Email Marketing vs SMS: Which Drives More Sales?

Email marketing or SMS – which one drives more sales? Here’s the quick answer:

• SMS has a 98% open rate and is perfect for urgent, time-sensitive promotions like flash sales or reminders.
• Email is better for detailed, visually rich campaigns like product launches or customer nurturing, offering an ROI of AED 165 per dirham in e-commerce.

Both channels excel in different areas, and combining them can boost ROI by 35%.

Quick Comparison Table

Metric	Email Marketing	SMS Marketing
Open Rate	20–25%	98%
Response Rate	4–6%	40–50%
Response Time	~90 minutes	~90 seconds
Message Length	Unlimited	160 characters
Best Use	Detailed campaigns, loyalty	Flash sales, urgent updates
ROI (AED)	AED 132–165/dirham spent	AED 77–150/dirham spent

Key takeaway: Use SMS for urgency and email for depth. Together, they’re even more effective.

Email Marketing: Benefits, Drawbacks, and Performance Data

Benefits of Email Marketing

Email marketing stands out for its adaptability and cost-efficiency, making it a go-to strategy for UAE D2C brands. It allows businesses to deliver detailed, engaging content that helps customers make well-informed purchasing decisions.

One of its biggest strengths is segmentation and personalisation. Businesses in Dubai, for example, can customise messages to suit diverse demographics and shopping behaviours. Studies show that marketers who segment their email lists see a revenue boost of 760%, while personalised emails can increase click rates by nearly 139% ^[3][4][1]. For UAE brands, this could mean addressing recipients by their first names, suggesting products based on browsing habits, or offering deals tailored to local preferences and traditions ^[3].

Another advantage is the automation potential. Automated email sequences can nurture leads, recover abandoned carts, and re-engage dormant customers - all without requiring constant manual effort. The return on investment (ROI) for email marketing is impressive, with an industry average of AED 132 earned for every dirham spent. E-commerce businesses often perform even better, averaging AED 165 per dirham ^[1].

However, like all marketing channels, email marketing comes with its own set of challenges that can affect its success.

Drawbacks of Email Marketing

Despite its benefits, email marketing isn't without hurdles. One major issue is deliverability - about 48.63% of all emails sent end up flagged as spam ^[4]. This means nearly half of your crafted messages might never reach your audience.

Another challenge is the intense competition in inboxes. With people receiving dozens of promotional emails daily, standing out can be tough. In fact, 47% of recipients decide to open an email based solely on its subject line ^[4], which puts extra pressure on crafting attention-grabbing headlines.

Then there's the need for mobile optimisation. Since over 50–60% of emails are opened on mobile devices ^[4], campaigns must look appealing across various screen sizes and email platforms. This often requires additional resources and testing. Moreover, email campaigns tend to have slower response times compared to channels like SMS, which can be a drawback during flash sales or time-sensitive promotions.

Performance Metrics and UAE Market Data

When done right, email marketing can deliver outstanding results in the UAE. Industry benchmarks suggest open rates should fall between 17% and 28%, depending on the sector ^[7], while click-through rates typically range from 2% to 5% ^[7]. In 2024, the average email open rate across industries reached 36.5% ^[5], showing that well-optimised campaigns can outperform expectations.

A great example is DODuae.com, the UAE's largest online shopping platform. During the FIFA season, they used region-specific abandoned cart emails, achieving a 14.77% recovery rate ^[1].

For UAE-based D2C brands, aiming for a cost per lead (CPL) below AED 50 and securing conversion rates above 3% are realistic goals ^[6]. SLM Consultants, for instance, generated 120 qualified leads with a cost per acquisition (CPA) of AED 45, leading to a 25% revenue increase ^[6].

"Traditional click-through rate is one of the most meaningful statistics to track in your email marketing software. This, layered with audience size, can really be the foundation of a list that's ready to be leveraged towards achieving significant business objectives."
– Matt Schott, Senior Lead Gen Strategist, thunder::tech ^[2]

These figures highlight the importance of ongoing optimisation. Successful UAE brands consistently analyse campaign performance, tweak their messaging and visuals, and experiment with different formats to find what works best ^[6]. By focusing on precise targeting and using retargeting tools effectively, companies can further enhance their email marketing success.

SMS Marketing: Benefits, Drawbacks, and Performance Data

Benefits of SMS Marketing

SMS marketing offers a level of immediacy that's hard to beat, with an impressive 98% open rate and 90% of messages being read within just three minutes ^[8][9]. The response rate is equally striking - 45%, compared to email's 6%, and an 18% click-through rate, which far outpaces email's 2.5% ^[8]. This makes SMS a powerful tool for driving customer action quickly.

