SMS Marketing vs. Email Marketing: What and When to Use

SMS Marketing vs. Email Marketing

Before the internet became popular, brands and businesses used to text message their target audience as a part of their marketing strategy. That practice took a sideline when the internet gained popularity, and email marketing took its place. But many brands still prefer to send text messages as they think that SMS marketing is more productive and gives better gains.

So what side are you on? In this article, we will learn all you need to know about SMS and Email marketing so you can decide what the best option for your business is.

What is SMS Marketing?

SMS marketing is also commonly known as Text marketing. In this type of marketing, brands and businesses use text messaging to communicate with their concerned audience. Texting is a very popular mode of communication for individuals and gives a personalized feel as the messages are end-to-end. More importantly, phone numbers are highly personal, and most people use these numbers for personal communication rather than business or leisure communication.

Nowadays, brands see a lot of potential in SMS marketing and are trying to incorporate them into their SMS marketing strategy. These businesses can send text for several different reasons. For instance, you may want to communicate the shipping information or give out order confirmation details. There can be many other uses depending on you and your business model.

Benefits Of Using SMS Marketing

Personalized Marketing

Texting a customer on their number makes this approach very personalized, and businesses can build a better connection with their audience.


It is very easy to text, and many people already know how to text, so you can have one on one communication with your customers.

Time Sensitive

Text messaging is great for when you have a sale and you want to inform your customers immediately. Customers usually look at their phones several times a day, and if your offer is lucrative enough, you can expect them to bring you their business. These messages are opened in real-time, so you will benefit greatly.

High Engagement

Texting has a very high open rate and response rate. This means that it is a very effective way to communicate with your customers.

Cost Effective

It does not cost much to text, and you can send multiple texts for very little money. Texting is a favorable option if you have a small budget for marketing.

Easy To Access

Texting is very common among customers. People do not need the internet to text their customers.

Cons of SMS Marketing

Cold SMS Marketing Is Not Allowed

Cold SMS marketing is not allowed, and if you want to send SMS, you must first get permission, then you can follow the TCPA guidelines.

Content Limitations

SMS marketing has some limitations when it comes to content. For instance, there is a character limit, and you must ensure that your messages are conclusive and effective within the limit.

What Is Email Marketing?

Email marketing is fairly simple. It is when any business or brand uses emails to market its services or products. At present, it is a very important aspect of any digital marketing strategy. Emails provide businesses with an easy way to communicate with their audience and get their attention with different types of marketing emails.

One of the best aspects of email marketing is that there are different types of emails you can send your customer depending on your purpose. For instance, you can send emails with newsletters informing your customers about any new products or changes in policy. They can also be used to ask customers for feedback on a product or service they may have ordered in the past.

Benefits of Using Email Marketing

Best For Cold Outreach

If you want to send one on one cold emails, you do not have to worry about asking for permission. However, if you are sending out mass emails, you might.

Design Versatility

There is a lot of design versatility you can opt for when using email marketing. You can ask your designers to use different types of fonts and formats for your emails. This makes emails look more attractive, and customers will be more likely to respond.

Measurable Success

It is essential to measure the success of your marketing strategies. With email marketing, you can use analytics dashboards and measure how far you have come with your marketing.

No Content Limits

There are no content limitations. You can add as much content as you’d like, and you can also include different mediums of content. For instance, you can use pictures, embed a video and even send attachments as a part of your email.

Easy To Automate

Emails can be automated. You can save your emails and automate them to be sent according to a particular schedule. Other than that, you can also set up automatic triggers that will send out emails without bothering you at all. This helps you simplify your email marketing strategy greatly.

Cons Of Email Marketing

Spam Filter

It is not uncommon for emails to end up in the spam folder. This is where many businesses face a loss as they do not know whether their emails have reached the customer or they have ended up in the spam folder.

Switched off Email Notifications

Emails can be a bother to many people; this is why many of them prefer to switch off email notifications. If the notifications are off, then that means these people are less likely to read your emails, and you will not be able to get your message across.

SMS vs Email Marketing: Which One is better?

There is no definitive answer to which marketing channel is better, SMS or email marketing. Both channels have their unique advantages and limitations, and the choice ultimately depends on the specific goals, target audience, and budget of the business.

SMS marketing is more suitable for short and time-sensitive messages, while email marketing is better for longer and more detailed messages. SMS marketing has higher open and conversion rates, but it can also be more expensive and limited in terms of message length and format. Email marketing has lower costs, a wider range of design and layout options, and can be used to build long-term relationships with customers through regular communication.

Ultimately, the choice between SMS and email marketing depends on your business goals, target audience, and budget. Some businesses may find that a combination of both channels can provide the best results. It is essential to test and analyze the performance of both channels to determine which one works best for your business.

SMS vs Email Marketing: What to Use and When?

SMS and email marketing are two effective digital marketing strategies that businesses use to communicate with their target audience. Both channels have their unique advantages and limitations, and choosing the right one depends on the specific goals, target audience, and budget of the business.

Here are some factors to consider when deciding which channel to use and when:

1. Audience Demographics:

The age, location, and behavior of your target audience can affect the effectiveness of your marketing channel. For instance, if your target audience is younger and more mobile, SMS marketing may be more effective since they are more likely to check their phones frequently. On the other hand, if your target audience is older and prefers desktops or laptops, email marketing may be more suitable.

2. Message Content and Length:

SMS marketing is more suitable for short and concise messages that can grab the attention of the reader quickly. Email marketing, on the other hand, is more suitable for longer and more detailed messages that require more explanation.

3. Frequency and Timing:

SMS marketing is more effective for time-sensitive promotions, last-minute offers, and urgent notifications since text messages are usually read within minutes of being received. Email marketing, on the other hand, is more suitable for scheduled and regular communication, such as newsletters, updates, and promotions.

4. Cost:

SMS marketing can be more expensive than email marketing, especially if you have a large database of subscribers. However, the high open and conversion rates of SMS marketing can justify the additional cost in some cases.

5. Opt-in Requirements:

SMS marketing requires the explicit consent of the recipient to receive messages, while email marketing requires a double opt-in process in some jurisdictions. Therefore, SMS marketing may have a smaller database of subscribers, but they are usually more engaged and interested in your products or services.


Email and SMS marketing are both very effective, and you can decide on which style you want to choose depending on your business and goals. It is best for you to use a good combination of both strategies and maximize the outcomes.

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