What You Need to Know About Email vs. SMS Marketing 

Are you seeking to higher perceive what channel will make the largest affect for your corporation? Look no additional. 

Electronic mail or SMS advertising — which one must you be specializing in? 

Whereas extra companies undertake e mail, SMS advertising can present impressive engagement and conversion metrics. However for those who’re model new to the world of SMS advertising, you need to begin recent with constructing a subscriber listing — which may take time. 

When it comes right down to it, each channels have their very own set of execs and cons, however to know the variations, that you must examine them aspect by aspect. 

That’s precisely what we’ll do on this article, give you the insights that you must find out about each platforms to make an knowledgeable resolution on which channel is finest for you. 

Right here’s what will likely be lined on this article: 

  • Electronic mail advertising execs and cons and efficiency metrics
  • Prime e mail advertising platforms
  • SMS advertising execs and cons and efficiency metrics
  • Prime SMS advertising platforms
  • Just a few further platforms that present each providers

Electronic mail Advertising and marketing 101

The primary mass e mail was despatched again in 1978 and generated $13 million value of gross sales. Whereas e mail could not have change into a wide-spread used device till the 1990s, it’s been a flexible advertising device all through the lifetime of the web. 

Electronic mail has weathered many modifications and developments however continues to be one of the efficient methods to achieve your prospects. When you think about that greater than 90% of people over the age of 15 use email — it’s simple to see that it’s a good way to achieve your audiences.

email usage by age Picture courtesy of OptinMonster

There are a lot of other ways to make use of e mail to achieve your prospects. Lots of the commonest methods e mail advertising is used to achieve prospects embody: 

  • Creating consciousness and academic campaigns
  • Sharing detailed content material or firm updates
  • Collect buyer suggestions 
  • Share related offers and coupons
  • Selling services

Whereas e mail advertising is among the commonest advertising techniques, there are some essential execs and cons to think about. 

Professionals and Cons

Probably the greatest methods to check and distinction two issues is to make an inventory of the professionals and cons — and as with something, there are two sides to e mail advertising.

This part will focus on 4 execs and cons that include e mail advertising and do the identical after we get to the SMS part of this text. This provides you with a fast high-level overview of what every platform does finest and the place it has some room to develop. 

Professional: Your Prospects Are Already Utilizing Electronic mail

Do you know that there are 3.9 billion active email users? And that quantity isn’t slowing down anytime quickly. Actually, it’s anticipated to develop and embody half of the world’s inhabitants throughout the subsequent few years. 

email usage stats

Electronic mail is among the most generally used cellular applied sciences the world over. There are almost four billion customers proper now, and that quantity is predicted to proceed to develop within the coming years to achieve half of the world’s inhabitants. Picture courtesy of Oberlo.  

Meaning there’s a reasonably good probability that your prospects are already utilizing e mail to speak with pals, households, and the manufacturers they love. Making it a simple strategy to attain your prospects on a channel they’re already energetic on. 

You gained’t must spend time changing prospects from one platform to a different or encouraging them to obtain one other app — all they must do is give you their e mail deal with, they usually can obtain the newest and best out of your model. 

Con: Emails Aren’t At all times Opened

However, simply because the overwhelming majority of your prospects are already utilizing e mail doesn’t imply they’re all the time going to open your emails. When you discover your open charges are low month after month, you’re not alone — it’s one thing many corporations wrestle with. 

Open rates can vary based on your industry, however the benchmark for many is hovering proper round 20%. However for a lot of corporations, reaching that 20% vary generally is a troublesome process. It takes time to know what resonates together with your prospects, and also you’ll must spend a while testing your information to search out out what works and what doesn’t. 

There are a number of causes your emails won’t be getting opened, akin to: 

  • Lackluster topic strains
  • Spam filters 
  • Cluttered inboxes 
  • No model recognition 

Regardless of the case could also be, it may be irritating to spend time writing, designing, and sending emails that by no means get opened. 

