Email or SMS? How to Communicate Effectively During the Summer Holiday Season
Summer is a key season for many businesses, bringing seasonal sales, special promotions, and opportunities to connect with customers who have more free time. However, the holiday season also changes the way people communicate.
While work emails often go unread for several days, people almost always keep their mobile phones within reach. So, which communication channel should you choose? Is email still the best option, or are SMS messages more effective?
How Customer Behaviour Changes During the Summer
During the summer months, people spend less time in front of their computers. They’re on holiday, travelling, or relaxing by the pool, which means they check their work inbox much less frequently than usual.
Their mobile phone, however, remains a constant companion. That’s why SMS messages have a significant advantage during this period. They are delivered directly to the customer’s phone, and most recipients read them within just a few minutes of delivery.
This doesn’t mean that email marketing stops working. It simply means you should expect a longer path to reaching your audience.
When to Choose Email
Email marketing is the ideal choice if you want to:
- introduce new products,
- send a detailed newsletter,
- share inspiration, tips, or guides,
- build long-term relationships with your customers.
However, if you need to notify customers about an offer that expires within hours or a few days, email may not be the fastest way to reach them.
When Bulk SMS Is the Better Choice
The biggest advantage of SMS marketing is speed.
Bulk SMS campaigns are perfect for:
- summer sales,
- limited-time discounts,
- free shipping announcements,
- reservation or order reminders,
- new store or branch openings,
- VIP offers for loyal customers.
A short text message can drive customers to your website within minutes.
Not sure how to get started with bulk messaging? Check out our simple guide: How to Send Bulk SMS from Your Computer.
Example SMS
🌞 20% Summer Sale – This Sunday Only! Use code SUMMER20 and save today. 👉 www.yourdomain.com
The Best Results Come from Combining Both Channels
You don’t have to choose just one communication channel.
A highly effective approach is:
- Send an email with all the details a few days before the campaign starts.
- Send a short SMS on the day the promotion launches.
- Send one final SMS on the last day to remind customers the offer is ending.
This way, you benefit from both channels: email delivers the full information, while SMS encourages customers to take immediate action.
How to Write an Effective SMS
A good SMS message should be:
- short,
- easy to understand,
- focused on one clear call to action,
- ideally include a link to your website.
Avoid including multiple offers in a single message. The simpler your message is, the more likely customers are to respond.
Summer Is the Perfect Time for Fast Communication
Customer behaviour changes during the summer holiday season. While email remains an excellent tool for content-rich communication, SMS messages help you reach customers when an immediate response matters most.
If you want to maximise the performance of your seasonal campaigns, combining both channels is the most effective strategy. This allows you to reach customers at the right time, through the right channel.
Try Bulk SMS for Free
Want to reach your customers quickly and effectively during your summer campaigns?
Try GoSMS and send your first bulk SMS campaign in just a few minutes. Without complicated setup, you can send marketing SMS messages, inform customers about special offers, or remind them about important events.
