When it comes to lifecycle marketing, few questions are more pressing in 2025 than this: which channel delivers better results – email or SMS?
This analysis compares both channels across conversion rates and customer retention, drawing on verified data published in 2025. Whether you’re deciding which channel to prioritise or exploring how to integrate both, this breakdown offers actionable insight.
Conversion Rates: A clear advantage for SMS
Conversion rates measure how often recipients take a desired action – such as making a purchase – after receiving a marketing message. Here, the data reveals a notable difference between SMS and email:
- SMS conversion rate: 29%
- Email conversion rate: 15.22%
SMS drives up to 40% conversion
According to Adam Connell’s 2025 report on SMS marketing, conversion rates vary by campaign type, with some far outpacing the average:
- Abandoned cart messages: 24.6% – 39.4%
- Post-purchase texts: 14.6% – 33.3%
- Checkout reminders: 17.4% – 31.6%
- Welcome messages: 14.4% – 27.2%
Stronger CRM results with SMS
Retail Dive (2025) reports that retailers running ongoing SMS CRM campaigns achieve 23.3% conversion rates, and see 6–8 times higher response rates than email for high-value actions like offer redemptions and data collection. This level of immediacy positions SMS as a high-impact channel for conversion-focused strategies.
SMS keeps customers engaged
While conversion drives short-term growth, retention ensures long-term success, and SMS proves to be an asset here as well.
According to 2025 FDRY SMS and Email marketing data:
- SMS read rate: 42%
- Email read rate: 32%
That 10% gap is meaningful. SMS benefits from its direct-to-device delivery and higher visibility, making it harder for users to ignore.
How SMS Re-Engages Customers
And it’s not just about opens. 58% of marketers say SMS helps re-engage lapsed customers, making it a highly effective channel for sustaining long-term customer relationships.
Final thought:
SMS delivers fast, high-impact results, but that doesn’t mean it’s the only answer. Email still wins when it comes to detailed content, storytelling, and long-term engagement. SMS, on the other hand, is unbeatable for immediacy, urgency, and personal connection. The smartest strategies in 2025 don’t choose one over the other – they combine both to create a seamless, effective customer journey from start to finish.
At FDRY, we support our clients in building impactful marketing strategies from strategy and planning to implementation. As a leading digital marketing agency, our approach is creative and grounded in data-informed insights. Our team of marketing experts would be happy to have a discovery session with you to discuss your digital marketing needs, or alternatively, send us a brief or get in touch at [email protected]