For D2C brands in the UAE, SMS is particularly effective for grabbing attention during flash sales or time-sensitive promotions. Its direct approach cuts through the noise of other digital channels, with 77% of recipients responding to SMS messages within 10 minutes ^[8]. This makes it perfect for urgent communications like limited-time offers, stock updates, or event reminders.

The financial upside is also noteworthy. SMS campaigns deliver a return of AED 77–150 for every dirham spent ^[8]. Additionally, 68% of consumers spend over AED 184 on items they purchase via SMS ^[8].

Businesses that incorporate text messaging into their marketing efforts are 683% more likely to see success in their digital campaigns compared to those that don’t ^[8].

"This is the most powerful sh*t I've seen since early email. From somebody who has hundreds of thousands of people on text, I'm getting 98% open and 90% engagement." – Gary Vaynerchuk ^[10]

While SMS marketing has clear advantages, it’s not without its challenges.

Drawbacks of SMS Marketing

Despite its effectiveness, SMS marketing comes with some limitations. The most obvious is the 160-character limit, which forces marketers to be concise and can make it difficult to convey detailed product information or promotional offers ^[11].

Another drawback is cost. Unlike email marketing, which often allows unlimited messages for a fixed monthly fee, SMS incurs a charge for each message sent. For large-scale campaigns, these costs can add up quickly ^[11].

The inability to include rich multimedia content is another limitation. For brands in visually driven industries, this can make it harder to showcase products effectively ^[11].

Regulatory compliance is also a key consideration. In the UAE, businesses must obtain explicit opt-in consent before sending SMS messages, and strict data protection laws make maintaining customer trust essential ^[11]. Additionally, SMS messages are not encrypted, leaving them more vulnerable to interception ^[11].

Frequent messaging can also lead to higher unsubscribe rates. Since SMS messages are almost always opened, irrelevant or excessive communication can prompt users to opt out more quickly than they might with email ^[12].

Performance Metrics and UAE Market Data

Balancing its strengths and challenges, SMS marketing thrives in the UAE's mobile-first environment. With mobile penetration exceeding 99% ^[13], SMS campaigns can reliably reach nearly every recipient, contributing to their high success rates.

In the UAE, SMS open rates remain at a consistent 98% ^[13], with most messages being read within minutes. Campaigns that are well-executed can achieve click-through rates as high as 40% ^[14]. Remarkably, over 75% of consumers revisit their abandoned carts after receiving an SMS reminder ^[14].

The local market for SMS advertising is also growing steadily, with ad spending expected to hit approximately AED 4.7 million by 2025 ^[15].

Here’s a breakdown of SMS pricing in the UAE:

SMS Volume	Cost per SMS (AED)	Features Included
1,000–5,000	0.07–0.12	Basic bulk SMS
5,001–20,000	0.06–0.10	Dedicated sender ID, delivery reports
20,001+	0.05–0.09	API integration, automation

Timing is another critical factor for success. In the UAE, SMS campaigns perform best during morning hours (8–10 AM) and evening hours (6–8 PM) ^[13]. Many brands are now integrating AI and machine learning to personalise messages further, while combining SMS with email and social media as part of a broader omnichannel strategy ^[16].

"A lot of people prefer being contacted via their mobiles over email. We have seen a better open rate with SleekFlow Broadcasting and a really good return on Broadcasting messages." – Kate Kikano, Founder of TKD Lingerie ^[13]

Email VS SMS Marketing 2025 [Practical Guide for Ecommerce]

Direct Comparison: Email vs SMS Performance

Looking at the performance metrics, it’s clear that email and SMS marketing serve different purposes, especially in the UAE's mobile-driven market. Both channels excel in specific areas, but their effectiveness varies depending on the goals of your campaign.

Email open rates hover around 20–25% ^[18], while SMS boasts an impressive 98% ^[17]. In simple terms, nearly every SMS gets read, whereas only one in four emails manages to grab attention.

When it comes to response rates, SMS takes the lead again with an average of 40–50% ^[17], compared to email’s modest 4–6% ^[17]. Even more striking is the speed of response: SMS responses typically come within 90 seconds, while emails take about 90 minutes ^[17].

