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Comparing Email and SMS Marketing: Examples, Pros, Cons, and Best Practices

In this article, we will look at SMS marketing examples, pros and cons, and best practices

Enis Azemi

SEO Specialist

Comparing Email and SMS Marketing: Examples, Pros, Cons, and Best Practices

Finding the most effective way to engage with your audience is critical in the ever-changing landscape of digital marketing. Email marketing and SMS marketing are two popular methods, each with its own set of pros and cons. In this article, we will look at SMS marketing examples, pros and cons, and best practices to help you make informed marketing decisions.

What is SMS Marketing?

SMS marketing is a type of direct marketing that uses text messages to reach out to customers with special offers, service announcements, and other promotional messages. It’s a quick and effective way to reach out to customers, and it’s also simple and quick to implement.


SMS marketing is the most efficient way for your company to notify customers of their order status updates, discounts, special offers, and other information via text message.


It’s also the most effective way to promote your products and build customer loyalty. Many businesses use SMS marketing tactics to grow their customer base, increase brand interaction, and ultimately increase revenue.


In addition, SMS outreach is among the least expensive when compared to other marketing channels. It’s also beneficial to your bottom line and budget because it has one of the highest returns on investment (ROI).

SMS Marketing Pros

  • Remarkable Open Rates: With an astounding 98% open rate, SMS texts are a powerful tool for successfully reaching your target market.
  • Immediate Impact: Because SMS is instant, you can quickly introduce new products or offers, creating buzz and anticipation among your audience.
  • Personalized Engagement: SMS is ideal for sending personalized messages, be it birthday wishes or exclusive deals, enhancing customer loyalty and interaction.
  • Urgency and Time-Sensitivity: SMS excels in creating a sense of urgency, perfect for time-limited promotions, flash sales, and event invitations with deadlines.
  • Cost-Efficiency: When compared to other marketing channels, SMS marketing is inexpensive and provides a high return on investment (ROI).

SMS Marketing Cons

  • Character Limitation: SMS messages have a character limit, so concise communication is required.
  • Regulatory Compliance: It is critical to follow SMS marketing regulations in order to avoid legal consequences and maintain customer trust.
  • Potential for Invasion: Sending too many SMS messages at once can annoy clients, so finding the ideal balance is essential.

SMS Marketing Examples

To illustrate the versatility of SMS marketing, let’s explore some real-world SMS marketing examples across various industries:

  • Product Launches: Tech companies, fashion brands, retail, and food & beverage businesses use SMS for new product launch campaigns, offering exclusive deals to specific audiences.
  • Welcome Offers: Ecommerce businesses, subscription services, hospitality, and retail stores employ welcome offers via SMS to attract new subscribers and encourage first purchases.
  • Order Status and Shipping Updates: Ecommerce retailers, grocery stores, and logistics companies utilize SMS for notifying customers about their order status and shipping updates.
  • Personalized Messaging: Ecommerce businesses, travel agencies, and financial institutions engage customers with personalized SMS messages, enhancing loyalty and upselling.
  • Time-Sensitive Offers: Travel agencies, restaurants, event organizers, and retail stores use SMS for time-sensitive promotions, such as flash sales and event invitations.
  • Customer Service: Transportation, telecommunications, and banking industries deploy SMS for urgent notifications that require immediate customer action.
  • Event Updates: Concert promoters, sports teams, and event management companies keep audiences informed about time-sensitive information, event updates, and actions required during events.
  • Community Building: Small businesses, non-profit organizations, social advocacy groups, political organizations, and niche industries use SMS to mobilize people around common causes and goals.
  • Donation Drives: Non-profit organizations, charities, and socially responsible companies send SMS alerts during disaster relief efforts and medical funding campaigns.
  • Thank You Offers: Restaurants, hotels, and spas express gratitude to customers, improve loyalty, and encourage repeat purchases and referrals via SMS.

SMS Marketing Best Practices

In a world where people are more connected to their phones than ever, nailing your SMS marketing strategy from the get-go is paramount. 

1. Obtain and Maintain Consent

Much like with email marketing, SMS marketing requires explicit consent from your audience. You must adhere to legal regulations that demand you gain the consent of customers or subscribers before sending marketing messages. Obtaining consent is a fundamental SMS best practice.

