SMS vs email marketing - which is better?

SMS or email? This is a question everyone who wants to communicate with their customers will ask sooner or later. The correct answer is usually not "one or the other," but it depends on the situation. Let's compare both channels and find out when each is most worthwhile.

Clear comparison

Before we dive into the details, let's look at some numbers:

When SMS is the better choice

SMS wins wherever speed and reliability of delivery are crucial. If you need the recipient to read the message now, not in two days, SMS is the clear choice.

Time-limited offers

Do you have a sale ending today? A discount code valid until the end of the weekend? An email won't make it – half the recipients will read it after it's all over. SMS arrives instantly and the recipient sees it within minutes.

Reminders and notifications

Appointment, service check, upcoming due date. These are messages that only make sense if the recipient gets them on time. SMS is much more reliable for reminders than email.

Crisis communication

Emergencies, change of opening hours, cancelled event. When you need to inform quickly and reliably, SMS is the only guarantee. It doesn't require internet, and no spam filter will block it.

Older target group

Not everyone checks email. But almost everyone has a phone today. For communicating with senior customers, residents, or patients, SMS is often the only reliable channel.

When email is the better choice

Email has different strengths. It is ideal for situations where you need to convey more information or use visual presentation.

Long content

Newsletter, product catalog, detailed offer with images. You can't fit this into an SMS. Email gives you room for longer text, images, links, and formatting.

Regular sending

Weekly or monthly newsletters work well in email. The recipient reads them when it suits them. Sending a newsletter via SMS would be annoying and ineffective.

B2B communication

In business communication, email is still the standard. Business offers, contracts, technical documents – these simply belong in email.

Combining both channels

The best results usually come from combining SMS and email. Each channel has its place and they complement each other. Here is an example of how it can work in practice:

This approach leverages the strengths of both channels. Email for more comprehensive content, SMS for urgent messages and notifications.

What does it cost

Email is more cost-effective for large volumes – most tools allow you to send thousands of emails for a few euros/dollars per month. SMS are more expensive if you pay by credits through a gateway (0.50 – 1.50 CZK per message).

But there is a third way – sending SMS from your own phone. You only pay for the software license, and SMS are sent via your mobile plan. With an unlimited plan, you pay nothing extra for messages.

Summary

SMS and email are not competitors, but rather colleagues. SMS wins in speed, reliability, and open rates. Email in comprehensiveness, cost, and visual presentation. The best strategy is to use both channels where they make sense.

If you're only using email so far and not SMS, start with simple notifications – reminders, confirmations, urgent notices. Once you see the results, expand SMS usage to marketing as well.