What’s the deal about combining SMS and email marketing? 

SMS marketing and email marketing are two sides of the same coin. They both help you reach out to customers, but they work in different ways and are best for different situations. 

SMS marketing: get to the point with short, time-sensitive messages

Think of SMS marketing as the quick, punchy friend who gets straight to the point. It’s great for sending short, urgent messages you want customers to see right away. Maybe you’re having a flash sale or want to remind someone about an item they left in their cart. SMS messages are usually opened and read within minutes, which is perfect for time-sensitive content. But here’s the catch: you have limited space, so you need to keep things concise. 

SMS marketing can be tricky because you need to be careful not to annoy people. Nobody likes their phone buzzing with sales messages all day long. Plus, there are strict rules about getting permission to text customers.

SMS marketing is great for things like order confirmations, delivery updates, or limited-time offers. 

The advantages of SMS marketing for ecommerce brands 

• Immediate delivery and high open rates. SMS messages are typically delivered instantly and are reported to have an impressive open rate of around 98% (although a large part of that might be people clearing their notifications). 
• Direct and personal communication. SMS marketing lets you communicate directly with customers on the devices they carry with them all day. 
• Concise messaging. The character limit in SMS encourages brevity, which can lead to clearer and more impactful messages—great for flash sales or quick reminders that require immediate action. 
• Less competition in the inbox. SMS stands out as a less-crowded communication channel, unlike emails which can get lost in busy inboxes. 

Email marketing: build relationships with brand-focused content 

Email marketing, on the other hand, is more like the chatty friend who loves to tell stories. You’ve got more space to work with, so you can include more details, pictures, and even videos. It’s perfect for sending out newsletters, showcasing new products, or sharing in-depth content about your brand. 

Emails stick around in people’s inboxes, so customers can come back to them later. The downside? People get a huge number of emails every day, so yours might not get opened right away—or at all. The biggest challenge with email marketing is standing out in a crowded inbox and avoiding the spam folder. 

Email marketing is great for building a deeper relationship with customers, like sharing your brand story or providing helpful tips related to your products. 

The advantages of email marketing for ecommerce brands 

• Rich content capabilities. Email marketing lets you include multimedia elements, like videos, images, and GIFs for visually appealing content. 
• Longer message length. Emails can convey more detailed information—great for sending pithy newsletters, product descriptions, and brand storytelling. 
• Cost-effective. Sending emails—especially in bulk—is generally cheaper than SMS campaigns so you can reach a larger audience. 
• Automated interactions. Email marketing supports a range of automated interactions, like welcome sequences, abandoned cart reminders, and post-purchase follow-up flows. 

Most ecommerce brands find that using both SMS and email marketing works best. It’s all about finding the right balance and playing to the strengths of each tool. 

When to use SMS vs. email

SMS: for messages that need to be seen quickly

Use a text message when you want to make sure a message is seen quickly; for instance, when the content is time-sensitive (e.g., flash sale) or extremely important (e.g., store opening/closing). 

SMS is also useful for sending order updates or delivery confirmations, as your customers will know exactly when to expect their package and when they can go and get it. Other examples where an SMS might outperform email include your initial welcome message and general sale announcements. 

Treat your SMS subscribers similarly to your VIPs; they are your brand enthusiasts who will advocate for you. Include them in any special offers (e.g., early access or deals) and surveys directed at your most dedicated customers. 

Email: for longer, more in-depth messages

Use an email for longer-form content, including newsletters, and any messages that you want to reach everyone in your audience, such as a product announcement. 

Send any important messages you send by SMS via email to the rest of your subscribers. The only exceptions are if you’re sending an exclusive offer to SMS subscribers or asking for feedback from this group in particular. 

Stay on the right side of the law: email and SMS compliance 

Sending text messages and emails involves communicating directly with real people—and you need to do it right if you want to keep your business out of hot water.  

Compliance is all about respecting your customers and following the law. Nobody likes getting spammed with messages they didn’t ask for. Plus, there are some pretty hefty fines if you break the rules (thousands of pounds per violation in some cases). 

