SMS vs Email Marketing – Identifying The Better Marketing Strategy [2023]

Email advertising and marketing and SMS advertising and marketing are two of probably the most generally used methods immediately by most on-line companies.

As per stats, e-mail advertising and marketing has the highest ROI for any enterprise, whereas SMS has a excessive open price (about 98%).

But for those who have been to decide on certainly one of them, which one wouldn’t it be?

The stats between SMS vs e-mail advertising and marketing are fairly clear. Emails have larger conversion charges on gross sales whereas SMS have larger branding potential. But right here’s the factor. The stats can’t be the one cause you select certainly one of these methods. The outcomes will rely loads on what trade you might be in, your objective, and what services or products you promote.

For instance, if you wish to promote a reduction marketing campaign on your net improvement service, SMS gained’t work. However, the information on new arrivals in your e-commerce retailer could be promoted much more successfully through SMS than emails.

In this text, we’ll evaluate each of those methods and discover out which one is more practical for your online business and the way you need to use them get important outcomes.

Let’s get began.

What is Email Marketing?

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You will need to have obtained an e-mail out of your favourite model about an unique sale or a publication replace. That’s an instance of e-mail advertising and marketing.

In easy phrases, e-mail advertising and marketing is the act of reaching out to prospects and potential purchasers instantly by way of their inboxes. It’s private, customizable, and when finished appropriately, can really feel like a tailor-made dialog slightly than a gross sales pitch.

Over half of small companies within the US rely on it, and a strong 90% of entrepreneurs declare its probably the most effectiveness advertising and marketing technique on the market.

Similar to posted mails, emails are personalised for every particular person. Your prospects will get your emails in their very own private mail bins on-line. Unlike a public social submit or a blogs, emails are inclined to make readers really feel valued as you could be unique to every of them utilizing personalization, resembling use of names.

However, one of the best half right here is, when you have collected the leads your self, then you’ve got a gaggle of customers who’ve subscribed and given permission so that you can ship them promotional or info emails. And in case your lead era course of is completed appropriately, then these leads are literally people who find themselves focused on your presents. Hence, it is possible for you to to plan out efficient e-mail campaigns to transform your leads into paying prospects, who will want much less push in comparison with working an commercial.

Overall, the principle idea of e-mail advertising and marketing is to make use of emails to attain your advertising and marketing objectives with larger conversion charges.

What is SMS Marketing?

SMS advertising and marketing is just like e-mail advertising and marketing, besides they’re much smaller and is shipped to the prospects’ telephone numbers.

Try to recollect the final time you obtained a textual content message. You see that you just acknowledge who despatched them and typically, learn them. It’s mainly while you rigorously plan advertising and marketing SMS to prospects for branding and sometimes conversion functions.

Now, not like emails, individuals have extra management over for those who can ship SMS to them or not. Which means this technique must be used after ensuring your marketing campaign will not be going to set off the prospect to dam your quantity.

However, the excessive open price is unquestionably one thing you’d need to reap the benefits of. Hence, it has turn into fairly well-liked these days, particularly for native e-commerce companies.

In 2022, greater than half of companies, 55% to be precise, used a textual content messaging service to succeed in out to their prospects. Fast ahead to 2023, and that quantity has shot up to 86%. This exhibits how SMS have confirmed to be a efficient for a number of companies by way of ROI.

So each e-mail and SMS advertising and marketing are nice decisions. But which one is the higher advertising and marketing advertising and marketing technique?

Comparing SMS vs Email Marketing In Terms Of Performance & ROI

When wanting on the efficiency and ROI of e-mail and SMS advertising and marketing, there are a couple of particular metrics you might evaluate.

Let us have a look at this comparability.

1. SMS Open Rate vs Email Open Rate

Having a excessive open price is tremendous essential on your campaigns to achieve success. Even for those who write superb copies, there isn’t any probability for them to work if the prospects don’t open their emails or SMS in any respect.

SMS Open RateEmail Open RateHas over 98% open rate globally.Has a mean of 21% open rate globally.People obtain a mean of 32 text messages a day globally. The odds of studying them are larger in comparison with emails.An individual receives a mean of 100 to 120 emails per day, rising an opportunity to overlook out or ignoring sure emails.Almost everybody has a telephone quantity which they’re extra prone to examine incessantly.People might have completely different schedules once they examine their emails.

