Look, we’re not here to trash email marketing. Email has been the reliable workhorse of digital marketing for decades, and it’s not going anywhere.
The truth? Both channels have their place in your marketing strategy. But when it comes to getting eyeballs on your message RIGHT NOW, text messaging doesn’t just win, it dominates. Let’s break down why.
The Numbers Don’t Lie (And They’re Pretty Brutal for Email)
Open Rates:
- SMS: 98% open rate
- Email: 42% open rate (industry average)
Yeah, you read that right. Ninety-eight percent. Even though email open rates have improved (thanks partly to Apple’s privacy updates), SMS still dominates. Text messages are being read within minutes of being sent. Most people check their texts within 3 minutes of receiving them. When’s the last time you checked your email that quickly?
Click-Through Rates:
- SMS: 20-35% average CTR
- Email: 2-3% average CTR
If your goal is to actually get people to do something with your message, SMS is crushing it.
But Wait, There’s More (Differences)
Character Count: The Blessing and the Curse
Email gives you space to tell your life story, add seventeen product images, and include that gif of a dancing cat. SMS gives you 160 characters.
Is that a limitation? Sure. But it’s also forcing you to get to the point. And in 2025, when everyone’s attention span is as long as a TikTok video, that’s actually a superpower. Text messages make you cut the fluff and deliver value immediately.
The takeaway: If you need to explain complex concepts or showcase a full product catalog, email’s your friend. If you want to drive immediate action (flash sale ending in 2 hours, anyone?), text message marketing is your MVP.
Deliverability: The Email Struggle is Real
Email? Spam folders. Promotional tabs. Aggressive filters. Text messages? They just arrive. Barring some serious carrier blocking issues (which usually only happen if you’re being spammy), your messages land directly in someone’s primary text inbox. No algorithms deciding your promotional message belongs in digital purgatory. No tabs sorting your carefully crafted offer into the “check this never later” pile.
Timing and Urgency
Email is a marathon runner. It’s great for nurturing leads over time, sharing detailed updates, and building long-form relationships.
SMS is a sprinter. It’s perfect for time-sensitive offers, appointment reminders, shipping updates, and anything where urgency matters. When you text someone, they know it’s important. When you email them… well, they’ll get to it eventually. Maybe…
The Permission Factor
Here’s something both channels have in common: you need permission. But there’s a difference in how people perceive that permission.
Email opt-ins are so common. Sure, they’ll sign up for your newsletter. They’ll also sign up for seventeen other newsletters and then never open any of them.
Text message opt-ins feel more personal. When someone gives you their phone number for SMS marketing, they’re inviting you into their most intimate digital space. That means:
- They’re more likely to pay attention to your messages
- You have a responsibility not to abuse that privilege (seriously, don’t spam people)
- The relationship feels more direct and valuable
Cost: Let’s Talk Money
Here’s where email wins on paper: it’s cheaper to send. You can blast thousands of emails for pennies.
But let’s be real about ROI. What matters more? The cost per message sent, or the return you’re getting? If your emails have a 2% click-through rate and your texts have a 19% click-through rate, which is actually giving you more bang for your buck?
Plus, with SMS marketing platforms like Mobiniti, the pricing is straightforward and scalable. No surprise fees, no hidden charges. Just simple, effective text marketing.
Which One Should You Use?
You should probably use both.
Use Email When:
- You need to share detailed information or multiple products
- You’re nurturing leads over a longer sales cycle
- You want to build a content library (newsletters, resources, etc.)
- You’re okay with a slower response time
Use Text Message Marketing When:
- You need immediate action or response
- You’re promoting time-sensitive offers or events
- You want to send personalized, direct communications
- You’re confirming appointments or sending urgent updates
- You want to reach people where they actually are (spoiler: on their phones)
The Real Winner? An Integrated Approach
The most successful brands aren’t choosing between SMS and email, they’re using both strategically. Use email to cast a wide net and share in-depth content. Use SMS to drive immediate action from people who’ve already shown they want to hear from you.
For example:
- Send a detailed email about your upcoming sale
- Follow up with a text message on the day of the sale with a exclusive discount code
- Use email for your weekly newsletter
- Use SMS for abandoned cart reminders (because those need to happen NOW)
The Bottom Line
If you’re still sleeping on text message marketing in 2025, you’re leaving money on the table. Email isn’t going anywhere, but SMS is the channel that actually gets people to stop scrolling, pay attention, and take action.
The 98% open rate doesn’t lie. The 19% click-through rate doesn’t lie. And the fact that most texts are read within 3 minutes? That definitely doesn’t lie.
Ready to add text message marketing to your strategy? Your customers are already on their phones. You might as well meet them there.
Want to see how powerful SMS marketing can be for your business? Try Mobiniti! Mass Texting, 1-to-1 Messaging, and everything in between. In a single, easy-to-use platform. Start driving real results with SMS.
