help you achieve this synergy. Here’s what you should know.
The powerhouses: email & SMS marketing
Email marketing
Email marketing has been a staple in the e-commerce marketer's toolkit for years. It involves sending targeted, personalized messages to your subscribers' inboxes to promote your products, share valuable content, and nurture customer relationships. With an impressive ROI of $42 for every $1 spent, it's no wonder that email remains a go-to channel for online retailers.
SMS marketing
SMS, or text message marketing, has emerged as a highly effective way to reach customers on their most personal devices. By sending short, timely messages directly to your customers' phones, you can grab their attention, drive urgency, and inspire action. SMS boasts open rates as high as 98%, making it a powerful complement to your email campaigns.
Benefits of email marketing for e-commerce
Here's how email marketing can be your e-commerce superpower:
Direct communication channel
Email marketing provides a direct line of communication with customers. Unlike social media, where algorithms control visibility, emails go directly to their inbox, ensuring your message is seen by your recipient.
High return on investment (ROI)
Email marketing offers a high ROI. For every $1 spent, the average return is $36, making it a cost-effective marketing strategy. This high ROI is due to the low cost of email campaigns compared to other marketing channels.
Personalization and segmentation
Emails can be highly personalized and segmented based on customer behavior, preferences, and purchase history. This allows for tailored messaging that resonates with individual customers, increasing engagement and conversion rates.
Customer retention and loyalty
Email marketing is instrumental in retaining customers and fostering loyalty. Regular communication through emails keeps your brand at the forefront of customers' minds and encourages repeat purchases. Loyalty programs integrated with email marketing can enhance this effect by rewarding customers for their ongoing engagement.
Driving traffic to your website
Emails can drive significant traffic to your e-commerce site. Including links to your products, blog posts, and landing pages in your emails encourages recipients to visit your site, explore your offerings, and make purchases.
Measurable results
Email marketing platforms provide comprehensive analytics that help track the success of campaigns. Metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates offer valuable insights into customer behavior and the effectiveness of your strategies.
Automation capabilities
Automation in email marketing allows you to send timely and relevant messages based on customer actions. Automated emails, such as welcome series, abandoned cart reminders, and post-purchase follow-ups, promote continuous engagement without manual effort.
Benefits of SMS marketing for e-commerce
SMS marketing brings its own set of powerful benefits to the table:
- High open rates: SMS messages boost significantly higher open rates compared to emails, often exceeding 90%. This ensures that your message is almost always seen by the recipient, making it an effective way to deliver important information quickly.
- Immediate delivery and engagement: SMS marketing allows you to reach your customers almost instantly. Most people read text messages within minutes of receiving them, which is ideal for time-sensitive promotions, flash sales, or urgent updates.
- Direct and personal communication: Text messages create a direct and personal line of communication with your customers. The intimate nature of SMS makes recipients feel valued and more likely to engage with your brand.
- Cost-effective marketing: SMS marketing is relatively inexpensive compared to traditional advertising methods. With a lower cost per message, it’s an affordable way for businesses to reach a large audience, making it accessible for companies of all sizes.
- Enhanced customer retention: SMS marketing can help retain customers by providing regular updates, exclusive offers, and personalized content. This continuous engagement keeps your brand top-of-mind and encourages repeat purchases.
- Integration with other marketing channels: SMS marketing can be seamlessly integrated with other marketing strategies such as email, social media, and loyalty programs. This multi-channel approach facilitates a cohesive customer experience and maximizes the reach and impact of your marketing efforts.
- Opt-in marketing: SMS marketing is an opt-in channel, meaning customers have actively chosen to receive messages from your brand. This level of consent typically results in a more engaged and receptive audience, improving the effectiveness of your campaigns.
- Reduced risk of spam: Unlike email marketing, SMS messages are less likely to be filtered out as spam. This means your messages are more likely to reach the intended recipients without being lost in cluttered inboxes.
Benefits of combining email and SMS marketing
When you integrate email and SMS marketing, you create a powerful synergy that amplifies the strengths of each channel. Here are some key benefits of this dynamic duo:
Increased reach: By leveraging both email and SMS, you can connect with a wider audience and ensure your messages are seen.
