SMS vs. Push Notifications: Choosing the Right Communication Channel

More than ever before, businesses need to communicate with their customers quickly and effectively. SMS and push notifications are two popular channels businesses use to reach customers. Both offer unique benefits and drawbacks, making it challenging to choose the one best suited to your needs.  

In this blog post, we'll explore SMS vs. push notifications to help you decide which communication channel is right for your business.

Table of Contents

• What is SMS
• What Are Push Notifications
• Push Notifications vs SMS: A Comparison
• When to Use SMS vs. Push Notifications 
• Best Practices for Using SMS and Push Notifications 
  
  

What is SMS

SMS stands for Short Message Service. SMS only requires the customer’s phone number and a mobile network connection, unlike OTT apps like WhatsApp, iMessage and Facebook Messenger.

That makes SMS especially useful when you need to get time-sensitive information to customers without an internet connection. Here are some common SMS use cases for industries or businesses:

• Healthcare providers can remind patients about upcoming appointments, provide test results or send medication reminders.
• Retailers can alert customers about sales and promotions, notify them when a product is back in stock or provide updates on their order status.
• Restaurants can send out daily specials, promotions, or limited-time offers.
• Travel and hospitality businesses can send booking confirmations and flight status updates or remind guests about check-out times.
• Educational institutions can send reminders about upcoming events and emergency notifications or provide information on school closures.

SMS is typically used for customer service messages, such as appointment confirmations, bill payment reminders, critical systems alerts and delivery tracking. Think about it like sending personal texts to your customers — just in a quicker, more scalable and cost-effective way. 

“Just a reminder, your dentist appointment is tomorrow at 8:00 a.m.” 

Ultimately, SMS is a quick and relatively cheap way to contact your customers. Since six billion people worldwide will be able to send and receive text messages by 2025, it’s a good investment for reaching your customers exactly where they are.

Read: 6 Tips for Mastering SMS for Customer Service

What are Push Notifications

Push notifications are usually used to convey information from websites or downloaded apps. They can be received even when the app is not open or actively in use. 

Push notifications can be used to send varying types of messages, like breaking news, offers and sales and many other types of branded content.

“While you’re in the store, here’s a special code for 25% off your purchase!”

Businesses and industries prioritizing customer engagement, retention, and personalization would benefit the most from using push notifications. For instance:

• Ecommerce businesses can alert customers about new products, exclusive sales and discounts. 
• News outlets can provide breaking news alerts and updates on important stories. 
• Entertainment apps can alert users about new content, provide personalized recommendations or promote upcoming events.
• Banking and financial apps can alert users about low balances, fraud alerts or confirmations of transactions.
• Gaming apps can notify users about new game releases, limited-time events or in-game promotions.

Push notifications are not regulated by the Federal Communications Commission (FCC) or Federal Trade Commission (FTC), meaning there are fewer constraints. They don’t require opt-in from customers since they already opted in by downloading the app. Plus, push notifications place no restrictions on character limits.

Word to the wise: not all customers will opt-in to receive push notifications. In addition, you must be careful not to overload customers with too many notifications, which can lead to customer fatigue and churn. Therefore, it's crucial to have a well-thought-out strategy in place to ensure your push notifications provide value to customers and improve overall business outcomes.

So, which route should you take: SMS or push notifications?  Both are effective, but each is appropriate in different circumstances.

Push Notifications vs. SMS: A Comparison

When deciding between different communication channels for your business, you should weigh the benefits and drawbacks of each option carefully. By thoroughly assessing how each channel aligns with your objectives, you can enhance customer interactions, boost satisfaction, and achieve better overall business results. Ultimately, choosing the right communication tool tailored to your unique requirements will help you maximize effectiveness and drive success.

When to Use SMS vs. Push Notifications 

Selecting the right communication channel is essential for effectively reaching your audience and achieving your business goals. SMS and push notifications each offer distinct advantages and are suited to different use cases. 

When deciding between SMS and push notifications, consider the following factors:

1. Urgency of Information: Determine how time-sensitive the message is. If your message needs to be delivered promptly, SMS ensures that it reaches the recipient quickly and directly, without relying on an internet connection.
2. Content Type: Evaluate the nature of the content you intend to send. SMS is best suited for straightforward text-based messages, such as appointment reminders, urgent alerts, or quick updates. On the other hand, push notifications can handle rich media content, including images, videos, and interactive elements, making them perfect for engaging updates within an app.
3. User Engagement: Think about how you want users to interact with your message. Push notifications often lead to higher engagement with app-specific actions, such as promotions or new feature announcements. They also offer options for rich media, which can make your messages more engaging and visually appealing.

