Why direct communication still wins: Email and SMS Marketing

In a world dominated by social media algorithms and rising ad costs, email and SMS marketing remain two of the most powerful ways to communicate directly with your audience. Unlike social platforms, email and SMS give you direct access to people who have already shown interest in your business.

For small businesses and startups, these channels offer consistency, high engagement, and long-term value.

You own your audience

Social media reach can drop overnight due to algorithm changes. Email and SMS lists are different because you own them.

When someone subscribes to your email list or opts in for SMS updates, you can reach them without relying on third-party platforms. This creates stability in your marketing strategy and protects your business from dependence on other platforms.

Email Marketing delivers exceptional ROI

Email marketing continues to outperform most digital channels. On average, email marketing generates £36–£42 for every £1 spent, making it one of the highest ROI marketing channels available.

Email allows you to:

• Nurture leads

• Educate customers

• Promote offers

• Build long-term relationships

For businesses with limited budgets, email marketing provides consistent results without constant ad spend.

SMS Marketing gets seen faster

SMS marketing stands out because of its immediacy.

• The average SMS open rate is 98%, compared to much lower rates on social media.

• Messages are usually read within minutes, making SMS ideal for time-sensitive updates like offers, reminders, or event announcements.

SMS works best when used sparingly and strategically. Keep messages short, relevant, and valuable.

Personalisation drives engagement

Email and SMS allow for advanced personalisation:

• First-name personalisation

• Location-based offers

• Behaviour-based messages (e.g. abandoned carts, reminders)

Personalised messages feel relevant rather than intrusive, increasing engagement and conversion rates.

Perfect for customer retention & repeat sales

It’s often easier and cheaper to market to existing customers than to find new ones.

Email newsletters and SMS updates help you:

• Stay in the customers mind

• Build loyalty

• Encourage repeat purchases

• Share useful updates and content

This makes email and SMS ideal for long-term growth and not just short-term promotions.

Works hand-in-hand with other channels

Email and SMS don’t replace social media or SEO, they enhance them.

For example:

• SEO brings visitors → email captures leads

• Social media posts promote offers → email and SMS convert

• Paid ads attract attention → email nurtures the relationship

Together, they create a balanced and resilient digital marketing ecosystem.

Easy to measure & optimise

With email and SMS marketing, you can clearly track:

• Open rates

• Click-through rates

• Conversions

• Unsubscribes

This allows you to test, learn, and improve which ensures every campaign performs better than the last.

Conclusion

Email and SMS marketing give businesses something increasingly rare in digital marketing: control over reach, messaging, and customer relationships.

At Aditi Digital Marketing, we help businesses build effective email and SMS strategies that engage audiences, increase retention, and drive consistent results without relying on social media or ads.