The numbers don't lie: SMS crushes email when it comes to review requests. But why? And more importantly, how can you leverage this for your business? We've analyzed data from over 50,000 review requests to bring you the definitive guide on SMS vs email for review generation.

The Statistical Showdown: SMS vs Email

Let's start with the hard data that makes this comparison crystal clear:

Open Rates

SMS: 98% open rate
Email: 20% open rate
Winner: SMS by 390%

Response Time

SMS: 90% read within 3 minutes
Email: 90% read within 2 hours (if opened at all)
Winner: SMS by 40x faster

Review Completion Rate

SMS: 34% complete the review
Email: 4.2% complete the review
Winner: SMS by 8x

Unsubscribe Rate

SMS: 1.4%
Email: 2.6%
Winner: SMS (lower is better)

Why SMS Dominates Review Requests

1. The Attention Factor

Your customers receive:

130+ emails per day (average professional)
12 SMS messages per day (average person)

SMS messages stand out in a less crowded channel, commanding immediate attention.

2. The Urgency Psychology

Text messages trigger an immediate response because:

We're conditioned to check texts instantly
SMS feels more personal and urgent
The notification is harder to ignore
It feels rude not to read a text

3. The Simplicity Advantage

SMS review requests work better because:

No subject line to craft
No spam filters to navigate
No images that fail to load
Direct link, no distractions

4. Mobile-First Reality

Consider these statistics:

85% of review are left on mobile devices
SMS is inherently mobile-optimized
Email often requires pinch-and-zoom
Text links open directly in mobile browsers

When Email Still Makes Sense

Despite SMS's dominance, email has its place:

Use Email When:

B2B high-value services where formality matters
Complex purchases requiring detailed follow-up
Educational content is part of your strategy
Legal requirements mandate email communication
Customer preference explicitly states email only

Email Advantages:

Richer content formatting
Ability to include images/logos
Longer message capability
Lower cost at scale
Better for newsletters/updates

The Hybrid Approach: Best of Both Worlds

Smart businesses use both channels strategically:

The 3-Touch Strategy

SMS (Day 0): Immediate post-service request
Email (Day 3): Follow-up with more detail if no response
SMS (Day 7): Final gentle reminder

Result: 47% total review completion rate

Channel Selection by Business Type

Restaurants

Primary: SMS (immediacy while experience is fresh)
Secondary: Email (for loyalty program members)

Healthcare

Primary: SMS (high open rates, appointment follow-up)
Secondary: Email (detailed care instructions)

Home Services

Primary: SMS (reaches customers on-the-go)
Secondary: Email (project summaries)

Professional Services

Primary: Email (maintains professional tone)
Secondary: SMS (for confirmed opt-ins only)

Crafting Perfect Review Requests

SMS Best Practices

The Anatomy of a Perfect SMS Review Request

Hi [Name]! Thanks for visiting [Business] today. 
How was your experience with [specific service]?

⭐⭐⭐⭐⭐ Rate us: [short link]

Reply STOP to opt out

Why this works:

Personal greeting
Specific service mention
Visual star reminder
Clear CTA
Compliance included

SMS Timing Strategy

Service businesses: 2-4 hours after service
Restaurants: 30-60 minutes after visit
Retail: Same day as purchase
Healthcare: Next day after appointment

Email Best Practices

The High-Converting Email Template

Subject Lines That Work:

"[Name], how was your visit to [Business]?" (34% open rate)
"Quick question about your experience" (31% open rate)
"Your feedback = Our improvement" (28% open rate)

Email Body Structure:

Personal greeting
Thank them for their business
One-click review buttons
Mobile-optimized design
Clear unsubscribe option

ROI Comparison: The Business Case

Let's break down the real costs and returns:

SMS ROI Calculation

Cost per message: $0.05
Messages sent: 1,000
Total cost: $50
Reviews generated: 340 (34% conversion)
Cost per review: $0.15

Email ROI Calculation

Cost per email: $0.001
Emails sent: 1,000
Total cost: $1
Reviews generated: 42 (4.2% conversion)
Cost per review: $0.024

The Hidden Value

While email appears cheaper per review, consider:

Each additional review can increase revenue by 5-9%
SMS generates 8x more reviews total
Faster reviews improve search rankings
SMS saves staff time on follow-ups