Professional: You Can Simply Create Personalised Content material

Electronic mail is a superb device to supply your prospects with a customized expertise. There are a lot of methods you possibly can carry personalization into your emails to draw consideration and improve engagement.

Actually, 80% of individuals say they’re extra prone to do enterprise with an organization if it gives a customized expertise. So by taking time to personalize your emails, you’ll be interesting to extra prospects — which is able to end in increased gross sales and income . 

boost sales

Electronic mail personalization can present a number of constructive advantages in your gross sales and income. From enhancing transactional charges to producing extra ROI — personalization is a good way to take your e mail advertising to the subsequent degree. Picture courtesy of Gist

Relating to personalizing your emails, there are many other ways you possibly can incorporate customized content material. Listed here are only a few examples of how it may be performed: 

  • Product suggestions based mostly on earlier buying behaviors
  • Remarketing messages that share merchandise a buyer was beforehand searching
  • Incorporate the client’s pursuits into your e mail campaigns
  • Ship customized gives based mostly on particular dates like anniversaries or birthdays

Con: There’s a Lot of Competitors 

One other downfall of e mail advertising is that there’s a lot of competitors. 

87% of entrepreneurs use e mail to get their messages out to prospects — which means you’ve obtained quite a lot of competitors. When you think about that your competitors is sending simply as many if no more emails than you’re, that you must discover a strategy to stand out from the gang.

Your prospects obtain lots of of emails day-after-day, which may bury your messages and make them simple to overlook. There are a lot of methods you can also make your messages stand out, from killer topic strains to optimizing sending instances — you simply have to search out what works. 

Efficiency Metrics

Subsequent up, let’s dive into the efficiency metrics you possibly can count on to see with an e mail advertising marketing campaign. 

There are a number of various objectives you possibly can have for every of your advertising emails. Whether or not you’re seeking to develop your subscriber listing, enhance buyer retention, or develop income — e mail is a superb device to get you there. 

But it surely’s additionally essential to set cheap expectations for your self on the subject of what your advertising efforts can obtain. When you count on to get 75% open charges and 90% click-throughs on your entire emails, you’re dreaming. 

That can assist you higher perceive what is taken into account a profitable e mail marketing campaign, listed below are a number of benchmarks you’ll wish to think about: 

  • Common open fee: 18%
  • Common click-through fee: 2.6%
  • Common click-to-open fee: 14.1%
  • Common unsubscribe fee: .01%

Whereas these numbers can differ based mostly in your trade and buyer base, this provides you a superb start line to check your e mail metrics. When you discover that you just’re over-performing — that’s nice, hold doing what you’re doing!  However for those who discover that your campaigns might use a bit of assist, this provides you one thing to work in direction of. 

Prime Electronic mail Advertising and marketing Platforms

Electronic mail advertising can rapidly change into a really time-consuming tactic if you don’t have the fitting instruments in place. 

Fortunately for you, there are many platforms obtainable immediately designed that will help you enhance and advance your e mail advertising efforts. Whether or not you’re solely in search of a simple to make use of drag and drop e mail editor or want one thing to construct difficult automated workflows — there’s a platform on the market in your wants. 

On this part, we’ll check out 5 of the highest e mail advertising platforms obtainable. Inside every part, you’ll get a fast spotlight in regards to the firm, an inventory of their e mail advertising highlights, and pricing info. 

1. Hubspot

Hubspot is a platform that enables companies to handle and automate all of their e mail advertising wants from one central location. This device may also help you determine content material alternatives, convert extra leads, and higher perceive how your e mail advertising campaigns carry out. 


Save time and make the event course of simpler than ever earlier than. With preset templates, you possibly can rapidly create emails that embody all the crucial parts with out having to incorporate your design or IT groups. Picture courtesy of Hubspot

Electronic mail advertising highlights: 

  • Rapidly and simply construct skilled emails with predesigned templates
  • Add personalization and tailor every message to your prospects via sensible guidelines 
  • Take a look at emails and analyze marketing campaign efficiency to enhance your messages
  • Schedule emails to robotically ship 

Pricing: Hubspot gives a number of plan choices, together with a free plan and the Advertising and marketing Hub plan that prices $800 per 30 days.