Practical Advice on When to Use SMS

• Time-Sensitive Information: Use SMS for messages that need immediate attention, such as emergency alerts, last-minute appointment reminders, or urgent notifications. SMS is direct and ensures that the recipient receives the message quickly, regardless of their internet connection status.
• Transactional Updates: For confirmations, receipts, or delivery updates, SMS is a reliable choice. It’s particularly useful when you need to confirm transactions or provide important information in a clear and concise format.

Practical Advice on When to Use Push Notifications

• App-Specific Updates: Push notifications are perfect for delivering updates related to app content or features. Use them to announce new features, in-app promotions, or updates that encourage users to re-engage with the app. Since push notifications can be rich in media, they can include images or videos that enhance the message.
• Engagement and Personalization: For personalized offers, promotions, or content recommendations, push notifications offer a more interactive experience. They can be tailored to user preferences and behaviors, making them effective for driving engagement and app usage.
  

Best Practices for Using SMS and Push Notifications

Effectively leveraging SMS and push notifications can significantly enhance your communication strategy, but it’s crucial to follow best practices to ensure your messages are impactful, well-received, and compliant with regulations. 

Tips for Crafting Effective Messages

1. Be Clear and Concise: Keep your messages short and to the point. Push notifications can be a bit longer, but avoid overwhelming your users with lengthy text.
2. Use a Strong Call to Action: Encourage users to take a specific action with a clear call to action (CTA). Whether it's "Shop Now," "Read More," or "Confirm Appointment," your CTA should be direct and easy to follow. Make sure it aligns with the purpose of your message and guides users on what to do next.
3. Optimize for Readability: Ensure your messages are easy to read and understand. For push notifications, make use of formatting options such as bullet points or emojis to break up text and draw attention.
4. Tailor Messages to Your Audience: Personalization can significantly boost engagement. For instance, send targeted offers based on past purchase history or location-specific promotions based on the user’s current area.
5. Address Users by Name: Whenever possible, address users by their first name. This simple personalization technique can make your messages feel more relevant and engaging. For SMS, include the user’s name at the beginning of the message to create a more personalized touch.g

Tips For Balancing Frequency to Avoid Customer Fatigue

1. Establish a Consistent Schedule: Establish a communication schedule that maintains a balance between staying top-of-mind and respecting users’ time. For SMS, consider sending no more than one or two messages per week to avoid overwhelming recipients.
2. Monitor Engagement Metrics: Track how users respond to your messages and adjust your frequency based on their engagement. Pay attention to metrics like open rates, click-through rates, and opt-out rates to gauge whether your messaging frequency is appropriate.
3. Offer Preferences: Allow users to set their preferences for message frequency and content. Providing options for frequency, such as daily, weekly, or monthly updates, can help prevent fatigue and ensure users only receive the communications they find valuable.

Tips For Ensuring Compliance with Regulations

1. Follow Opt-In Requirements: Ensure you have explicit consent from users before sending SMS messages. Regulations like the Telephone Consumer Protection Act (TCPA) in the U.S. require businesses to obtain opt-in consent. Provide a clear opt-in mechanism and maintain records of consent to ensure compliance.
2. Include Opt-Out Options: Always provide an easy way for users to opt out of receiving future messages. For SMS, include instructions such as “Reply STOP to unsubscribe” in every message. This not only complies with regulations but also helps maintain trust with your audience.

Start Sending Better SMS Campaigns With Textedly

SMS is an excellent way to communicate with your customers while remaining helpful, informative and non-intrusive. Ready to connect with your customers in this scalable, cost-effective way?

Textedly makes it simple to send timely and on-brand SMS text messages to your customers. Whether you want to send a one-off text or mass text message, Textedly lets you create a customized SMS marketing plan that fits your business needs.

Need one more reason to try Textedly? It’s one of the few companies that allows you to send up to 300 characters per message instead of the traditional 160-character limit. What more could you ask for?

Sign up for a free trial with Textedly, so you can start leveraging text with your customers today.