Due to advancements in technology, several marketing channels emerged, offering various options to be connected to audiences. Bulk SMS and email marketing are considered the most effective communication channels today. Based on your business objective, targeted audience, and the kind of message you want to forward, you can choose a communication channel. So, let’s analyze the pros and cons and effectiveness of both communication channels.
✅ Bulk SMS Marketing
When you want to send messages to several users at the same time, you select Bulk SMS marketing. Bulk SMS is named as a tool for mass text messaging.
✔ Advantages of Bulk SMS Marketing
Instant delivery
The messages are sent to the audience instantly. So, when you want to send messages such as reminders, flash sales or event notifications, this method is ideal.
High Open Rate
People usually view the message as soon as they receive it. The open rate of Bulk SMS is 98%. You should use this option when you want to send urgent updates, alerts and promotions.
Reaching wide audiences
As almost every person is using a mobile phone today, you can send messages to several receivers simultaneously. To receive the messages, an internet connection is not required.
High rate of engagement
The message of SMS is concise comprising 160 characters. The users can quickly respond and read it.
Personalization
You can send personalized messages using SMS hence enhancing customer engagement.
✔ Disadvantages of Bulk SMS Marketing
Not visually appealing
SMS messages are less appealing as they do not contain attachments such as videos, detailed formatting, images, etc. Hence it does not seem attractive when sending for campaigns.
Limitation of characters
It comprises only 160 characters and hence you cannot send complicated messages.
✅ Email Marketing
When you want to send newsletters, promotional content, or announcements to a group of people, you send it via email.
✔ Advantages of email marketing
Enriched content
You can send videos, texts, images, hyperlinks or other communicative elements when you send emails.
Cost -effective
When compared to SMS, email marketing is less expensive.
Automation
Using email, businesses can segregate audiences, automate sequences, and send personalized messages depending upon the behavior of the users.
Long formats
When you want to send comprehensive messages such as newsletters, updates of products, or tutorials, you can send emails. It is not character-restricted.
Detailed analytics
It provides details of the performance as the users can view click-through rates, open rates, and conversions. Based on these factors, businesses can devise strategies.
✔ Disadvantages of Email Marketing
Issues of Spam
Many emails are sent to spams or junk folders, hence diminishing the effectiveness of emails.
Depends upon the internet connection
You cannot send emails without an internet connection. Hence, some recipients cannot access the messages.
Lower Open Rates
The open rate of emails is approximately 20% to 30% only. It is too low as compared to Bulk SMS.
Engagement is slower
You cannot send urgent messages via email as the open rate is low.
Competition
You cannot easily capture the audience’s attention as the inboxes are flooded with marketing emails.
✅ Which channel is effective?
The efficacy depends upon different factors such as business goals, audiences or the kind of message.
✔ You should prefer Bulk SMS if
If you are sending messages such as OTPs, reminders, or notifications that are time-restricted.
If your audience needs precise and direct messages.
If you wish to send messages to someone without an internet connection.
✔ You should prefer Email Marketing if
If you are sending lengthy messages or are sending visuals or including any communicative elements.
If you wish to get comprehensive analytics or analyze the effectiveness of your campaign.
If you want to generate leads gradually through newsletters or campaigns.
✅ Blending both strategies
SMS is useful when sending instant or time-sensitive messages such as reminders, notifications, updates, etc. Emails are useful for sending detailed messages such as newsletters, offers, promotions etc. It is useful for sending campaigns and when you want to send other communicative elements such as visuals, images, reports, etc. Bulk SMS is ideal when you want to send short messages. Such messages are action-driven.
✅ Final thought
Both channels have advantages and disadvantages. You should choose a channel that suits your business goals or objectives. You can devise a powerful strategy that drives engagement or builds relationships.
