Which is More Effective: Email Marketing vs. Text Message Marketing



Senior editor

Parul Saxena

Chief editor

Last updated: June 21, 2021

Marketing strategies are facing continuous changes with the utilization of the newest tools and ideas. For guaranteed success in this world full of competition and large businesses, you have to be smart with your marketing.

This is why you need to understand what kind of marketing is the best option for your business. From social media ads to Google Adsense, businesses are taking every opportunity they get so that more people and their sales increase see their products.

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They spend a lot, but with all these competition and the overwhelming number of big companies, they often don’t see a good result.

This is why they try email and SMS marketing to get in touch with new people. Unfortunately, big corporations and businesses have already adopted the idea of such marketing, and this brings more competition.

But don’t get disappointed. If you have a smart strategy, you can utilize these fields and will be able to get more attention. For a clear understanding of both email and text marketing, we will have a thorough discussion about them. By making a comparison Email Marketing vs. Text Message Marketing, you can choose which one is better for you. But first, a quick background check.

In 1978, a mass email to 400 potential customers was sent by Gary Thuerk of Digital Equipment Corporation (DEC). It was the first time someone utilized email technology for marketing. It resulted in $13 million in sales. Of course, the competition is now a lot higher, but there is excellent potential.(Source)

Text message marketing falls under mobile marketing. Mobile operators primarily used this marketing, but slowly, many marketing campaigns have direct message marketing.

Email Marketing vs. Text Message Marketing

When we’re talking about Email Marketing vs. Text Message Marketing, it can’t be measured which one is better because different businesses need different ways. Each has its pros and cons.

But by making a detailed comparison, you’d be able to find out which one suits your business the best. We’ll compare Email Marketing vs. Text Message Marketing in different criteria and find out more about them below.

1. Open rate

You need to make sure that people will open either text or email. No business likes to get ignored by potential customers. If very few people begin your messages, it will be a waste of effort.

People open only 20% of marketing emails, and the response rate narrows down to 6%. On the other hand, nearly 98% of people begin text messages and 45% responses to the texts.(Source)

On the terms of open rate, text message marketing surely wins. But since more businesses are involving in it, people are losing their interests since they are always getting messages. For that reason, the open rate of text messages is slightly decreasing over time.

With reasonable structure and an Eye-catching subject lines, the open rate of email can be increased. It depends on the marketing strategies of Digital marketing companies or yourself so that people find your emails interesting.

2. Deliverance rate

It would be awful if the email or text you sent does not reach your customer. It is the reason why the deliverance rate is an important thing to consider. You need to make sure the offer or advertisement is reaching your customers’ inboxes. Without it, no matter how good your offer is, you’re not going to see any customer engagement.

People receive a lot of emails, and 49% of them are marked as spams. You do not want your email to get into the spam folder because it brings a bad reputation to your business, and people may lose trust.

Text messages are more likely to be delivered without worrying about getting stuck in the spam folder. To sum it up, for more deliverance rates, SMS marketing is the right choice.

3. Cost

This is where direct text marketing takes the L. Sending SMS is costly, and running an SMS campaign increases the amount. On the other hand, email campaigns are the most cost-efficient. As a result, it is an excellent choice for new businesses.

4. Customization

SMS can’t beat email when it comes to customization. Emails can be customized so that they are more appealing to people. Emails can send attachments, hyperlinks, images, and videos, while SMS will only allow links.

5. Click-through rate

You need to make sure that people are reading what’s inside your emails or messages. If you have an excellent call to action strategy, you’ll get a proper click through no matter the platform.

It solely depends on your policy. SMS has a limitation on the number of characters. As a result, it is essential to provide a link so that people would find more information about your products or services.


By this comparison, you have understood that direct message marketing offers more open and delivery rates while email marketing is cheaper. In the end, it comes down to your ability that will impress potential clients. So you need to know the effective ways to succeed in email marketing or text message marketing.

Chanchal Soni is a Growth Hacker and CRO Specialist at Appitsimple. She has experience in digital marketing, social media, content strategy, and marketing communications. Lover of huskies, the ocean & Boston sports.

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