SMS vs Email: Which Channel to Choose
TL;DR:
- SMS hits 98% open rates and works for urgent messages under 160 characters
- Email gives you space for detailed content, visuals, and multiple links
- Use SMS for flash sales, appointment reminders, and time-sensitive alerts
- Pick email for storytelling, product information, and resource sharing
- Combining both channels boosts overall engagement and open rates
- Send SMS reminders to drive people back to important emails
When you're planning your messaging strategy, the channel you pick matters as much as what you say. SMS and email each have their sweet spots, and knowing when to use which one can make or break your communication.
Understanding SMS Strengths
SMS delivers messages almost instantly with open rates that email can only dream of. Most people read text messages within minutes of receiving them, making it your go-to for anything urgent.
Best uses for SMS:
- Appointment reminders and confirmations
- Flash sales with tight deadlines
- Order updates and delivery notifications
- Event alerts and last-minute changes
- Quick customer service responses
The 160-character limit forces you to get straight to the point. This constraint actually works in your favour because people can process your message at a glance.
SMS limitations to consider:
- No space for detailed explanations
- Limited formatting options
- Higher cost per message than email
- Can feel intrusive if overused
When Email Makes More Sense
Email gives you room to breathe. You can tell stories, include images, add multiple calls-to-action, and provide comprehensive information that SMS simply cannot handle.
Email works best for:
- Weekly newsletters and updates
- Product launches with detailed specifications
- Educational content and tutorials
- Event invitations with full details
- Customer onboarding sequences
With email, you can segment your audience more precisely and track engagement through detailed analytics. You'll see who opened, clicked, and converted, giving you data to improve future campaigns.
Email drawbacks:
- Lower open rates (around 20-25% average)
- Slower response times
- Risk of landing in spam folders
- Requires more design and copywriting effort
Combining SMS and Email
Here's where things get interesting. Using SMS and email together often delivers better results than either channel alone.
Effective combination strategies:
- Send detailed information via email, then follow up with SMS reminders
- Use SMS to alert subscribers about important emails in their inbox
- Create SMS-exclusive offers mentioned in your email campaigns
- Send SMS confirmations for actions taken through email
For example, if you're running a webinar, send the registration details and agenda via email. Then send SMS reminders 24 hours and 1 hour before the event starts.
Making the Right Choice
Your decision comes down to three factors: urgency, message length, and audience preference.
Choose SMS when:
- You need immediate action
- Your message fits in one sentence
- You're targeting mobile-first audiences
- Time sensitivity is critical
Choose email when:
- You need to explain complex information
- Visual content is important
- You want to include multiple links or resources
- Building long-term relationships is the goal
Use both when:
- Running major campaigns
- Your audience spans different communication preferences
- You want maximum reach and engagement
Measuring Success
Track different metrics for each channel. SMS success comes down to delivery rates, response rates, and conversion rates. Email performance involves open rates, click-through rates, and long-term engagement.
Don't just look at individual channel performance. Monitor how your combined efforts work together. You might find that SMS subscribers who also receive emails convert at higher rates than single-channel contacts.
FAQs
What are the main advantages of integrating SMS with email?
You get the immediacy of SMS combined with the depth of email. This increases overall reach because people have different communication preferences. Plus, SMS can drive people back to important emails they might have missed.
How exactly can an SMS alert improve email campaign results?
An SMS reminder sent 2-4 hours after an important email can boost open rates by 20-30%. It's particularly effective for time-sensitive offers or event reminders where people need to take action quickly.
In what scenarios should I prioritise SMS over email?
When you need immediate responses, have urgent updates, or are dealing with time-critical information like appointment changes or flash sales. SMS also works better for simple confirmations and quick customer service interactions.
Jargon Buster
SMS (Short Message Service): Text messages sent to mobile phones, limited to 160 characters per message, with near-instant delivery and high open rates.
Email Marketing: Digital marketing using email to send promotional, informational, or transactional messages to a subscriber list.
Open Rate: The percentage of recipients who open your message, typically much higher for SMS (95%+) than email (20-25%).
Conversion Rate: The percentage of message recipients who complete your desired action, whether that's making a purchase, booking an appointment, or clicking a link.
Wrap-up
The best messaging strategy uses both SMS and email strategically rather than picking just one. SMS excels at grabbing immediate attention for urgent matters, while email builds deeper relationships through detailed content. When you combine them thoughtfully, each channel strengthens the other. Test different approaches with your audience to find the right balance for your specific situation and goals.
Learn about QuickSMS: https://www.quicksms.com/