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

Email may have lower open rates, but it remains the most versatile and cost-effective channel for review solicitation:

• Rich content: Emails support your logo, brand colors, custom formatting, images, and multiple links. You can create a professional, branded experience that reinforces your identity.
• Longer message: You have room to explain why reviews matter, tell your brand story, and include multiple calls to action.
• Lower cost: Email is 10-100x cheaper per message than SMS, making it ideal for large-scale campaigns.
• Detailed analytics: Track opens, clicks, and conversions with precision. A/B test subject lines, content, and timing.
• GDPR-friendly: Email opt-in and opt-out mechanisms are well-established and widely understood by consumers.
• Templates and automation: Create beautiful templates once and reuse them across all your campaigns with dynamic personalization.

Best for: E-commerce businesses, B2B services, businesses with large customer lists, organizations that prioritize brand consistency and detailed analytics.

Side-by-side comparison

Here is a comprehensive comparison to help you decide:

• Open rate: SMS wins decisively (98% vs. 21-33%)
• Click-through rate: SMS wins (19-36% vs. 2.5-4%)
• Review conversion: SMS wins (12-20% vs. 3-8%)
• Cost per message: Email wins (EUR 0.001-0.01 vs. EUR 0.05-0.15)
• Cost per review obtained: Roughly equivalent when factoring in conversion rates
• Brand customization: Email wins (logo, colors, formatting vs. plain text)
• Delivery reliability: SMS wins (no spam filters vs. inbox competition)
• Character limit: Email wins (unlimited vs. 160-320 characters)
• Analytics depth: Email wins (detailed tracking vs. basic delivery receipts)
• Perceived intrusiveness: Email wins (less intrusive vs. more personal/intrusive)
• Best time sensitivity: SMS wins (read in minutes vs. hours or days)

The recommended multichannel strategy

The most successful businesses do not choose between SMS and email — they use both channels strategically. Here is the recommended approach:

The ideal multichannel workflow:

• Step 1 — SMS (same day): Send a short SMS within hours of the customer experience. This captures the highest-intent customers while the experience is fresh.
• Step 2 — Email (2-3 days later): For customers who did not respond to the SMS, send a branded email with more context and a personal touch.
• Step 3 — Email reminder (5-7 days later): A gentle follow-up email for those who still have not responded. This is your last touchpoint — do not send more.

Channel selection by business type:

• Restaurants & hospitality: Lead with SMS (high-intent, mobile-first audience)
• E-commerce: Lead with email (post-delivery, rich content needed)
• Professional services: Lead with email (more formal audience, branded communication)
• Healthcare & wellness: Lead with SMS (personal touch, immediate follow-up)
• Retail: Use both simultaneously (diverse customer base)

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.