Email and SMS are not competitors. Email is great for content and detail, SMS for short, urgent messages that need to be seen now. Used together, they reach customers at the right moment without overwhelming them.
What each channel is best at
- Email: offers with images, guides, newsletters, order confirmations, invoices and longer explanations.
- SMS: appointment and booking reminders, last-minute availability, delivery updates, codes and short deadlines.
Plan a sequence, not single messages
Example for a booking business: an email confirmation with all details right after booking, an email with practical information a week before, and an SMS reminder the day before. Each message has a different job.
Consent and preferences
Collect separate consent for email and SMS, explain what people will receive and let them choose. Respect GDPR and make unsubscribing easy in both channels.
Frequency
SMS is personal. Use it sparingly – a few well-timed messages are better than weekly promotions. Email can be more frequent if the content is genuinely useful.
Automate the routine
Reminders, confirmations and follow-ups can be sent automatically from your booking system or CRM. Your team then only handles the conversations that need a human.
Measure the whole journey
Look beyond open rates. Compare no-show rates, repeat bookings and sales with and without SMS reminders to see what the combination is really worth.
Want help putting this into practice? Get in touch and we will look at your website, channels or campaigns together.