As per the stats above, SMS Marketing has a a lot larger open price in comparison with e-mail advertising and marketing.

2. Email vs SMS Click Through Rate

The click on by way of price is the subsequent essential metric which determines when you have finished it proper together with your copy, supply, and the format of your e-mail or SMS. Let us have a look at the way it compares between e-mail and SMS.

Again, on this metric, SMS appears to be the higher choice with a excessive CTR and Conversion price.

3. SMS vs Email Deliverability

The success price of your campaigns additionally is dependent upon deliverability, i.e., the proportion of people that obtained your message through e-mail or SMS.

SMS Marketing DeliverabilityEmail Marketing DeliverabilityAverage deliverability is 97%.Average deliverability is 84%.

Since you might be sending SMS on to the telephones, they’re extra prone to ship in comparison with emails.

4. Design Control On Email And SMS

The presentation of your content material is essential. As a outcome, you will need to have management over the way you design your emails or SMS.

SMS Marketing Design ControlEmail Marketing Design ControlLack of the way to make use of colours and design parts.Full management to design emails with colours and pictures.Can use emojis, which can not all the time be supported in a buyer’s gadget.Full management with choices to make use of bullet factors, alignment, font, and spacing.Limitations in formatting by way of typography and content material construction.Full management with choices to make use of bullet factors, alignment, font, and spacings.Difficult to focus on sections and CTAs.Can simply spotlight CTA buttons and essential content material.Often has character limitations.Usually restricted through total e-mail dimension. (Sizes per email client.)

This is an space the place SMS falls brief. Emails merely supply extra management over design.

5. Cost Effectiveness And ROI For SMS And Emails

So, what’s the price in relation to SMS advertising and marketing vs Email advertising and marketing?

Average price of SMS is between $0.01 to $0.05 per SMS textual content message.

The common price per e-mail for a small enterprise is between $0.10 to $0.30.

However, the actual query right here is, what could be the ROI for every case?

SMS Marketing ROIEmail Marketing ROIAccording to Thrive, you may earn about $5 for each $1 spent on SMS. That’s about 500% ROI.An e-mail advertising and marketing evaluation from Litmus discovered an ROI of $36 for each $1 spent on emails. That’s 3600% ROI.

Summary Of SMS vs Email Marketing Metrics

Why Do Email Marketing Result In Higher ROI Despite Having Higher Numbers In SMS Metrics?

There are a couple of causes, however allow us to think about the 2 important the explanation why you may get the next ROI through emails over SMS.

i. It’s Easier To Collect Emails Than Phone Numbers

This is an easy truth. People are extra snug sharing their e-mail addresses over telephone numbers.

You see, individuals normally have devoted emails for enterprise functions, they usually willingly share them with others once they see advantages. But it’s a special situation for telephone numbers. They are extra private, and other people don’t admire too many promotions or unsolicited makes an attempt to contact them through telephone.

As a outcome, you’ll discover that your lead era campaigns will ship extra outcomes while you ask for emails than while you ask for direct numbers.

Hence, you’ve got the choice to gather 5 to 10 instances extra e-mail leads, leading to considerably larger revenue.

ii. Expensive Products Are More Sellable Via Emails

Since SMS has design and content material limitations, it’s fairly troublesome to advertise excessive-ticket presents or reasonably costly presents through SMS. Hence, on common, you might anticipate larger revenue generated through e-mail advertising and marketing than SMS.

This, together with the choice of getting extra leads, will guarantee you may have a a lot larger ROI achieved.

SMS Marketing vs Email Marketing: Pros & Cons

Here, we’ve compiled the press & cons of every of the strategies to grasp the issues of utilizing them.

Pros & cons of SMS Marketing

Breaking down the strengths and weaknesses of SMS advertising and marketing can assist you perceive if it’s the correct selection for your online business –


Wide Reach: You can join with an enormous chunk of people that don’t persistently entry the web. In truth, 15% of Americans, which is about 52.5 million, are extra reachable by way of texts than emails.

Quick Reads: Most individuals learn their texts inside simply three minutes. So, while you ship a message, you’re doubtless getting your buyer’s consideration virtually instantly.

High Open Rates: Your messages stand a very good probability of being seen, with a 98% open price for textual content messages. This means almost all of your texts are getting learn.