2. Sender

Sender is an e mail advertising platform that helps companies higher join with their prospects and develop within the course of. By offering a useful service at an affordable worth, you possibly can attain your prospects on the proper time with the fitting message to extend income and develop your corporation. 

Rapidly and simply construct emails that resonate together with your viewers. With the fitting device, there’s no must spend hours on design or HTML. Making skilled and responsive emails has by no means been simpler. Picture courtesy of Sender.

Electronic mail advertising highlights: 

  • Construct emails with a easy drag and drop editor that permits you to create messages in minutes
  • Electronic mail personalization capabilities to assist improve engagement and income
  • Excessive e mail deliverability charges
  • Analytical instruments that will help you higher perceive your prospects and study what emails work finest

Pricing: Sender gives a number of plans, together with a free plan, a month-to-month subscription that ranges from $11-485, and a pay as you go credit score plan starting from $36-1,203 per 30 days. 

three. Constant Contact

Fixed Contact may also help your corporation enhance your e mail advertising and join prospects together with your eCommerce retailer. Whether or not your purpose is to lower time spend on e mail advertising with automation or enhance your listing administration capabilities — this device can do all of it. 

When you will have the fitting device, e mail advertising doesn’t must be a time-consuming course of. Automation makes it easy to schedule emails and construct detailed workflows to maintain prospects engaged whilst you concentrate on different tasks. Picture courtesy of Constant Contact

Electronic mail advertising highlights: 

  • Use their drag-and-drop e mail editor to create professionally designed messages each time
  • Develop automated campaigns that embody triggered and nurturing messages based mostly on actual buyer information
  • Incorporate segmentation to make sure you’re sending probably the most related and customized emails to every buyer
  • Rapidly develop and handle your subscriber listing 

Pricing: Fixed Contact gives a number of e mail advertising plans, together with the Electronic mail plan beginning at $20 per 30 days and the Electronic mail Plus plan beginning at $45 per 30 days. 

four. MailerLite

With the assistance of MailerLite, you possibly can enhance your present e mail advertising efforts and get the instruments that you must proceed to develop your corporation. Investing on this platform will can help you entry options that make your course of simpler, from e mail creation to automation and listing constructing capabilities. 


A/B testing is a good way to study extra about your emails’ parts grabbing your viewers’s consideration. The extra you check, the extra you’ll study easy methods to develop emails that convert each time. Picture courtesy of MailerLite

Electronic mail advertising highlights: 

  • Use predesigned publication templates and their drag and drop editor to make designing emails easy
  • Add personalization all through your emails, from the topic line to dynamic content material blocks within the physique
  • A/B check emails to study what parts are only in your audiences
  • Analyze the success of your campaigns via detailed experiences 

Pricing: MailerLite bases the value on what number of subscribers you will have and what number of emails you propose to ship every month. Starting from a free plan for 1,000 or fewer subscribers to personalized plans for companies with 650,000 or extra subscribers. 

5. iContact

iContact supplies their prospects with superior e mail advertising automation capabilities designed to assist drive increased engagement and income. Being able to scale your e mail advertising will give you simpler campaigns and extra time to concentrate on new objectives. 


Many issues include creating emails. It is advisable to make sure the structure and imager are eye-catching, but it surely additionally must be responsive so prospects can see the complete impact throughout all platforms. Picture courtesy of iContact.

