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Email Marketing Vs Text Message Marketing

Jake Maldonado
October 5th, 2020 · 4 min read

Marketing is getting noisier than ever, with so many channels to communicate with your customers. The importance is to break through the noise and reach your customers better than your competitors do. The question is how? With so many channels to choose from - the obvious choice is email. Today we will explore the benefits of email and compare them with text message marketing. Email marketing has been the main channel for companies to reach their customers for almost two decades! There are many different reasons why email marketing is important and why you should pay attention to your email marketing statistics. The benefits of text message marketing are clear and can complement email marketing very well. Combining text message marketing software with email marketing software will greatly increase your audience reach. Finding the best text message marketing strategy and email marketing strategy will give you a huge edge over your competition. The goal of this article is to help you determine what solution is best for your business so that you can see the highest ROI on your marketing campaigns.


Competition is a huge part of any marketing channel from email marketing to content marketing there is always a huge push to be the first one seen or clicked on by a potential customer. With noise increasing significantly every year, It’s important to find new channels to reach out to your target audience. Email noise is louder than ever with every company pushing out content, updates, and reminders to people’s inbox. With every online shop using eCommerce email marketing software, the space for cart reminders has become extra crowded. SMS however is significantly less crowded so you can almost be certain that every customer has at least seen your message. The best way to break through the noise in a crowded channel is to go to less competitive spaces.

Inboxes are more crowded than ever

Crowded Email Inbox

Open Rates

Researchers have found that open rates for SMS can be as high as 98%! You can compare this to emails 20% open rate. Data also shows the rise of email use on mobile devices, in 2018 43% of all email opens happened on mobile devices as desktop email clients share of opens dropped 18%. Every year, however, more email users report that they don’t open emails from people or companies they don’t know for fear of malicious content.

Many marketers are scratching wondering how to improve email open rates, one of the best ways to do this is testing and make sure you’re targeting the right people. If you are an online shop, for example, it would be a good idea to test with a lot of different eCommerce email templates to see what works best. Constantly adapt and improve. Make sure the people you’re emailing know who you are and have an interest in what you are selling/offering. Make sure you’re collecting data and using it to improve. For emails, you can track open and clickthrough rates. While its harder to track text message open rates, you can always track other things like response rates, link click rates, and response times. This can be done much easier with a text message marketing app or tool.

How will your message stand out?

Stand out from the crowd

Response Times

On average it takes someone just 90 seconds to respond to a text message, while emails average about 90 minutes. After reading some of these statistics about emails, you may be wondering if email marketing is dying, the answer is no! The email market is constantly growing, in 2017 there were 3.7 billion email users and it is estimated to grow to 4.48 billion by 2024. 73% of marketers say that email has its highest ROI for a digital channel.

Best Practices

There are many things you should be doing to get the best results in your marketing campaigns. The first is to make sure you’re following the law, consents, and opt-out notice laws should be followed when contacting people through email or text message. Make sure to collect opt-ins for text messages as well as email. Update the consent box text on your site to reflect this and make sure it is not pre-check as that is against the law in certain countries. Laws vary from country to country so be strict with your outreach.

Different uses

There are many different uses for both email and text marketing. Here are a couple of different options.

Mass Marketing

Mass text message marketing or email marketing is sending a message to all of the customers whose phone numbers or emails you have collected. This can be to try to drive them to your website to participate in a sale or special offer. You can use bulk SMS marketing services to deliver texts to your customers with a high open-rate, this is one of the main benefits of SMS marketing. Mass email marketing has it’s strengths too since you can reach the customers who have only provided their email address to you. Leverage both channels to get the most traffic on days like Black Friday or Cyber Monday.

Abandoned Checkout Recovery

This is more specific to eCommerce shops using platforms like Shopify or WooCommerce. Abandoned checkout recovery is typically done through email and is a great way to reengage customers and get them to return to your shop and complete checkout. By adding an input for phone numbers you can reach the customer through another channel and increase the chances of them returning to complete their checkout.

What’s best for your business

What’s best for your business can vary depending on your needs and the data you’re collecting. It will be impossible to send an SMS campaign if you aren’t collecting phone numbers and consents. You can always start collecting this data to give you more options for future marketing campaigns. Text message marketing for small businesses can be a game-changer and can increase engagement with customers. Every channel has a time and a place however, it’s best to combine both options and take advantage of their strengths. I hope this article could help you decide the best email and SMS marketing software for your company!

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