top of page

Email Marketing / SMS Marketing: Similarities, Differences, and When You Should Use Each of Them

By: Olivia Schall

In today's digital world, businesses have numerous ways to reach their audience. The two most popular are email and SMS marketing. Both email and SMS marketing can be effective in communicating with customers and promoting products or services, but there are also differences between the two that should be considered when deciding which method to use. In this blog, we will explore both similarities and differences between email and SMS marketing and when each method should be used.

Similarities Between Email and SMS Marketing

  1. Same Goal: To engage with customers and drive business results. Both email and SMS marketing strive to have customers interact with their message in hopes of generating positive results.

  2. Cost-Effective: Both marketing strategies are very cost-effective compared to traditional marketing methods like print or TV advertising.

  3. Call-to-Action: These tactics include a call-to-action (CTA) that directs the recipient to take a specific action, like filling out a form, making a purchase, or even visiting a website.

  4. Personalization: Email and SMS marketing can be personalized to address the recipient by their name and also provide content that is relevant to their interests and behaviors. This can increase the chance of engagement and conversion.

  5. Targeting: These methods both allow businesses to target specific segments of their audience based on things like demographics, behavior, etc.

Differences Between Email and SMS Marketing

  1. Format: Email marketing is usually longer and more detailed, allowing businesses to include more information and images, but SMS marketing has a stricter character limit. SMS messages are limited to 160 characters.

  2. Reach: Typically, email marketing has a more significant reach because almost everyone has an email address, but SMS marketing can only reach people who have chosen to receive SMS messages and have gone through the opt-in process.

  3. Engagement: SMS Marketing has a higher open rate at 98% compared to email marketing with a 28% open rate. This is because text messages are usually read faster than emails. Emails can often go unnoticed in an inbox.

  4. Deliverability: Email deliverability can be affected by many factors like spam filters or inbox placement, but SMS messages go directly to the recipient's phone without having to go through any filters.

  5. Geo-Location Targeting: For SMS marketing, geo-location-based targeting is crucial. This kind of SMS message is sent to customers based on their location in a radius of 100 meters to 5 kilometers. This gives an opportunity to tailor SMS campaigns via text message location to a client's real-time location. Email marketing, on the other hand, does not have this feature.

When to Use Email Marketing

Email marketing is an amazing tool for businesses that want to share with their audience more detailed information, like newsletters or product catalogs. Businesses can use email marketing to send personalized messages, promotions, and invitations to events. Lastly, email marketing campaigns can be automated, which makes it easy for businesses to stay in touch with their audience, without spending a lot of time and money on resources.

When to Use SMS Marketing

SMS marketing is best used for time-sensitive information, such as promotions with an expiration date or event reminders. It can also be effective for sending quick updates or notifications, like shipping or appointment confirmations. SMS marketing can be used to engage with customers in real time, which provides them with immediate answers to their questions or concerns. Lastly, SMS marketing is useful for businesses that have a mobile app, since SMS marketing can be used to drive app downloads and usage.

Both Email and SMS Marketing Can be Useful

Email and SMS marketing have their own unique benefits, and businesses should consider factors like goals or audience when deciding which method to use. Email marketing is best for sharing more detailed and specific information and focusing on relationships with existing customers. SMS marketing is best for time-sensitive promotions and real-time engagement. By using both methods strategically, businesses can maximize their reach and engagement with their audience.


bottom of page