Electronic mail advertising highlights: 

  • A no HTML e mail builder that enables anybody in your group to construct emails inside minutes
  • Good sending automation based mostly on buyer engagement and behaviors
  • Viewers segmentation capabilities to ship higher content material to your entire prospects
  • Create extremely focused campaigns that improve open charges and convert extra leads 

Pricing: iContact has two major plans with various costs based mostly on the variety of subscribers you will have. The plans embody the Base Plans starting from $15-45 and the Professional Plans starting from $30-90 per 30 days. They do have customized plans for corporations with extra in depth subscriber lists. 

SMS Advertising and marketing

In comparison with e mail advertising, SMS messages are nonetheless a comparatively new strategy to work together together with your prospects. SMS messages may be dated again to 1992 however have been gradual to develop in recognition for advertising functions. 

Even immediately, solely 39% of businesses are utilizing textual content messages to speak with their prospects. While you examine that with the a lot bigger quantity already utilizing e mail, it’s positively an space that your corporation that may stand out. 

There are a lot of methods you could begin to combine SMS messages into your advertising technique, however they work finest for brief, concise messages. 

Listed here are a number of of the completely different ways in which SMS advertising can be utilized to interact your audiences: 

  • Sending offers and coupons
  • Vital info prospects must obtain in a well timed method 
  • Account and order notifications and alerts 
  • Reminders for upcoming appointments or occasions

Regardless of the way you select to make use of this channel, you possibly can count on to see spectacular open charges and elevated conversions. Now let’s dive into a few of these execs and cons you’ve been in search of. 

Professionals and Cons

As promised, on this part, we’ll check out the professionals and cons that include SMS advertising. It will can help you rapidly examine and distinction a number of the vital elements that include these two channels.

Whereas some quite a few execs and cons include SMS messages, we’ll focus once more on simply 4. From subscriber visibility to character limits — we’ll cowl all of it. 

Professional: Your Subscribers Will See Your Message

One of the vital enticing issues about SMS messaging is that it’s virtually assured to be seen. SMS messages boast a 98% open rate — one thing you simply can’t get from different advertising channels. 

messaing stats

Textual content messages are one of the efficient advertising channels. In contrast with the opposite digital techniques you’re possible already utilizing, SMS learn leads the competitors by a protracted shot. Picture courtesy of Smartspate.

When you think about that most individuals carry their smartphones with them in all places they go, it’s simple to know why SMS messaging has such a excessive learn fee. We’re programmed to have a look at our telephones at any time when we hear that buzzing sound, and lots of can’t be away from their telephone for an prolonged interval. 

Con: You Must Develop a New Subscriber Base

Constructing a brand new subscriber listing from scratch may be troublesome, particularly for those who’re a model new firm. 

There isn’t any simple strategy to convert e mail subscribers or social media followers to your SMS advertising listing. You may’t merely add an inventory of contacts from certainly one of these databases as a result of there are a number of laws in place for textual content advertising. 

Your prospects should explicitly opt-in to your advertising messages utilizing a key phrase, also called a shortcode. Many individuals are extra keen handy out their e mail deal with however are rather more hesitant to offer out their telephone numbers. This may be one other problem you expertise whereas making an attempt to develop your SMS subscriber base. 

Professional: Your Prospects Need to Hear From You By way of Texting

As textual content advertising continues to develop, individuals change into extra aware of the aptitude and need the manufacturers they like to ship them promotional texts. Actually, 57% of individuals are keen to obtain promotional texts from the manufacturers they observe. 

For thus many, texting has change into the popular methodology of communication, and persons are coming round to the thought of companies sending them messages.

sms facts

With a low competitor adoption fee throughout industries and excessive buyer engagement, including SMS messaging to your advertising technique is a no brainer. You’ll put your self within the place to face out out of your competitors and attain your prospects the place they’re already energetic. Picture courtesy of Listrak

Listed here are a number of examples of the varieties of SMS messages your prospects wish to obtain from you: 

  • Promotions and reductions 
  • Appointment reminders
  • Order updates and standing
  • Safety or account notifications 

Whereas many customers are open to the thought of receiving textual content messages from the model they observe, many corporations have but to undertake the know-how. That implies that for those who’re wanting so as to add texting to your advertising stack, you might very nicely be one step forward of the competitors. 

