SMS vs Email. Launching a new product or service is always an exciting moment, but a common question arises: how do you create market buzz on a limited budget? Marketers often face a classic dilemma: which channel delivers the highest return on investment (ROI) – SMS or email?

On one hand, SMS offers instant notifications, high open rates, and is perfect for urgent messages. On the other hand, email allows for more detailed content, visuals, and long-term customer engagement. So, which one should you choose? Let’s dive in.

The difference between SMS and Email

The first SMS message was sent in 1992, and the format has remained largely unchanged: short messages (up to 160 characters), fast delivery, and ease of use. Today, SMS is supported by every mobile device worldwide – that’s over 7.3 billion people!

Email, which emerged in the 1970s, has evolved significantly—from plain text to HTML emails with multimedia content, animations, and interactive elements. Currently, around 4 billion people use email, and this number continues to grow.

Pros and cons of SMS marketing

Advantages:

  • High open and engagement rates – SMS messages have an average open rate of 98%.
  • Instant delivery – ideal for time-sensitive offers and reminders.
  • Two-way communication – allows real-time customer interactions.
  • Personalization – SMS feels like a direct, one-on-one conversation.
  • Broad reach – mobile phones are more common than any other device.
  • Simplicity – doesn’t require internet access or third-party apps.

Disadvantages:

  • Character limit – challenging to share detailed information.
  • No multimedia support – lacks images, videos, or interactive elements.
  • Can be intrusive – frequent SMS messages may feel disruptive to users.

Pros and cons of Email marketing

Advantages:

  • More detailed content – ideal for newsletters, updates, and product launches.
  • Multimedia support – includes images, videos, and animations.
  • Easy to share – subscribers can forward emails to others.
  • Personalized and interactive experiences – allows for dynamic templates, forms, and CTAs.
  • Less intrusive – users read emails at their convenience.
  • High ROI – email generates an average return of $36 per $1 spent.
  • Frequent usage – 99% of users check their inbox daily.

Disadvantages:

  • Spam risk – improper email practices can lead to messages being filtered out.
  • Competition for attention – inbox saturation can reduce engagement.

How to choose between SMS and Email?

The best choice depends on several factors:

  • Your business type: If instant communication is key, SMS is ideal. If long-term engagement matters, email is better.
  • Your target audience: Consider customer preferences—do they need immediate updates or detailed content?
  • Your message content: SMS works best for urgent promotions, while email is great for comprehensive information.

The best strategy: omnichannel marketing

Relying on just one channel limits your potential. The most effective approach is to combine SMS and email for maximum impact.

Best practices for omnichannel marketing:

  1. Opt-in compliance: Always get customer consent before messaging them.
  2. Audience segmentation: Let customers choose their preferred communication channel.
  3. Complementary usage: Use email for detailed content and SMS for urgent alerts.

Final verdict: SMS or Email?

The real question isn’t which is better, but how to use both effectively. Email can introduce a product update, while SMS can drive urgency with a limited-time offer. Omnichannel marketing isn’t about choosing between SMS and email—it’s about integrating them for a seamless customer experience.

Want to learn more? Check out our guide on omnichannel marketing and start optimizing your strategy today!