Enhanced engagement: Combining the in-depth content of email with the immediacy of SMS keeps customers engaged and drives higher response rates.
Improved segmentation: With data from both channels, you can create more targeted segments and deliver hyper-relevant messages.
Boosted retention: A multi-channel approach helps you build stronger customer relationships and increase lifetime value.
Maximized ROI: By optimizing your email and SMS campaigns based on performance data, you can achieve a higher return on your marketing investment.
Platforms like Klaviyo offer seamless integration of email and SMS marketing, making it easy to harness the power of both channels.
SMS vs email marketing: a complementary duo
While email and SMS marketing are often pitted against each other, the truth is they work best as a team. Each channel has its own unique strengths and weaknesses, making them suitable for different purposes. Let's compare and contrast:
Feature
Email marketing
SMS marketing
Content length
Longer, in-depth content
Short, concise messages
Ideal use cases
Newsletters, promotions, abandoned cart recovery
Flash sales, order updates, time-sensitive offers
Visual elements
Rich media, images, videos
Plain text, limited multimedia
Personalization
Advanced personalization based on user data
Basic personalization (name, location)
Deliverability
Can face spam filters and low inbox placement
High deliverability, but requires opt-in
Open rates
20-30% on average
Up to 98%
Click-through rates
2-5% on average
19% on average
Cost
Generally lower per message
Slightly higher per message
As you can see, email and SMS marketing complement each other, allowing you to deliver the right message at the right time through the right channel.
Best practices for integrated email and SMS marketing
To make the most of your combined email and SMS strategy, follow these best practices:
Get permission: Always obtain explicit consent before sending marketing messages, especially for SMS.
Segment your audience: Use data from both channels to create targeted segments based on interests, behavior, and preferences.
Tailor your content: Adapt your messaging and tone to suit each channel, keeping emails informative and SMS messages short and actionable.
Coordinate your timing: Ensure your email and SMS campaigns are synchronized and spaced out to avoid overwhelming customers.
Test and optimize: Continuously monitor your campaigns, A/B test different elements, and refine your strategy based on performance data.
Justuno's advanced segmentation and targeting features can help you create highly personalized email and SMS campaigns.
Choosing the best email and SMS marketing software
Top platforms to consider
- Klaviyo: A powerful all-in-one platform for email and SMS marketing, with advanced automation and segmentation capabilities.
- Yotpo: Yotpo's SMS marketing tool integrates seamlessly with its email and review management features, offering a robust solution for creating cohesive campaigns.
- Omnisend: A user-friendly tool that combines email, SMS, and other channels for smooth multi-channel campaigns.
- Postscript: A dedicated SMS marketing platform that integrates seamlessly with popular email marketing tools.
- Attentive: An enterprise-level SMS marketing solution with advanced features like two-way messaging and multimedia support.
Key features to look for
When choosing an email and SMS marketing platform, look for these essential features:
- Seamless integration between email and SMS
- Advanced segmentation and personalization options
- Automation and triggered messaging capabilities
- Detailed analytics and reporting
- Compliance with legal regulations (e.g., GDPR, TCPA)
- Robust deliverability and security measures
Yotpo's SMS marketing tool integrates smoothly with its email and review management features, making it a strong contender for e-commerce businesses.
How to implement an email and SMS marketing strategy
Build your contact lists
Start by growing your email and SMS subscriber lists. Justuno is a great tech partner for building contact lists through:
- Opt-in forms on your website
- In-store signups
- Social media campaigns
- Gated content offers
Justuno's advanced targeting and segmentation features can help you create personalized opt-in forms to maximize subscriber growth. Learn more about how Justuno can elevate your list-building strategy here.
Craft effective messages for both email and SMS
Start by building robust email and SMS contact lists. Use sign-up forms, pop-ups, and incentives like discounts to encourage subscriptions. Ensure you have permission to send messages and comply with relevant regulations.
Set up automation and triggers
Automation is key to an effective email and SMS marketing strategy. Set up automated workflows for welcome messages, cart abandonment reminders, and follow-up campaigns. Use triggers based on customer actions to send timely messages.
