Essential Statistics

• Text messages had a 51.2% open rate, compared to 23.8% for email.
• Click-through rate for SMS was 18.9%, more than 2x email’s 7.3%.
• Conversion rate for text was 5.5%, while email converted at 3.2%.
• Opt-out rate was significantly higher for SMS at 4.9%, vs. 0.7% for email.
• SMS clearly wins on engagement but has a higher risk of churn.
• Email remains stronger for long-term nurturing and lower unsubscribes.
• Each channel offers trade-offs that marketers need to manage strategically.

Key Takeaways

• Text messages outperform email across open, click, and conversion rates.
• Higher SMS opt-out rates mean marketers must be careful with frequency.
• Email offers lower churn and is more effective for nurturing over time.
• Text works best for urgency, flash sales, or reminders.
• Email suits complex offers, storytelling, or onboarding flows.
• Multi-channel campaigns drive stronger results when each channel plays to its strengths.
• Opt-in management is critical to avoid SMS fatigue and unsubscribes.

Actionable Insights

Use SMS for Urgent, Time-Sensitive Offers

Capitalize on high open and click rates by sending limited-time deals or appointment reminders via text.

Reserve Email for Nurture Sequences

Deploy email campaigns to build relationships, explain offers, and deliver multi-step content over time.

Test Frequency Caps for SMS

Monitor opt-outs closely and limit SMS frequency to 1–2 times per week to reduce churn.

Use SMS as a Trigger Channel

Send a text when a lead abandons cart, misses an event, or hits a milestone—drive action fast.

Leverage Email for A/B Testing and Storytelling

Use longer email formats to test positioning, visuals, and deeper narrative flows that don’t work in SMS.

Ensure Separate Opt-Ins for SMS and Email

Maintain compliance and manage expectations by letting users choose how they want to be contacted.

Measure Channel Synergy, Not Just Individual Performance

Track how email and SMS work together to lift total conversions—look beyond channel silos.