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E-Mail Marketing Versus SMS Marketing

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email vs sms

The traditional, old e-mail marketing now has a very prevalent competitor, SMS. As text message marketing turns nineteen, it would not be wrong to point out how effective it is turning out to be. There are companies which communicate to their customers mainly via text messages such as Airtel, Dr.Lal Path Labs, Domino’s, etc. SMS marketing is now emerging as the primary method of marketing and has an edge over e-mail marketing in many ways. According to statistics:

  • The average open rate for an SMS is 98% as compared to 22% for e-mail.

open rate


  • 90% of the e-mails sent to you are spam whereas only 1% of the messages are spam.



  • On an average, a person receives 1216 emails/month in comparison to 178 SMS/month.


  • SMS offers discounts, provide coupons which are ten times more likely to be used or redeemed.

However, e-mails are considered to be more professional and can be used effectively to share not only text, but attachments which make e-mails more pleasing to the customers, especially when you’re imparting information about offers or maybe a new collection of your products. Also, communication via e-mail is safer as you can print them and employ it for legal records. E-mail marketing today also allows you to choose who can send you e-mails. People with the right information about running an e-mail campaign will always ask you if they can add you to their contact list which is not an option in SMS marketing.

SMS has another major limitation and that is they cannot be lengthy. This attribute of SMS marketing led to the failure of the Paris Hilton SMS campaign. This campaign was a “premium rate” campaign and hence, an average person would think twice before dropping a text on the provided number and with no details, terms or conditions mentioned in the SMS, a person is even less likely to do so. Secondly, the SMS short-code seems to be written in a confusing way. It looks as if it is PARIS rather than 72747. The cost to lease a unique short-code such as the one mentioned above, is $1000/month, which is much costlier than what it would take to run an e-mail campaign and hence, the marketer had to incur losses.

email is free

Both e-mails and texts give the recipient a sense of confidentiality. People prefer text messages over e-mails because that are received and can be checked almost instantaneously, but e-mails can also be checked on the go and hence this statement seems obsolete. With newer technology and inbuilt e-mail synchronization, people carry their e-mail inbox wherever they go and with more and more people becoming internet addicts, they tend to ignore basic text messages.

SMS marketing is a new area of mobile marketing and is slowly becoming a favorite for many companies, but Old Is Gold and hence, the success of e-mail marketing can never be undermined.

  • Email-Marketing

  • Digital-Marketing

  • There are 4 comments

    • 5 years ago

      Indrajit Goswami   /   Reply

      Now-a-days to avoid disturbances, many people register their cell phone number with DND. How SMS could be considered effective and as the primary method? Data is there, but general conscience does not accept the claim. Can you please clarify?

    • 5 years ago

      Kiran Lund   /   Reply

      Not everyone would like to get an SMS, people tend to ignore SMS. As they find it disturbing. people prefer e-,ails as it can be more secured and can be tracked from the source where it comes from.

    • 5 years ago

      Smita Pawar   /   Reply

      As mentioned emails are considered to be professional, the first time when an individual introduces his/her company to another person personally, it is done through emails and later through messages, e-mails are useful to send heavy files of images, documents and videos. People tend to check emails at the start of their day. On the other side messages are often used when an order has been delivered or is in a transaction, message could be used during emergency situations when the WiFi connection is lost. A message when deleted cannot be restored, whereas if by chance an important mail gets deleted it can always be restored by going to the deleted messages option. Both have their own pros and cons.

    • 5 years ago

      Smita Pawar   /   Reply

      Hello Dr. indrajit. SMS could be an effective and primary method to build a relationship with the employees, clients and customers. It could be a quicker way to get in touch during important situations. Also an SMS could be a friendly way to communicate rather than always being professional. Friendly, but not too friendly builds strong relationships and trust.

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