Monitor and optimize your campaigns
Regularly monitor the performance of your campaigns. Use analytics to identify what’s working and what’s not. Optimize your messages, timing, and segmentation based on these insights to improve results continuously.
Future trends in email and SMS marketing
Stay ahead of the curve by keeping an eye on these emerging trends:
- AI and machine learning: Artificial intelligence will enable more advanced personalization and predictive analytics.
- Automation and triggered messages: Automated campaigns based on user behavior will become more sophisticated.
- Enhanced personalization: Expect hyper-targeted messaging based on individual user preferences and behavior.
- Interactive elements: Emails and SMS messages will incorporate more interactive features like polls, quizzes, and gamification.
- Integration with other channels: Email and SMS will be seamlessly integrated with other channels like social media and push notifications.
Email and SMS marketing services: When to hire an expert
Benefits of professional services
While platforms like Klaviyo, Justuno, and Yotpo make it easier to manage email and SMS marketing in-house, there are times when hiring an expert can be beneficial:
- Developing a comprehensive, data-driven strategy
- Creating high-converting email and SMS templates
- Setting up complex automation and triggered campaigns
- Optimizing deliverability and compliance
- Providing ongoing management and optimization
What to look for in a service provider
When choosing an email and SMS marketing service provider, consider:
- Proven track record with e-commerce businesses
- Expertise in your specific industry or niche
- Familiarity with your preferred email and SMS platforms
- Clear communication and reporting processes
- Flexibility and scalability to grow with your business
Some frequently asked questions
How do I start combining email and SMS marketing?
To start combining email and SMS marketing, first choose a platform that supports both channels. Begin by segmenting your audience and creating a strategy that leverages the strengths of each medium. Start with simple automated flows, like welcome series or abandoned cart reminders, using both email and SMS. Gradually expand your campaigns as you learn what works best for your audience.
What are the best tools for email and text message marketing?
Some of the best email and SMS marketing software options include Klaviyo, Yotpo, Omnisend, and Sendinblue. These platforms offer integrated solutions for both channels, with features like automation, segmentation, and analytics. The best tool for you will depend on your specific needs, budget, and e-commerce platform.
Is SMS marketing more effective than email marketing?
SMS marketing typically has higher open and engagement rates compared to email marketing. However, email marketing allows for more in-depth content and is often more cost-effective. The most effective approach is to use both channels in a complementary strategy, leveraging the strengths of each.
How do I measure the success of my campaigns?
Key metrics to track include open rates, click-through rates, conversion rates, and revenue generated. For email marketing, also monitor metrics like unsubscribe rates and spam complaints. For SMS, pay attention to delivery rates and opt-out rates. Use A/B testing to continuously improve your campaigns and compare performance across both channels.
How do you use SMS and email marketing together?
To use SMS and email marketing together effectively, create a cohesive strategy that leverages the strengths of each channel. Use SMS for time-sensitive, urgent communications and short promotional messages. Use email for more detailed content, nurturing campaigns, and long-form storytelling. Implement cross-channel automation flows, such as starting with an SMS for immediate action and following up with an email for more information.
By combining the power of email and SMS marketing, you can take your e-commerce sales to new heights. Leveraging the unique strengths of each channel and implementing best practices will allow you to create a comprehensive marketing approach that drives results. Whether you're just starting out or looking to optimize your existing campaigns, the key is to continuously experiment, test, and refine your strategies to find the perfect balance for your business.
At Growth Gurus, we specialize in helping e-commerce businesses harness the full potential of email and SMS marketing. Our team of experts understands the intricacies of these channels and how to seamlessly integrate them for maximum impact. We've helped countless businesses supercharge their sales and build lasting customer relationships through our tailored email and SMS marketing services.
Ready to take your marketing strategy to the next level? Contact Growth Gurus today and let us help you drive more sales, increase customer retention, and grow your brand.
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Email + SMS marketing: a winning combination for e-com growth
In the fast-paced world of e-commerce, staying connected with your customers is essential to driving sales and fostering loyalty. As an online retailer, you have many marketing channels at your disposal, but two powerhouses stand out: email and SMS marketing. These tried-and-true strategies have proven their worth time and again, but what happens when you combine them?
