SMS VS Email Marketing

This post will give a short introduction in to SMS and Email marketing. Sharing some key data and difference between the two.

SMS and Email marketing are considered as one of the cheapest marketing tools for reaching large groups of people. For some the value of both looks similar, however the outcome of using one or another is different. Strategy and marketing activities might look similar from an angle however, ultimately they just look similar.

What is SMS marketing?

SMS Marketing is a technique that is best used to inform users about promotions or delivery arrivals or pick up times. However, it is not limited to only these applications, as they say sky is the limit. It could be used as notification in case of wildfires or earthquakes or retails could use their large number of data about the customers to personalise promotions for the shoppers and so on. Besides the important contextual information, SMS APIS can be used in a two-way or one on one communication between brands and their customers right on the spot, hassle free. By providing a communication channel that is familiar to users, companies can engage with their customers on their terms. Additionally, because of the worldwide reach it is a popular use for the user authentications. Scenarios such as number verification and two-factor are main uses for SMS because these days it can reach everybody, everywhere and in a way that everyone is familiar with.

What is Email marketing?

Email marketing is directly marketing a commercial message to a group of people using email. Or in other words it is considered email marketing whenever the company sends any kind of commercial message to a group of people.

There are few most common approaches such as advertisements, requests for business, sales, or donation solicitation. Any kind of email communications is considered email marketing as long as it helps build customer loyalty, trust in product or brand.

With email marketing, you can easily and quickly reach target markets without any bigger investments. With a great email marketing software it is possible to create and maintain an email list that is even segmented based on your needs and preferences. At the same time, you are able to send emails to a specific target group from your list, providing personalised messages, based on their preferences and requests. This helps promote trust and loyalty to a company while also increasing sales.

The difference between the two:

  E-mail SMS
Reach Slow (up to 6h) Instant (98% read in 3 min)
Average Open Rate 25% (depends on industry) 92%
Opt- out Possibilities Low Low
Sender’s Identity Clear Often Not
Potential Coverage Medium High
Personalization High High
Visual Elements Yes Mostly No
Amount of Information Unlimited 160 words
Feedback possibilities Yes Yes
Malware Possibility High Low
Click Through Rates 4.2% 19%
*Data varies in different industries.

How to know which marketing channel to use?

In the end it all depends on what you want to achieve, both have their own strong sides and if used well both channels can bring great rewards. The most important thing is to understand your customers’ needs and habits so you don’t overwhelm them with countless messages.

Ultimately, timing plays the largest role between the two messaging channels. If you are trying to send long post about your product to existing customers about, email are the ways to go. But if you are going to deliver information that requires urgent replies and action, SMS is the tool. However, I ask why should you use one or another? Why not both?