Cons: SMS Messages Have Character Limitations

One among SMS advertising’s greatest downfalls is about character limitations, and you can not embody imagery. 

When sending an SMS message, you’re restricted to 160 characters. This implies that you must get your level throughout as rapidly and concisely as potential. SMS messages usually are not the fitting channel if that you must ship prolonged messages to your prospects 

If you wish to ship longer messages that embody imagery, you’ll must put money into MMS messaging. MMS messages are much like SMS however with some further capabilities, however do include an added price issue.

Efficiency Metrics

We’ve already hit on a number of of the important thing efficiency metrics that include SMS advertising and listing a number of of an important metrics that will help you rapidly examine and distinction the 2 channels. 

Relating to SMS messages, you’ll rapidly see that they’ll simply outperform your different advertising efforts. 

Listed here are a number of of probably the most impressive performance metrics that include SMS advertising: 

  • SMS messages have an open fee of 98%
  • 90% of SMS messages are learn inside three minutes
  • Coupons delivered through SMS messages are redeemed ten instances greater than different coupons
  • Textual content messages have a 209% increased response fee than telephone, e mail, or Fb 

When you have a look at these numbers, it’s simple to get enthusiastic about how SMS messaging can enhance your present advertising technique. 

It’s all about discovering the fitting steadiness in your groups and studying the place your prospects are most energetic. When you put money into textual content advertising however don’t spend the time rising a wholesome subscriber listing, you possibly can be losing money and time that might have been put into one other increased performing channel. 

Prime SMS Advertising and marketing Platforms

Identical to with e mail, there are platforms obtainable to assist make your SMS advertising technique simpler. These platforms will make it easier to create, schedule, and analyze your SMS messages. With this info, you possibly can proceed to enhance your efforts and improve buyer engagement. 

1. Tatango

Tatango is a messaging platform that may make it easier to take your SMS advertising efforts to the subsequent degree. With subscriber segmentation and analytics to automated workflows that ship messages based mostly on real-time interactions — you are able to do extra together with your time.


Create extremely focused SMS advertising campaigns to interact together with your prospects with the fitting content material on the proper time. Understanding your prospects on a deeper degree will can help you enhance segmentation and personalization. Picture courtesy of Tatango

SMS advertising highlights: 

  • Create custom-made workflows that ship messages to your audiences based mostly on their real-time behaviors
  • Segmentation capabilities to make sure you’re sending the fitting message to the fitting contact
  • Analytics to trace how campaigns are working and higher perceive your subscriber base
  • Personalization instruments to enhance message relevancy and improve marketing campaign engagement

Pricing: Pricing is predicated on particular enterprise wants, and you need to converse with a consultant to get pricing particulars.

2. Yotpo

Simply create customized workflows that ship automated messages to maintain your subscribers engaged. From welcome sequence to deserted cart messages, you possibly can automate a wide range of different communications. Picture courtesy of Yotpo

SMS advertising highlights: 

  • Develop your subscriber listing rapidly with compliant subscriber instruments
  • Create 1:1 messages to interact your audiences on a extra private degree
  • Leverage out of the field automation capabilities to make reaching your audiences simpler
  • Combine with different platforms to create a seamless expertise 

Pricing: Yotpo has two plan choices: the Free plan and the Premium plan. The Premium plan pricing is predicated on your corporation wants, and you need to speak to a consultant to get pricing particulars.  

three. Flowroute

Interact together with your prospects at varied levels of the client journey. As soon as a subscriber has transformed, you possibly can ship SMS messages to follow-up and obtain useful suggestions. Picture courtesy of Flowroute.

