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
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Related Glossary Terms
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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.