Simple and Direct: Text messages are brief and to the purpose. So, while you ship a suggestion or replace, your prospects can perceive it rapidly.

Cost-Effective: You can attain lots of people with out spending loads. It’s a price-pleasant technique to maintain your prospects within the loop.

Personal Touch: When individuals get a textual content, it feels extra private than different types of advertising and marketing. It’s such as you’re having a direct chat together with your buyer.

Easy Opt-In and Opt-Out: Your prospects can select to obtain messages or cease them simply. This ensures you’re all the time messaging people who’re focused on listening to from you.


Character boundaries: Each textual content message can solely maintain as much as 160 characters, so brevity is essential.

Visual constraints: You’re restricted to attaching one picture per message, and it may possibly’t exceed 500KB in dimension. This may restrict the visible attraction of your messages.

Consent Based: Before you provoke SMS advertising and marketing, the client has to provide the inexperienced gentle. Legal requirements round SMS advertising and marketing are fairly strict.

High probability of decide-outs: Even although many individuals open textual content messages, there’s the next chance they could decide out in the event that they discover them too frequent or not precious.

Pros & cons of Email Marketing

Let’s take a look on the upsides and drawbacks of e-mail advertising and marketing to see if it aligns with your online business objectives.


Primary Communication Channel: With 61% of customers utilizing e-mail as their go-to methodology for speaking with on-line manufacturers, it’s clear that e-mail performs a central position in on-line interactions, paving the way in which for higher model recall and better conversions.

Longevity and Accessibility: Unlike fleeting messages or posts, emails stay in inboxes. People can flag them, save them, and even use search features to retrieve them at any level sooner or later.

Cost-Effective: Sending emails, particularly in bulk, comes with minimal prices, permitting for a large attain with out a hefty price ticket.

Diverse Automated Interactions: Email gives the pliability to arrange quite a lot of automated interactions, from welcoming a brand new subscriber to reminding somebody about their deserted cart.

No Content Limitations: You’re not confined to a selected variety of characters in an e-mail. This permits for complete communication, be it detailed product descriptions, newsletters, or storytelling.

Rich Formatting Options: The means to incorporate multimedia parts, like movies, photos, and audio, alongside branding parts, resembling logos, means emails could be as dynamic and interactive as you need them to be.

User-Controlled Subscriptions: The unsubscribe choice ensures that your viewers stays genuinely . It’s a clear approach of making certain you’re solely reaching out to those that need to hear from you, conserving the belief intact and steering away from potential authorized issues.

Understanding the strengths of e-mail advertising and marketing is essential when deciding the best way to talk together with your viewers and the place to allocate your advertising and marketing assets.


Too Many Emails: Most individuals recover from 100 emails on daily basis, with a variety of them being advertisements or promotions. This makes it straightforward on your message to get misplaced among the many relaxation.

Not Always Reaching Inboxes: Even for those who ship an e-mail, there’s no assure it’ll land in somebody’s important inbox. About 1 in 5 emails would possibly find yourself elsewhere, just like the spam folder, or not delivered in any respect.

Caught in Spam: Big e-mail providers have instruments to maintain out undesirable emails. Sometimes, your advertising and marketing e-mail would possibly find yourself within the spam field by mistake, which suggests it gained’t be seen.

Short Attention: It’s getting more durable to carry individuals’s consideration. Especially with the youthful crowd, they could lose curiosity in advertisements actually rapidly, in simply over a second.

Not Everyone Opens Emails: On common, solely 21 out of 100 individuals really open advertising and marketing emails. So, there’s a problem to get individuals even to take that first step and see what’s inside.

Though each e-mail and SMS advertising and marketing have a couple of Cons, they each have a lot extra Pros.

Email Marketing or SMS Marketing – Which one do you have to use?

So far, we’ve in contrast each metric and ROI between the 2. And we will simply conclude that e-mail advertising and marketing is unquestionably the higher selection if you would like larger ROI.

But is it actually? The reply isn’t any.

Let me clarify.

The numbers above are an accumulation of the metrics achieved by all of the industries world wide averaged right into a single quantity. But that solely means some industries have larger open charges, CTR, or ROI, whereas others have decrease numbers respectively in relation to SMS vs e-mail.

