Playbook
SMS vs email follow-up: the open-rate math for service businesses
For a solo trade, SMS beats email on every metric that matters — open, reply, and conversion. But email still wins in two specific cases.
By Richmond Agyekum
Measure your own channel results
Generic open-rate statistics vary by audience, consent, sender reputation, tracking method, and message type. Compare delivered messages, replies, qualified conversations, bookings, unsubscribes, and complaints for the same use case in your own account.
When email still wins
One — invoices with line-item detail and PDFs. Two — long-cycle nurture (over 30 days) where SMS opt-outs stack up.
A 2-channel cadence that works
Quote sent: SMS with recap plus email with PDF within 5 minutes. Day 2: SMS check-in. Day 5: email with case study. Day 9: SMS with limited-time incentive. Day 14: single email close.