When it comes to digital marketing, one question consistently rises to the top: What makes people click?

You’ve written the copy, chosen the perfect image, crafted an irresistible offer, but none of that matters if the recipient doesn’t take the next step – clicking your message.

In today’s crowded digital landscape, brands are constantly competing for customer attention. Two of the most common communication channels, SMS and email, each have unique strengths. But when you’re aiming for instant engagement, clicks are the real currency.

In this article, we take a close look at how both SMS and email drive user engagement, why SMS tends to win more clicks, and how each can be used strategically within your marketing mix.

The psychology of the click

Let’s start with the basics. What exactly compels someone to click?

It’s a combination of several factors.

• Relevance – Does the message matter to the person right now?
• Timing – Was the message delivered at a moment they were likely to act?
• Visibility – Did they even see the message in the first place?
• Ease of action – Is the click convenient or does it require extra effort?

Both SMS and email can be effective in encouraging a click, but the difference often comes down to how they perform in these key areas. Let’s compare.

SMS vs email

1. Visibility

Let’s be honest, our inboxes are overloaded.

Email remains a trusted and versatile tool, especially for long-form content, receipts, and newsletters. But when it comes to urgency and instant attention, email often falls short. Open rates for email typically hover around 20% (and that’s considered good).

Now consider SMS.

SMS messages boast open rates of 90–98%, with most being read within three minutes. That level of visibility gives SMS a clear upper hand when your goal is to get users to click now.

Winner for visibility: SMS

2. Click-through rates (CTR)

When people open an email, they often skim it, save it “for later,” or abandon it altogether. According to industry averages, email click-through rates range from 1% to 3%, depending on the industry.

By contrast, SMS campaigns often see click-through rates of 10–20%, especially when messages are short, personalized, and include a clear call-to-action.

The simplicity of SMS, often just a sentence and a link, removes friction, making it easier for the user to click immediately.

Winner for click-through: SMS

3. Engagement behaviour

Email is best suited for content-rich experiences. It allows for detailed product announcements, educational content, or visual storytelling. However, the more content there is, the greater the chance of losing the reader before they reach the click.

SMS forces brevity, and that’s a good thing.

When a message lands in a customer’s text inbox, they know exactly what they’re being asked to do. The action is clear and immediate. There’s no scrolling, no reading multiple paragraphs, and no design elements to distract them from the click.

Winner for clarity and speed to action: SMS

4. User intent

Email works well when the customer is already in “browse” mode. It’s great for newsletters, product recommendations, and nurturing long-term relationships.

SMS, on the other hand, taps into immediacy and urgency. Whether it’s a flash sale, shipping update, or restock notification, SMS delivers information users want right now, which is why they’re more likely to click right away.

The takeaway? Email is great for building momentum. SMS is better for converting momentum into clicks.

Winner for immediate intent: SMS

5. Device usage and environment

Over 70% of emails are opened on mobile devices, but mobile inboxes are cluttered with promotions, subscriptions, and notifications from multiple apps.

SMS messages, however, appear in a native texting app that people check constantly. Because they arrive alongside personal messages from friends and family, they command more attention and more clicks.

Plus, SMS messages usually contain just one clear link, making the click decision easy and fast.

Winner for mobile-first design: SMS

But don’t count email out just yet.

While SMS has the edge in click-through performance, email still plays an important role in the marketing ecosystem.

Here’s where email shines

• Rich content: Need to show visuals, tell a story, or include multiple links? Email is your channel.
• Searchability: Customers can search for emails days or weeks later. SMS messages are more fleeting.
• Formal communication: Emails are perceived as more professional for certain types of messaging (invoices, updates, newsletters).
• Long-term nurturing: Email excels at keeping your brand top-of-mind over the long haul, through value-driven content and regular touchpoints.

So, while SMS may drive faster engagement, email supports the context that leads to clicks in the first place.

Together, they can be incredibly powerful.

How to use SMS and email together for maximum impact

If you really want to increase engagement and conversions, the smartest move is to use SMS and email in tandem. Here’s how:

1. Use email for education, SMS for action

Send detailed product info or content by email, then follow up with an SMS that drives immediate interaction.

• Email: “Here’s how our new service works…”
• SMS: “Ready to book your spot? Click here: [link]”

2. Tease via SMS, deliver via email

Promote a new blog post or product drop with a short SMS message, then link to a detailed email or landing page.

3. SMS for urgency, email for follow-up

Launch a flash sale with SMS and use email to remind customers before it ends or share recommendations afterward.

By combining the high engagement of SMS with the rich storytelling of email, you multiply your chances of getting that click, not just once, but repeatedly.

Real results: The numbers don’t lie

Here’s a quick snapshot of average performance across both channels:

• Metric email SMS
• Open Rate 20–25% 90–98%
• Click-Through Rate 1–3% 10–20%
• Average Response Time Hours to days 1–3 minutes

These numbers aren’t just theoretical; they’re based on real-world campaigns. And they consistently show that SMS is the superior channel when you want people to click now.

Which wins?

In today’s fast-paced world, attention is the most valuable commodity. If you want someone to act, you need to be clear, timely, and present in the right channel.

SMS wins on all three.

While email still has its place, and should absolutely be part of your broader strategy, SMS delivers when it matters most.

The smartest marketers aren’t choosing between SMS and email. They’re integrating both and using each where it performs best.

Want more campaign opens?

If you’re looking to improve engagement, boost click-throughs, and make your messaging strategy more effective, it’s time to put SMS to work.

Talk to us today about how to integrate SMS into your marketing mix and start getting the engagement you’re missing.