SMS vs Email Reactivation: Which Strategy Drives Better Results?

SMS vs email reactivation are both powerful tools for re-engaging customers who have gone cold, and each has its own distinct advantages.

SMS offers a sense of urgency, which can lead to better open rates and faster replies thanks to its more personal and direct form of communication. Email, conversely, sends longer, more complex messages that can include images and more in-depth information, making it better suited for that type of communication.

The answer to that question depends on what you want to achieve, what your audience prefers, and what kind of message you’re sending. For urgent updates, SMS is a great option, while email is better for longer form announcements or regular newsletters.

Using both in tandem can make for a well-rounded reactivation strategy, using the benefits of each to make the most of engagement opportunities. Understanding how these tools work together to create a holistic strategy will not only improve your tech stack but your customer retention strategy, too.

Key Takeaways

• SMS marketing sends short and clear messages for instant delivery with outstanding open rates. Email marketing offers rich content and deep personalisation capabilities. Both are valuable and necessary tools when attempting to engage customers in the most effective way.
• SMS is ideal for time-sensitive promotions, reminders, and urgent notifications. Email is more effective for long-form newsletters, product announcements, or other in-depth campaigns.
• By doing both SMS and email marketing, you’ll have a more well-rounded approach that improves customer engagement, reactivation rates, and your overall communication strategy.
• While both channels allow a more immediate and personal interaction, both require compliance with privacy laws and customer consent. Being aware of what’s allowed and what’s not will help you maintain an ethical and effective marketing strategy.
• Monitoring performance metrics such as open rates, click-through rates, and deliverability are key. This focus allows you to continually optimise high performing campaigns and maximise your ROI.
• Leveraging the strengths of both SMS and email, while tailoring messages to customer preferences, creates a seamless and personalised customer experience.

What Are SMS And Email Marketing?

SMS and email marketing are the most powerful, cost-effective tools available for businesses to engage with their audience. Each one comes with their own distinct advantages, but both are essential to establish a strong customer retention strategy and maintain overall customer engagement.

By knowing how they operate and where their strengths lie, businesses can formulate a unified plan that increases their effectiveness.

What Is SMS Marketing?

SMS marketing is the practice of sending short, direct messages to customers’ mobile devices. This approach really shines in the area of immediacy, with messages usually opened and read within five minutes.

It’s incredibly engaging, with a 98% open rate and a 45% response rate. These are the kind of rates that trump email marketing by a long shot.

Examples of SMS content are time-sensitive promotions, reminders and alerts. Its personal, one-to-one nature helps build trust, with consumers more likely to see SMS links as less spammy.

SMS marketing is relatively inexpensive, with many platforms starting at just $0.03 per message.

What Is Email Marketing?

Email marketing is the act of sending targeted campaigns and promotional messages via email. Its brilliance really comes out when you’re doing truly personalised campaigns based on user behaviour.

Newsletters and promotional emails deepen customer relationships by keeping them in the loop. Email campaigns are simple to automate, guaranteeing maximum efficiency while reaching tens of thousands of people at once.

Though the average open rate is 19.8%, when it comes to email marketing, the ROI is no joke with an average of $36 for every $1 spent.

Key Differences Between SMS And Email

While email and SMS are both powerful tools for reactivating lost customers, their strengths lie in different areas. Understanding the nuances of customer communication, such as engagement rates and personalisation, enables businesses to effectively utilise both channels for their marketing campaigns, ensuring a seamless customer experience and improved customer loyalty.

Open Rate Comparison

Text messages deliver a staggering 98% open rate, greatly exceeding email’s average of 20-22%. This key difference is due to the immediacy and direct nature of SMS. Most texts are opened in under 90 seconds, while emails take up to 90 minutes or more.

Timing is a big deal, too. SMS messages that are more urgent and to the point usually win out over email, particularly in emergency or urgent situations. Personalisation only amplifies this impact, making messages seem more relevant and more interesting to recipients.

A nearby coffee house texted you an exclusive flash sale. They’re able to track over time that they’re getting much quicker response than they would have with a similar email campaign.

Click-Through Rate Analysis

SMS marketing has a higher click-through rate (CTR) than other channels since its short format encourages quicker action. It’s easy to identify obvious calls-to-action, such as “Click here to claim your 20% discount,” in a short SMS. In long emails, they tend to get buried.

Emails also allow for more long form storytelling. This strategy works best for more complicated offers or promotions that require additional clarification. For example, an e-commerce brand can improve its email campaign by providing more product information and several in-depth links.

At the same time, it can leverage SMS for last minute reminders and doorbuster sales.

Deliverability Factors

Deliverability is one area where SMS really shines, as close to 98% of SMS messages are delivered within seconds. Carrier regulations and user consent make sure texts go right to inboxes, sidestepping the spam concerns that plague emails.

