top of page

Exploring the Power of Email and SMS Marketing: Facts and Figures

By: Olivia Schall

In today’s digitally driven world, businesses constantly seek effective ways to connect with their target audience. Two popular channels that we are consistently seeing in the marketing world are email and SMS marketing. These strategies offer unique advantages in reaching customers directly and driving engagement. In this blog post, we’ll dig into the facts and figures surrounding email and SMS marketing, covering adoption rates, open rates, market size, return on investment (ROI), and budgetary trends.

Adoption Rates:

Email Marketing: According to recent studies, approximately 87% of companies utilize email marketing as part of their overall marketing strategy. The high adoption rate emphasizes the effectiveness and enduring popularity of email campaigns.

SMS Marketing: While email marketing remains dominant, SMS marketing is gaining momentum. In 2021, 42% of business owners and digital marketers texted their customers using a text messaging service. In 2022, 55% of businesses use text message marketing with their customers, indicating a 27% year-over-growth in SMS adoption which suggests there is still huge growth potential in the use of SMS marketing.

Open Rates, Conversion Rates, and ROI:

Email Marketing: The open rates of email marketing campaigns vary across industries, but typically hovers around 28%. Open rates can be affected by the quality of the subject line, the reputation of the sender, and the relevance of the content to the recipient. Personalization and segmentation strategies can significantly improve open rates. Email conversion rates sit at 8% and a return on investment (ROI) of $42 for every $1 spent.

SMS Marketing: SMS marketing boasts an impressive open rate of approximately 98%, making it a highly engaging and effective channel for delivering time-sensitive information or urgent offers. The concise nature of text messages allows for immediate attention from recipients, leading to higher open rates. SMS has a very high conversion rate with an average response rate of 45% and an ROI of $10 for every $1 spent.

Market Size and Budgetary Trends:

Email Marketing: The global email marketing industry is projected to reach a market value of $22.16 billion by 2025, driven by the increasing importance of targeted marketing and the growing prominence of mobile devices. Businesses are recognizing the value of building and nurturing relationships with their customers through email campaigns. A significant percentage of companies (around 56%) plan to increase their email marketing budget in the coming years. This trend reflects the confidence businesses have in email campaigns as a cost-effective method to reach a wide audience, nurture leads, and drive conversions.

SMS Marketing: The SMS marketing industry is also expanding rapidly, with a projected market value of $12.6 billion by 2025. As mobile phone usage continues to rise globally, SMS marketing presents an opportunity for businesses to tap into a highly accessible channel for reaching customers. The potential for direct and personalized communication through SMS marketing has caught the attention of businesses. Around 52% of companies are planning to allocate more funds toward SMS marketing initiatives, recognizing its effectiveness in generating quick responses and driving engagement.


Email marketing and SMS marketing continue to play a crucial role in modern marketing strategies. Their high adoption rates, coupled with impressive open rates, emphasize the effectiveness of these channels in engaging with customers. As the market for email marketing and SMS marketing continues to grow, businesses are increasingly allocating budgetary resources to capitalize on their potential. By embracing these channels, companies can build stronger customer relationships, enhance brand awareness, and drive revenue growth in today’s competitive landscape.

Remember, while email and SMS marketing have proven their worth, it’s essential to tailor these strategies to your specific audience and industry, ensuring that your messaging is relevant, personalized, and valuable to your customers. Furthermore, the majority of marketers believe that a multichannel communication strategy is beneficial to the user experience and drives the most positive results for any company.


bottom of page