Performance Metrics Comparison Table

Metric	Email Marketing	SMS Marketing
Open Rate	20–25% [18]	98% [17]
Response Rate	4–6% [17]	40–50% [17]
Average Response Time	90 minutes [17]	90 seconds [17]
Character Limit	Unlimited	160 characters
Multimedia Support	Full rich media	Text only

From a financial perspective, email marketing delivers an ROI of AED 45 for every dirham spent ^[1]. While SMS campaigns are more expensive, their engagement rates often justify the cost. For instance, TKD Lingerie reported a 40× return on ad spend and a 74% SMS open rate in February 2025 ^[13].

Choosing the Right Channel for Your Goals

SMS shines when immediacy is key - think flash sales, abandoned cart reminders, or time-sensitive promotions. Its instant delivery makes it perfect for grabbing attention quickly. On the other hand, email is better suited for detailed communications, like product announcements or educational content. It allows for rich media integration and is more cost-effective for long-term customer engagement.

With a mobile penetration rate exceeding 99% in the UAE ^[13], SMS reliably reaches customers almost instantly. It also outperforms other channels, delivering a 209% higher response rate than phone, email, or Facebook for customer acquisition ^[19]. Meanwhile, email’s strength lies in its ability to convey detailed product information and visually engaging content, making it ideal for nurturing leads and building brand awareness.

"SMS marketing remains one of the most effective communication channels for businesses in the UAE, delivering high open rates, instant reach, and strong customer engagement." – Yu Huan, Assistant Content Manager, SleekFlow ^[13]

sbb-itb-4bf3ff8

When to Use Each Channel for UAE D2C Brands

Picking the right marketing channel can make or break a campaign for D2C brands in the UAE. Each channel serves a unique purpose, and your choice should align with your goals, timing, and how you want to engage with your audience.

When to Use Email Marketing

Email marketing shines when you're looking to build long-term customer relationships and share detailed information. In the UAE, where audiences are culturally diverse, email allows for tailored messaging that resonates with different groups.

It's an excellent choice for product launches or announcements that require more space to explain. Whether you're unveiling a new collection or breaking down complex product features, email's multimedia capabilities let you tell a compelling story. This approach is especially effective in the UAE, where visually appealing and well-crafted content is highly appreciated.

One of email’s strongest use cases is cart abandonment recovery. For instance, DODuae.com achieved a 14.77% recovery rate for abandoned carts by sending timely reminders, often sweetened with incentives like free shipping or special discounts ^[20].

Email also works wonders for loyalty programmes and customer nurturing. A great example is Speero, a Saudi brand that increased overall revenue by 25% and boosted orders from cart abandoners by 189% through dynamic segmentation and targeted email campaigns ^[20]. By segmenting audiences based on purchase history and browsing behaviour, email becomes a powerful tool for personalisation.

Educational content is another area where email excels. Sending how-to guides, product care tips, or styling advice not only helps customers but also positions your brand as an expert. This strategy resonates well in the UAE, where consumers often seek detailed information before making a purchase.

The numbers back up email's effectiveness. Personalised emails convert 405 times better than generic ones for retail and e-commerce brands in the Middle East ^[21]. For example, Saudi retailer HNAK saw a 30% increase in email open rates by leveraging hyper-personalisation based on real-time customer data ^[20].

While email builds lasting connections, SMS is your go-to for immediate action.

When to Use SMS Marketing

SMS marketing is perfect when urgency is key. With 21.5 million mobile subscriptions in the UAE and 11.5 billion SMS messages sent in 2023 ^[22], SMS offers unmatched reach and instant delivery.

It’s particularly effective for flash sales or time-sensitive promotions. If you're running a 24-hour sale or need to alert customers about limited stock, SMS’s 98% open rate ensures your message gets noticed almost instantly. The UAE's high smartphone penetration makes it even more impactful during busy shopping seasons.

SMS is also ideal for appointment reminders and delivery updates. Customers value clear, timely communication, and SMS delivers just that.

Abandoned cart reminders work well through SMS too, especially for high-value items or repeat customers. Additionally, SMS is a great way to re-engage customers who’ve gone quiet. If email engagement drops, a well-timed SMS can cut through the noise and bring them back.

"A lot of people prefer being contacted via their mobiles over email. We have seen a better open rate with SleekFlow Broadcasting and a really good return on Broadcasting messages."
– Kate Kikano, Founder of TKD Lingerie ^[13]

UAE Marketing Rules and Compliance

To succeed with email or SMS marketing in the UAE, you need to adhere to strict local regulations. Both channels require explicit consent from recipients before sending promotional messages. The Telecommunications and Digital Government Regulatory Authority (TDRA) enforces clear opt-in requirements ^[23].

