Definition
Email and SMS strategy is the coordinated use of email and text messaging to engage subscribers across multiple touchpoints. Each channel has distinct strengths — email excels at rich content, detailed information, and branding, while SMS delivers instant, high-open-rate notifications for time-sensitive messages.
A combined strategy recognises that subscribers interact with brands across channels and expects a consistent, connected experience. The goal is to use the right channel for the right message at the right time.
Channel Strengths
| Factor | SMS | |
|---|---|---|
| Content Richness | High — images, layouts, long copy | Low — 160 characters typical |
| Open Rate | 18-25% average | 90%+ within 3 minutes |
| Urgency | Low to medium | High |
| Cost per Send | Very low | Higher per message |
| Best For | Newsletters, promotions, education | Alerts, confirmations, flash sales |
| Opt-in Standard | Single or double opt-in | Typically requires explicit opt-in |
When to Use Each Channel
- Use email for: Newsletters, product catalogues, educational content, account statements, onboarding sequences, and detailed promotional offers
- Use SMS for: Order confirmations, delivery updates, appointment reminders, two-factor authentication, flash sale alerts, and urgent account notifications
- Use both for: Abandoned cart recovery (SMS for immediate reminder, email for detailed follow-up with images), welcome sequences (email for onboarding content, SMS for activation prompt), and re-engagement campaigns
Best Practices
- Cross-channel consistency: Maintain the same brand voice, offer details, and timing across both channels
- Respect channel preference: Let subscribers choose their preferred channel during signup
- Coordinate timing: Do not send an email and SMS about the same topic simultaneously — stagger them appropriately
- Track attribution separately: Use UTM parameters and unique tracking to measure each channel's contribution
- Comply with regulations: SMS marketing has different consent and opt-out requirements than email in most jurisdictions
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
Frequently Asked Questions
Both, but with different timing. Send an SMS for immediate urgency (high open rate, fast response) followed by an email with more details and visuals a few hours later. This gives subscribers two opportunities to engage.
Yes, on a per-message basis. SMS typically costs 1-5 cents per message depending on volume and region, while email costs are nearly zero per send. However, SMS's higher engagement rates can justify the cost for high-value transactional messages.
Yes. In most jurisdictions, including the US and UK, SMS marketing requires explicit opt-in separate from email consent. Sending SMS to email-only subscribers violates regulations and can result in significant penalties.