In this post, we'll explore how integrating email and SMS marketing can supercharge your e-commerce sales and take your business to new heights. Platforms like Klaviyo, Justuno, and Yotpo offer robust features to help you achieve this synergy. Here’s what you should know.
The powerhouses: email & SMS marketing
Email marketing
Email marketing has been a staple in the e-commerce marketer's toolkit for years. It involves sending targeted, personalized messages to your subscribers' inboxes to promote your products, share valuable content, and nurture customer relationships. With an impressive ROI of $42 for every $1 spent, it's no wonder that email remains a go-to channel for online retailers.
SMS marketing
SMS, or text message marketing, has emerged as a highly effective way to reach customers on their most personal devices. By sending short, timely messages directly to your customers' phones, you can grab their attention, drive urgency, and inspire action. SMS boasts open rates as high as 98%, making it a powerful complement to your email campaigns.
Benefits of email marketing for e-commerce
Here's how email marketing can be your e-commerce superpower:
Direct communication channel
Email marketing provides a direct line of communication with customers. Unlike social media, where algorithms control visibility, emails go directly to their inbox, ensuring your message is seen by your recipient.
High return on investment (ROI)
Email marketing offers a high ROI. For every $1 spent, the average return is $36, making it a cost-effective marketing strategy. This high ROI is due to the low cost of email campaigns compared to other marketing channels.
Personalization and segmentation
Emails can be highly personalized and segmented based on customer behavior, preferences, and purchase history. This allows for tailored messaging that resonates with individual customers, increasing engagement and conversion rates.
Customer retention and loyalty
Email marketing is instrumental in retaining customers and fostering loyalty. Regular communication through emails keeps your brand at the forefront of customers' minds and encourages repeat purchases. Loyalty programs integrated with email marketing can enhance this effect by rewarding customers for their ongoing engagement.
Driving traffic to your website
Emails can drive significant traffic to your e-commerce site. Including links to your products, blog posts, and landing pages in your emails encourages recipients to visit your site, explore your offerings, and make purchases.
Measurable results
Email marketing platforms provide comprehensive analytics that help track the success of campaigns. Metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates offer valuable insights into customer behavior and the effectiveness of your strategies.
Automation capabilities
Automation in email marketing allows you to send timely and relevant messages based on customer actions. Automated emails, such as welcome series, abandoned cart reminders, and post-purchase follow-ups, promote continuous engagement without manual effort.
Benefits of SMS marketing for e-commerce
SMS marketing brings its own set of powerful benefits to the table:
- High open rates: SMS messages boost significantly higher open rates compared to emails, often exceeding 90%. This ensures that your message is almost always seen by the recipient, making it an effective way to deliver important information quickly.
- Immediate delivery and engagement: SMS marketing allows you to reach your customers almost instantly. Most people read text messages within minutes of receiving them, which is ideal for time-sensitive promotions, flash sales, or urgent updates.
- Direct and personal communication: Text messages create a direct and personal line of communication with your customers. The intimate nature of SMS makes recipients feel valued and more likely to engage with your brand.
- Cost-effective marketing: SMS marketing is relatively inexpensive compared to traditional advertising methods. With a lower cost per message, it’s an affordable way for businesses to reach a large audience, making it accessible for companies of all sizes.
- Enhanced customer retention: SMS marketing can help retain customers by providing regular updates, exclusive offers, and personalized content. This continuous engagement keeps your brand top-of-mind and encourages repeat purchases.
- Integration with other marketing channels: SMS marketing can be seamlessly integrated with other marketing strategies such as email, social media, and loyalty programs. This multi-channel approach facilitates a cohesive customer experience and maximizes the reach and impact of your marketing efforts.
- Opt-in marketing: SMS marketing is an opt-in channel, meaning customers have actively chosen to receive messages from your brand. This level of consent typically results in a more engaged and receptive audience, improving the effectiveness of your campaigns.
- Reduced risk of spam: Unlike email marketing, SMS messages are less likely to be filtered out as spam. This means your messages are more likely to reach the intended recipients without being lost in cluttered inboxes.
