Email open rates are plummeting while SMS open rates hit 98%. Discover why smart businesses are shifting to text message marketing—and how to do it right.
You spent an hour crafting the perfect email to your customers. You hit send. And then… 18% of them open it. Maybe 2% click.
Meanwhile, your competitor sends a text message and gets a 98% open rate with responses within 3 minutes.
Welcome to 2025, where email is struggling and SMS is dominating.
The Brutal Truth About Email
Email isn’t dead, but it’s gasping for air:
- Average email open rate: 21.5% across industries (Mailchimp, 2024)
- Average SMS open rate: 98% (SimpleTexting)
- Email response time: 90 minutes average
- SMS response time: 90 seconds average
Even worse, your emails are fighting for attention against:
- Promotional tabs that hide them
- Spam filters that block them
- Inboxes with 1,000+ unread messages
- Subject lines competing with Netflix and Amazon
Your text message? That’s showing up on the lock screen with a notification sound.
Why SMS Wins for Service Businesses
Here’s what makes SMS so powerful for local businesses:
1. People Actually Read Them
98% open rate means your message gets seen. Not filtered, not ignored, not buried. Seen.
2. Instant Response
- 90% of texts are read within 3 minutes (CTIA)
- 45% of people respond to business texts
- Compare that to email’s 6% response rate
3. It Feels Personal
Texts live in the same place as messages from friends and family. That intimacy creates trust and urgency that email can’t match.
4. Mobile-First Reality
Your customers aren’t checking email on their phone between meetings. But they’re definitely seeing your text.
What Actually Works in SMS Marketing
Not all texts are created equal. Here’s what moves the needle:
Appointment Reminders
The winner: “Hi Sarah, reminder: your haircut is tomorrow at 2pm. Reply YES to confirm or CANCEL to reschedule.”
- Reduces no-shows by 23-45% (Dental Tribune)
- Gets instant confirmation
- Easy two-way communication
Time-Sensitive Offers
Example: “Hey Mike! We have one opening tomorrow at 10am for that AC repair. Want it? Reply YES and it’s yours.”
Creates urgency without being pushy. The limited availability makes people act fast.
Follow-Ups That Feel Human
After service: “Thanks for choosing us today, Lisa! How did everything go? If you have 30 seconds, we’d love a quick Google review: [link]”
Gets more responses than any email ever could.
Status Updates
Real-time info: “Your order is ready for pickup!” or “Tech is 10 minutes away!”
Texts beat email for anything time-sensitive. Period.
The Email vs. SMS Decision Matrix
| Use Case | Best Channel | Why |
|---|---|---|
| Appointment reminders | SMS | Immediate, high open rate |
| Follow-up after service | SMS | Quick response needed |
| Monthly newsletter | Longer content, less urgent | |
| Promotional offers | Both | Email for details, SMS for urgency |
| Booking confirmations | Both | Email for details, SMS for reminder |
| Review requests | SMS | Higher response rate |
What About Spam?
Valid concern. Here’s the deal:
SMS requires opt-in by law (TCPA). You can’t just blast people like email. But that’s actually good — it means:
- Your list is genuinely interested
- Open rates stay high
- You’re not annoying people who don’t want it
Best practices:
- Get explicit consent (“Reply YES to receive text updates”)
- Always include opt-out (“Reply STOP to unsubscribe”)
- Keep messages valuable and infrequent (1-4 per month for marketing)
- Transactional messages (reminders, confirmations) can be more frequent
The Combo That Works
Smart businesses aren’t choosing one or the other — they’re using both strategically:
- Email for detailed newsletters, long-form content, receipts
- SMS for anything urgent, personal, or needing a quick response
Example flow:
- Customer books appointment → Email with full details
- Day before → SMS reminder
- After service → SMS thank you + review request
- Monthly specials → Email newsletter
- Flash sale → SMS alert
Start Texting Your Customers (The Right Way)
The shift from email to SMS isn’t coming — it’s already here. Businesses that adapt now will own the relationship with their customers.
NBS includes two-way SMS built-in. Automated reminders, follow-ups, and conversations — all from one platform.
Sources:
- Email Marketing Benchmarks 2024 — Mailchimp
- SMS Marketing Statistics — SimpleTexting
- Automated Patient Reminders Study — Dental Tribune