Email deliverability, on the other hand, is based almost entirely on your reputation as a sender and not getting stuck in spam filters. Smart practices like keeping a clean list of subscribers and incorporating double opt-ins go a long way for making both channels more successful.

Customisation Options

While both SMS and email provide methods for personalisation, their level of sophistication varies. While brevity is key with SMS, utilising customer names or preferences can help you create concise, powerful messages.

Email offers greater levels of customisation such as dynamic content, list segmentation and in-depth analytics. An example could be a fitness studio, who emails customised workout advice to clients, but uses SMS to follow up and confirm class reservations.

Personalised communication in either channel boosts interaction, too, as consumers are more likely to engage with content that reflects their interests.

Response Time Evaluation

SMS comes out on top in terms of response time, with replies often coming in under two minutes. Emails on the other hand, can be two day turn around. Quicker reply times encourage deeper customer happiness and devotion.

For example, a restaurant that confirms reservations over text offers quicker communication and creates a seamless experience. Timely follow-ups in both formats can help strengthen customer relationships too, if executed well.

Metrics Comparison For SMS And Email

Understanding how SMS marketing messages and email marketing campaigns compare across key metrics empowers businesses to make smarter decisions. These marketing channels excel in different areas, and recognising their strengths illustrates how they can effectively complement one another. Below is a list of essential metrics to compare and monitor for a successful marketing approach.

Open Rate Statistics

SMS marketing crushes email when it comes to open rates—with 98% of SMS messages opened worldwide, and typically within 3 minutes. Email is even worse at an average of 21%, with just 19% of emails opened immediately.

The immediacy of SMS makes it a great channel for time-sensitive updates, such as flash sales or reminders. Factors such as timing and relevance go a long way in increasing open rates for both channels.

Sending messages during working hours increases the chances that a high-level official will see it. This is especially the case with SMS, given that it flourishes on mobile engagement.

Click-Through Rate Insights

Click-through rate (CTR) serves as a clear indicator of audience interest and engagement. SMS has an average CTR of 19%, which is 7.6 times higher than email’s average CTR of 2.5%.

The concise, direct nature of SMS drives faster actions, while emails allow for more detailed content but may lose attention. A/B testing is the key to developing stronger strategies for SMS and email marketing alike.

You can test short links in SMS and optimise subject lines in email. Campaign goals must be based on industry averages to truly determine the success of your campaign.

Deliverability Metrics

Undeliverable rates indicate the share of messages that do not reach their intended recipient. SMS scores a stellar 94%, while email struggles to break 85%, usually because they get stuck in spam filters or dead letter offices due to old email addresses.

Keeping squeaky-clean contact lists should be standard procedure for either channel. Email verification software and SMS opt-in systems help to improve this metric overall.

More importantly, they help you make sure that your campaigns are reaching their full potential.

Cost and ROI Analysis

Cost efficiency and return on investment are apples and oranges when comparing SMS and email. Email provides the best ROI—getting $36 back for every $1 invested—which makes it perfect for building long-term relationships.

SMS provides an exceptional ROI of $5 for every $1 spent, making it best for short-term, high-impact campaigns. Budgeting must take into account the unique strengths of either channel.

This is where a flash sale can truly shine when it’s promoted with SMS. Conversely, a long form product launch announcement usually does much better when sent over email.

Summary of Performance Metrics

• 98% average open rate, 19% CTR, 94% deliverability – 5 dollars of return for every dollar invested.
• 21% open rate 2.5% CTR 85% deliverability $36 ROI per $1 spent.
• Tracking these metrics helps refine campaign goals and strategies.

Pros And Cons Of SMS And Email Marketing

Simplicity aside, your decision between SMS and email marketing depends on what you’re trying to accomplish. It’s not just about the pros and cons of SMS vs email marketing. Each channel has its own set of strengths and weaknesses that need to be thoughtfully considered.

Here’s a closer look at SMS vs email marketing and their respective pros and cons.

Advantages Of SMS Marketing

• SMS messages are opened quickly, with over 98% of recipients viewing them within 90 seconds. This immediacy is what makes SMS perfect for time-sensitive promotions or notifications.
• Messages sent via SMS boast a 29% conversion rate, significantly outperforming email's 16.72%.
• Mobile users find SMS easy and efficient, particularly for short, actionable updates.
• SMS excels in reaching customers for flash sales or urgent updates, with 55% of businesses leveraging it for such purposes.
• Consumers often view SMS as a more reliable and legitimate channel than email.

Disadvantages Of SMS Marketing

• Frequent SMS messages might overwhelm users, leading to disengagement.
• User consent is critical as intrusive messages can harm trust.
• SMS is vulnerable to impersonation scams, posing potential risks for users.
• With a 160-character limit, SMS lacks the flexibility for detailed storytelling or rich visuals.