Implementation Guide: Switching to SMS

Step 1: Legal Compliance

Obtain explicit opt-in consent
Include STOP instructions
Maintain opt-out records
Follow TCPA guidelines

Step 2: Collection Strategy

Add phone field to all forms
Train staff to request numbers
Explain the value to customers
Make it optional but encouraged

Step 3: Message Crafting

Keep under 160 characters
Include personal touches
Add urgency without pressure
Always include opt-out

Step 4: Timing Optimization

Test different send times
Consider time zones
Avoid early morning/late night
Track response patterns

Step 5: Link Strategy

Use branded short links
Track click-through rates
Ensure mobile optimization
Direct to review form

Common Mistakes to Avoid

SMS Mistakes

Sending too frequently (max 1-2 per month)
Being too casual (maintain professionalism)
Ignoring opt-outs (legal requirement)
Poor timing (respect business hours)
Generic messages (personalize everything)

Email Mistakes

Overdesigning (simple converts better)
Burying the CTA (make it prominent)
Ignoring mobile (60% open on mobile)
Weak subject lines (test variations)
No follow-up (persistence pays)

Advanced Strategies for Maximum Results

The Sentiment Pre-Check

Before requesting a review:

"Hi [Name], on a scale of 1-10, how was your 
experience today? Reply with a number."

8-10: Send review request immediately
5-7: Send feedback form first
1-4: Route to customer service

Include recent review stats:

"Join 847 happy customers who left reviews this 
month! Share your experience: [link]"

The Specificity Trigger

Reference exact services:

"How was your oil change and tire rotation at 
our Main St location today? [link]"

Real-World Case Studies

Case Study 1: Pizza Restaurant

Before (Email Only):

15 reviews/month
3.9-star average
22% open rate

After (SMS Primary):

89 reviews/month
4.6-star average
98% open rate

Result: 493% increase in reviews

Case Study 2: Dental Practice

Strategy: SMS for appointments, email for complex procedures

Results:

SMS: 67% review rate for cleanings
Email: 31% review rate for major work
Combined: 52% overall review rate

Case Study 3: Auto Repair Shop

Three-Phase Test:

Email only: 8 reviews/month
SMS only: 71 reviews/month
Hybrid: 84 reviews/month

Winner: Hybrid approach

Technology and Tools

SMS Platforms to Consider

Twilio: Developer-friendly, scalable
SimpleTexting: User-friendly interface
EZ Texting: Good for beginners
Repto: Specialized for review generation

Integration Considerations

CRM connectivity
Review platform APIs
Automation capabilities
Analytics and reporting
Compliance features

The Future of Review Requests

Emerging Trends

AI-powered timing optimization
Conversational SMS interactions
Rich SMS with images
Voice-activated review requests
Predictive sentiment analysis

What's Not Changing

Personal touch matters
Timing is critical
Mobile-first approach
Compliance requirements
Value of authenticity

Making the Decision: SMS, Email, or Both?

Choose SMS If:

Your customers are individuals (B2C)
You need immediate responses
Mobile engagement is high
You have phone numbers
Budget allows for higher cost

Choose Email If:

Your clients are businesses (B2B)
You need detailed communication
Visual branding is critical
Budget is extremely tight
Customers prefer email

Choose Both If:

You have resources to manage both
Customer base is diverse
You want maximum reach
Testing shows both work
Competition is fierce

Action Steps for Your Business

Audit Current Performance
- Calculate current review generation rate
- Measure channel effectiveness
- Identify gaps in collection
Start Small
- Test SMS with 100 customers
- Compare results to email
- Gather feedback
Optimize and Scale
- Refine message templates
- Perfect timing
- Expand gradually
Measure Everything
- Track open rates
- Monitor review completion
- Calculate ROI
- Adjust strategy

The Bottom Line

The data is overwhelming: SMS generates 8x more reviews than email. For most businesses, the higher cost of SMS is offset by dramatically better results. However, the best approach isn't choosing one over the other—it's using each channel strategically based on your business needs and customer preferences.

Start with SMS for immediate impact, maintain email for comprehensive coverage, and always prioritize the customer experience in your review generation strategy.

Ready to supercharge your review generation with SMS? Repto automates the entire process, from request to response. Start your free trial and see why businesses using SMS get 8x more reviews.