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SMS marketing or email marketing? Which one to choose?
Two terms come up often among business owners, namely SMS marketing and email marketing. Both channels are used to reach the customer, but each one is built for a different job. Before you choose either of them, it is worth understanding which one fits the situation better.
In this article we compare SMS and email marketing, look at when each one works best and how to use them together. That will help you work out which channel suits your goal.
What is the difference between SMS and email marketing?
Both channels are meant to keep the conversation with the customer going, but each one has its own characteristics:
- SMS marketing is built for short, urgent information that the customer notices almost immediately.
- Email marketing is built for longer content that the customer can read whenever it suits them.
The main differences are summarised in the table.
| Parameter | SMS marketing | Email marketing |
|---|---|---|
| Message length | Up to 160 characters per message | Long content with no strict limit |
| Reading speed | Usually within a few minutes | From a few hours to several days |
| Content type | Short text and one link | Text, images, several links and buttons |
| Open rate | Very high | Around 20% on average |
| Cost per send | Higher for a single message | Low at large volumes |
| Best for | Urgent notifications | Detailed content and long term relationships |
When to choose SMS marketing?
SMS marketing suits cases where the customer needs urgent information. The message lands on the customer’s phone, so it is noticed almost immediately, and most text messages are read within a few minutes. SMS works well for these messages:
- OTP codes for two factor authentication
- appointment reminders
- delivery status notifications
- short term offers with a fixed end date
- and more
SMS marketing is not meant for moments when the customer needs fuller information, because one text message holds up to 160 characters and cannot carry long descriptions or images.
When to choose email marketing?
Email marketing suits cases where the customer needs fuller content that they can read whenever it suits them. A single email can carry:
- product descriptions
- images
- several links and buttons
- and more
Email therefore works well for regular newsletters, promotions and order confirmations with an invoice. According to international industry data, email marketing shows one of the highest returns on investment in digital marketing.
How to tell which channel fits your goal?
Before choosing, it is worth knowing the goal, namely how quickly the customer needs to receive the message and how much information there is. Below is a summary of when each channel works.
SMS marketing is the better fit if:
- the customer needs to receive the message immediately
- the information is short
- the customer needs to act quickly
Email marketing is the better fit if:
- the content is broad and can be read later
- visual design and images matter
- the goal is to keep a long term relationship with the customer
Can SMS and email be used together?
The best result often comes from combining both channels rather than using only one. Email can carry a full offer with descriptions and images, while SMS works as a short reminder to finish a purchase that was already started. Each channel does what it does best.
A good example is abandoned cart recovery, where the two channels support each other. NESS Solutions provides both channels in one place, so they can be connected to a single customer database and managed together.
Choose the right channel for your business
Get in touch and we will help you choose the channel that fits your customer base and your communication goals.
Frequently asked questions
Which channel costs less?
Sending email in large volumes costs far less, because delivering one message is cheap. SMS costs more, but it is used at the most important moments, when the message has to reach the customer immediately.
Which channel should you start with?
That depends on your main goal. If reaching the customer quickly matters most, start with SMS marketing. If delivering fuller content matters more, start with email marketing. The two channels can be combined later.
Do both channels require customer consent?
Yes. Sending SMS and email for commercial purposes both require customer consent under GDPR. The customer can opt out of further messages at any time.