Advantages Of Email Marketing

• Email allows for longer, more detailed messages and is perfect for newsletters, product launches, or updates.
• Through segmentation and personalisation, email fosters long-term relationships with customers.
• Emails can serve multiple purposes, from promotional offers to educational content.
• Tools like triggered emails make processes efficient, saving time while maintaining personalisation.

Disadvantages Of Email Marketing

• Emails average a 20% open rate, much lower than SMS.
• Poorly targeted emails might end up in spam folders, limiting reach.
• Managing large subscriber lists requires effort to maintain deliverability and relevance.
• Overloading users with promotional emails can reduce engagement over time.

Best Practices For Combining SMS And Email

Together, SMS and email marketing can make for a synergistic, well-rounded strategy for reaching and engaging your audience. Each channel brings different strengths to the table, and when leveraged together in a strategic way, SMS and email can play off of one another to achieve greater results.

Read on for best practices and takeaways to get the most out of their combined potential.

Effective Use Of Both Channels

To get the most out of SMS and email combined, you need to use each channel for the things they excel at. SMS excels at delivering brief, time-sensitive communications like reminders or last-minute announcements.

Email is a great place to actually share all those rich details and images. Knowing your customers’ preferences is important—some may want to receive SMS for quick, urgent messages while others might want email for regular, detailed communications.

Timing is important, but so is consistency. An email can provide more detail, and an SMS will ensure they never miss a flash sale. Shortly thereafter, they’ll get an email with in-depth product recommendations.

Having a cohesive strategy helps you keep your messaging consistent between the two channels, adding to your overall brand identity and brand trust.

Strategies For Abandoned Cart Recovery

To encourage immediate action, send SMS reminders in the 1-2 hours after cart abandonment. Then follow up with an email featuring a discount or free shipping to motivate them to convert.

Add their personalised product recommendations right in the email for extra relevance. Stagger your communications to not inundate customers. SMS first, email 24 hours later.

SMS drives urgency, and email can give you a more convincing sales hook. For instance, a text like “Your items are waiting!” can nudge users, while the email elaborates with visuals and incentives.

The timing of each message, both SMS and email, is crucial for recovering abandoned carts in an optimal manner.

Announcing Limited-Time Offers

SMS is perfect for promoting flash sales due to its interruptive nature. A text such as “Hurry! 24-hour flash sale now” gets you noticed in a hurry.

In the opposite corner, email can take a deep dive into the nitty-gritty, highlighting featured products or warranty terms. Urgency or scarcity is the name of the game—terms such as “Only X hours remaining” or even countdown clocks embedded in emails can compel immediate action.

Ensure you include strong calls to action such as “Shop Now” or “Claim Offer.” This will orient users to taking action in each channel.

Sending Appointment Reminders And Follow-Ups

Send same-day reminders through SMS to increase the chances that someone will show up. Provide reminder emails a few days in advance with all the necessary information, including where to go or what to bring.

Automate reminders to save time and maintain consistency. Include a reschedule option to reduce no-shows.

SMS provides a direct, to-the-point channel for reminders, while email provides context and information. For example, a dental clinic could send an SMS reminder the morning of your appointment.

Before, they would be able to email you the insurance information and any other forms you have to fill out.

Inviting Customers To New Arrivals

SMS is great for building hype around upcoming product launches. Urgency messages such as “Shop our new arrivals before they’re gone!” get shoppers excited.

Emails present an opportunity to go into detail about the features, benefits, or use cases of the new products. By segmenting your audience, you can ensure that you’re reaching the most relevant customers.

You can send fitness buffs alerts on your launch of a new activewear line, for instance. Personalisation, such as using the recipient’s name or mentioning previous orders, increases engagement even more.

Requesting Customer Reviews

Send SMS requests for reviews shortly after delivery. Send an email follow-up, providing a direct link to the review page.

Personalise messages by referencing the purchased product. Use reminders sparingly to avoid overwhelming customers.

Timing matters—customers are most likely to submit reviews within 1-3 days of receiving their order. Simple personalised messages, like, “We’d love to hear what you thought about your recent order,” come off as more authentic and invite response.

Follow-up reminders, which are sent a week later, can help nudge those who haven’t responded in a timely manner.

When To Use SMS Or Email?

Ultimately, whether you should use SMS marketing messages or email marketing campaigns for your reactivation campaigns comes down to the goal, context, and content of your message. Each serves distinct purposes in your marketing strategy, and knowing when to use one instead of the other can significantly enhance customer communication and engagement.

Ideal Scenarios For SMS Marketing

SMS is great for time-sensitive matters that need a short and to-the-point message. With an open rate of 98%, SMS is ideal for time-sensitive promotions such as flash sales or appointment reminders.

For example, “15% off today only” is an offer that pushes for immediacy, which makes it perfect for SMS. SMS is best utilised for quick transactional updates. It communicates with customers with order confirmations, delivery notifications, and more, making sure they are informed every step of the way.