So, the very first thing that you must discover out is what metrics are normally anticipated in your area of interest. Based on that, you might resolve which strategy works greatest for you and for what technique.

For instance, for those who run a multi-class on-line store, then e-mail advertising and marketing can be utilized in methods resembling low cost promotions, deserted cart restoration, or fundamental e-mail automation for product recommendations after merchandise are bought. However, SMS can be utilized right here to announce any new arrivals, restricted-time presents, and branding of the store with it’s greatest merchandise highlighted within the SMS.

However, in case you are a course creator for enterprise development, then SMS could be much less efficient as you’d slightly must create a whole gross sales funnel journey to get one of the best outcomes. People will hardly need to get SMS on a brand new course that has arrived. They would slightly admire emails in that regard.

The best choice right here could be to make use of a mixture of e-mail advertising and marketing and SMS advertising and marketing for one of the best leads to any advertising and marketing marketing campaign.

It is obvious that some campaigns are higher off utilizing SMS advertising and marketing, some will work higher through e-mail advertising and marketing, and in lots of instances, they each can work collectively.

Some Scopes Of Using Email And SMS Marketing Together

Following are some methods you might use e-mail and SMS advertising and marketing in unison to get one of the best ROI out of your advertising and marketing campaigns.

Use case#1 – Abandoned Cart Recovery

It’s straightforward to get distracted for patrons when procuring on-line. Sometimes, they might add merchandise to the cart however find yourself leaving the positioning with out finishing their orders. At this level, a easy reminder and a few observe-ups can assist win again a variety of these deserted prospects.

This is a situation the place you might use each emails and SMS to succeed in again to them with reminder emails.

In this case, each the SMS and e-mail could be as little as 1-sentence, adopted by a hyperlink to finish the order.

Use case#2 – Announcing A Special Limited-time Offer

It is essential to create hype earlier than launching a restricted-time supply. Suppose you determined to supply a 30% low cost in your merchandise for the subsequent 7 days.

You might ship each emails and SMS

a couple of days earlier than the marketing campaign, saying the beginning date,

one hour earlier than the marketing campaign goes dwell,

about two to a few instances throughout the marketing campaign (with 1 to three days intervals),

someday earlier than the marketing campaign ends,

and a final name one hour previous to the marketing campaign finish time.

Here, the e-mail is usually a bit detailed and effectively-designed, whereas SMS is usually a small abstract of the supply with the principle concentrate on the low cost and the launch or finish time of the marketing campaign.

Use case#3 – Reminder And Follow-up Emails For Appointments

If you might be accumulating bookings or appointments through your funnels, then you might use SMS and emails to inform them about their assembly time previous to the assembly. Plus, you might ship out observe-up supply hyperlinks after the assembly.

This will not be a direct advertising and marketing strategy but it surely’s a good way to work together together with your potential prospects, which helps to achieve their belief and rising possibilities of closing the offers.

Use case#4 – Invite To Check Out New Arrivals

In the case of e-commerce, you might ship out SMS and emails each time you’ve got new collections stocked up. For instance, you could have introduced in some new winter collections. So, you might invite individuals to have a look in each methods. An added low cost will encourage extra to go to and hopefully make purchases.

Use case#5 – Asking For Reviews

Collecting opinions and testimonials is a vital a part of working on-line companies. And it may be simply collected by requesting one through SMS and emails.

Since it’s a marketing campaign on your present prospects, it has the next CTR in each SMS and e-mail advertising and marketing.

Final Verdict On SMS vs Email Marketing

So far we’ve seen how e-mail and SMS advertising and marketing have their variations in metrics and ROI.

But, the ultimate image is, you might be higher off utilizing each of them collectively, relying on the campaigns you run and the area of interest you might be in.

There is little doubt that emails have larger income era potential, however SMS advertising and marketing has a greater consequence for branding, which is essential to succeed with any advertising and marketing marketing campaign.

Hence, in conclusion, it is best to use each if you would like important development in your on-line enterprise.

What do you assume? Do you’ve got any completely different verdicts or outcomes for your online business? Do share it with us within the feedback.


Sakiba Prima

About Author

Sakiba Prima

Prima works as a technical content material author at Get WPFunnels with a powerful enthusiasm for WordPress & WooCommerce. She likes to study and write about WooCommerce Plugins, Sales Strategies & Sales Funnel Builders.