Opt-in processes must be transparent, with customers clearly informed about the types of messages they’ll receive and how often. Opt-out options are equally important - every email must include an unsubscribe link, and every SMS should provide clear instructions for opting out. The process must be simple and immediate.

Cultural sensitivity is critical. Your messaging must align with Islamic values, family traditions, and social norms ^[24]. This means avoiding content that clashes with local customs, being mindful of religious holidays and prayer times, and ensuring your imagery and language are appropriate for UAE audiences.

Data protection is another key consideration. Customer data must be stored securely, used only for its intended purpose, and never shared without explicit permission. The UAE’s regulatory landscape is complex, with federal laws and specific rules for free zones, so staying compliant is essential to avoid penalties and maintain trust ^[23].

Lastly, language matters. While English is widely used, incorporating Arabic elements can significantly boost engagement and show respect for local culture - particularly when targeting Emirati customers.

Practical Strategies from GROW DTC

In the UAE, successful campaigns often combine email and SMS marketing. Why? Because this dual-channel approach can deliver a 35% higher ROI compared to single-channel strategies and reduce acquisition costs by 60% when stacked against social media advertising ^[26].

How to Combine Email and SMS Marketing

Integrating email and SMS marketing isn't just about using two channels - it's about making them work together seamlessly. Start by using email for detailed product information and SMS for quick, time-sensitive updates. For example, you could send an email introducing a new product line with rich visuals and descriptions, followed by an SMS 24 hours later offering a limited-time discount.

Segmentation is key here. Divide your audience based on their engagement levels. Highly engaged customers could receive both email and SMS, while less active subscribers might only get emails to avoid overwhelming them. Dive deeper into their behaviours - purchase history, browsing habits, and past interactions can help you craft more personalised campaigns.

Automation takes this to the next level. For instance, when a customer abandons their cart, send an email within two hours showcasing the items they left behind. If they don't return, follow up with a concise SMS 24 hours later. This pairing leverages email's detailed storytelling and SMS's immediacy.

Timing is everything. Avoid bombarding your audience by spacing out your messages. If your email goes out on a Tuesday, schedule your SMS for Thursday. This staggered approach keeps your brand visible without overwhelming your customers.

By weaving these strategies together, you can create campaigns that resonate with your audience and maximise engagement.

Local Market Optimisation Strategies

Once you've aligned your email and SMS efforts, it's time to fine-tune your approach for the UAE market. Here, timing and cultural awareness are crucial.

Avoid sending messages during prayer times or late at night. The best windows for engagement are typically 8–10 AM and 6–8 PM ^[13]. During Ramadan, shift your communication to the evening to respect fasting hours.

Language also plays a powerful role. While English works well for many, adding Arabic phrases or greetings can show cultural respect and increase engagement, especially with Emirati customers.

But localisation isn't just about language. Incorporate local events and holidays into your messaging. Whether it's National Day or Eid, acknowledging these moments helps you connect with your audience on a deeper level.

Don’t forget compliance - it’s non-negotiable. Use double opt-in processes to ensure clear consent for both email and SMS. For SMS, include the mandatory "AD-" prefix for promotional messages and always offer an opt-out option like "Reply STOP to unsubscribe" ^[25]. Registering your brand as an approved sender ID with Etisalat and du improves trust and ensures better SMS deliverability.

Tracking and Improving ROI

Once your campaigns are up and running, tracking performance is vital. Focus on metrics that directly impact revenue, not just vanity stats. Key indicators include open rates, click-through rates, conversion rates, and unsubscribe rates for both channels ^[26].

Cross-channel attribution is equally important. For example, a customer might read your email but only convert after receiving an SMS reminder. Understanding these interactions can help you refine your strategy.

Testing should never stop. Experiment with different timings, message lengths, subject lines, and personalisation tactics to see what resonates best with your audience ^[26].

"While we all love to say that automation can be 'set it and forget it,' that is not how we optimise." - Elizabeth Jacobi, Founder of MochaBear Marketing ^[27]

Mapping the customer journey is another invaluable tool. Identify when to use email versus SMS at various stages. Early-stage customers might benefit from educational emails, while those closer to purchase may respond better to urgent SMS reminders.

When calculating ROI, look beyond immediate results. An email might not lead to a direct sale but could play a pivotal role in a later SMS-driven conversion. Use performance tracking tools to monitor delivery rates, engagement, and conversions in real-time. Set automated alerts for sudden drops in performance to address issues quickly.

The most effective UAE brands treat email and SMS as complementary tools rather than competitors. By coordinating campaigns, respecting local customs, and leveraging data for continuous improvement, you can create strategies that drive meaningful growth for your business.

