Since 98 percent of text messages get “opened,” compared to about 22 percent of mobile email messages, some marketers might conclude that SMS marketing makes more sense than email marketing.
There are lots of issues, of course. Text messaging “spam” is generally a major irritant for recipients, so a clear “opt in” is required.
Email generally features a lot more “spam,” so users are less irritated if they get it.
Also, users do not pay directly for email messages, but often do pay directly for text messages.
Text messages also are much more “personal,” so SMS campaigns have to be more careful, on that score as well.