So, how do you stay on the right side of the law? The golden rule is to get permission before you start sending marketing messages.

For emails, you need to have a clear way for people to opt-in, like a checkbox at checkout, or a sign-up form on your website. The customer has to actively give you their email address. 

For SMS, things are a bit stricter. You need explicit consent, which means customers have to actively agree to receive text messages from you (not just give you their email address). 

Tip: Use Klaviyo’s Smart Opt-In for SMS, which sends subscribers a one-time code that they can click to autofill their information at sign-up.

For both email and SMS marketing, you’ve got to make it really easy for people to opt-out if they change their mind. Always include an unsubscribe link in your emails and let people know they can text “STOP” to opt out of SMS messages. 

Remember: compliance isn’t just about avoiding fines. It’s about building trust with your customers. When you respect their preferences and privacy, they’re more likely to stick around and recommend you to their friends.

How emails compare to text messages: the numbers 

Our research found that most consumers prefer receiving emails over SMS for major touchpoints, including order confirmations, coupon and promo codes, and even low inventory alerts. 

European consumers are most keen to receive texts about: 

• Shipping and delivery confirmation (29%)
• Birthday deals (24%)
• Coupons and promotional codes (22%)
• Order confirmation (21%)
• Back-in-stock notifications (21%) 

As for emails, they prefer to receive: 

• Order confirmation (53%) 
• Edit/update subscription reminders (48%)
• Loyalty programme offers and benefits (48%)
• Coupons and promo codes (48%)
• Product subscription reminders (46%)

When you break it down, consumers clearly prefer to receive confirmations and time-sensitive notifications by text, whereas they prefer to receive emails about their subscriptions, loyalty programmes, and upcoming offers. 

Have concerns about SMS? Don’t…

When it comes to SMS marketing, many ecommerce brands worry about annoying their customers, and that’s completely understandable. However, with the right strategy, you can use SMS effectively without being a bother. The “secret” is to be respectful, relevant, and mindful of how often you reach out.

Our latest SMS consumer report found that 72% of European shoppers think brands should send at least one text message a week, with 46% saying brands should send more than one text message a week. 

To alleviate your worries, always get clear permission before sending any texts. Once you have that, prioritise quality over quantity. Instead of flooding customers with messages every day, reserve SMS for important updates or time-sensitive offers. Each message should provide real value, so keep it clear and to the point and include a strong call-to-action (CTA). 

Timing is also crucial; avoid sending texts too early in the morning or late at night. As a side note, our research found that European consumers are more likely to purchase from a text message in the afternoon or evening (usually while watching TV and scrolling their phones). 

Ultimately, your goal should be to enhance the customer experience. If you approach SMS marketing thoughtfully, your customers will appreciate the convenience and quick updates instead of feeling overwhelmed. 

How SMS and email complement and empower each other 

When done right, email and SMS are a dynamic duo. The key is using each channel at the right moment to connect with your audience in the most effective way. Think of each channel as different tools in your toolbox. 

Let’s take a look at what a harmonious SMS and email strategy might look like. 

Email is great for sign-ups because people are used to entering their email addresses when interested in something. It’s familiar. You can use your website or social media to encourage folks to sign up for your email list, promising them exclusive content or discounts.

Once they’re on your list, you can use email to nurture these leads by sharing your brand story and showcasing your products. 

When you have that email relationship going, you can introduce SMS. Maybe in one of your emails, you offer an extra special discount for people who sign up for text alerts—this is a great way to get that all-important SMS consent. 

You really start to see the power of using both channels when it comes to notifications. Let’s say you have a big sale. You could send a detailed email a few days before that explains all the great deals. Then, on the day of the sale, send a quick SMS reminder. The email gives all the info, and the text gives that final nudge. 

For shipping updates, SMS is the superior option. People love getting a quick text letting them know their order has shipped or is out for delivery. It’s instant and doesn’t clog up their email inbox. 

