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Email is much more effective than SMS to be used for Marketing.
Aya, for me it depends on the quality of data you can get on the recipients and how good your SMS provider is in terms of targeting.
Relevancy is always key. It helps on conversion rates for actionable items that you have planned i.e. a click on a link, a form to fill etc. You do not want so mass mail people in Antartica trying to sell them ice.
Urgency is also key. How fast do you want people to act? For that you have to look at habits, does your target market check emails frequently or do SMSs get better traction.
The amount of information you want to convey is also important. SMS limits you to160 characters. If you want to include a link, then you'd have to target smart devices. Long-winded emails on the other hand might also not be read.
If it is for an FMCG client and they are running store based promotions i like to use location-based sms services coupled with time sensitive action times. For example, anyone within a5km radius of Hypermarket A can get a10% discount on product B if purchased before X time. This however requires coordination between multiple parties.
At the end of the day, it depends on the quality of data you have and what it is you would like to achieve.
Whether it is SMS or E Mail there is a way to do it--The importance of the content, the intended audience, The timing of the message, the subject matter, the customized offers, the ethics followed--the option approach is different and need to craft depending upon the requirements and nature of the business.
Email has formal importance (Advantage)
E-mail irritates top professionals. (Disadvantage)
SMS is informal and doesn't receive much importance (Disadvantage)
SMS is convenient and easy way (Advantage)
SMS would be the first choice. It is instant, less time for response, and that the viewer at least pays attention.
Whereas, E-mail is almost outdated. Very few number of people pays attention to the promotion mails.
Besides, I would recommend social-media as the response is great and unlike emails and sms people doesn't not get angry for the unwanted emails and sms.
Depends on the dope used for marketing
E-mail has a lifetime more than an SMS if considered for response.
Aya,
Both are important tool, but make sure the content is dignified. And moreover, make sure you aim to target market. "Sending to the right person for the right response"
