I’ve heard the same debate for years: email or SMS. Pick a lane, pick a channel, pick a winner. This thinking leaves money on the table. My position is simple and strong: stop forcing a choice that doesn’t exist. Use both, let customers choose how they want to hear from you, and tailor your timing to their actual buying cycle.
Why is this important right now? Because brands are obsessed with short-term results and don’t know how people actually make decisions. If you judge a campaign in a few weeks while your customers buy in a few months, you will kill what could have been a winner. The fix is not sophisticated technology. It’s respecting the timing, the channel and the message.
SMS does not replace email, it energizes it
Text messages don’t demand attention; it lands where people live: their phones. That’s why the numbers are crazy. Click-through rates on SMS can be around 30%, while emails are often around 3%.. This represents a 10-fold increase in traffic generation.
“SMS marketing is 10 times more effective at attracting people to your site than email marketing. »
But here’s the key: This doesn’t mean giving up email. Email still does its job, just like it did ten years ago. This is ideal for digging deeper, telling a story and building a case over time. Text messages are great for emergencies, reminders, and quick actions. The winning move is both. Let the customer set the tone.
Measure the actual buying cycle or you’ll miss the sale
Most marketers look at a 30 day window and call that the truth. This is not the case. If the average time from first contact to purchase is two months, a one month review will lie to you. You’ll pause ads too soon, then sales will increase a month later. Now you guess it was the press, luck or magic. This was not the case. It was your delayed buyer.
“If you don’t know that it takes you two months to attract a customer from the moment you advertise to them, you’re going to run ads for a month, see no sales and stop them.”
My opinion: know your true purchasing cycle. Make data-driven decisions that reflect how your customers actually move, not how you wish they would move.
Create a welcome series that sells, not just saying hello
When someone signs up, it’s the start of a relationship: use it. I send a quick welcome email, then spread out five to six emails over the purchase window. Each message responds to a new reason to buy, because different people buy for different reasons.
- Start with a simple welcome and what sets you apart.
- Share best sellers to reduce decision-making friction.
- View press or reviews for third-party proof.
- Talk about benefits, not just features.
- Offer a discount if it fits your brand.
- Use SMS reminders at key moments to take action.
Next, layer text messages thoughtfully: don’t spam, don’t shout. Use it to push, confirm and close. The right mix gets results.
What about pushback?
Some say text messages are intrusive. It’s possible, if you treat it like a megaphone. Use it with consent, timing and value. Others say email is dead. This is lazy thinking. Email continues to convert, educate, and build trust over time.
“Do both and let people choose how they want to communicate with you.”
That’s the game: respect the choice, adapt your message to the present moment and follow the results on the actual purchasing window.
How I would put this into play now
Here’s a simple way to move forward quickly without overcomplicating things.
- Define your true buying cycle using first touch purchase data.
- Create a six-part welcome email series that matches this timing.
- Plug in 2-3 SMS touchpoints for last-mile reminders and prompts.
- Test the reasons to buy: social proof, valuable accessories, offers, FAQs.
- Review results against the full cycle, not weekly peaks.
You’ll see more stable performance, better attribution, and fewer “mystery” sales.
Final Thoughts: Stop arguing about channels. Start honoring the buyer’s journey. Use email for depth, texting for action, and timing for truth. If you do this, your marketer stops guessing and starts composing.
Call to action: Map your buying cycle this week, run a simple welcome series, and add text message nudges where losses are highest. Then give it the full cycle before judging the results.
Frequently Asked Questions
Q: How often should I text without disturbing customers?
Stick to key moments: welcome, cart reminders, shipping updates, and rare promotions. Start with 2-3 messages during the first purchase cycle and adjust by unsubscribing.
Q: What is a good first email in a welcome series?
Send a quick thank you, highlight what sets you apart, and set your expectations on what they will receive and how often. Keep it warm and clear.
Q: How can I determine my true buying cycle?
Look at the average time from first click on an ad or signup to first order. Use cohort reports in your analytics tool and validate with a 90-day view if possible.
Q: Should I offer a discount in the welcome flow?
Only if it fits your brand and your margin. Otherwise, lead with value: Best sellers, reviews, benefits, and use cases often convert without a price drop.
Q: What metrics should determine if this works?
Track revenue per recipient, click-through rate per channel, churn rate and conversion across the entire purchase window. Make decisions based on cycle length data, not weekly snapshots.