But when you use both channels to complement each other. Maybe someone abandons their cart. You could send a gentle email reminder first, and if they don’t bite, follow up with a text message offering a small discount if they complete the purchase. 

The key is to think about your customer’s journey:

• Where are they in their relationship with your brand? 
• What kind of information do they need right now? 
• Is it urgent or can it wait? 

Answer these questions, and you’ll know whether to send an email or a text. 

It’s not about bombarding people with messages on every channel. It’s about reaching out at the right time, on the right channel, with the right message. 

10 creative ways to combine SMS and email marketing campaigns

1. Welcome series. Start with a welcome email providing detailed information about your brand, followed by a quick SMS with a special “new subscriber” discount code. 
2. Abandoned cart recovery. Send an initial email reminder about the abandoned cart, then follow up with a text message offering a limited-time discount to complete the purchase. 
3. Product launch. Begin with a teaser email campaign, then use SMS for a countdown to launch day. 
4. Flash sale. Send an email with sale details in advanced, then use SMS for last-minute reminders as the sale is about to start or end. 
5. Post-purchase. Send an order confirmation email, followed by SMS updates on shipping and delivery status. 
6. Re-engagement. Start with a “we miss you” email, then follow up with a text message offering an exclusive discount for returning customers. 
7. Event promotion. Send an email invitation with event details, then use SMS for day-of reminders or last-minute changes. 
8. Loyalty programme. Use email for detailed programme information and points updates, with SMS for quick notifications about bonus point opportunities. 
9. Birthday campaigns. Send a birthday email with a special offer, followed by an SMS reminder if the offer hasn’t been redeemed close to expiration.
10. Seasonal campaigns. Start with themed emails showcasing seasonal products, then use SMS for time-sensitive promotions during peak shopping days. 

In action: How MESHKI combined email and SMS marketing to increase revenue by 160%

Fashion brand MESHKI wanted to scale globally but struggled with a fragmented marketing approach—they were using different platforms for email and SMS. By switching to Klaviyo for both channels, they created a unified, personalised marketing strategy.

This move meant they could segment customers by region, interests, and seasonal moments, sending tailored messages across both email and SMS from a single platform.

The result? A more cohesive customer experience and impressive results. They saw a whopping 160% year-over-year increase in revenue from email campaigns alone. By using Klaviyo’s AI-powered product recommendations and integrating them with other tools, MESHKI could automate personalisation at scale.

They also got smarter about using SMS, reserving it for high-value moments to boost engagement and reduce unsubscribes. 

In action: How Montirex increased revenue by 300% with mixed SMS and email campaigns 

Montirex, a Liverpool-based technical sportswear brand, effectively combines SMS and email marketing to boost their direct-to-consumer sales. 

After switching to Klaviyo, they doubled their subscriber base, with 40% opting in for SMS. The brand uses multi-channel flows to engage customers throughout the sales funnel, using SMS for exclusive offers, launches, and flash sales to create a VIP feel. 

They strategically use SMS in abandoned cart flows, offering discounts for high-value carts and achieving a 9.3% average click rate. Their abandoned browsing flow, which sends a text 30 minutes after a customer exits the website, boasts an impressive 32% click rate. 

By managing both SMS and email through a single platform, Montirex can make smarter segmentation decisions and has seen significant growth in these channels over six months—in fact, the brand has increased revenue by 300% with its combined email and SMS strategies.

Scale and expand into new markets with SMS and email

Klaviyo’s recent SMS expansion has rolled out SMS coverage to 12 countries and counting, including a mix of European countries. The idea behind it is to tackle the headaches that come with running SMS campaigns across different countries and markets. 

The best part is that Klaviyo brings everything together on one platform, from consent collection and staying on top of compliance laws to linking up email and SMS messages. You can activate different types of sending numbers for different regions. Most European brands are using something called branded sender IDs. It’s pretty slick—you can add local phone numbers to your account and the system figures out where each customer is and uses the right number for that country. 