  • Obtaining Consent: The easiest way to obtain consent is by including a phone number field in your newsletter subscription signup form. Pop-up forms can also be highly effective. For instance, take a look at B-Wear’s concise signup form, which collects phone numbers and email addresses. As a token of appreciation, the brand offers an attractive discount.
  • Maintaining Consent: While obtaining consent is relatively straightforward, maintaining it is crucial. Start by being transparent about the types of messages your audience can expect. Avoid overusing SMS marketing, and reserve it for time-sensitive and critical information. One convenient way to collect and maintain permissions is by utilizing Omnisend’s Text to Join feature. Customers can simply text a keyword to your number, making it easy to encourage texts and signups.

Lastly, ensure that every text message includes an opt-out option. Allow customers to reply with “STOP” to instantly unsubscribe.

2. Identify Your Company

Your SMS recipients should immediately recognize your brand. Failing to identify yourself in your messages can lead to confusion and a higher likelihood of subscribers unsubscribing.

Brand Identification: In every SMS, ensure you identify your company. You can include your business name, a customer representative’s name, or a brief description of what your business does. 

3. Incorporate a Compelling Call to Action (CTA)

Including a clear call to action (CTA) in your SMS is essential to encourage recipients to take the next step. It’s advisable to include a link that provides more context and traceability.

Effective CTAs: Craft CTAs that prompt action, such as subscribing for weekly email marketing news, using a code for a discount, participating in a survey for a chance to win prizes, or visiting a clearance sale before midnight. Adapt your CTAs to the SMS medium to make the customer’s next steps as seamless as possible.

4. Perfect Timing

Selecting the right time to send your messages is crucial. You can do this manually by analyzing your open data or utilize automation tools like Omnisend to determine the optimal time for each customer.

Timing Considerations: SMS communication is more intimate than other outreach methods. To maintain trust, avoid overloading personal phone numbers with messages. Be conservative with SMS marketing frequency, especially if you haven’t confirmed your audience’s desire for frequent messages.

5. Personalize Your Campaigns

A successful SMS marketing campaign requires personalization. Utilize segmentation to target your contacts based on various factors, much like you would with email marketing. Personalize messages with the subscriber’s name, consider their location, or take into account their past purchases.

Personalization Tips: Send messages during reasonable hours when people are awake, avoiding very early or late hours. Irrelevant or impersonal messages can harm your campaign and lead to higher opt-out rates and a damaged reputation.

6. Align SMS with Your Overall Marketing Strategy

While a dedicated SMS platform is a good start, true success lies in integrating SMS into your overall omnichannel marketing strategy. Managing separate SMS marketing software can lead to complications down the road, potentially resulting in weaker growth and lackluster response rates.

Omnichannel Synergy: Incorporate SMS marketing seamlessly with your broader marketing efforts. By centralizing your marketing strategy, you can ensure consistent data alignment and improve your overall marketing effectiveness.

What is Email Marketing?

Email marketing has long been a staple of digital advertising. It offers a versatile platform for businesses to connect with their audience.

Pros of Email Marketing

  • Cost-Effective: Sending emails is inexpensive, making it an attractive option for businesses with limited budgets.
  • Widespread Reach: Email reaches a global audience, allowing companies to connect with people worldwide.
  • High Open Rates: Well-crafted emails have the potential to achieve high open rates, ensuring your message is seen.

Cons of Email Marketing

  • Spam Filters: Emails can end up in spam folders, limiting their visibility.
  • Overcrowded Inboxes: Subscribers receive numerous emails daily, making it challenging to stand out.
  • Unsubscribes: Some recipients may choose to unsubscribe from your mailing list.

Comparing Email and SMS Marketing

Now, let’s compare these two marketing methods based on various factors.


Cost-Effectiveness: Email marketing is more cost-effective as it involves minimal expenses for sending emails, while SMS marketing may incur higher costs due to messaging fees.


Reach and Open Rates: SMS marketing outshines email marketing in terms of immediate reach and open rates, ensuring your message is seen swiftly.


Engagement and Interaction: SMS marketing excels in engagement as recipients are more likely to interact with text messages promptly. However, email marketing offers opportunities for more extended interactions and conversations.


Content Types: Email marketing allows for more extensive content, including images and links, whereas SMS marketing is limited to short, text-based messages.

Pros and Cons of Combining Email and SMS Marketing

Combining these two marketing approaches can be a powerful strategy. You can enjoy the reach and immediacy of SMS marketing while harnessing the content capabilities of email marketing. However, this combination should be used judiciously to avoid overwhelming your audience.

Final Thoughts

When comparing email vs. SMS marketing, there is no clear winner. The choice between these methods depends on your business goals, target audience, and marketing budget. By understanding their strengths and weaknesses, you can make an informed decision to create effective marketing campaigns.

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