Why People Read SMS Messages More Than They Open Emails

In today’s digital age, businesses rely heavily on email marketing to communicate with customers. However, SMS (Short Message Service) marketing has a significantly higher open rate than email. Studies show that 98% of SMS messages are read within three minutes, whereas only about 20% of emails are opened. Why do people engage with SMS more than email? This article explores the psychological reasons behind this behavior, real-life scenarios, and how marketers can leverage this insight to maximize their marketing efforts.

1. The Psychological Reasoning Behind SMS Engagement

a) Instant Gratification and Urgency

Humans are wired for instant gratification. SMS is perceived as more urgent than email because messages arrive directly on a person’s phone with a notification sound or vibration.

b) Lack of Clutter and Overload

Unlike email inboxes, which are often flooded with spam, promotions, and newsletters, text messages are generally reserved for personal and essential communications. This makes SMS feel more important and increases the likelihood of being read.

c) Trust and Familiarity

SMS messages are often sent from familiar contacts like family, friends, and service providers (banks, delivery services, etc.). People inherently trust messages on their phones more than emails, which are susceptible to phishing attacks.

d) Ease of Access and Simplicity

Reading an SMS requires little effort—no need to log into an app, sort through promotions, or check spam folders. The directness of SMS makes it a more efficient communication method.

2. Real-Life Scenarios: Why People Read SMS More Than Email

Scenario 1: A Time-Sensitive Offer

Sarah receives two messages:

1. An email from her favorite clothing store about a 24-hour flash sale.
2. An SMS from the same store with the same promotion.

Sarah checks her emails once a day but opens her texts instantly. She sees the SMS, clicks the link, and makes a purchase. The email? She opens it a day later when the offer has expired.

Scenario 2: Appointment Reminder

John books a dentist appointment two weeks in advance. The clinic sends him:

1. A confirmation email with the details.
2. A reminder SMS one day before the appointment.

John rarely checks his email but sees the SMS reminder immediately and confirms the appointment.

Scenario 3: Delivery Notifications

Maria orders a package online. The shipping company sends her:

1. An email with the tracking number.
2. An SMS saying, "Your package is out for delivery and will arrive today between 2-4 PM."

Maria reads the SMS instantly but only checks the email when she needs to track the package manually.

3. How Marketers Can Take Advantage of This Human Behavior

a) Use SMS for Time-Sensitive Information

Since SMS has a near-instant open rate, businesses should use it for urgent matters such as:

• Limited-time discounts (e.g., "Flash Sale: 50% OFF for the next 6 hours!")
• Appointment confirmations & reminders
• Event invitations with RSVP options

b) Leverage SMS for Personalized Communication

Personalization increases engagement. Use the recipient’s name and past behavior to craft meaningful messages.

• "Hi Emma, your favorite jeans are back in stock! Order now before they sell out."

c) Combine SMS and Email for Maximum Impact

Using SMS and email together ensures your message is both seen and retained. Example:

1. Send an email first with in-depth information.
2. Follow up with an SMS reminder (e.g., "Check your email for an exclusive 20% discount—expires at midnight!")

d) Make SMS Interactive

Encourage customer interaction via SMS:

• Polls and surveys ("Reply YES or NO: Would you like to see more organic products in our store?")
• Click-to-buy links ("Your cart is waiting! Click here to complete your order: [link]")

e) Keep It Short, Clear, and Valuable

SMS has a 160-character limit. Make messages concise and direct:

✅ "🚗 Your Uber driver has arrived!"

✅ "🔔 Reminder: Your doctor’s appointment is tomorrow at 10 AM."

❌ "Hello, valued customer! We have an amazing offer for you. Click the link to learn more about our fantastic deals."

4. Ethical Considerations & Best Practices

a) Obtain Permission Before Sending SMS

Unsolicited SMS marketing can result in spam complaints and legal action. Always obtain customer opt-in consent before sending messages.

b) Include an Opt-Out Option

Make it easy for recipients to unsubscribe:

"Reply STOP to opt-out of future messages."

c) Avoid Spammy Language

Excessive capitalization, excessive punctuation, and misleading claims trigger spam filters and reduce trust.

Conclusion

SMS marketing is more effective than email because it is instant, personal, and free from clutter. People are more likely to read and act on SMS messages due to psychological factors like urgency, familiarity, and simplicity. By leveraging this behavior, businesses can increase engagement, boost conversions, and improve customer relationships.

Key Takeaways for Marketers:

✅ Use SMS for urgent, time-sensitive messages.

✅ Personalize texts for better engagement.

✅ Combine SMS and email for maximum impact.

✅ Keep messages short, valuable, and interactive.

✅ Always obtain consent and provide an opt-out option.

By understanding why SMS outperforms email in engagement, marketers can optimize their strategies and achieve higher response rates and better ROI.