Email Marketing vs SMS Marketing – Do We Have a Winner of 2021?

Share on facebook
Share on linkedin
Share on twitter
You might think that Email, as a more commonly used channel, has a huge advantage over SMS. Everyone's using it, so it must be better, right? Well, not really. Here's why you should use one, or even both in 2021.

Maybe email marketing sounds old-fashioned, but it has been successfully delivering great results for decades. We can say pretty much the same for SMS marketing. Even though today’s smartphones are well equipped and it is fairly easy to send and receive emails via phone, SMS is still one of the most popular channels of communication. The success rate of each of these channels separately actually depends on the market, business, individuals, etc.

SMS Marketing vs Email Marketing - The Most Important Comparison Factors

Having in mind that we have different criteria of how we can compare Email Marketing and SMS Marketing, we have chosen some main factors to provide you with the analysis of what is going on at the moment. Main factors for SMS Marketing vs Email Marketing comparison are: 

  • Open rate 
  • CTR 
  • Deliverability – numbers, numbers, numbers
  • Cost-effectiveness
  • Customization options

Open Rate

The average open rate for an SMS campaign is around 98%. Email open rate on average is around 20%, and the response rate proportions are pretty close. Text messaging is very successful thanks to the instant notifications the users get right on their phones. Also, nobody likes to see unread SMSes, right? However, it is not only about notification and visibility, there is also a human touch that plays a huge role. You feel closer to the brand when you receive an SMS since that’s usually the way you interact with your family and friends. The average email campaign open rate is somewhere between 28% and 33%.

Click-through Rate

When you are making a decision should you choose Email or SMS marketing, maybe your first might be an Email since it sounds like a safe bet. In the “regular folks” debates, people will say that email is better for numerous reasons. They would probably be right for some, but definitely not for all of them. Speaking in terms of efficiency, SMS is way ahead of Email as a marketing channel. Messages are shorter to read and the click-through rate revolves around 19%. Comparing it to the Email CTR, the difference is enormous since Email CTR is around 3%. Emails are usually too long and people’s attention span is just too short to read through it, and more than often don’t even get to the part with a call-to-action link.

Deliverability - Numbers, Numbers, Numbers

Around 270 billion emails are sent on a daily basis. More than half of them end up in Junk Folder. Text Messaging traffic is around 10 times busier than Email. Roughly 22 billion texts are sent every day.  Users get text notifications right away on their phones and that is why we can say that SMS Marketing is more convenient for users, especially in case of time-sensitive promos or limited offers.

Cost-Effectiveness

While Email Marketing is a cheaper option than SMS Marketing, we can say that SMS is way more cost-effective than email. SMS campaigns are still very popular and affordable. Regardless of how many messages you want to send, it is the fact that the price is very appealing. However, statistically speaking, Direct Marketing Association estimates that email marketing launches $40 for every $1 invested.  The report also states that Email marketing is almost 50 times more successful than social media marketing.

Customization Options

While Email Marketing is a cheaper option than SMS Marketing, we can say that SMS is way more cost-effective than email. SMS campaigns are still very popular and affordable. Regardless of how many messages you want to send, it is the fact that the price is very appealing. However, statistically speaking, Direct Marketing Association estimates that email marketing launches $40 for every $1 invested.  The report also states that Email marketing is almost 50 times more successful than social media marketing.

The Conclusion Is That Actually Combining SMS and Email Marketing Is the Best for Your Business

Important things for both marketing channels are the right timing and frequency of sending campaigns. If you are on top of all trends, analytics, and statistics, you will easily achieve your marketing campaign goals. The key to improving business growth is actually in creating a strong bond between the user and a brand. 

Also, don’t forget that users’ privacy is of extreme importance. No matter what you do, always have in mind that user permission is essential for collecting emails or phone numbers.

The bottom line is both Email Marketing and SMS Marketing can prove very efficient depending on how, where, and when will you use them. Direct message marketing offers higher open and delivery rates. While, on the other hand, email marketing is more cost-effective.

No matter which channel you choose, make sure it aligns with your audience and the way of communication they prefer. Since SMS is clearly a winner when it comes to its performance, you can give it a shot by signing up for Emitto that allows you to easily send SMS campaigns, in minutes.

Good luck!

Share this post with your friends

Share on facebook
Share on twitter
Share on linkedin

Sign up for our Newsletter

Wanna see more content like this? Subscribe to our Newsletter!