Its two-way conversational format is ideal for fast-paced customer service, enabling more personalised replies and fostering closer relationships during busy shopping seasons.

• Event reminders
• Limited-time offers
• Urgent updates (e.g., password resets)
• Customer service inquiries

Best Use Cases For Email Marketing

Email is the more effective channel for sharing longer-form content and nurturing ongoing relationships. Its format lends itself to newsletters, product launches, and nurturing leads with educational content.

For example, an ecommerce business could use email to announce new arrivals and send product how-to guides. Email is great for keeping people engaged over the long-term, since it can direct traffic to your website and social channels via always-handy clickable links.

• Newsletters and updates
• Promotional campaigns
• Lead nurturing with detailed guides
• Driving website/social media traffic

Benefits Of Integrating SMS And Email Marketing

By integrating SMS marketing messages and email marketing campaigns, businesses can harness the strengths of both channels to create a truly effective, engaging, and personalised reactivation email strategy. This combination allows for a seamless customer experience that drives real, measurable results.

Enhanced Customer Engagement

Integrating SMS and email deepens customer engagement by creating a richer and more relevant experience. SMS messages, because of their 98% open rate, cut through the noise and get straight to the point. Email allows for more in-depth, visually stunning content.

For example, a detailed promotional email is a great way to provide comprehensive product details, and a follow-up SMS closes the deal by nudging the customer to take action. Timely, relevant messages like a “back-in-stock” text align with customer demands and drive loyalty.

When you get to know preferences such as a customer choosing to receive SMS alerts instead of email, you foster trust and loyalty. This optimal mix of SMS and email maintains customer attention while avoiding over-communication.

Improved Reactivation Rates

With a combined SMS and email strategy, dormant customers are much more likely to come back. Plus, targeted SMS messages boast an amasing 29% conversion rate, making them ideal for time-sensitive offers.

Emails are the undisputed champions at storytelling and content-rich storytelling. For example, a clothing retailer can use SMS to blast out a 24-hour discount link. Then, they can send a follow-up email showcasing their new arrivals.

As illustrated in these case studies, ongoing monitoring, such as regular tracking of open rates and click-throughs, keeps campaigns fresh and engaging. By tailoring efforts based on these unique insights, you can maximise reactivation success and drive repeat business in the most time-efficient way.

Better Communication Strategy

A cohesive communication strategy ensures consistent branding and messaging across SMS and email. Using customer data, such as purchase history, helps tailor messages.

For instance, an SMS can alert a customer about an exclusive sale, while an email provides a personalised product recommendation. This dual-channel approach meets customers wherever they are, whether on their phone or inbox, boosting effectiveness.

Regular evaluations, like reviewing engagement metrics, keep strategies aligned with goals. Ultimately, integrating both channels improves relationships and supports long-term growth, with email ROI at $36 per dollar spent.

Regulatory Considerations For SMS And Email

Understanding the regulatory landscape of SMS and email marketing is critical to respecting consumer privacy and ensuring compliance with industry standards. Following these regulations builds consumer confidence and protects businesses from liability.

Below, we take a closer look at what’s most important, and what businesses will have to contend with.

Compliance With Privacy Laws

Privacy laws, most notably the Telephone Consumer Protection Act (TCPA), have a major influence on SMS marketing. This is because the TCPA requires that companies get explicit written consent before sending anyone promotional texts.

Organisations such as the Cellular Telecommunications Industry Association (CTIA) play a large role in preventing upsetting consumers through spam messages. Transparency in data collection is just as important for email marketing.

Businesses need to be clear about how customers’ information will be used. Failure to comply can lead to significant fines and reputational harm, so ongoing training is essential for marketing departments.

Customer Consent Requirements

Explicit consent is the foundation of effective SMS and email marketing. For SMS, this translates to written agreements, with plain language opt-in and opt-out.

Email marketing similarly involves very strict permission-based protocols. Ignoring consent can lead to serious consequences. If you run afoul of these regulations, you’re not just breaking the law—you’re damaging customer trust.

Businesses should make consent management a priority by maintaining up-to-date records and honoring the preferences of their customers.

Conclusion

SMS and email each make a substantial impact on reactivating your audience, but both perform their best in unique ways. When considering SMS vs email reactivation, SMS is the best channel for short, time-sensitive updates that command immediate attention. Email gives you more space to explain and is better suited for things like detailed information or visual content. Combined, they make for an incredibly effective way to connect, ensuring messages are always timely and relevant.

The most important thing is to understand your audience and choose the right channel for the right context. When you use both tools in tandem, you’re able to leave no stone unturned for even stronger results. Begin with baby steps, iterate quickly, and learn along the way. With a careful balance of SMS and email, you’ll be able to maintain your audience’s interest and return visits.

Frequently Asked Questions