Both SMS and email are effective channels for review requests, but they have different strengths depending on your business type and customer relationship.
| Factor | SMS | |
|---|---|---|
| Open rate | 98% | 22–28% |
| Review conversion rate | 15–25% | 5–10% |
| Best for | Restaurants, retail, auto repair, salons | Healthcare, B2B, high-value services |
| Message length | Under 160 characters | 3–5 sentences |
| Requires | Mobile phone number | Email address |
| Cost | Uses SMS credits | Free (within plan) |
When to Use SMS
SMS is the highest-converting channel for most local businesses, especially those with quick transaction types (restaurants, retail, auto repair, salons). Use SMS when you have the customer's mobile number and the interaction was completed recently.
When to Use Email
Email is better suited for healthcare, professional services, or situations where you don't have a mobile number. Email also works well for follow-up sequences where SMS may feel intrusive.
Using Both Together
For maximum review collection: send SMS first (within 1–3 hours), then send an email follow-up 5–7 days later to customers who didn't respond to the SMS. This combination typically results in 20–30% review conversion — the highest of any single approach.