Differences between email and text campaign rules

Should you treat email, SMS, and WhatsApp the same? Absolutely not. Email is expected. It’s the channel customers check when they have time. It’s passive, it sits quietly in the inbox. SMS and WhatsApp are different - they interrupt. They live next to messages from partners, friends, group chats. You’re not just competing with other brands, you’re stepping into someone’s personal life. If you're going to use those channels, the message has to earn its place. What’s worthy? A product drop with real demand. A time-sensitive, high-impact promotion. A restock alert for something I actually wanted. “New arrivals” and “browse the latest” might be fine for email, but they're lazy content for SMS or WhatsApp. If you’re working across multiple platforms, the question isn’t just what you’re saying, it’s how, where, and when you're saying it. We should be considering: Sequencing: If the customer received the offer via email this morning, should SMS follow up tomorrow if unopened? Or should WhatsApp be used only if they’ve historically engaged there? Suppression logic: Avoid over-messaging. Are we throttling based on frequency and channel mix? Personalisation by behaviour: Does the channel match the customer's engagement pattern? (E.g. only send SMS to those who click and convert from it.) Context-aware content: Messaging should feel native to the channel. WhatsApp shouldn’t feel like an email copy-paste. SMS shouldn't mimic a website banner. Most importantly: your customer is one person. They deserve a joined-up, intentional journey, not three disconnected nudges about the same thing.

Here’s a breakdown of when SMS is a preferable channel compared to email for different categories of messages: Time-Critical Alerts SMS is definitely preferable for all time-sensitive alerts as the goal is to deliver information immediately to prompt action. - Severe Weather Warning: 🌪️ SMS is critical as it reaches users quickly to ensure they take necessary precautions. - Evacuation Alert: 🚨 SMS is the fastest way to inform people of urgent evacuation requirements. - Amber Alert or Security Alerts: 🚨 SMS reaches people instantly and is essential for public safety and missing person notifications. Marketing SMS is preferable when the message is time-sensitive or requires immediate action, like flash sales or limited-time offers. - Flash Sale Alert: ⚡️ SMS is ideal as it grabs attention instantly and encourages immediate action for a short sale window. - Limited-Time Discount: ⏰ Since it’s a time-limited offer, SMS can prompt quicker responses. However, for less urgent promotions like new arrivals or holiday deals, email may be more effective due to its ability to showcase more details, visuals, and links. School Communications SMS is preferable for urgent or immediate notifications, especially when parents or pupils need to be alerted right away. - Attendance Notification: 🚨 SMS is perfect for real-time alerts when a student is marked absent. - Field Trip Permission Reminder: 🏞️ SMS can act as a quick reminder to ensure timely action by parents. For events and meetings, email is better suited as it allows for more information and scheduling options. Government SMS is preferable for urgent notifications or critical updates where immediate awareness is required. - Health Advisory: ⚠️ SMS is effective for urgent health updates that need to reach a large audience quickly. - Emergency Services Update: 🚒 SMS is ideal for real-time evacuation alerts or instructions in case of emergencies. - Road Closure: 🚧 In cases where commuters need real-time updates, SMS ensures timely delivery of information. For announcements like elections or tax deadlines, email is more appropriate since it provides more context and links to relevant information. Finance SMS is preferable for important account-related alerts or time-sensitive financial reminders. - Credit Card Payment Reminder: 💳 SMS is perfect for reminding customers about payment deadlines, leading to faster action. - Low Balance Alert: 🔔 Immediate attention is required to prevent overdrafts, making SMS a better channel. For updates on account performance, such as interest earnings, email is often better because it provides space for more detailed financial summaries. SMS is preferable when the message requires immediate attention or action, such as urgent alerts, time-limited offers, or reminders. Email works better for more detailed information, announcements, and promotions that don’t require instant action but benefit from more context and visuals. #textmessaging #sms

Retailers - stop treating SMS like email marketing. Here's a big reason why - Customer behaviors and attitudes are VERY different in SMS vs. an email. 3 things you should keep in mind when crafting your next SMS campaign 1️⃣ SMS subscribers engage with content almost immediately vs. email. If subscribers are going to engage in SMS, it's fast. In email, not so much. ➜ 90% of SMS messages are opened within 5 minutes ➜ 90% of email messages are opened within 24 hours 2️⃣ SMS subscribers are far more engaged in messages than email ➜ SMS Open Rates: 97% | Email Open Rates: 30% ➜ SMS Click Rates: 10% | Email Click Rates: 2-3% 3️⃣ SMS subscribers are more sensitive to how many messages they receive ➜ 13% of SMS subscribers are comfortable receiving daily messages ➜ 42% of email subscribers are comfortable receiving daily messages. Email is a much more passive channel to engage consumers in vs. SMS. The TLDR - SMS sees faster, better engagement, but subscribers want fewer messages. So retailers - I'm begging you 🛑Stop copying and pasting your emails into an SMS message 🟢Start asking yourself what makes sense to send in SMS. Here's two questions you should ask yourself before sending your next SMS 1️⃣ How urgent is the message? ➜ SMS: Best for urgent, time-sensitive messages such as flash sales, limited-time offers, or appointment reminders. ➜ Email: Better for less urgent content, such as newsletters, product updates, or longer-form communications. 2️⃣ How much information do you need to put in the message? ➜ SMS: Messages should be absorbed in a few short characters. ➜ Email: Messages can be longer-form or shorter-form with storytelling. ----- #Marketers ----- ❓How do you treat your SMS program vs. your email program? ⬇️Comment below ⬇️ ----- P.S. - looking for the basics for how to build your SMS program strategy that's DIFFERENT than your email program? Sign up for the BearMail newsletter (link in bio) and I'll share how next Monday, 3/10