SMS vs Email solicitations: which channel to choose?

When it comes to soliciting customer reviews, two channels dominate the conversation: SMS and email. Both are effective, both have proven track records, and both have distinct advantages and limitations. The question is not which one is better in absolute terms — it is which one is better for your specific business, audience, and goals. In this article, we break down the key statistics, compare the strengths of each channel, and recommend a multichannel strategy that maximizes your review collection rate.

Key statistics: SMS vs email in 2026

Let us start with the numbers. Understanding the performance benchmarks for each channel helps you set realistic expectations:

• SMS open rate: 98% (within 3 minutes of delivery)
• Email open rate: 21-33% (depending on industry)
• SMS click-through rate: 19-36%
• Email click-through rate: 2.5-4%
• SMS review conversion rate: 12-20% of recipients leave a review
• Email review conversion rate: 3-8% of recipients leave a review
• SMS cost per message: EUR 0.05-0.15 depending on country
• Email cost per message: EUR 0.001-0.01 (essentially free at scale)

The advantages of SMS solicitations

SMS has become the fastest-growing channel for review solicitation, and for good reason:

• Immediate delivery and visibility: 98% of SMS messages are opened, and most are read within 3 minutes. Your review request is seen almost instantly.
• No spam folder: Unlike email, SMS does not get filtered into promotions, spam, or social tabs. It arrives directly in the customer's main message inbox.
• Higher urgency: People perceive SMS as more personal and time-sensitive, which drives faster action.
• Simplicity: A short, direct message with a clear link is all you need. No subject lines, no formatting, no images to worry about.
• Mobile-native: Since reviews are left on mobile devices, SMS provides a seamless mobile-to-mobile experience with no friction.

Best for: Service businesses with in-person interactions (restaurants, salons, medical practices, automotive), businesses with younger demographics, time-sensitive follow-ups.

The advantages of email solicitations

L'email reste le canal de prédilection pour de nombreuses entreprises, et pour de bonnes raisons.

Pourquoi l'email reste incontournable :

• Coût quasi nul : L'envoi d'emails est 10 à 50 fois moins cher que le SMS. Pour les volumes importants, la différence est significative.
• Richesse du contenu : Logo, images, mise en page attractive, bouton d'action bien visible. L'email permet de soigner votre image de marque et de contextualiser la demande.
• Personnalisation avancée : Intégrez le détail de la prestation, une photo du produit acheté, un message personnalisé du responsable. Le contexte améliore le taux de conversion.
• Possibilité de relance : Un email de rappel 5 à 7 jours plus tard peut récupérer 20 à 30 % de réponses supplémentaires, sans coût additionnel.
• Traçabilité complète : Taux d'ouverture, taux de clic, heure de lecture — les analytics email sont plus riches et permettent d'optimiser vos campagnes.
• Consentement simplifié : Pour les clients existants, l'email de sollicitation peut s'appuyer sur l'intérêt légitime (RGPD), sans nécessiter un opt-in explicite.

Side-by-side comparison

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Key Takeaways

There is no single "best" channel for soliciting reviews — the right choice depends on your business, budget, and audience. Here is our summary:

• SMS delivers higher open rates (98%) and faster responses but costs more per message
• Email offers rich branding, detailed analytics, and dramatically lower costs
• The cost per review obtained is roughly similar for both channels
• A multichannel approach (SMS first, email follow-up) maximizes your review collection rate
• Match your primary channel to your business type and customer demographics

With Reevio, you do not have to choose. Set up automated SMS and email workflows, track performance across both channels, and let the data guide your strategy. Start your free trial today and discover which channel works best for your business.