In today’s hyper-competitive e-commerce landscape, relying on a single marketing channel isn’t enough to build relationships or maximize revenue. Brands that want to thrive in 2025 and beyond must embrace a multi-channel retention strategy—and one of the most powerful combinations is email marketing + SMS marketing.
Relying on just one marketing channel isn’t just limiting—it’s costly. A 2024 Omnisend report revealed that one brand missed out on $24 million in potential sales by failing to integrate SMS with their email marketing. That’s the danger of treating these channels in isolation. Email delivers depth, storytelling, and rich brand experiences, while SMS boasts 98% open rates and unmatched immediacy. When combined, they create a powerful synergy that ensures your messages are not only seen but acted on.
These two channels don’t compete; they complement each other. Together, they create a direct, personalized communication powerhouse that reaches your customers where they are—whether they’re scrolling their inbox in the morning or checking text notifications on the go.
Why Email Alone Isn’t Enough
Email remains the highest ROI channel in digital marketing, with an average return of $36–$40 for every $1 spent. It’s where you build long-form relationships, nurture leads, and send valuable content that positions your brand as a trusted partner.
But email has limitations:
- Open rates fluctuate depending on inbox placement and sender reputation.
- Time-sensitive offers can be missed if your email gets buried.
- Younger audiences often respond faster to texts than to emails.
That’s where SMS comes in.
The Unique Power of SMS
Think about your own experience—when was the last time you received a text message that you didn’t at least glance at? Unlike emails, which can easily get buried in crowded inboxes, text messages command instant attention. That immediacy is exactly why SMS consistently achieves open rates around 98%, making it one of the most reliable ways to ensure your message gets seen.
SMS is perfect for:
- Flash sales and limited-time offers
- Order updates and shipping confirmations
- VIP early-access campaigns
- Cart abandonment nudges that need urgency
While email provides depth and storytelling, SMS delivers immediacy and cut-through. When combined, they work like a tag-team.
An Extra Touchpoint That Drives Conversions
SMS marketing adds a powerful second channel to your funnel—another touchpoint to reach customers when timing matters most. If you’re relying only on email, your cart-abandonment reminder might hit the promotions tab or their inbox an hour later, but what if they’re busy at work or distracted? That customer may have been ready to buy, but the email simply landed at the wrong time.
By layering in SMS, you create a timely follow-up a few hours later, delivered straight to their phone. That additional nudge can be the difference between a lost sale and a completed checkout.
How Email and SMS Complement Each Other
- Reinforce Your Message Across Channels
- Send a detailed product launch email with images and storytelling.
- Follow up with an SMS reminder that cuts through inbox clutter: “Your exclusive early access ends tonight—don’t miss it.”
- Segment Smarter with Zero-Party Data
- Collect preferences (style, interests, frequency) via email forms.
- Use SMS to send hyper-personalized updates based on those preferences.
- Recover More Abandoned Carts
- Email: share product benefits, testimonials, and a small incentive.
- SMS: follow up quickly with a reminder and a short-link checkout button.
- Build a Stronger Lifecycle Journey
- Welcome flow: email for brand storytelling, SMS for instant discount delivery.
- Post-purchase: email for upsells, SMS for shipping and review requests.
- Win-back: email for long-form messaging, SMS for a quick “We miss you—here’s 15% off.”
The Revenue Impact
Brands using both email and SMS see a 30–40% lift in revenue compared to those relying on email alone. That’s because SMS increases visibility, urgency, and frequency without cannibalizing email performance.
Think of it this way:
- Email = long-term relationship builder.
- SMS = real-time action driver.
Together, they increase engagement, reduce churn, and ensure your brand stays top of mind across different touchpoints.
Best Practices for Combining Email & SMS
- Don’t blast both at once. Use SMS selectively for VIP, high-priority or time-sensitive messages.
- Personalize every message. Generic blasts won’t cut it. Personalization can be as simple as using first names or as advanced as recommending products based on preferences, browsing or past purchases.
- Use SMS and Email together. SMS isn’t a replacement for email—it’s a complement. Use email for rich storytelling, visuals, and nurture campaigns, while SMS is your tool for immediacy and urgency.
- Gain explicit consent. SMS opt-ins must be separate from email, and compliance matters.
- Respect frequency. Email can be weekly; SMS should be occasional and strategic.
- Test and analyze. A/B test flows that combine both channels to see where the synergy works best.
- Use MMS sparingly and strategically. Overusing MMS drives up costs unnecessarily. Use MMS for visual product launches, holiday gift sets or campaigns where imagery adds critical context. Otherwise, stick to SMS.
Final Word
Email and SMS aren’t rivals—they’re allies. By combining the storytelling power of email with the immediacy of SMS, brands can create a retention engine that maximizes customer lifetime value and drives serious revenue growth.
In 2025, your customers expect personalized, convenient, and timely communication. Brands that deliver on both channels will stand out, convert more sales, and future-proof their marketing strategy.
