The channel you use to request reviews matters as much as the message itself. Email and SMS both work, but they work very differently — and understanding when to use each one can significantly increase your review conversion rate.
The Numbers: SMS Wins on Every Metric
The data is clear:
- Open rate: SMS averages 95%+ open rates. Email averages 20–25%.
- Response time: Most SMS messages are read within 3 minutes. Email often sits for hours or days.
- Click-through rate: SMS review request links see 3–5x higher click-through rates than email links.
- Conversion rate: Overall review conversion from SMS requests typically runs 15–25%, compared to 3–8% for email.
The reason is simple: people live on their phones. An SMS arrives, gets read, and the review link is one tap away. Email competes with newsletters, promotions, and everything else in a crowded inbox.
When Email Still Makes Sense
Despite SMS's advantages, email has legitimate use cases:
- B2B contexts: Professional contacts often prefer email communication.
- Longer messages: If you want to include more context, a thank-you note, or additional information, email gives you more room.
- Compliance: Some industries have specific communication regulations that make SMS more complex.
- Preference: Some customers prefer email. Giving them the option respects their preference.
The Best Strategy: Use Both
The highest-performing review request strategies use both channels. Send an SMS as the primary request (for the immediacy and high open rate), and follow up with an email a day or two later for anyone who hasn't responded. This dual-touch approach captures both the impulse responders (SMS) and the deliberate responders (email).
How Revu Handles Multi-Channel Requests
Revu supports both email and SMS review requests through a single campaign interface. You can choose one channel or both, customize the message for each, and set the timing for each touchpoint. The platform tracks delivery, opens, clicks, and conversions separately by channel — giving you the data to optimize your approach over time.
SMS delivery is handled through integrated providers (Twilio and ClickSend), and email through Resend — all configured within Revu's settings. No separate accounts to manage, no complex integrations to maintain.