SMS advertising highlights: 

  • Attain subscribers with toll-free and lengthy code messages and use an identifiable telephone quantity
  • Maximize message deliverability with Supply Receipts
  • Ship appointment reminders and different automated messages 
  • Collect buyer suggestions and enhance your course of with post-interaction surveys 

Pricing: Flowroute pricing varies on the kinds and quantity of messages you propose to ship. 

four. Mobiz

Mobiz is an SMS advertising platform that may assist make your SMS technique easy and make sure you’re reaching your prospects with probably the most related content material. Whether or not you’re in search of a strategy to automate messages or ship hyper-personalized messages — Mobiz may also help you obtain your objectives.  

Personalize your entire buyer communications to make sure you’re sending the fitting content material, to the fitting individual, on the proper time. Create campaigns that curate messages to every of your prospects on a person degree. 

SMS advertising highlights: 

  • Construct dynamic campaigns to include personalization and improve engagement
  • Create campaigns simply with out having to cope with coding 
  • Actual-time analytics that helps you make an knowledgeable resolution and react to buyer engagements 
  • Ship surveys and kinds to assemble suggestions and higher perceive your prospects 

Pricing: Pricing is predicated on enterprise wants, and you need to converse with a consultant to obtain pricing particulars. 

Searching for a platform that does all of it? 

Electronic mail and SMS are two highly effective advertising instruments that corporations throughout all industries are utilizing, however what for those who want a platform that gives you with the very best of each worlds?

Perhaps you’ve already taken the time to grasp your e mail advertising efforts and are able to take it to the subsequent degree with SMS however don’t wish to handle a number of instruments. Nicely, then this final part is for you. 

When you’re seeking to streamline your course of and discover a platform that may fulfill your entire advertising wants — from simplifying e mail creation to sending focused SMS messages. In that case, you want one of many following platforms. 

A Few Do It All Platforms

1. Listrak

Listrak is an built-in digital advertising platform that helps retail companies handle all of their digital advertising wants. With this platform, you possibly can simply handle your e mail and SMS efforts and faucet into AI, machine studying, and predictive analytics to raised serve your prospects. 

SMS messages are a good way to work together together with your audiences. Create campaigns that make it simple in your prospects to hitch and supply them with the fitting incentives to proceed to interact together with your messages sooner or later. 

Platform highlights: 

  • Handle every thing from creation to reporting to take advantage of out of each e mail
  • Improve engagement with SMS messages which can be despatched to your prospects on the most opportune instances
  • Use predictive analytics to know higher what content material and merchandise your prospects wish to obtain
  • Develop cross channel advertising applications to create a seamless expertise from one channel to the subsequent

Pricing: Pricing is predicated on enterprise necessities, and you need to converse with a consultant to get particular pricing particulars. 

2. Maropost

Maropost is a cloud-based advertising automation platform that may make it easier to handle your e mail and SMS advertising channels. From scheduling messages to understanding how your audiences are partaking together with your efforts, Maropost will make it easier to enhance each step of the way in which. 


Simply create SMS messages that convert. By figuring out the fitting viewers and scheduling the message to ship on the excellent second — your messages won’t ever go unread. 

Platform highlights: 

  • SMS segmenting and scheduling capabilities to make marketing campaign improvement extra manageable than ever earlier than
  • Dynamic personalization capabilities to make your emails stand out from the gang
  • Workflow automation builder that creates custom-made journeys based mostly on buyer interactions
  • All-in-one platform to make managing your a number of channels simple and develop a seamless expertise

Pricing: Maropost has three plan choices: the Important plan. The Skilled plan and the Enterprise plan. You could contact a consultant to obtain detailed pricing info. 

Electronic mail vs. SMS Advertising and marketing — Which Will You Select? 

Or will you determine to take it a step additional and incorporate each in your advertising technique? 

No matter you select, you gained’t remorse it. Each e mail and SMS messages are a good way to work together together with your prospects and improve income. And for those who go down the route of integrating each into your technique, extra energy to you! You’ll get the benefits of each platforms and open your self as much as a world of alternatives with cross channel advertising — however that’s a subject for one more day. 

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