Benefits of combining email and SMS marketing
When you integrate email and SMS marketing, you create a powerful synergy that amplifies the strengths of each channel. Here are some key benefits of this dynamic duo:
Increased reach: By leveraging both email and SMS, you can connect with a wider audience and ensure your messages are seen.
Enhanced engagement: Combining the in-depth content of email with the immediacy of SMS keeps customers engaged and drives higher response rates.
Improved segmentation: With data from both channels, you can create more targeted segments and deliver hyper-relevant messages.
Boosted retention: A multi-channel approach helps you build stronger customer relationships and increase lifetime value.
Maximized ROI: By optimizing your email and SMS campaigns based on performance data, you can achieve a higher return on your marketing investment.
Platforms like Klaviyo offer seamless integration of email and SMS marketing, making it easy to harness the power of both channels.
SMS vs email marketing: a complementary duo
While email and SMS marketing are often pitted against each other, the truth is they work best as a team. Each channel has its own unique strengths and weaknesses, making them suitable for different purposes. Let's compare and contrast:
Feature
Email marketing
SMS marketing
Content length
Longer, in-depth content
Short, concise messages
Ideal use cases
Newsletters, promotions, abandoned cart recovery
Flash sales, order updates, time-sensitive offers
Visual elements
Rich media, images, videos
Plain text, limited multimedia
Personalization
Advanced personalization based on user data
Basic personalization (name, location)
Deliverability
Can face spam filters and low inbox placement
High deliverability, but requires opt-in
Open rates
20-30% on average
Up to 98%
Click-through rates
2-5% on average
19% on average
Cost
Generally lower per message
Slightly higher per message
As you can see, email and SMS marketing complement each other, allowing you to deliver the right message at the right time through the right channel.
Best practices for integrated email and SMS marketing
To make the most of your combined email and SMS strategy, follow these best practices:
Get permission: Always obtain explicit consent before sending marketing messages, especially for SMS.
Segment your audience: Use data from both channels to create targeted segments based on interests, behavior, and preferences.
Tailor your content: Adapt your messaging and tone to suit each channel, keeping emails informative and SMS messages short and actionable.
Coordinate your timing: Ensure your email and SMS campaigns are synchronized and spaced out to avoid overwhelming customers.
Test and optimize: Continuously monitor your campaigns, A/B test different elements, and refine your strategy based on performance data.
Justuno's advanced segmentation and targeting features can help you create highly personalized email and SMS campaigns.
Choosing the best email and SMS marketing software
Top platforms to consider
- Klaviyo: A powerful all-in-one platform for email and SMS marketing, with advanced automation and segmentation capabilities.
- Yotpo: Yotpo's SMS marketing tool integrates seamlessly with its email and review management features, offering a robust solution for creating cohesive campaigns.
- Omnisend: A user-friendly tool that combines email, SMS, and other channels for smooth multi-channel campaigns.
- Postscript: A dedicated SMS marketing platform that integrates seamlessly with popular email marketing tools.
- Attentive: An enterprise-level SMS marketing solution with advanced features like two-way messaging and multimedia support.
Key features to look for
When choosing an email and SMS marketing platform, look for these essential features:
- Seamless integration between email and SMS
- Advanced segmentation and personalization options
- Automation and triggered messaging capabilities
- Detailed analytics and reporting
- Compliance with legal regulations (e.g., GDPR, TCPA)
- Robust deliverability and security measures
Yotpo's SMS marketing tool integrates smoothly with its email and review management features, making it a strong contender for e-commerce businesses.
How to implement an email and SMS marketing strategy
Build your contact lists
Start by growing your email and SMS subscriber lists. Justuno is a great tech partner for building contact lists through:
- Opt-in forms on your website
- In-store signups
- Social media campaigns
- Gated content offers
Justuno's advanced targeting and segmentation features can help you create personalized opt-in forms to maximize subscriber growth. Learn more about how Justuno can elevate your list-building strategy here.
Craft effective messages for both email and SMS
Start by building robust email and SMS contact lists. Use sign-up forms, pop-ups, and incentives like discounts to encourage subscriptions. Ensure you have permission to send messages and comply with relevant regulations.
