Both channels have a place — the key is matching the right message type to the right channel, not choosing one over the other.
Email suits content-rich, considered communications — newsletters, detailed product launches, and longer-form storytelling that SMS's character limits can't accommodate.
SMS excels for time-sensitive, high-urgency messages — flash sales, cart recovery, and shipping updates where immediate visibility matters more than detail.
SMS demands much more restraint than email — the same message frequency that's normal for email can quickly drive SMS opt-outs given the more personal, interruptive nature of text messages.
Most e-commerce brands benefit from both, though the right balance depends on your customer base and message types — some audiences respond much better to one channel over the other.
Generally yes, on a per-message basis, which is another reason for using it more sparingly and strategically than email.
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