Email Marketing vs SMS Marketing

Email is great for building relationships with customers over time and for sending more detailed or persuasive messages. However, because open email rates are declining, you may find it harder to reach your audience through this channel. 

SMS marketing is perfect for getting immediate responses from customers and for triggering automated actions (such as sending an automated reply). But because SMS open rates are also declining, you need to make sure that your messages are short and straightforward.

Thus, here’s a breakthrough of everything that you should know:

What Metrics to Compare with SMS and Email Marketing?

The SMS marketing metrics that are useful to compare with email marketing include deliverability, CTR, open rate, cost, and conversion. 

1- Deliverability

The deliverability of an SMS or email marketing campaign is the likelihood that it will reach your subscribers’ mobile phones related to actual delivery. It can be checked by marketers using a range from 0 – 100, where 0 means no chance at all and 100 guarantees success with every single message sent out. It’s a metric that measures the probability of an SMS or email marketing campaign reaching its subscribers’ mobile phones when they are, in fact, receiving it.

The difference between SMS and email deliverability is that SMS has a higher deliverability rate because it is a more direct communication channel. Email delivery is less reliable because it can be easily blocked by spam filters or be caught in a user’s junk mail folder. 

Additionally, email messages are often much longer than text messages, which can lead to slower loading times and increased chances of them being deleted by the recipient before they’re even read.

SMS marketing necessitates express opt-in, which assures interested consumers. Only 3% of SMS communications are classified as spam. The majority of emails, around 84 percent, are considered spam. 

In terms of deliverability, SMS have better results. SMS messages have a higher deliverability rate because they’re shorter and easier to process. Email messages can be up to 25 times longer than SMS messages, which means there’s more opportunity for something to go wrong with the delivery. Additionally, many people find it more difficult to read lengthy emails on their mobile devices.

2- Click-Through Rate

what is email marketing

A click-through rate (CTR) is the percentage of times a user clicks on a link divided by the number of times the link was displayed. For example, if your website received 100 visits and ten people clicked on one of your links, your CTR would be 10%. 

When it comes to measuring the success of an online advertising campaign, CTR is one of the most important metrics since it indicates how many people are interacting with your ads. To improve your CTR, you’ll need to test different ad variations and measure their performance so that you can find what works best for your audience.

There are a few key differences between CTR for SMS and email marketing. With email marketing, you have to contend with spam filters, drastically reducing the number of people who will see your message. 

Additionally, open rates for emails tend to be much lower than for SMS messages since people are more likely to check their phones than their emails constantly. Finally, text messages have a higher CTR because they’re more personal and intimate – people are more likely to read an SMS message from a friend or family member than an email from a company.

Because of its short length, text messages are more readable and have a click-through rate of around 19%. Only 3.2 percent of recipients click the links in a marketing email since it is lengthy and they become bored before reaching the link.

The CTR of SMS marketing is typically much higher than email marketing because, with email, the recipient has to take an extra step (opening the message) to see the content. With SMS, the recipient can glance at their inbox and see a list of subject lines without opening any messages. 

Email is also more likely to be ignored or deleted than SMS, especially if it’s irrelevant or important to the recipient. Because SMS is more direct and personal, it’s less likely to be ignored or deleted.

3- Open Rate

Open rate is a term used in SMS and email marketing to describe the percentage of subscribers who open a message or email marketing campaign. Marketers can calculate the open rate by dividing the number of unique opens by the number of emails delivered, excluding bounced and undeliverable messages.

There are several key differences between SMS and email marketing open rates. Email is a more intrusive form of communication than SMS. It’s much easier for someone to ignore an email than to ignore a text message. 

It means that email open rates will be lower than SMS open rates. People are more likely to read an SMS on their phone than read an email on their phone. It means that SMS open rates will be higher than email open rates on mobile devices.

SMS marketing has a far superior open rate than email marketing. An SMS campaign typically has a 98 percent open rate, but an email campaign has a 20 percent open rate.  As a result, text message response rates are far superior to email responses. 

Because recipients are alerted immediately and have a better chance of being seen, text messaging is a more direct method of communication with customers. Text messages are typically opened within 90 seconds of arrival. Alternatively, email opening rates hover around 90 minutes on average.

SMS has better open rates than emails because it’s a more direct form of communication. SMS notifications are more intrusive and noticeable than email notifications, which often get buried in a person’s inbox. 

Additionally, people are more likely to check their SMS messages regularly throughout the day than they are to check their email messages. SMS messages are shorter and less formal than email messages. People are more likely to read them quickly without having to invest a lot of time or effort.

4- Cost

email marketing benefits

The cost is what a company spends to generate revenue. Marketing specifically refers to all of the expenses associated with creating and delivering a marketing message. Advertising, public relations, and marketing research are all examples of what it entails.

It can also include the salaries of people who work in marketing roles. The cost of a text marketing campaign is determined by the number of texts to be sent, the length of the campaign, and where it will be delivered. It is also influenced by the service provider and carrier.

