The Great Debate: SMS or Email?
In the fast-paced world of digital marketing, Canadian businesses face a major decision: SMS or email? Both channels have unique strengths, but choosing the right one (or the right mix) can make or break your marketing strategy. With Canada’s mobile penetration soaring past 70% and email still ruling professional communication, finding the perfect balance is key.
So, what’s the move? In this guide, we’ll break down the pros, cons, and real-world stats of SMS vs. email marketing in Canada. Whether you’re a small business in Toronto, an e-commerce brand in Vancouver, or a nonprofit in Quebec, this comparison will help you make smarter marketing choices in 2025. Plus, if you’re wondering how to integrate both channels seamlessly, CRM Messaging has got your back.
Why SMS & Email Are Essential for Canadian Marketing
Before we dive into the battle, let’s get why these channels are so powerful in Canada.
📱 Canadians are glued to their phones – Over 31 million mobile subscriptions in a 40 million population (CWTA). SMS reaches everyone, with 98% of texts opened within minutes.
📩 Email is a powerhouse – 92% of Canadian adults use email regularly (Statista, 2023). It’s cost-effective, versatile, and perfect for long-form content.
🇨🇦 Bilingual & regulated market – Canada’s strict CASL laws mean marketers must get explicit consent for both channels, but email has more hoops to jump through.
Bottom line? SMS is quick and personal, email is rich and cost-efficient. Let’s break it down further.
SMS Marketing in Canada: The Pros and Cons
✅ Pros of SMS Marketing
🔥 Instant Open Rates – 98% open rate, with most messages read within 3 minutes (MobileSquared, 2023). Perfect for flash sales & urgent alerts.
📈 High Engagement – SMS CTR averages 19% vs. email’s 2–5% (Gartner, 2022). A “Buy One, Get One Free” SMS? Expect fast responses.
🌎 Universal Reach – No internet required. Ideal for rural Canada, where 20% lack reliable broadband (CRTC, 2023).
📬 Personalization Power – Texts feel more personal. “Hey Sarah, your free trial starts tomorrow!” hits differently than an email.
⚖️ CASL Compliance Simplicity – Opt-ins via “Text JOIN to 12345” make SMS easier to manage under CASL rules.
❌ Cons of SMS Marketing
📏 Content Limitations – 160-character cap means complex messages don’t fit. A travel agency promoting a week-long tour? Tough sell.
💰 Higher Costs – SMS costs $0.01–$0.05 per message, compared to email’s near-zero cost. A startup in Ottawa may feel the pinch.
📵 Opt-Out Risk – One annoying text = “STOP” reply. Canadians protect their phone privacy fiercely.
🎨 No Visual Appeal – SMS is plain text (RCS is emerging but not widespread in Canada). Fashion brands can’t showcase products easily.
Email Marketing in Canada: The Pros and Cons
✅ Pros of Email Marketing
💰 Budget-Friendly – Free email tiers (like Mailchimp) make email super affordable, ideal for small businesses.
🖼️ Rich Content – Emails allow images, videos, HTML. Real estate firms send newsletters with property photos and virtual tours.
🔍 Advanced Segmentation – Email tools like CRM Messaging slice & dice audiences: age, location, purchase history. Perfect for precise targeting.
⏳ Longer Shelf Life – Emails sit in inboxes until deleted, giving recipients time to act (unlike an SMS that vanishes).
🛡️ Familiar CASL Compliance – Canadian businesses have mastered double opt-ins, making compliance smoother.
❌ Cons of Email Marketing
📉 Lower Open Rates – 20–30% open rates are no match for SMS’s 98% (Campaign Monitor, 2023).
🚫 Spam Filters – Over 50% of emails end up in spam/promotion tabs (ReturnPath, 2022). Even great content can go unseen.
🐌 Slower Engagement – Canadians check emails 1–2 times daily, meaning delayed responses.
📬 Crowded Inboxes – Competing with dozens of emails daily is tough, especially for small businesses.
SMS vs Email Marketing in Canada: The Numbers That Matter
| Metric | SMS | |
|---|---|---|
| Open Rate | 98% | 20–30% |
| CTR | 19% | 2–5% |
| Cost per Message | $0.01–$0.05 | Free–$0.001 |
| Response Time | Within 3 min | Hours to days |
| Content Length | 160 characters | Unlimited |
| Reach | All mobile users | Internet users only |
SMS vs Email Marketing in Canada: Which One Wins?
🚀 Use SMS If:
- You need instant action (flash sales, reminders).
- Your audience is mobile-first (Gen Z, young professionals).
- Your message is urgent & time-sensitive (e.g., “Order by 5 PM for free shipping!”).
📧 Use Email If:
- You’re sharing detailed content (newsletters, product launches).
- You need a low-cost option (startups, nonprofits).
- You’re nurturing long-term relationships (SaaS drip campaigns).
🔗 Use Both If:
- You want an omnichannel strategy! Example: Send an SMS alert (“Sale starts now!”) & follow up with an email breaking down the details.
CRM Messaging makes integrating both effortless, letting you do SMS & Email Marketing in Canada from one platform—no switching between tools.
Real-World Canadian Success Stories
✅ SMS Win: Tim Hortons Their “Roll Up to Win” SMS campaign saw a 95% redemption rate—proving SMS drives fast, high-engagement actions.
✅ Email Win: Shopify The e-commerce giant uses email for merchant onboarding, achieving 25% open rates and generating $500M+ in referral sales (2023).
The Final Verdict: SMS vs Email Marketing in Canada?
🚀 SMS = Speed & engagement. Perfect for urgent campaigns.
📩 Email = Cost & depth. Ideal for long-term brand building.
🎯 The Best Strategy? Use both together. Let SMS grab attention & email close the deal.
Want an all-in-one tool for SMS & Email Marketing in Canada ? CRM Messaging helps businesses in Canada scale marketing without the tech headaches. Try it out today! 🚀