It’s also easy to segment your audience by country and language, so you’re not sending German texts to French customers or vice versa. 

Everything’s GDPR-compliant too. While SMS marketing is very much a norm in the UK and Europe, there are compliance laws you need to stick to. Klaviyo’s infrastructure means you can’t physically send texts to people who haven’t opted in, so there’s an extra layer of certainty and compliance.

4 platforms that combine both SMS and email marketing

These platforms combine email and SMS capabilities to build out effective, cross-channel campaigns. 

1. Klaviyo 

Klaviyo makes it easy to run both your text and email campaigns from one place. Brands that use Klaviyo to automate both channels are seeing serious results. Some have seen a 19% boost in their growth rate overall and, for Shopify stores using Klaviyo, it’s even higher at 22%. 

Klaviyo uses AI and automation to create a well-oiled SMS and email marketing machine. You can set up smart campaigns that know when to send an email and when a text might be better, all based on what your customers are doing. And, with a 360-degree unified view of your customers, you can make sure you’re only sending stuff they want to see. 

Selling internationally? Klaviyo has you covered there too. The platform handles all the tricky compliance stuff, so you don’t have to worry about breaking any rules. Ultimately, Klaviyo helps you grow your business without working crazy hours. You can set things up to run on autopilot—whether that’s an email campaign, an SMS flow, or a combination of the two—which means you can scale up without stressing out. 

Here are some of the ways Klaviyo can enhance your SMS and email marketing campaigns: 

• SMS subscribe links. Create links for email CTAs, social media, and even QR codes to get people to sign up for texts. 
• Dynamic text blocks. Automatically optimise SMS sign-up forms for mobile visitors. 
• Custom keywords. Set up branded phrases for text-to-join or for customers to communicate with you directly. 
• Two-way conversations. Respond to individual customers in real-time. 
• Audience segmentation. Create targeted campaigns or segment flows based on customer data and SMS consent. 
• Pre-built automations. Tap into over 20 pre-built SMS automated flows you can customise to suit your needs. 
• MMS support. Add images and GIFs to your text campaigns. 
• Virtual Contact Card (VCC). Make sure your SMS messages appear from your company name instead of a random number. 
• Built-in compliance features. Only message people who have explicitly opted in. 
• Integrations with ecommerce platforms. It’s easy to sync your store data with your email and SMS marketing efforts. 
• Advanced reporting and analytics. Understand customer behaviour and campaign performance at a glance. 

Don’t just take our word for it…

“By bringing SMS into Klaviyo, we’ve been able to consolidate our tech stack, make our workflows more efficient, and access customer data all in one place.”

Tiarne Warren, head of trade marketing and ecommerce, MESHKI

We have never been able to segment and target so specifically until we started with Klaviyo. Over half of our business income is directly attributed to our email and SMS marketing efforts. To say we rely on Klaviyo is an understatement.

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See for yourself how Klaviyo can help you connect with customers through a seamless email and SMS experience. Sign up today.

2. Insider

Insider is an email and SMS marketing tool that lets you create personalised and automated campaigns across both channels. It supports dynamic content for both SMS and email and has all the common features of an email marketing platform, like advanced segmentation, automation, and multiple integrations. 

3. Omnisend

Omnisend helps brands combine email and SMS marketing with targeted campaigns, integrated sign-up forms, and automated workflows that cover both channels. There are several pre-made flow templates that cover a range of popular automation sequences. 

4. Brevo 

Brevo is an email marketing platform that lets brands manage both SMS and email campaigns from one place. Users can send tailored comms to audience segments, send bulk SMS campaigns, and share real-time transactional updates with customers. 

SMS and email: the Batman and Robin of marketing

Combining SMS and email marketing can really improve how your brand communicates and get great results. SMS is great for quick, urgent messages that people see right away, while email lets you share more detailed stories and rich content. Using both together helps you connect better with your customers and encourages them to take action. As you start mixing these two, focus on personalising your messages and following the rules to build trust and keep people interested.