The battle between email and SMS in the digital marketing world isn't a zero-sum game—but comparisons do help illustrate the strengths of each.
Engagement Metrics
Email: Average open rate hovers around 15–25%, with click-through rates around 2–3%.
SMS: Open rates often exceed 90%, with click-through rates above 20%.
Clearly, SMS campaigns driven by phone number data offer a much nigeria consumer mobile number list higher probability of reaching and engaging a consumer.
Trust and Personalization
Phone numbers are often seen as more “intimate” than emails. People are generally more guarded about sharing their number, which means that when they do, it signals a higher level of trust or interest. This creates an opportunity for deeper engagement—but also places greater responsibility on the marketer to deliver value and respect boundaries.
TCPA (Telephone Consumer Protection Act): U.S. regulation that restricts telemarketing calls and text messages.
CAN-SPAM Act: Though originally intended for email, some provisions overlap with SMS practices.
Failure to comply can result in hefty fines and loss of consumer trust. Thus, permission-based marketing is essential.