Email vs SMS is one of the most common comparisons we hear from eCommerce founders looking to strengthen retention. Both channels are powerful, but they work in different ways and serve different functions.
This breakdown will help you use both channels more effectively – based on data, customer behavior, and what we’ve seen work across multiple 7- and 8-figure brands.
Email and SMS land differently. One builds a rhythm with your customer. The other interrupts.
Email gives you room to tell stories, explain benefits, and speak casually. Customers expect emails – they can engage on their own time.
SMS is immediate. It shows up on a lock screen. This makes it powerful for product launches, flash sales, and time-sensitive messages. But it also means you have less room and less patience.
The difference in tone and attention is important when planning campaigns.
Channel | SMS | |
Open Rate | 20–30% average | 98–99% average |
Conversion Rate | 1–3% typical | 5–10% typical (flash offers) |
Cost | Low | 5–10x higher than email |
List Growth | Easier to collect | More trust required |
Message Type | Informational, relational | Urgent, transactional |
Frequency Tolerance | High | Low |
SMS converts well because it reaches people directly, but it’s more expensive and needs to be used with purpose. Email costs less and gives more flexibility for long-form content and storytelling.
Overusing SMS
Using SMS for every campaign can lead to fast unsubscribes. Most brands don’t need to send more than 2-4 texts per month unless there’s a major sale or product launch.
Neglecting SMS altogether
Some brands only send one SMS per month or avoid it entirely. This is a missed opportunity. Even a single well-timed message can drive a significant revenue spike.
Using email only for discounts
Email is more than a place to drop 10% off codes. Brands perform better when they use it to share product education, behind-the-scenes stories, and unique insights.
One of our clients launched a new supplement and used both channels side by side:
This produced higher total revenue than any of their previous email-only campaigns. Each message had a role: email for trust, SMS for urgency.
Email vs SMS isn’t a matter of picking one. Both channels work better when used together with a clear purpose and role in your customer journey.
Strong brands don’t just choose the right tools. They use each one well. And Shawfire Media helps you design that strategy to drive connection, conversion, and growth.
• SMS has high open and conversion rates, but costs more
• Email is cheaper and better for content, education, and product storytelling
• SMS works best for launches, reminders, and urgency
• Email is better for relationship-building, education, and ongoing value
• The combination of both channels produces the best results
Contact Shawfire Media to create a tailored retention plan that drives results for your brand.
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