As a brand owner, you must always look for the most effective ways to reach potential customers, whether by word of mouth or with something as simple as an integrated chat for a website.
In the digital age, two of the most popular methods to do this are SMS and email marketing. Both are effective methods to promote your brand and spread the word about your products and services.
But which one is more effective for your business? This article will weigh up the two and help you decide which one is right for you.
The Main Differences Between SMS and Email Marketing
The first difference between SMS and email marketing lies in the way they reach potential customers. SMS marketing is a type of direct marketing where businesses send messages to customers’ cell phones. On the other hand, email marketing is a type of digital marketing where businesses send marketing messages to customers’ emails.
Another difference between the two is that SMS messages are usually much shorter than emails. This is because of the limited space on a cell phone screen. Emails can be longer and contain more information.
Finally, SMS messages are usually sent directly to customers’ phones, while emails are sent to their email inboxes. This means that SMS messages can be more effective in getting the customer’s attention, as it’s harder for them to ignore a message on their phone than an email in their inbox.
What Should You Compare in SMS and Email Marketing?
When comparing SMS and email marketing, it’s important to consider a few key factors.
First, you should consider the cost of each method. SMS marketing can be more expensive than email marketing, as you’ll need to purchase a monthly plan from a provider. Email marketing is usually much cheaper, as you’ll only need to purchase a one-time email list.
Reaching your customers through email has been a favorable means of communication for a lot of brands. With the average person checking their phones up to 160 times a day, SMS marketing is also showing great potential for businesses.
So let’s take a deeper look at the Key Performance Indicators (KPIs) for these two mediums and how they compare:
Open Rate
SMS marketing touts an average open rate of 98% when compared to the average for email, which is 20%. But this is largely dependent on the email; for example, cart abandonment emails are 40.14% on the average
In addition, upon delivery of the message, the average response time is 90 seconds for an SMS and 90 minutes for an email.
Deliverability
Having your messages flagged as spam or undelivered is a waste of all of your marketing efforts. 18.7 billion SMS messages are sent per day, with just 10% considered spam. Whereas over 333 billion emails are sent daily, and 45% are considered spam.
Click-Through Rates
SMS messages are usually short and concise — this helps them reach a click-through rate (CTR) of 19% on average.
On the flip side, the average CTR for marketing emails is 10.29% across all industries, but you can increase it via the following tips:
- Add media to your emails — this can push your click-through rate by up to 300%.
- Use a call-to-action button in place of a plain text link — this can increase your click-through rate by 28%.
- Segment your contact list — sending personalized emails can increase your CTR by 100.95%.
- Ensure your emails are mobile-friendly, as many customers view their emails from a smartphone.
The quality of your content ultimately determines how successful your CTR will be.
Finally, you should consider the effectiveness of each method. SMS messages are usually more effective in getting the customer’s attention, as they are sent directly to the customer’s phone. Emails, on the other hand, may get lost in the customer’s inbox and go unread.
The Pros & Cons of SMS Marketing
SMS marketing has several advantages and they include:
Reach
First, it’s a great way to reach potential customers quickly and directly, as messages are sent directly to the customer’s phone.
SMS Commands Attention
It’s an effective way to get the customer’s attention, as it’s hard to ignore a message on their phone.
Practical Applications:
SMS has many practical applications, including bulk texting services and even an OTP verification service to ensure your customers use two-factor authentication when using your website.
Ease of Deployment
it’s a great way to keep customers updated on new products and services, as messages can be sent quickly and easily.
However, there are some drawbacks to SMS marketing:
Text Length Limitations
Since texts are designed to be short ― up to 140 characters, you must keep your messages brief and to the point.
Cost
It is important for you to consider what this service would cost your brand, as well as your customers. If you overwhelm users with text messages, you may see an increase in unsubscribe rates. Your ROI may also decrease, which is why you need to oversee your SMS marketing costs.
The Pros & Cons of Email Marketing
Offers a Cost-Effective Option
Whether you run a small brand or a mid-sized business, it’s important to make the most out of your marketing budget. Email marketing is a cost-effective strategy.
Directs Clients to Your Website
Emails are popular for producing head-turning headlines with valuable information waiting inside. This channel allows you to hook your audience, as well as motivate them to visit your website, view a blog post, make a purchase, or another action.
However, there are some downsides to email marketing:
Appearance Issues
Not every customer will open your email on the same device or with the same computer or smartphone settings. If you don’t test your email’s appearance across devices, it can result in broken media, blocked images, and unreadable text.
Lower Click-Through Rate
On average, the click-through rate (CTR) for marketing emails is 3.42 percent, meaning a sizable portion of your messages may generate zero actions from users.
Summing Up: Is SMS Marketing More Effective?
When it comes to deciding between SMS and email marketing for your business, it’s important to consider the key factors.
SMS messages are usually more effective in getting the customer’s attention, as they are sent directly to their phones. However, emails can be more effective in getting the customer’s attention, as they can contain more information and be sent directly to the customer’s inbox.
Ultimately, you must consider the cost, time, and service provider you choose. With BSG, you can get started today and enjoy the benefits of SMS marketing and 24/7 support when you run your campaigns.