Conclusion: Picking the Right Channel for Your Brand

Choosing between email and SMS marketing isn’t about taking sides - it’s about understanding your audience and aligning your strategy with their preferences. In the UAE's thriving D2C market, where 11.5 billion SMS messages were sent in 2023 ^[22] and smartphone usage surpasses 99% ^[13], both channels bring unique strengths to the table.

Start by identifying your primary sales objective. If you're aiming for immediate actions like flash sales or time-sensitive offers, SMS stands out with its near-universal open rate. However, if your focus is on building lasting customer relationships or sharing detailed product stories, email marketing's ability to deliver rich, engaging content shines through. With an average ROI of AED 165 for every AED 3.67 spent in e-commerce ^[1], email proves its value for campaigns with a long-term vision.

Successful UAE brands know how to balance both channels effectively.

"A lot of people prefer being contacted via their mobiles over email. We have seen a better open rate with SleekFlow Broadcasting and a really good return on Broadcasting messages." – Kate Kikano, Founder of TKD Lingerie ^[13]

Compliance is a critical factor in the UAE. SMS marketing requires explicit consent and must adhere to the 7 AM to 9 PM window ^[28][22]. While email marketing faces fewer constraints, it still requires proper opt-in methods and clear unsubscribe options to remain customer-friendly.

Audience preferences also play a role. Younger, mobile-first users often lean towards SMS, while professional audiences appreciate the depth and detail email offers. Testing both channels can help determine which resonates most with your audience.

The real power lies in integration. Use email to nurture relationships and SMS for urgent, attention-grabbing prompts. This dual approach can amplify your ROI and improve overall campaign performance, especially in the competitive UAE market.

Start by defining your goal - whether it’s immediate sales, retention, or building brand awareness - and choose the channel that aligns with it. Remember, the most effective strategies are those that prioritise your customers' preferences over assumptions. By putting their needs first, you’ll be well-positioned to succeed.

FAQs

How can combining email and SMS marketing increase my business’s ROI in the UAE?

Combining email and SMS marketing is a smart way for businesses in the UAE to boost their ROI by leveraging the distinct advantages of both platforms. SMS stands out for its immediacy, with open rates soaring above 98%, making it ideal for urgent updates, limited-time deals, or reminders. On the other hand, email provides the space for in-depth content, storytelling, and personalised interactions, fostering deeper customer connections over time.

When these two channels work together, they create a cohesive multi-channel strategy. For instance, you can send an SMS to alert customers about an exclusive email promotion and then use the email to share detailed information about the offer. This kind of integration enhances visibility, improves conversion rates, and drives better ROI - all while aligning with the preferences of your UAE audience.

What are the rules for SMS marketing compliance in the UAE?

In the UAE, SMS marketing comes with clear rules to ensure businesses stay compliant and respectful of their audience:

• Timing Restrictions: SMS campaigns are only allowed between 7:00 AM and 9:00 PM.
• Consent: Businesses must secure explicit, documented consent from recipients before sending any marketing messages.
• Registered Sender ID: All SMS must come from a registered sender ID, starting with the prefix "AD-".
• Unsubscribe Option: Each message must provide a simple way for recipients to opt out.
• Content Guidelines: Certain topics, like political, religious, or gambling content, are strictly off-limits.

Breaking these rules can lead to hefty penalties of up to AED 400,000 per violation. Following these guidelines isn’t just about avoiding fines - it’s also about building and maintaining trust with your audience.

How can I combine email and SMS marketing to boost customer engagement and sales?

To get the most out of email and SMS marketing, it's smart to use a multi-channel approach that plays to the strengths of each platform. Emails are perfect for sharing detailed content, like personalised product recommendations or newsletters. On the other hand, SMS shines when it comes to time-sensitive updates, such as cart reminders or flash sales. When these two channels work together, they can drive engagement to new levels - research shows that customers receiving both email and SMS are much more likely to make a purchase.

The secret to making this strategy work? Personalisation and segmentation. Tailor your messages to match your customers' preferences and behaviours. For instance, SMS can be used to deliver exclusive promotions that encourage immediate action, while email is better suited for sharing in-depth product information or following up after a purchase. By weaving these strategies together, you can create a smooth customer journey, boost conversion rates, and see a stronger return on your marketing investment.

Related posts

• Ultimate Guide to D2C Email Marketing in 2025
• 7 Facebook Ad Mistakes Killing Your D2C Sales
• Landing Page Optimization Checklist for D2C Brands