SMS vs Email Marketing - Which One Wins?

The Great Marketing Debate

Both SMS and email are powerful marketing channels. But which one should you use? The answer: it depends on your goals.

Open Rates: SMS Wins

SMS

98% open rate

Read within 3 minutes on average

Almost impossible to ignore

Email

20-25% average open rate

May sit unread for hours or days

Easy to scroll past or delete

Winner: SMS for guaranteed visibility.

Message Length: Email Wins

SMS

160 characters standard

Brief, punchy messages only

No formatting options

Email

Unlimited length

Rich formatting and images

Detailed information and links

Winner: Email for complex messages.

Cost Comparison: Depends

SMS (with Group SMS)

Free with unlimited texting plan

Uses your phone's SMS capability

No per-message fees

Email

Free or low-cost platforms available

May require paid services at scale

Design and copywriting costs

Winner: Tie - both can be cost-effective.

Deliverability: SMS Wins

SMS

Direct to phone

No spam filters (usually)

Carrier delivery reliable

Email

Spam filters catch many messages

Promotions tab hides marketing

Deliverability varies by sender reputation

Winner: SMS for guaranteed delivery.

Response Rate: SMS Wins

SMS

45% average response rate

Quick, easy replies

Feels personal and immediate

Email

6% average response rate

Requires more effort to respond

Often read and forgotten

Winner: SMS for engagement.

Opt-In/Opt-Out: Email Easier

SMS

Requires explicit consent

Stricter regulations

Opt-outs must be immediate

Email

CAN-SPAM compliance needed

Easier to build lists

More forgiving regulations

Winner: Email for list building ease.

When to Use SMS

Time-Sensitive Messages

Flash sales ending today

Appointment reminders

Limited availability alerts

Emergency notifications

Short, Action-Oriented

"Reply YES to confirm"

"Show this text for 10% off"

"Your order is ready"

Personal Touch Needed

Birthday wishes

Thank you messages

VIP customer exclusives

When to Use Email

Detailed Information

Newsletters

Product catalogs

How-to guides

Company updates

Visual Content

New product showcases

Event invitations with graphics

Portfolio or gallery sharing

Long-Form Sales

Case studies

Testimonials

Detailed offers

The Best Strategy: Use Both

SMS for Urgency

"Flash Sale! 50% off ends at midnight. Check your email for details!"

Email for Details

Full product information, images, and complete terms.

Example Campaign

Day 1 - Email: "Our Spring Sale starts Friday! Preview the deals inside..."Day 3 - SMS: "Spring Sale starts tomorrow! Get early access: [link]"Day 4 - Email: "Sale is LIVE! Shop our biggest discounts of the season..."Day 4 - SMS: "Spring Sale NOW! Today only: extra 10% off with code SPRING10"Day 5 - SMS: "Last chance! Sale ends at midnight. Don't miss out!"

Integration Tips

Collect Both

When customers sign up, ask for both email and phone number.

Segment by Preference

Some prefer SMS, others email. Respect preferences.

Avoid Redundancy

Don't send identical messages on both channels simultaneously.

Use SMS to Boost Email

"Did you see our email about the sale? Check your inbox!"

Metrics to Track

SMS Metrics

Delivery rate

Response rate

Opt-out rate

Conversion rate

Email Metrics

Open rate

Click-through rate

Bounce rate

Unsubscribe rate

Conclusion

SMS and email aren't competitors—they're partners. SMS delivers urgency and guaranteed visibility. Email provides detail and visual impact.

The smartest marketers use both channels strategically, playing to each one's strengths.

Start with SMS for time-sensitive, action-oriented messages. Use email for detailed content and visual storytelling. Together, they create a powerful marketing combination.