SMS campaigns tend to be more expensive than email campaigns because they have a higher response rate. It is due to the fact that SMS messages are read more often than email messages, and they can also be used to target customers who have opted-in specifically for SMS marketing campaigns.

For a basic rate, expect to pay approximately $400 each month for one SMS campaign sent to your 10,000-person list using a pay-per-use platform. A mid-size business may anticipate spending $9 – $1,000 per month on email marketing self-managed campaigns or $300 – $500 per month with an agency if they manage their activities.

SMS is more cost-effective because it allows two-way communication, whereas email is a one-way street. With SMS, the recipient can respond to the message, which means that your customer service team can handle customer inquiries more effectively and in less time. Additionally, SMS has a higher open rate than email, so you’re more likely to reach your target audience with this mode of communication.

5- Customization

Customization in marketing is the process of tailoring a product or service to fit the specific needs of a customer or group of customers. It can involve changes to the product itself, such as its design, color, size, or features, and changes to how it is marketed, such as how it is priced, promoted or delivered. 

Customization can be a powerful tool for businesses because it allows them to meet the needs of their customers better and thereby increase sales and loyalty. It also helps businesses stand out from their competitors by offering something unique and different. 

However, customization can be expensive and time-consuming, so businesses need to weigh the costs against the benefits before deciding whether or not to offer it.

There are a few key differences between SMS and email marketing when it comes to personalization. You may personalize your email campaigns to a much greater degree than SMS communications, which are restricted to 160 characters. Make sure your text message is brief, to the point, and devoid of fluff if you want to utilize an SMS campaign. 

Consider utilizing email to give more information if you want to. It allows you to include links, files, photos, videos, forms, and other items. It also makes it apparent who you are linked with by using colors, design, and a logo.

Users are much more likely to click on a call-to-action in an SMS than open an email. Because text messages are short and precise, consumers are far more inclined to respond. According to a recent survey, 44 percent of respondents would be willing to switch to a company that did personalized marketing better. More consumers could opt-out of future communications if businesses don’t evaluate customization. 

Email marketing is better than SMS in customization because it offers a higher degree of personalization. Email messages can be personalized by including the recipient’s name, while text messages cannot. 

Additionally, email messages can be customized according to the recipient’s interests, while text messages are usually limited to providing information about specific promotions or sales. As a result, email marketing is better suited for promoting individualized content and building stronger customer relationships.

What to Know about the difference between SMS and Email Marketing?


The main difference between SMS and email marketing is its medium. SMS marketing is a form of direct marketing that uses mobile phone messaging to promote products, services, or campaigns. Email marketing, on the other hand, uses email messages to promote content, including product announcements, updates, and surveys.

SMS messages are typically shorter and more concise than email messages. They can also be more costly to send, as mobile carriers typically charge per text message sent. Email messages can be longer and are generally less expensive to send. However, open email rates tend to be lower than SMS open rates.

Email messages can include attachments, whereas SMS messages cannot. It means that you can’t include images or other multimedia content in an SMS message, whereas you can in an email message. While you can send an attachment through a text message, it will fall under MMS marketing.

SMS marketing is often used for outbound communication and requires the recipient to opt-in, whereas email marketing is commonly employed for effective inbound communication. Some companies also use SMS marketing to verify a user’s email address to update their data or receive alerts about deals and activities involving their account.

Which Marketing Channel is Used the Most, SMS or Email?

The most used marketing channel is email. The majority of retail brands are not using SMS for marketing or customer service purposes, according to several statistics about SMS. Only 29% used the service compared with 97% of Email.

Retail marketers’ average email open rates are just under 18 percent, yet more than 90% of text messages are opened by recipients – usually within minutes. Although messaging is becoming more popular as a marketing tool, most retail marketers are yet to utilize it to any significant extent.

Is SMS or Email more Effective for Conversion?

SMS is more effective for conversion because it’s more personal and direct. According to Marketing Insider Group, the average click-through rate for email marketing is rather low, with only 2.78 percent of subscribers clicking on an offer within an email. Furthermore, only about 30% of retail email list subscribers have ever purchased from the company whose email list they joined.

how sms marketing works

SMS marketing is a far-reaching subject with numerous subtopics. Text messaging offers several possibilities, though. According to Gartner statistics, the response rate on phones is as high as 45 percent to 98%. According to a study by LiveRecover, cart abandonment emails have a 7% conversion rate. In contrast, text messages achieve a 21% conversion rate on average.

Can You Use Both SMS Marketing and Email Marketing?

Yes, both SMS marketing and email marketing are useful, but they are not mutually exclusive. In fact, they can be quite complementary.

SMS marketing is great for getting your message across quickly and efficiently. It’s perfect for urgent announcements or time-sensitive deals. Email marketing, on the other hand, is great for more detailed messages and for reaching a larger audience. It’s a good way to keep subscribers updated on your latest offers and products.

So if you’re looking to reach as many people as possible with your marketing messages, then using both SMS and email would be a good strategy.

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