Set up automation and triggers
Automation is key to an effective email and SMS marketing strategy. Set up automated workflows for welcome messages, cart abandonment reminders, and follow-up campaigns. Use triggers based on customer actions to send timely messages.
Monitor and optimize your campaigns
Regularly monitor the performance of your campaigns. Use analytics to identify what’s working and what’s not. Optimize your messages, timing, and segmentation based on these insights to improve results continuously.
Future trends in email and SMS marketing
Stay ahead of the curve by keeping an eye on these emerging trends:
- AI and machine learning: Artificial intelligence will enable more advanced personalization and predictive analytics.
- Automation and triggered messages: Automated campaigns based on user behavior will become more sophisticated.
- Enhanced personalization: Expect hyper-targeted messaging based on individual user preferences and behavior.
- Interactive elements: Emails and SMS messages will incorporate more interactive features like polls, quizzes, and gamification.
- Integration with other channels: Email and SMS will be seamlessly integrated with other channels like social media and push notifications.
Email and SMS marketing services: When to hire an expert
Benefits of professional services
While platforms like Klaviyo, Justuno, and Yotpo make it easier to manage email and SMS marketing in-house, there are times when hiring an expert can be beneficial:
- Developing a comprehensive, data-driven strategy
- Creating high-converting email and SMS templates
- Setting up complex automation and triggered campaigns
- Optimizing deliverability and compliance
- Providing ongoing management and optimization
What to look for in a service provider
When choosing an email and SMS marketing service provider, consider:
- Proven track record with e-commerce businesses
- Expertise in your specific industry or niche
- Familiarity with your preferred email and SMS platforms
- Clear communication and reporting processes
- Flexibility and scalability to grow with your business
Some frequently asked questions
How do I start combining email and SMS marketing?
To start combining email and SMS marketing, first choose a platform that supports both channels. Begin by segmenting your audience and creating a strategy that leverages the strengths of each medium. Start with simple automated flows, like welcome series or abandoned cart reminders, using both email and SMS. Gradually expand your campaigns as you learn what works best for your audience.
What are the best tools for email and text message marketing?
Some of the best email and SMS marketing software options include Klaviyo, Yotpo, Omnisend, and Sendinblue. These platforms offer integrated solutions for both channels, with features like automation, segmentation, and analytics. The best tool for you will depend on your specific needs, budget, and e-commerce platform.
Is SMS marketing more effective than email marketing?
SMS marketing typically has higher open and engagement rates compared to email marketing. However, email marketing allows for more in-depth content and is often more cost-effective. The most effective approach is to use both channels in a complementary strategy, leveraging the strengths of each.
How do I measure the success of my campaigns?
Key metrics to track include open rates, click-through rates, conversion rates, and revenue generated. For email marketing, also monitor metrics like unsubscribe rates and spam complaints. For SMS, pay attention to delivery rates and opt-out rates. Use A/B testing to continuously improve your campaigns and compare performance across both channels.
How do you use SMS and email marketing together?
To use SMS and email marketing together effectively, create a cohesive strategy that leverages the strengths of each channel. Use SMS for time-sensitive, urgent communications and short promotional messages. Use email for more detailed content, nurturing campaigns, and long-form storytelling. Implement cross-channel automation flows, such as starting with an SMS for immediate action and following up with an email for more information.
By combining the power of email and SMS marketing, you can take your e-commerce sales to new heights. Leveraging the unique strengths of each channel and implementing best practices will allow you to create a comprehensive marketing approach that drives results. Whether you're just starting out or looking to optimize your existing campaigns, the key is to continuously experiment, test, and refine your strategies to find the perfect balance for your business.
At Growth Gurus, we specialize in helping e-commerce businesses harness the full potential of email and SMS marketing. Our team of experts understands the intricacies of these channels and how to seamlessly integrate them for maximum impact. We've helped countless businesses supercharge their sales and build lasting customer relationships through our tailored email and SMS marketing services.
Ready to take your marketing strategy to the next level? Contact Growth Gurus today and let us help you drive more sales, increase customer retention, and grow your brand.
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